Help improve click-through rate on two of our articles

We have a problem: We have an advertiser who needs to get a lot more traffic from our website or we will lose them. Their website is: [login to view URL] The two web pages they currently sponsor on our website are: [login to view URL] [login to view URL] These articles are not terribly popular compared to our most popular content. They also have side-bar ads on 90 pages and text links on 16 other pages within our website. Your mission, should you submit a convincing and articulate bid, is to: (1) Make suggestions for improvement that are sensible and not too difficult or expensive to implement (e.g. article content changes, new articles, etc.) (2) Create better graphics promoting Fencing Manufacturers (i.e. to replace our existing graphics). NOTE: I may end-up hiring two or three different bidders to handle different aspects of this problems (e.g. writing and graphics).