What Are Your Shared Goals

Most SEO projects start with some sort of goal in mind. Sometimes it takes a bit of coaxing (I can't tell you the number of times I've had to challenge a prospective with "yes but what do you want the website to do?"), but it is important to establish what the client's goals for the project are and to lead them to the factors on which they should be focused.

Note: You may have to tell them what they should be looking for. These clients are not always the most fun to deal with and it is important to agree these things before starting work.