The correct approach
Redesigning your website with split sample A/B experiments.

Hypothesis > Experiment > Conclusion
Instead of committing to a specific design concept up front, we need to carefully test multiple designs. Google Analtyics gives us tools to display different versions of your website to different segments of your audience. After gathering enough data, Google will tell us which version of your website causes the greatest increase in lead conversion rate.
By deploying content experiments, we can test wildly different versions of your website simultaneously. Without needing to do any design guesswork, we can distill your web design down until it becomes a lead generating machine.
Experimental scenario:
Version A features a large image and a tantalizing offer. Version B is less visual and offers information rather than a deal.
Everybody in your organization LOVES version A and fully expects it to win.
But then shockingly it loses…

But you HATE Version B. It’s boring, drab, nowhere near as whiz bang and exciting as Version A. You would feel very proud to show your friend and family Version A, the loser.
Too bad, so sad.
Because no matter how we personally feel, Version B is actually the superior design. It is beautiful in its own way because of that critical number:
LEAD CONVERSION RATE
More conversions = more members = fortune and glory for your club.