This is a much more ethical and business issue than a technical issue, but let's look at some points.
First, I think that your client does not need to know all the technical details about the implementation. He / she must know what he needs to know, and that is enough.
This is not to say: "I will make your site with CSS3, new HTML5 elements and nice javascript eye candy effects" for non-technical people. Just say, "I can make a good site for you."
If he asks what you use or why you think this is the best approach, then you respond with benefits.
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