When people apply for positions and send PDFs the employer or recruiter has to open each email download the resume and view it. Since there are many unemployed and underemployed people job hunting there are many job applicants applying for positions and because of the time it takes to view each PDF many applicant resumes may never get seen. When job applicants send a direct link to a resume page its much quicker to view a job applicants resume. If an employer or recruiter likes the resume page they can down the resume right from the resume website site and also view the job applicants complete online profile.
Functional resumes are good when you have little to zero work experience (or new grads). This type of resume allows you to showcase skills that fit in with the job requirements. Fair warning: most recruiters and hiring managers dont like this format and feel as though you may be hiding something. If you have a chronological resume you do not want to have one part chronological and one part functional because it will throw off the entire formatting and may confuse the employer about your skill set.
Mass production may be suitable for nuts and bolts; however it sure is not the right method to create your resume. This is what the resume mills or factories do - produce resumes that all look the same. When a prospective employer receives hundreds of applications and your resume is similar to the majority of them the impression created is not good enough to warrant an interview. Most likely it will not even be viewed.
The template of the resume which is actually the outline or the structure of the resume decides the positioning of every element of the resume. If this positioning is clear and clean with an equal weightage given to every element it appears that there is a flow in the format and so the resume appears attractive. Such a resume neither looks like a piece of art which shows that you were keen about the outline of the resume rather than the content nor does it appear as an essay.
An attractive resume template/outline makes it more powerful. Just as dressing smartly helps a candidate in an interview good formatting does the same for a resume. Looks do matter at all places in the real world and on paper. When you present yourself well you get noticed. Similarly when you present a good resume it will be noticed; otherwise it would be very easily find a bin to rest in.