You may need to re-educate your potential client on the benefits of local SEO. Assess their level of SEO knowledge and bring your explanations of tactics and strategies down to their level, adding just enough technical language to showcase your knowledge and expertise without sacrificing comprehension or trust.

The potential client is likely to be fairly cautious around marketing types, so while you might have done due diligence and checked out their website performance in order to make a good case for SEO, and to see where an agency might have let them down in the past, you should ditch the stylish presentation and opt instead for a simple printout or report page.