A lot of projects are offering one-pager a short copy of the WP.
Anyway, I'm always checking three things -
1) technology - how innovative it is, whether it is real to implement it and how blockchain related to the project
2) token distribution - max supply, whether the unsold tokens will be burnt, whether the tokens are frozen/locked for 12-18 months (for team, founders etc)
3) team - whether they real or not and years of experience + references on the internet