Matilda Small Business Tool
Meet Matilda
Everything you need to build, grow, and promote your business — online and off. Twelve sections, real tools, one place.
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Matilda Premium
Everything You Need to Build
Everything You Need to Build
Your Business
Twelve complete sections covering the full journey — from finding your niche to protecting what you've built. Written for women building businesses anywhere in the world, with tools, templates, and answers when you need them.
Foundations
A niche you can defend and a voice that's yours — without months of second-guessing.
Getting Online
A live website, a growing list, and photos that sell — without hiring a developer.
Growth & Visibility
The right platform picked for you, and press releases editors open — without the guesswork.
Monetisation
Prices you can justify and a model built for your business — without underselling yourself.
Content & Voice
Copy that converts, without sounding like a template.
Offline Promotion
Markets, print, and referrals that pay for themselves — without the trial and error.
Tools & Templates
A calculator and templates that do the thinking for you, so you're never starting from blank.
Money & Legals
Books that make sense and contracts that hold up — without a lawyer's invoice.
Operations & Efficiency
The boring parts automated, and a clear answer on when to hire — without hours lost to admin.
Customer Experience & Community
Customers who come back and refer others, without you chasing them for it.
Mindset & Resilience
Boundaries that hold and burnout caught early — before it costs you the business.
Marketing & Paid Growth
Funnels and ads that convert on a budget you can afford, without wasting your spend.
Matilda — Full Access
£7
One-time payment · Lifetime access
- All twelve sections, every chapter
- All tools and templates
- Writing score on every writing section
- Q&A — ready answers, or ask us directly
- Free updates as Matilda grows
Want everything, in full?
Add every DWC Conversation and a listing in the DWC Business Directory.
Unlock Everything — £55
Secure checkout via Stripe. Access details are sent to your email immediately after purchase.
Free Tool 01Visibility Metre
How Visible is Your
Business, Really?
Answer a few honest questions about your online presence and brand visibility. We'll show you exactly where you stand — and what to do next.
Section 1 of 5
0%
01
Foundation
Your Online Presence
Do you have a professional website?
How easy is it for someone to find you on Google when they search your name or what you do?
Do you have a Google Business Profile or equivalent directory listing?
02
Connection
Social Media Activity
Which platforms are you actively using for your business?Select all that apply
How consistently do you post content on social media?
Does your social content clearly communicate your expertise and who you serve?
03
Authority
Content & Thought Leadership
Do you create long-form content — blog posts, newsletters, podcasts or video?
Have you been featured in media, publications, podcasts or as a guest speaker in the last 12 months?
Do you have a defined brand — visual identity, brand voice, clear niche?
04
Community
Network & Relationships
Do you have an email list that you communicate with regularly?
How actively do you network, collaborate or build relationships in your industry?
Do clients, colleagues or community members refer others to you?
05
Strategy
Intention & Growth Mindset
Do you have a clear strategy for growing your visibility this year?
How would you describe your confidence in showing up visibly for your business?
In the next 90 days, what is your primary visibility goal?
0
/ 100
Score Breakdown
Your Action Plan
DWC Magazine
Amplify Your Visibility
With DWC
With DWC
Cover Feature
Cover Feature in DWC Conversations — reach millions of engaged readers
Business Directory
List your business in our searchable directory of women in business
Podcast Feature
Get Your Podcast Featured and share your voice with our community
Contributor Spotlight
Community Story Feature — write for DWC and own your thought leadership
Free Tool 02Article Writing Checklist
Free Tool 02 — Writer's Resource
Article Writing
Checklist
Whether you're sharing your story or promoting your business, write with clarity, confidence, and purpose.
Select your article type above to begin.
Non-Promo Article — Content that puts your reader at the centre. No pitch, no hard sell. Personal essays, how-to guides, opinion pieces, and educational features. The goal: deliver genuine value and build lasting trust.
Your Progress
0 / 0
01
Before You Write — Clarify Your Purpose
I know exactly who I am writing for Essential
Name your reader: age, situation, pain point. The more specific you are, the more powerfully they will feel seen.
I can complete this sentence: "After reading this, my reader will…"
One clear outcome keeps your article focused and purposeful from start to finish.
I have chosen one specific angle — not a broad topic
"Mental health" is a topic. "Three ways to quiet anxiety without meditating" is an angle. Narrow is powerful.
02
Headline & Opening Hook
My headline is specific, clear, and promises real value Essential
Use numbers, questions, or "how to" wherever possible. Avoid vague titles like "Tips for a Better Life."
My opening line makes the reader want to keep going
Start with a bold statement, surprising fact, relatable question, or a brief story. Never begin with "In today's world…"
My intro clearly signals what the article covers
Readers decide in seconds whether to stay. Tell them exactly what they will get — and make it worth their time.
03
Content & Structure
I have used clear subheadings to break up the content Essential
Most readers skim first. Good subheadings guide them to where they will read closely.
Every paragraph has one main idea
If you cannot summarise a paragraph in five words, it is doing too much. Split it into two.
I have included at least one example, story, or real-life scenario
Examples make ideas stick. Show, don't just tell — this applies to every article you write.
I have removed content that doesn't serve my one main point Pro Tip
Every sentence earns its place — or it goes. Ruthless editing is a gift to your reader.
Sentences are short and conversational — aim for under 20 words each
Write like you talk. Long, winding sentences lose readers. Punch. Then pause.
04
Tone & Voice
I am writing to one person, not a crowd
Say "you" not "people" or "readers." It creates an instant personal connection with every single reader.
My tone is warm, human, and free of jargon
Would your reader nod along if you read this aloud to her over coffee? That is your bar.
I have removed filler phrases like "In conclusion" or "It's important to note that"
These are space-fillers with no value. Delete without guilt.
05
Ending & Next Step
My ending ties back to the opening or lands a satisfying conclusion Essential
Don't trail off. Land the plane. A strong ending is what readers remember and share.
I have included a soft next step — share, comment, reflect, or try something
Even non-promo articles can invite engagement. A thoughtful closing question goes a long way.
06
Final Polish
I have read the article out loud at least once
Your ear catches what your eyes miss. Awkward sentences and run-ons become immediately obvious.
I have proofread and run a spelling and grammar check
Errors undermine credibility. Use Grammarly or paste into Google Docs as a final safety net.
My article is the right length — not padded, not cut short Pro Tip
600–1,500 words is a solid range for most articles. Every word should earn its place.
Your Article Is Ready
You have worked through every section. Your article is clear, valuable, and reader-first.
Hit publish with confidence — your audience is waiting for your voice.
Promotional Article — Content with a clear commercial purpose: driving awareness, sign-ups, downloads, or sales. Done well, it still delivers genuine value and persuades. The difference: you are guiding readers toward one specific action.
Your Progress
0 / 0
01
Know Your Offer & Goal
I can describe my offer in one sentence Essential
If you can't, your readers won't understand it either. Clarity wins clicks every time.
I know the one action I want readers to take
Download, sign up, buy, book, share — choose one. Multiple calls to action confuse and dilute.
I know the specific problem my offer solves
Women don't buy products — they buy solutions. Lead with the problem, then introduce your answer.
02
Headline & Opening Hook
My headline speaks directly to a desire, fear, or frustration Essential
Example: "Tired of Being Overlooked? Here's How to Get Noticed — Without Selling Your Soul."
My opening paragraph makes the problem feel real and urgent
Paint the pain. "You've tried X, Y, Z and still feel stuck." This earns buy-in before the pitch arrives.
I avoid starting with my brand or product name
Nobody cares about your brand until they trust you. Start in your reader's world, not yours.
03
Value First — Then the Pitch
I have given real, useful content before mentioning my offer Essential
Give before you ask. A tip, insight, or story first earns you the right to promote. This is the DWC way.
My offer feels like a natural next step — not a sudden pivot
"If you want to go deeper, here's how I can help" is a smooth bridge. An abrupt pitch breaks trust.
I have focused on benefits, not just features Watch Out
Feature: "30-day programme." Benefit: "Feel confident in your body within a month." What does it do for her?
04
Build Credibility & Trust
I have included social proof — a testimonial, result, or real story Essential
Real results from real people are more persuasive than any claim you make about yourself.
I have addressed the most likely objection — "But what if…?"
Anticipate doubt. If readers think "That won't work for me," handle it in the article before they click away.
My claims are honest and I don't over-promise Watch Out
Hype kills trust. "This changed my life" is vague. "Here's what changed for me" is believable and powerful.
05
Your Call to Action
My CTA tells readers exactly what to do next Essential
"Click here" is weak. "Download your free guide now" is specific and compelling. Action verbs + outcome.
My CTA appears at least twice — mid-article and at the end
Some readers are convinced early; others need the full journey. Give both groups a door to walk through.
If I have used urgency or scarcity — it is genuine Pro Tip
Only use real deadlines or limited spots. Fake urgency damages credibility the moment readers sense it.
06
Tone, Readability & Final Polish
The article feels persuasive — not pushy Essential
Pushy = pressure tactics. Persuasive = empathy + clear logic + genuine enthusiasm. Our readers know the difference.
I have broken text into short paragraphs and clear subheadings
Dense text kills momentum. White space keeps readers moving toward your call to action.
I have read it out loud to check flow and naturalness
Promotional copy that sounds robotic doesn't convert. It should sound like you — at your most confident.
I have proofread and removed all typos and errors
One typo in a sales article can cost a conversion. Small errors plant seeds of doubt. Eliminate them.
Your Article Is Ready
Every section complete. Your promotional article is value-rich, trustworthy, and built to convert.
Time to publish and let it do its work.
Free Tool 03Bio Writing Guide
Free Tool 03 — Bio Writing Guide
Writing Your Bio
Your bio is not a CV. It is the first thing a reader uses to decide whether to trust you. These steps will help you write one that feels like you — and works.
-
Start with what you do — not who you are
The instinct is to open with your name or job title. Resist it. Lead with the transformation or value you offer. The reader wants to know what you can do for them before they care about your credentials.
Instead of: "Sarah is a coach with 15 years of experience."
Try: "Sarah helps women in their forties stop shrinking and start leading." -
Name your reader — make her feel seen
The best bios speak directly to a specific person. Who do you serve? The more precisely you name her — her situation, her struggle, her goal — the more she will feel you wrote it just for her.
Example "I work with established women founders who built something real and are now running it on fumes."
- Include one piece of credibility — not a list Choose the single credential, result, or experience that is most relevant to this audience. One well-chosen detail is more persuasive than a catalogue of achievements. Ask yourself: which one thing would make her trust me most?
-
Add one human detail
Something that is true, specific, and a little unexpected. Not generic ("I love coffee and long walks") — something that reveals character. This is what makes a bio memorable and distinguishes you from every other expert in your field.
Example "She grew up wild on horseback in the Australian bush, where the rhythms of nature taught her to listen deeply and see clearly beneath the surface."
-
Write in third person for articles and profiles
Third person ("She is…") is standard for contributor bios, directory listings, and media kits. It reads as more authoritative in a publication context.
First person ("I am…") works well for social media profiles and personal websites where you are speaking directly to your audience. Match the format to the platform. - End with a clear next step Your bio should not just describe you — it should direct the reader somewhere. A website, a specific offer, your DWC author page. Even a single closing line with a link turns a passive profile into an active introduction.
Short
40–60
words
Directory listings, social profiles
Directory listings, social profiles
Standard
80–120
words
Article bylines, speaker profiles
Article bylines, speaker profiles
Full
150–250
words
Media kits, about pages
Media kits, about pages
Common Mistakes to Avoid
- Opening with your name or job title as the first thing the reader sees
- Listing every qualification, award, and role you have ever held
- Writing in a tone that sounds nothing like you
- Using vague descriptors — "passionate," "dedicated," "results-driven" — without evidence
- Forgetting to say who you actually help
- No link, no CTA, no clear next step for the reader
Free Tool 04Facebook Caption Scorer
Free Tool 04 — Facebook
Facebook Caption Scorer
Paste a draft. Get a score against the patterns that correlate with strong reception on Facebook — not a prediction, a checklist made measurable.
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Free Tool 05Instagram Caption Scorer
Free Tool 05 — Instagram
Instagram Caption Scorer
Paste a draft. Get a score against the patterns that correlate with strong reception on Instagram — not a prediction, a checklist made measurable.
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Free Tool 06LinkedIn Post Scorer
Free Tool 06 — LinkedIn
LinkedIn Post Scorer
Paste a draft. Get a score against the patterns that correlate with strong reception on LinkedIn — not a prediction, a checklist made measurable.
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Ready to build with Matilda?
Twelve sections, real tools, one place — £7, lifetime access.
Get Matilda — £7Before You Ask
Questions, Answered
What exactly do I get with Matilda Premium?
Seven complete sections covering the whole journey — foundations, getting online, growth and visibility, monetisation, writing that sells, offline promotion, and a full toolkit of templates and calculators. Free updates are included as new content is added.
What's the difference between the two options?
Matilda (£7) is the full business hub — all twelve sections, every tool. Unlock Everything (£55) adds every DWC Conversation — How to Get Featured in the Media, Charge It Like You Mean It, Mic Drop, and every future release — plus a listing in the DWC Business Directory.
Is this a subscription?
No. One payment, ongoing access, and updates included at no extra cost. There is nothing to cancel, because there is nothing recurring.
How do I get access after paying?
Your access details are sent to the email address you use at checkout, immediately after purchase. If nothing arrives, check your spam folder first — then email us and we will sort it.
Who is Matilda for?
Women building a business — whether you are pre-launch, in your first year, or growing something already real. It assumes no prior marketing knowledge and is written for doers, not theorists.
Are the free tools really free?
Completely. The Visibility Metre, the Article Writing Checklist, and the Bio Writing Guide are free to use, with no sign-up required.
What is your refund policy?
All sales are final. Because Matilda Premium is instant-access digital content, we offer no refunds and no extensions — so do explore the free tools above first and make sure Matilda is right for you before you buy.
I have a question that is not answered here.
Email mdevlin@dwcmagazine.com and a real human will get back to you.