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The problem is, not all designers can design for web. Web content is in no way linear, with multiple ways to navigate and choose your own path through the content until you find the information you need. Design is also considered for mobile navigation with site visits on mobile outstripping desktop site visits in many cases.
Expressive design look to educate as we go, with clear explanations, processes and an honest approach with help and guidance always available. An educated client is much more in control and can see the benefits of many online solutions, with reporting and KPI's available from industry standard sources.