This paper presents a corpus study that extends and generalises an existing annotation model which integrates functional content descriptions delivered via text, pictures and interactive components. The model is used to describe a new corpus with 20 online vegan recipe blogs in terms of their Attractiveness for at least two types of readers: vegan readers and readers interested in a vegan lifestyle. Arguably, these readers value a blog that shows that the target dish is Easy to Make which can be inferred from the number of ingredients, procedural steps and visualised actions, according to an Easy to Read cooking instruction that displays a coherent use of verbal and visual modalities presenting processes and results of the cooking actions involved. Moreover, added value may be attributed to invitations to Engage with the blog content and functionality through which information about the recipe, the author, diet and nutrition can be accessed. Thus, the corpus study merges generalisable annotations of verbal, visual and interaction phenomena to capture the Attractiveness of online vegan recipe blogs to inform reader and user studies and ultimately offer guidelines for authoring effective online multimodal instructions.