The most effective way to get readers to visit and stay on a website is to give them proper motivation, such as invoking emotion with stories and pictures.
Research has shown that the simpler the design, the better because the brain can only process so much information at at time. Too much information can overload it and cancel out understanding and retention. Consuming news and advertising involves receiving information, adding previously held knowledge for context and then storage of the new information. These all need to be kept in balance.