But they're not competition.

Competition is when five different shops all sell the same tin of beans; the beans are identical, so each shop has to give shoppers a good reason to buy them there. Human beings are not beans

Yes I’m well aware did you read what I said?

It really isn’t about pleasing every Tom, Dick and Harry. If you write your profile in a way that is genuine and you advertise what you genuinely enjoy offering you will attract the right clients and in doing so you do what you say on the tin and they are happy.

I've always found it works best to understate slightly in an ad/profile, but still be confident and mention the services you prefer to do. Don't build expectations too much. Then the clients will generally have a better experience than perhaps they were expecting. I have gained a lot of regulars that way - which is much my preferred type of client. Newbies can be hit and miss (those on their first visit but have previous experience), but I've also had inexperienced clients who didn't really know what to expect and have turned out well. One of those has been returning must be over fifteen years even though I've moved in the meantime.

I strongly discourage reviews, and these days avoid sites that have them. They cause nothing but trouble.
 

Why??

Because reviews build expectations, and throw in the fact that some reviewers are liars and claim all sorts of things that never happened, that becomes difficult to manage. Another thing is that people can pick up little details about you and piece them together, and it's always obsessives that do that.