What keeps readers turning pages is suspense, which you can create using a variety of techniques, including tension, pacing and foreshadowing.
A soup manufacturer uses the same colors and design on every label to catch the consumer's eye and assure her that she's getting brand-name quality, whether she's buying bean soup or corn chowder or cream of tomato.
Romantic heroes and heroines are a bit different from the sort of people we run into every day.
If significant amounts of time go by without suspenseful action - which is often most powerfully motivated by backstory - the story loses momentum, and readers lose interest.
Suspense arises naturally from good writing - it's not a spice to be added separately.
The hero of a mainstream stand-alone novel can get by with things the hero of a sweet traditional category romance wouldn't dream of doing.
Main characters should grow and change during the course of a story.
Heroes and heroines don't commit adultery.
A romance novel is more than just a story in which two people fall in love. It's a very specific form of genre fiction. Not every story with a horse and a ranch in it is a Western; not every story with a murder in it is a mystery; and not every book that includes a love story can be classified as a romance novel.
In a romance novel, the core story is the developing relationship between a man and a woman. The other events in the story line, though important, are secondary to that relationship.
Modern romance novels tell a young woman that she can be successful, useful, and valuable on her own; that there are men who will respect her and treat her well; and that such men are worth waiting for.