Speaking form experience, set freaking limits!
State how many pages you will create for them. That they must create the content (unless they are willing to pay more for you to write it, I usually stick to $10-$20 per page and outsource that to fiverr but if you arn't doing anything creating to content isn't hard for a business). How much support you will provide for them ( an hour a month, more if you want to charge a maintenance fee). Make the website universal, or as close to similar as possible, across all browsers such as IE, firefox and Chrome, that they must have their own pictures to use or pay the royalty on istock or whatever they want. Add tracking and get them ranked in google etc.
Then once that is figured out make a causal mention of being able to drive traffic to the website and mention the benefits that they didn't think of (like reputation, mailing etc) unless they are really interested say that you don't need to worry about that until the website is finished. Once it is finished check in on them and find out if they like the website. Now you can explain to them how to get traffic. I can't say this enough upsell! upsell! upsell! Offer a few options from natural SEO, to local marketing to PPC marketing (preferrably in that order, SEO is always a pain but takes too long for most people, most businesses can see the benefit of local marketing and PPC is just a cost base which is fairly easy to implement) give them a higher quote but say since you have worked on their website you are willing to give a discount. Say you want to get $1500 from them over 2 months quote a price of $1700-1800 (something believeable may vary from location to location) say because a friend referred you and you have already worked on the website you are willing to give them a discount...if they can refer you to other businesses who are interested in a website or traffic services.
Be presentable, dress appropriately and groom well before meeting them. If they are not big on suits (and some though few as they maybe are) still dress and groom nicely but I have yet to go wrong with a good suit and a freshly shaven face. Maintain eye contact and dumb down the explanations so they feel like they are making the correct decision. ALWAYS PUT THE BENEFITS IN TERMS OF PROFIT TO THE BUSINESS! Saying that limiting the number of pixels on the website so it can load faster wont really have an impact other than "uh huh" but when you say "People will leave your website early because it takes too long to load, I will specifically design the website so it loads less than 8-5 seconds to do that I will have to change the pictures/flash (whatever is on there)"
They don't like to spend money so use the word investment instead of cost. Don't do it all the time, then you come across as a try hard. Just use it casually and always remind them of the potential money they could make.
Do your own research BEFORE meeting with the client. This is important so it gets it's own paragraph. Do keyword research and more importantly reseach on their biggest competitors. When you say that competitor X has XXX amount of traffic daily using PPC and you can offer a better service getting more customers they are far more likely to buy from you again. No one likes when their enemies/competitors have more than them.
If you really want to go for the hard sell you can offer another free service but it is only available right now. Personally I would advise against it, focus on building a relationship but try to find out their "whir click" issues. The issues that cause them to become more emotional, passionate, less likely to think things through until the moment passes. They are far more likely to buy more from you. DO NOT ABUSE THIS! I mean it when I say to build a relationship with them. If you abuse them too much word will get around and it will be months and months before they trust you again. Sometimes after a bad month or two they will blame you for everything any way, being in that position many times myself make sure your ass is covered legally and that you build other relationships that can vouch for your credibility.
That was pretty much verbal diarrhea, just a massive dump of things you need to do but I hope it helps. If you really really need help, head over to off line marketing. Lots of good threads over there
