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.
There are millions of resumes being uploaded to job sites and because of this job sites have an ongoing need for more and more web servers. Job sites earn revenue from recruiters and employers that are subscribers and not from job seekers so it makes sense to eliminate this cost and pass it on to the resume website provider. Since people manage multiple resumes in their profiles to apply for different jobs it would be better for everyone if job seekers had multiple links to different resume pages instead of resume PDFs. The storage cost to job sites is eliminated and job sites can reduce their fees to subscribers.
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.
Chronological format is most commonly used. It is best format for recent graduates and fresher applicants. The details in such CV are presented in the bullet-ed points and are categorized into different sections. The skills are generally listed after the career objective and before professional experience details as fresher applicant will not have any eye catching experience details to grab the attention of the employer.
Remember you resume will be read by humans as well as by machines which will scan for the right keywords. So put some time and energy into your keywords when you write. Resumes must grab the attention of both the human and the computer scanner.