Be careful how you spin this, calling out problems on a potential clients website can make them defensive, especially if they like what they have, it might be relatively new fx. :)
Look for things that can create business value for the client, fx. if we move this button then UX research shows it should have a positive impact on sales/conversion.
Or fx. i found that your site loads slower than what is recommended, if we improve that it should have a positive impact on conversion, and being found in google.
Explain it as something that brings business value for the client. :)
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Be careful how you spin this, calling out problems on a potential clients website can make them defensive, especially if they like what they have, it might be relatively new fx. :)
Look for things that can create business value for the client, fx. if we move this button then UX research shows it should have a positive impact on sales/conversion.
Or fx. i found that your site loads slower than what is recommended, if we improve that it should have a positive impact on conversion, and being found in google.
Explain it as something that brings business value for the client. :)