We manage two web services.
First one is over 18 months and does really well.
Its marketing tenant is to offer the best price to publish a "public notice" in a newspaper, using a price comparator.
This is pretty much a D-I-Y web service, that does not suit everybody. http://www.annonces-legales.fr/
Wanting to enlarge our market share, we've decided to extend the concept to a web service with real human assistance, by phone, email, fax...
Thus we've created a new site for this.
The first design (made though 99designs.com had to be changed for legal issue). We got our team to revamp the site using the first one as a model. But the result has been negative... Loads of clics, no order.
We think, the site is too dark, too basic, the name being a little bit scarry to users, etc....(legal and judicial notices)