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It would be worth your time much more to sit down with a potential client and ask about their current experiences, and what they do/don't like.
Then you present them with an option that fulfills their needs.
I think you will lose some credibility by telling the owner of the company what he needs to do to improve his companies image... surely he knows his image better than you initially.
I'd suggest trying that approach. I'm not in the business of web-design, but the process is similar in our industry.
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