I still do, and it took me almost as long to write the text for my new(er) website than it did my first one. I can't do sexy in any remotely convincing way, so I tend to stick to the information they need and try to write it in an upbeat and approachable way rather than pretend to be something I'm not and then get found out

.
It's tougher where you are because you can't be straightforward about services too - I've seen some ads when I've been in the US that made me wince because of the talk of 'dates', ' donations' (or even better 'gifts') and so on, but I completely understand why they have to do them like that.
I'd try to describe yourself accurately in the sort of way you'd expect somebody else to (not in the third person though) if they'd met and liked you. If that makes sense, and I'm not convinced it does.