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Do clients really care about the technology behind a website? Maybe it just depends on your specific market? What promoted features sell your services the most?
By ensuring there are no bugs in the HTML, you can also be confident that spiders are correctly parsing the pages too.... On the other hand, if you insert bugs in the HTML, then some bugs can stop some spiders; unless you have a very accurate knowledge of what those bugs are, you could be inadvertently removing yourself from some search engines.
Ditto, by being standards compliant, you'll have less remediation work to do when newer platfoms (phones, PDAs, etc) appear, or when existing browsers are upgraded.
Basically, standards are what I do to ensure there are as few as possible barriers between my sites and their market.
But I was just trying to figure how to (and if I should) promote that to potential customers.
I think rich_b might be right about translating it into non-tech speak that highlights things that matter to clients (such as looking good in all browsers).
People do not buy websites, they buy results or outcomes. Your selling point must revolve around whatever outcome or result you produce for your clients. Having a website that "works in all browsers" is not an outcome or a result, it is a feature. Now there may be a result to having that feature, but in this case, you first must educate the client about the feature in order for him to even see the possible result. Why not simply focus on what clients are already aware of and already want, such as making more or spending less money, saving time and so forth?
The other thing about standards-compliant sites as a selling point is that it's not unique. Any other firm is capable of matching your "selling point" by also offering standards-compliant sites. The challenge is to find what's known as your Unique Selling Proposition (USP), something that sets you apart from the tens of 1000's of others out there who are "selling websites."
Hope that helps.