I was going to stay out of this thread (and promise this is my only post) but I was thinking what any site with great content really needs is .... more traffic. Sure, a new design or focus may also be needed, especially if the conversion rate is ridiculously out of whack, but generally the only thing holding any paysite back from "that next level" is traffic.
In other words, even with MY shitty sites (beat everyone to it heh), double my daily traffic and I'm retired.
Having said all that, Shap's advice is consistently top notch.