I think it's a personal preference thing baklava
For me though :
Profile photos -
no photos with kids or exes/men - unless you say they're actually your brother or something
Photos without you in them - horses, cats, inspirational quotes by Marilyn Monroe etc
Not too many Instagram filters with hose bloody golden butterflies, honestly, it's one profile in three that have them, it seems, and all it makes me think is 'oh, so you spend your time touching up your pictures. Next'
Profile text -
Avoid cliches about long walks on the beach, work hard/play hard, my kids are my world, going out/staying in with wine and dvd.
Be funny. A joke, a silly headline, say how humour is important, and show you're funny.
Nothing negative about 'hate liars and cheats' etc.
It doesn't put off the liars and cheats, it just marks you out as a target, but it makes you seem like you're a negative person. I'm less likely to message someone who I think is suspicious from the get go.
Mostly, remember you're up against hundreds of other women, trying to catch the attention of a decent guy. And all of those men are up against hundreds of other men. There are many attractive women, so unless you're a supermodel, you'll fade into the background, there are always a few stunning women on every page of profiles. But very few whose profile headline sticks out as memorable. Ones like
'If carlsberg made girlfriends'
'Probably better than your ex'
'I'm like Gilette..' (I mentioned this one up thread)
Ones that put me off:
'Looking for my night in shinning armor'
'Please rescue me'
That Marilyn quote
'Live, laugh, love'
'Will fill this in later'