How you write profiles probably matters. If you're sparse or you're too wordy, that's going to put people off.

You also have to have some hooks --things that are part of your personality that can instigate some interest. Could be climbing, playing an instrument, working on a farm, etc. But also don't make things up. Looks matter, but after that initial attraction, other things matter, are they organized, are they too compulsive... You know their habits and so on. You want someone normal but also not someone boring, for the most part.