The question comes up just how much should I spend on a site to give the site enough credibility so that people opt-in or call, etc. So I'm asking myself, should I pay $xx for a nice theme or just go with a freebie? I realize its going to depend on the niche and market but I'm just wondering if any of you warriors have split tested generic looking sites vs professional ones for call to action conversion (opt-in, phone call, etc) and if so, how much better did the pro site convert than the generic site? Any insight is appreciated.