I don't really understand your answer - conversion should be point 1 for every design, call it graphic, call it web, call it interaction, but you suggest it's some kind of "pro" service. In my opinion it's not, a design that doesn't convert doesn't have any business value. For what reasons someone should pay for a website if that website doesn't have any mean or any return? You understand that this is exactly what I'm talking about? A customer buys something that has no use and no impact, of course he wants to spend less, and he is damn right. And that's also why I say that a designer must be a designer, if you have no clue about human interaction you're simply not a designer - can you imagine an industrial designer crafting some crap without any idea about how the user will interact with it? No, it's totally laughable, that's why it doesn't happen.