One can think of designing different style of text when there is an objective of highlight certain text from general content. Whether you add a style in promotion text, business appeal line at the header, the introductory line at the header its different style can make a difference and can get visitors attention quickly. Here I am specifying some ways to design different text style. You can use below concept in your web design and implement it with the portion where you want to divert visitors' attention.
Most of the styles can be created with the use of custom CSS and HTML coding which you would get easily by searching on the net.
Shadow Effect on text : This is a common traditional way of displaying shadow of each character in the word. Some designer still use this technique in logo design.
Double character : it is most appropriate where you want to add promotional text at from in web design where same sentence get designed to pair of character in over lapping position.
Glow effect with background : Another common way in which you keep the contrast color in font or in the background to create a neon glow effect in the text.
Text with blurred images : Sometimes you spoil the quality of objects to highlight the other one clearly. If you have used image in the background, blurring that image would automatically make front object focused.