I don't claim to be a master or even close but I do go on dates and luckily with pretty, educated and well put together women. Here's what I can offer:
1. Pictures...pictures and good pictures. This is your main selling point. Have one good/prof selfie but no more than two. Have pics with buddies and pics where you're doing activities. If you don't have them go ahead and start taking them at every opportunity, if you're like me (not very photogenic, you'll take hundreds, over time, and pick 3 or 4 from them).
2. Profile - less info is better...don't write a novel or go into details (leave it for in person meeting) but also don't write a very generic one. Have at least one witty remark that's original, it doesn't have to be a stand-up comedian material but something that she will remember you by from all the other dudes.
3. This one will be controversial here but know what you want! Personally I don't waste time chasing women (my time and their's) who are not going to work out long term. Hold out for those you think will be a good match. I skip over many good looking women because something else in their profile made me think we won't work out.
4. It's not a perfect science, just play the online dating game like most women do...as a game.
Hope that helps.