If you have an overriding interest or outlook, there are plenty of niche sites out there.
"Try turning down the volume on your inner critic on a superficial front, you may just discover you're a better judge of character, and are better able to decide if your date is someone that you connect with on a new level," she says.
Some sites are free, but for most sites you have to pay and it can get quite expensive.
It's often the case that the more serious people are about finding a mate the more likely they are willing to pay a subscription.
"If you are looking for a partner with a similar outlook and interests as yourself, the best place to start is with a niche dating website," says co-founder of Muddy Matches Lucy Reeves.
"Muddy Matches, is aimed at people who live a 'muddy-boots' lifestyle, so attracts people who enjoy an outdoors lifestyle."When you are going through the reams of potential partners on the internet - or when you meet them on a date - it's all too easy to have a shopping list mentality.
'He's too short, I don't like her eyes, or he doesn't make enough money'.
e Harmony's relationship advice expert Jenni Trent Hughes suggests not being too judgmental.
It definitely works, but to make the most of online dating here are the experts top 10 tips: Just choosing a dating site, let alone for a date, can be quite daunting as there are so many options.
The Online Dating Association says it is now the largest single way in which relationships start in the UK.
Some match you with potential partners, while with others you have free rein to browse and pick your own. With Match, which has millions of members, there's plenty of choice but you may have to go through hundreds of profiles to find your ideal date whereas e Harmony suggests dates for you based on compatibility.
If you prefer having control over your choices, or know which qualities will or won't suit you, you might prefer sites that let you choose who to contact.