I'm always looking for websites that include elements that engage women. Dailyworth.com is a personal financial and business advice site for women. Here's what Dailyworth.com is doing to connect with their female visitors.
The main service Dailyworth.com offers is a daily email:
Our emails provide money-related and professional advice in simple, sassy servings.
A short digestible daily email is perfect for today's time-starved woman.
The site uses bold colors including yellow, purple and pink. And it has a simple, clean design with good use of white space. All of these design elements have been proven to be persuasive for women. Amanda Steinberg, founder of Dailyworth.com says the site was designed to have a bold, modern, proud look that represents their bold, modern, proud readers.
OK, I'll give you two guesses as to the main action visitors should take on the site. Figured it out yet? Yup, it's to sign up for the daily emails. The site doesn't make women look for the main call to action element on a side panel or below the fold – it is the strongest element on the home page.
Amanda Steinberg started the site because "women need to know what they're worth." Everything about the site from the design to the copy is created to "speak up to women, not down."
She makes sure everyone from the writers to the designers is on the same page by creating a site character or persona. Here's just a snipet of her character Kali Cambio:
She recently left a large corporate accounting firm to start her own bookkeeping company. To work, she wears pants suits, her long black hair swept back in a pony tail, and high heels. She finds her first 3 clients quickly after attended a networking event for women business owners. She exudes confidence, joy and determination.
If you're wondering about the unusual name – it was chosen for a reason:
Kali is the Hindu goddess of power and change. Also "destruction in the name of good." She's worshiped in black magic circles. Thought that was fitting. Cambio is italian for change.
I don't know about you, but this sounds like a woman I'd like to hang out with. Having this character/persona in mind is a valuable gut-check for anyone working on the site to make sure they're keeping the content smart, interesting, and "speaking up" to this character and thus, the audience.
Great job of creating a website for women.