Of course it is easy to 'talk shop' and to 'blind with science' - especially when a potential client says ' I know nothing about computers'!
I do not believe of taking advantage of clients in this way, so into the bin go terms like 'black hat, 'white hat', 'algorhythm', 'css', 'html', 'meta tags' and so on.
All you want to know is this:- Can you build me a website to an agreed budget and timescale that looks something like how I envisage it? The answer is ALWAYS YES!!!
Let's not waste time talking nonsense... let's talk about getting your website online!