Yes i completely agree with terydinho,
And PHP i the new are in Website Development and Designing......so i personally suggest you to go with PHP instead of ASP....
it's little bit hard to explain...
but you can explain in this manner...
the first thing you have to explain is: SEO Is not quick result giving activity....It is most important part of explanation.
tell your client the activities you are going to do related to Search Engine Optimization, and ya dont forgot to mention the quantity of matter....
As EX. you will do lets say 500 directory submission per month for their site...etc...
You should mention all this things in a Quality Word or Excel sheet...
Yeh keyword is the main issue in Search Engine Optimization, you must do good keyword research and you also have to identify your competitor websites.....
so once you are done with the on-page optimization you can go to the off-page optimization...!
Good Luck
Hello every body i'm from Web Designing and Developing back ground,Las Vegas, Nevada, hope i'll get answers to all my Website Designing related issues.....
cheers....