Just wanted to share with the community my latest findings. I'd had a bootstrap style site with tonnes of css animation, very slick looking. I'd been building some high quality links over the past year and never really got past page three for high competition keywords. Recently I looked at analytics and check out where people are dropping off, it was the home page, so my bounce rate was high. I decided to simplify the website and make it look less slick, just to provide basic information and encourage a click through to "find out more". All my keywords started shooing up within a few days and they're still going up. I checked my rank today and I'm middle of the first page for my highest competition keyword. I changed the theme with the mentality of making it a 4 second site and to get my point across right away.