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King
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Think along the lines of how great websites grow business – its like having an extra salesperson on call seven days a week.

Maybe put forward a challenge that says if their website is not delivering at leas X number of new enquiries every week then this means their website is under performing and how you can turn a dead weight into something that will fly!!

on the back espouse the positives, out of area customers wanting to buy their products/services, how a well constructed website can deliver a steady flow of qualified enquires etc etc while saving staff time and enhance margins. That sort of thing.