The correct approach
Redesigning your website with split sample A/B experiments.
Hypothesis > Experiment > Conclusion
Instead of committing to a specific message, service promotion, discount, etc., we need to perform testing. For each landing page, we can serve different versions to different experimental segments of your audience. After gathering enough data, Google will tell us which version of your landing page causes the greatest increase in lead conversion rate.
By deploying content experiments, we can play with
different offers, price points, verbiage, and services simultaneously. Without needing to do any marketing 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, less whiz-bang, more simplistic.
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 exciting as Version A.

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