I would love to see gun reviews done with some sort of standardized format. Feels more apples to apples that way.
There's also a wealth of information that could be objectively tacked down and put on display to great benefit for other gun owners.
The fantastic Box O' Truth website is a good example of this. The site is well-designed and visually appealing thanks to the large number of high-quality photographs. Most importantly though, those photos bear out what the website is intended for; a source of information on penetration of common objects by common rounds.
For more typical gun reviews, why not have some standardized picture tests to demonstrate your point?
For reviews of Evil Black Rifles, weight, overall length, accessory rails and ergonomics are primary considerations. For me, though, saying that "XZY Tactical Supreme-brand AR-15's are 28'' long with standard stock and 17.5'' barrel, 6 pounds unloaded with 4 picatinny rails and proven AR ergonomics" is a rather abstract and meaningless phrase.
A better system would be to show what 28'' long means. Can it fit in a golf bag? If broken down, can it fit in a gym bag?
Pictures of someone shooting or at least shouldering a gun are critical for me. They help put things in perspective, and are much more visually appealing than a picture of the gun on its own.
If you're talking about shotguns for clay shooting, why not get some dowel rods out and find out exactly where the center of gravity sits, and post a picture of it?
If you're talking pistols for concealed carry, how about some pictures of the gun concealed in various positions?
In short, consider turning the site into a visual encyclopedia. Pictures, when used to explicitly demonstrate a point, are about the most compelling and interesting media available. Since this is the internet, pictures can be seamlessly integrated into an article much more liberally than in print. It's a little more work, but it will make your site shoot to the top.
If my free advice is wrong, then by the whiskers of Ahura Mazda, you can have your money back!