Small projects can usually be evaluated and defined in meetings that last 1-3 hours. Large projects can be time consuming and need to be split into multiple sessions with different stakeholders. The degree of thoroughness required depends on the client's preferences.
- Business goals
- Website design
- Website features
- Website layout
- Search engine optimization / SEO strategy
Keep in mind that many clients, especially small projects, don't really know what they want and probably expect you to make recommendations. Once you have gathered the information, you should be ready to create a design model and create a binding contract / statement of work.