Here's some tips that I hope you will find helpful.
1. Formatting the text - i.e., applying bold/colour/bullets, etc.
What I found very helpful, and easy to apply, were the tips given in the HTML tutorial by Gianfranco Manca: http://www.proz.com/home/12340/HTML_Tips3.htm.
If you want to do even more than that, there are many other HTML code tutorials on the web. Just type it into Google.
2. Getting all the information such as specialties, rates, project history, etc., to be immediately visible to clients without them having to click on the '+' at the top left hand side of the page.
In other words, so they don't have to 'click for the standardised information'...
When you go into your profile, you will see on the top left you have the option "Preferred display format." If you choose Standardized, the standard info will be shown by default. If you choose Personalized, it will just show the red cross, in order to emphasize the text written below.
I hope this helps.