What will catch my eye is the culture the recipe comes from or a good picture. A funny story will work too. I tend to not read recipes that just jump into the mechanics of food, unless the person sharing is known to me.
I look for the following:
1. A background story
2. A list of ingredients and equipment that I need to assemble.
3. A sequence of the steps I need to take. Photographs are nice at this step; but, not essential to me. If you have the option, use them.
I am used to English measurements; but, I don't mind the math required to convert the measurements. The most common difficulty I run across is the confusion between volume and weight measurements. This is especially in true in baking recipes where precision is required.