I get this all the time.
Client: so i will get more traffic once the work is done then?
ME: not necessarrily, you might get less, but you will get better quality traffic
Client: so I have paid you to get me less traffic?
ME: no you have paid me to increase the bottom line, and you 'might' intitally get less traffic, but what you get will be better quality and will convert better, and the usability and other changes made to the site will ALSO increase conversions. which means you will be getting MORE business, which is all I set out to achieve.
Client: Ok fine.
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