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... I honestly think it's more about what your pictures say about you than how you look. If you look like you at least put some effort into your appearance I think you'll be fine if your game is good enough.
I'd put it in this order:
1. How you look
2. What your pics say about you (and yes, you're right, this can more than make up for number 1)
3. What you write
Do the experiment yourself: create a girl profile, and see what kind of messages you get... Some really good looking guys out there, with some very good game...
mPUAs pride themselves on looks not being important if you've got game... well... this is partly true, and partly a marketting trick to sell their methods to a wider, more in need audience.
But online, the balance of personality/value/looks that you find in real life gaming is altered.
Don't believe me? Do the experiement again: post 2 profiles: one with great looking pics and average description ; and one with average looks and great description... see which gets more answers.
Now, what you can do about your looks is limited to a certain extent... you can get a new wardrobe, get some styling advice, and workout... but at the end of the day, you've got the face you've got....
BUT: if there is one area you should work on in your online profile, it's your pics imo.
Before you even consider writing a profile, get some good pics: get some decent clothes & styling, and spend a couple of months carrying a camera with you wherever you go. Make use of all the pic opportunities.
We haven't touched upon this yet but: once a girl online has decided you're not worth it, she won't give you a second chance 6 months down the line unless you create a new profile (she's got your message history, and she can see she has rejected you).
It's worth getting it right the first time.