Response from: TimK

Be completely honest. Not offensive, just honest. If they asked for your evaluation, they want it. Be sure to highlight the good (what they need to do more of) as well as the bad (what they need to fix). If there are so many things wrong, you don't know where to start, just pick the one best and worst feature of the site and comment on them. -TimK

Response from: Chris Brown

In my 8 years of marketing consulting I've found what works best is to deliver the news via the sandwich method. The "bun" is the good and the "meat" is the bad/needs work. If you make sure you put some meat in between a great big bun, your client won't feel defensive and will also find out that you won't be throwing away all their hard work when you try to improve their "baby." I didn't come up with this idea on my own, I learned it at Toastmasters for evaluating speeches. Try it. It works.