I'm new to the PUA stuff but I have done online dating for a couple years now and tried different stuff. I won't claim to be an expert but I've tried different stuff and these are the conclusions I've come to.
Ideally you should have at least 1 picture in each of these 4 categories:
1) A picture that shows what you look like
2) A picture that shows you with friends
3) A picture that shows you doing some fun/cool activity
4) A picture with your pet(s)
Girls want to know not just what you look like but also that you aren't a couch potato and don't underestimate the value of the pet picture. Also you should use something like hotornot or mybestface to determine which picture is best in each category.
What to write
The most important rule of profile is don't be generic and don't try to please everyone. I can't emphasize this enough. Basically there's a huge number of people online and everybody has a huge number of people they can contact. If you're average looking and your profile sounds like everyone else's then the hot girl is not going to talk to you. But if your profile is the only one of it's kind and she agrees with it she might. Basically it's better to write a profile that a small percentage of the people love and most people hate than to write one everyone thinks is ok. The profile that's works best for me probably offends the majority of women who read it. Also I've found this will cut down on your flake percentage and the dates you go on will be more successful.
Also display don't say. For example it's better to put a funny joke in your profile than to say you're funny.
If you're profile is long have an attention grabber at the start so they know it's not going to be just another boring generic profile and it's worth reading all the way through.
I've used POF OKCupid and Match so here's my ranking of each in each category
Match > OkCupid > POF
Quality of Woman / Least Flaky Women (The differences on this one are enormous)
Match > OkCupid > POF
OkCupid > POF = Match
Most unsolicited emails/winks/ etc ...
Match > POF > OKCupid
Highest Response Rate
OkCupid > POF > Match
In Person Events (enormous difference here too)
Match > POF
If I think of more stuff I'll add it later. Hope this helps.