A decent picture of the guy smiling is good. Not too many selfies. Definitely no fish pics, no one wants to date Captain Birdseye. No pics with other women. A guy I met OLD did this and captioned the pic as "my sisters and I". Two of the women in the pic looked like him but one didnt. Turned out it was his ex. Why he did this, I'll never understand.
As for what a good profile says, I guess for me it would be something that tells me, about his personality or lifestyle. If he likes reading, put that and maybe give examples of genres and authors. Same with films/ music. If he is sporty, again talk about it. If he enjoys cooking, sure talk about it.
Honesty is a big one, with regards to stating his correct age, what he is looking for, and definitely none of the sexist bullshit of looking for women 20 years younger.
No referring to women as princess or any of those other icky terms. It's hard to pinpoint exactly what makes a good profile, but if the person is sound and genuine, it should come across in his words.