DeniseAustin.com Website Design Review

ARTICLE SNIPPET - Waterfront Media has developed a series of profitable websites, one of which is Denise Austin’s fitness and health website, DeniseAustin.com. All of these sites are based around what Robert W. Bly calls the “Waterfront Model,” a business model for e-commerce that Waterfront has pioneered and perfected. In this website design review, Bly looks at the Waterfront model through the lens of the Mequoda 14 design guidelines using Austin’s site as the example.

In the Waterfront Model, the homepage is what Bly calls a “tabloid style” homepage: lots of interesting tips, items and factoids. But prominent on the page is a section with an offer—in Austin’s case, “Get your complete online fitness plan!”—with a large START HERE button. The primary goal of the site is to get you to click on START HERE. When you do, you are offered some sort of an evaluation of your problem—as well as a plan or solution—in return for filling in the online questionnaire.

After completing the assessment, you are offered the solution, which is typically customized (or seemingly customized) content delivered online. This is not a free offer, but the first step in converting you into a customer. Overall, DeniseAustin.com received an A.

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