Expert Wordpress Freelancer Required To Redesign Blog

Hi, I have an existing site here [login to view URL] At the moment I have been driving traffic using PPC but conversions are not as good as I would like because I need to engage with my traffic and get them to trust me and my product so I want to make the site more blog focused. I have started writing a blog and have some entries already but I want the blog to become the main focus of the site so the site needs to be redesigned. I am unsure as to whether this involves installing a new theme or you can use the existing theme (Total Theme) to look more attractive and engaging to my audience. To give you some ideas these are some successful blogs that have attractive engaging layouts and also sell memberships etc [login to view URL] [login to view URL] [login to view URL] I want people to arrive on my site and see lots of engaging information that makes them want to look around. But ultimately I need to try and get them to sign up to my members area so it is important that the blog is informative and easy to navigate but ultimately there is always an area to advertise the members area and try and get them to sign up ( I will create banners/ adverts etc but just need you to design the layout so there is room to advertise my product). I am looking to hire someone with a good knowledge of building successful blog sites with clear ideas of what needs to be done on my site. Some freelancers will constantly want me to tell them what needs to be done or what I want, but I want to hire an expert I can trust that has a clear vision of what my site needs but I am paying you as opposed to doing it myself because I want your expertise. The site has not been geared towards social media or SEO at all so far and this is the direction I want to move into so I would like to make the site very "social" and interactive so my visitors learn to trust me and engage with me and ultimately sign up for my membership This site has a membership area (using S2 membership) and a payment gateway (Paypal) and has customers using it so my only worry is that none of this is effected. I am a little bit worried changing themes etc will damage the links and passwords etc I have had created for the site to function.. but I am not sure. It would also be good if you are willing to add me on Skype during the job and we can share ideas and give each other updates etc. Good communication is important. I hope there is enough detail here to explain what needs to be done, but feel free to ask me any other questions. Thanks Tom