"Sometimes your site's inner workings have been neglected for so long, it is one step away from a rusted out eyesore in a farmer's field along the interstate. In these instances, we need to put it on a trailer, haul it away, and transform it in ways that will make it hard for you to recognize the old beater."

Most websites can be vastly improved by simply rearranging their contents and removing unnecessary distractions. It's not uncommon for conversion rates to double when a site is redesigned for usability. Perhaps a subtle rearrangement is all that is required.
 
6 Phases of Improvement:
1. Damage Control
2. Vision Control
3. Architecture
4. Usability
5. Metrics
6. Innovation