I'm in the process of updating some landing pages for my site. I am a service provider operating in numerous geographical areas. These landing pages are ranking quite well at the moment however it is a very low competitive keyword. There not converting so well hence the redesign.
My question is how I can make these landing pages similar but with out being penalised. My initial idea is to make the text slightly different in each page. By this I mean rewriting the idea so it doesn't look like a spun article. Secondly the image that I'll be using will be almost exactly the same but with a slight variation in the colour for each page so that if I have 6 landing pages I will have six images uploaded into my WordPress media holding.
Any further suggestions please.