A company's success or failure may be determined by the ability of a website to effectively communicate its message, encourage customers to do certain activities, and promote its products or services through various marketing channels. If a company doesn't have the correct website, it might go under, but if it does, it can see a big rise in sales and profitability.
For this reason, companies can fail when they hire someone to create their website on a budget. They might choose someone with a competitive price but will overlook their lack of knowledge on this topic. Sure they will be able to deliver a website but it will not necessarily be a website that can lead to a high conversion rate.
Websites aren’t just headings, images, and buttons. Neither are they meant to be eye-candy. Websites need to communicate the right message to the right audience and guide the user to what action they must take next to get what they need from the business it is representing.
It is up to the designer of making their client understand the importance of the right website for profitable conversion rates. They need to educate their clients on various aspects in that manner and help them choose a designer who understands this. This also allows the designer to separate themselves from most freelancers who do just website building without taking into account conversion rates.