Is your primary focus on long-term repeat visits or short-term single visits?

With this information, you can help the client determine whether the content of the site will drive their focus.
A brochure-ware site won’t encourage repeat visits because the content will be static for long periods of time.
A daily blog might not make sense if one-time visits are the primary focus.
Questions like this position you as an expert so you can help them reach their goals.