Writing Outwardly
This website uses connections to its audience to pull them in. It uses comparisons to the author's life, and appeals to the reader's desire to create games to build interest.
Not Burying the Lead
Merfolk's Lullaby keeps things succinct and brief, putting the useable options front and center. It doesn't bother with lots of fluff, making its points easily readable.
Not Saying Too Much
Eating the Dungeon makes its point quickly, letting people know what it offers in only a few lines. It uses a small paragraph to immediately draw the reader in, and make them think about what Eating the Dungeon has to offer.
Making a Strong Call to Action
D&D Beyond puts it calls to action, its products and features, front and center on the main page. It uses cool art to draw users attention to what it wants them to pay attention to.