I think web sites are often a "feature" or means to an end. It may be better to focus on the benefits. (Like more sales/revenue. Reduced customer support. Etc.)

For example, I had a client who wanted me to build a web site that hosted her piano lessons. She was sure if only they were hosted somewhere, people would flock to it.

I tried to tell her what she really wanted was marketing and sales, which the web site could be a small part of. She insisted so we built the site anyway. I don't think it's ever gotten any sales...