What do women actually look for in a guy on a dating site, they seem just as shallow as in real life...?

I signed up to a dating site and put in all my details, occupation, photo etc, and i haven't received 1 email! Do they want the guy to email 1st or what? I mean i put up a profile before of a hunky guy, good looking etc, just to see what women would do and the fake profile got more attention. I don't understand it, i'm not ugly, i've written a decent profile about myself, but still no mail. It seems as though women on dating sites are just as shallow as in real life. Is this the case or do they want the guy to mail them? It seems kind of stupid if the woman wants the guy to initiate things again!