When using text on a site it is best to use short paragraphs, small chunks of text, or bullet points, as most web users tend to scan a web page for the information they are after rather than read each line of text.
Try to make the page as visually appealing as possible and well structured and organised, as this will attract the users eye and make the page look more interesting.
A solid block of text, or a cluttered one with bright graphics or text is not very inviting.
A lack of contrast, or too much can make a page difficult to read. Also be careful with background images obstructing any text.
Avoid using all CAPITAL LETTERS or large chunks, as this does not look good and is 50% slower to read than lower case letters.
Layout text in small chunks or in columns much like a newspaper and with a few well-placed images you can make an otherwise dull looking web page look more interesting.
Choosing the right font and size is also very important to the way your site looks. If your site is mainly text then you need to use a font that is easy to read. The biggest problem with choosing the right font is that the font must be installed on the users machine. Have a look at the article on Fonts and Typefaces for web safe fonts.