Some random thoughts:

If I am just browsing, as when checking the new reviews or reading the discussion board, I mainly look at pictures and rates.  Before I book a date I will have read everything on the lady’s site.  I get my feel and jollies (pun intended) from reviews.  How other hobbyists reacted to their experience.

So my thoughts, there are two kinds of hits on your site, the casual shopper and the serious buyer.  You get most of your hits from the first group.  Your objective is to convert the casual shopper into the serious buyer.

Reviews most important - numero uno – includes services provided
Photos very important
Donation important
About Me important
FAQ important
Calendar important

Summary, reviews are the deal breaker, photos are very important but I primarily rely on the other hobbyists’ experiences and ratings.  The other elements of the provider’s site reflect on her professionalism but can influence my decision to request a date.

Hope this helps.

You touched on it A feel for the person ... Younger men and newbies to the hobby are usually just in it for the wam bam. But older guys Like me are in it more for the connection. Before and when I meet a lady for the first time I always have the intention of seeing her again. For those who click I have made some good friends. Hopefully that last a life time!

Q&A is good for the services type questions, But an about you (and yes you can leave out the stats) is a glimpse into who you are! I am investing my time and money in you too! and I always HOPE to see you again!

Unfortunately, that section can read like a resume, You will attract some people and put off others. Finally responding to emails Promptly with a little more about yourself will certainly seal the deal!

What liveonce said is absolutely true for me as well.  I think of it as a staged process.  Guys in general are very visual.  If they see what they like, they will investigate further.  Reviews for me is what will untimately detemine if I attempt to make contact.  As what was mentioned earlier, I am also investing  my time and of course there is also the money part.

As the other responders said, there are many different things going on. How often do you window shop vs actually buy?  Looking is free.

Myself, I have limited opportunity and resources so I try to be really selective. I'm looking for the person more than the image (but the image matters!). I do a lot of looking in between sessions.

I read the discussions and look up ladies that sound interesting, whether new or I've read about before.  I go to her TER reviews, and then pop up her pictures so I can read the reviews while looking at her. It's a more specific introduction (or reminder). It's as close as I can get to actually meeting her...my on-line meet and greet.

Whatever has been written on the website is gong to vary widely depending on the talents and intentions of the individual preparing the website. Some ladies invest a great deal of thought and effort into getting a great site (some are wonderful and much appreciated)  and others are just not skilled in that area or reluctant to out themselves very much.

Some of my best connections have had relatively crappy sites but you could still get the personality of the lady from her postings, self-descriptions and reviews.  

Q&A can be pretty artificial. [Like a new software product with "Frequently Asked Questions" that couldn't have been asked by anyone as the product is brand new. These FAQ often obviously the marketing person trying to make a pitch. e.g. "What makes your product the hallmark of the next generation?"  What real person would ask that!] Providers' Q&A's often feel like the provider made up the questions, then others only have a few questions as hobbyist don't seem to ask questions (or ask them privately).  Generally all my questions are answered in the reviews. Other than pictures and bio, my biggest need from the web page is to nail down the current rate as the TER review page, the website and the latest discussion posting can have three different rates.

Photos can vary. More often than not, the lady looks much better in person unless she's had really good photos taken in good light by a good photographer. Even then, a still picture is not as good as the real thing as personality is always in motion and a photo is one frame. Still, a photo is more useful than a word description, if you want certain physical types (and most of us do). I'm always pleasantly surprised. I'd like to see the smile even if the rest of the face is blurred.

Hope some of this rambling is useful.

The website traffic may be deceptive. Some girls post additional pictures on the different pages of their site, so I always check all the pages to make sure I don't miss any pics.

I skim over the bio, but they all tend to have the same info and typically aren't predictors of how the girl will be face to face. Reviews are much more important. If you have plenty of reviews you don't really need to bother much with the bio. But if you are going to have one you may as well make it worth reading. Put some thought into what you write and don't bullshit, reviews will expose your real personality, especially if your bio leads to some really disappointed guys.

The Q&A sections are useful when they reveal some details about services. If it's a laundry list of what she will not do, I run. If it reveals how nasty she really is, I look closer. But really the reviews will cover most of this info, and if the girl has a detailed menu or is willing to answers questions, the Q&A is not necessary.

Pictures are very important, and most girls don't have a clue about how to create a good gallery. There should be a few full-length full-nude pics. Then have a bunch of pics of you in a variety of slutty outfits and have a few casual in-the-lobby outfits. And finally, have some closeups of the important regions: tits, pussy, and ass. The full length nudes show the girl's complete package, the collection of slutty outfit pics lets the guy pick out an outfit he likes for the date and shows that the girl can tone it down for an outcall, and the closeups let the guy know exactly what he is in for. The closeups show that you have a smokin body, the outfit pics create a little fantasy in the guys skull of how you will look when the door swings open, and the closeups show off the main attractions and are assurances that you really have all the goods they are looking for. There is nothing I hate more than meeting up with a girl I had great hopes for only to find she has no ass.

I am always suspicious of girls who's pics are all airbrushed. And they do not need to be professional quality, but make sure they are descent. Don't have a gallery of just cellphone pics. Have a friend take some pics, or even have a hobbyist snap a few. And make sure to update them regularly.

In general don't mislead people with your site. The reviews will expose who you really are. If you have good reviews you don't need to worry about anything else, but it doesn't hurt to make that extra effort and it can be the one thing that hooks certain guys. Photos are important. Guys are visual no matter what else they may say. A guy won't bother looking over your reviews if the pics are bad. The whole point is to have some nasty pics that grab the guy's attention, and maybe even excite his member, long enough for him to decide to throw you an email or give you a call. If there is nothing in the gallery he will move on. There are plenty of other girls to choose from.

Oh btw, having spent an evening with Arden and friend…her pictures are 100% accurate…she is a passionate lover with just a little more kink than advertised.

Being a visual guy I think pics are important. It's good to fall in lust at first sight. But I don't think the pics need to be all that explicit just vamp it up a bit and be seductive. Sometimes a little mystery is appealing. To do that I think someone else should take the pics in varios poses. For me it's ok if you don't want to show the face...discretion and all. Then, once my interest is peaked I will go to reviews for detailed info.
I am a big beliver in "you get what you pay for" so the rate is only the determining factor if all else is equal.
I look at bios once I determine I'm going to buy to have something to talk about initially. Also. I like to have at least one phone conversation (non-explicit) to gauge the chemistry. I have changed my mind at this point in the past.
It is becoming obvious "Different strokes for different folks"

Definitely agree.  Don't you feel it would be true that a large percentage (not all), are more opt to "read" further, if there's some kind of visual attraction?  Otherwise, it would have to be some type of "blast", right on the front page, that caught someone's interest...eh?