I am usually the GM of my own guild, as a member of a "Council", being that I'm not the only GM... I'll try not to be windy about it, but if you look at my WoW and DAoC guild websites, you'll get the jist of what we're about:
We are a family oriented guild, that is... we have players who often let their kids play with them, in the lap or they are sitting next to them, and as such, no swearing or cussing is allowed in guild chat. We strive to be "helpers" in the games we play, giving aid to those who need it in the form of donations of crafted armor, weapons, potions & gold to low level players, and offering services, and our character's class/skill abilities to those who need them. We are "Runs with Scissors", and we run with shears in hand, offering crafting and/or assistance stabbing those that need stabbing with sharp pointy shears!
We are not raid-centric, nor do we ask our members to be any particular level, or play during certain times. All guild events are "come if you are able", and are geared toward having fun, not XP or items, unless explicitly stated. We promote friendship and casual Roleplay, more often "RP-Lite" as we RP when the mood hits us. Some of us RP in guild chat, and some do not. Guild RP events are generally held in another designated chat channel and out of Guild Chat. We also aim to make everyone feel welcome and at home, from the solo'er, to the grouper, to the raid-centric person.
Our websites tend to have as much info as possible on the front website, with a simple design & layout. We offer game and/or guild news, shout-out's, links to guild information, links to game sites, forums, events calendar, guild roster, crafters corner, and more.
For more info on my guild(s), check out
http://wow.runs-with-scissors.com/ and
http://daoc.runs-with-scissors.com/.
This also goes to say, if I am not running my own guild, that is the type of guild I look for...
~ Jaraeth