Mercola.com has been one of the most visited & well-referenced health-related websites dating back to 1997. They've built up a huge archive of articles and...View More information over the years and the business has & will continue to be built around Dr. Joseph Mercola. If you go through the articles, it seems most all of them are attributed to him. He is truly the core of the brand which is why if you visit their site, his photo & a link to learn more about him are prominently displayed in the sidebar. Having the audience trust him & his expertise is a vital aspect of the business. He is the authority that drives it all. It's very similar to your typical information business driven by one particular expert, except Mercola's is on a huge scale and the bulk of the company's revenue seems to come from a very extensive online store: http://shop.mercola.com/ Below is a series of squeeze pages for free reports. They develop new reports on an ongoing basis to cover a variety of topics. In the examples below, I wanted to specifically highlight copy with a "dangerous" theme which is common in the health niche.