One of the biggest reasons Leading Edge Trading, a trading guidance membership site, wanted to overhaul their website was to better showcase their free two week trial, which was completely buried on their old site. Speaking of their old site, it lacked clear marketing messages, sales funnels and had a poor user-experience for members.
The new site prominently promotes their two week trial, as well as their other membership and training options. User-experience has been dramatically improved with a new membership area, which includes resources for members, including diagrams and tutorial videos.