GoDaddy, a company still perhaps best known for using scantily clad women to sell web domain name registrations, has been working hard to rehabilitate its image. Its latest move in that campaign: the release of its diversity report, which goes one step further than most others by revealing pay disparities between men and women working at the company.

GoDaddy publicly unveiled its findings today at the Grace Hopper Celebration of women in tech in Houston. And all in all, the results make things look pretty rosy for the company. On the whole, GoDaddy found, women and men are paid at close to parity. Across the total company, women are paid 0.28 percent more than men, and non-technical female workers are paid 0.35 percent more than men. But unsurprisingly, among technical workers, women are paid less, though at 0.11 percent, it’s not by a lot. On the management level, the gap widens: women are paid 3.58 percent less than men, GoDaddy’s numbers showed.

Salary Parity (PRNewsFoto/GoDaddy Inc.) GoDaddy

Overall, the results indicate that GoDaddy is doing significantly better than other US companies. According to the US Census Bureau, the average female full-time year-round worker in 2013 earned 18 percent less than the average male full-time year-round worker.

"There are more issues than pay—there’s evidence that women don’t stay in the tech world as long, for instance, and you can see it in the data—but we felt that pay was something that was quantifiable, tangible, and would be something of an indicator, rather than causal," GoDaddy CEO Blake Irving tells WIRED.

"But if we learn more and get smarter about what are causing these fundamental issues in the industry, we’ll know what else to address," Irving says.

GoDaddy’s announcement comes as the call for more diversity in tech—and other industries—reaches a kind of fever pitch. Recently, Jennifer Lawrence’s comments on the Hollywood pay gap drew praise from fellow celebs and the public. This year, more than 12,000 people are attending the Grace Hopper Celebration, where the issue of gender diversity in the tech industry will be front and center.

The Microsoft Problem

These participants are sure to be watching the presenters, including Irving, closely. At last year’s event, Microsoft CEO Satya Nadella responded to a question on how women should approach asking for a raise by saying they basically shouldn’t. “It’s not really about asking for the raise, but having faith that the system will actually give you the right raises as you go along,” he said, and added that not asking for a raise could be “good karma.”

After a firestorm of protest, Nadella quickly followed up with an apology. A few days later, he sent around an internal memo saying HR had conducted an investigation of pay disparity within the company. What the department found: The pay gap at Microsoft is minuscule, and fluctuated within a 0.5 percent range. “But this obscures an important point,” Nadella said in the memo. “We must ensure not only that everyone receives equal pay for equal work, but that they have the opportunity to do equal work.”

GoDaddy, like Microsoft, is still battling its own image problem. Irving has actively been trying to reform the company’s image since stepping into his role as CEO in 2013, serving as producer of a documentary about the gender gap; fostering a good relationship with the nonprofit Anita Borg Institute, which produces the Grace Hopper Celebration; and speaking at Grace Hopper. But he acknowledges that GoDaddy still has work ahead of it to achieve true gender parity.

'Not Afraid To Try'

In seeking to discern whether there was indeed a pay gap at the company, Irving examined employee performance reviews alongside company executives as well as representatives of Stanford’s Clayman Institute, which studies unconscious bias. He was disappointed to see that the language of performance reviews did indeed reflect that women, as he puts it, tended to be evaluated on “style over substance.”

Along with its pay disparity figures, GoDaddy has released its overall diversity statistics. The number of women at the company in technical jobs now stands at 20 percent, and 25 percent of management jobs are held by women, both improvements since last year, and on par or a little better than the tech industry's biggest companies. GoDaddy also says it’s tweaked its strategies for hiring more women on, increasing the number of women interns and new college graduate hires from 14 percent to 39 percent year over year. It’s also committed to publishing diversity and salary statistics annually and working with the Clayman Institute to conduct unconscious bias training.

Elissa Murphy, the company’s newish CTO who initially hesitated to join GoDaddy because of its image problem, says her view of the company has changed dramatically since joining: “The thing I’m really excited about, frankly, is that we’re not afraid to try new things to really make a difference in the experience women have,” she says. The bad taste of those ads may linger, but attitudes, it seems, can change.