boplicity - 6:56 am on Dec 22, 2008 (gmt 0)

Don't sell a redesign.

A redesign has no inherent value to the site owner.

What does the site owner want?

Sell him that.

Maybe its more clients. More leads. More loyal clients. Maybe they want to educate their clients or their potential clients.

Don't sell a redesign. Sell them what they want. (This might require finding some research, or a few simple questions.)