> ... click through rate for banner ads - 
> for every person that clicks through from your
> website, they pay you x amount. 

you need to specify who measures this, and what the
rate is


> They feel that if they get traffic to their site 
> it won't matter what it looks like

that is true, but they will get even better results if
it looks great

again, you need to say what "better" and "results"
mean -- in concrete terms


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