From your website:

    Do these jobs pay less?
    Yes and no. You'll be working less, so you can maybe expect to get paid slightly less than a 40hr salary. On the other hand, you'll pay less tax, meaning your effective hourly salary will increase.

    Maybe instead you should ask yourself: "do I want to work more, or live more?"

This is a bad pitch. Just tell people that it's less and by how much and why. The last thing that people want is for someone to talk down to them, to give ambiguous non-answers or to suggest that they ask themselves different questions, especially when it comes to salary.