Licencing can get complex, fast.
For definitive answers, you can call and speak to Microsoft about your specific situation.
There's also a Licencing Whitepaper from Microsoft, which explains this in more detail (yes, it says Hyper-V on the link, the paper also talks about SQL 2008 - see Page 11) - Sorry, DOCX format only)
That said, this is the summary, as I know it:
Who to obtain licences from
If you need an SQL Server licence on a shared hosting environment then you need to obtain the SQL Licence from your hosting provider. You do not buy a licence directly.
If you own, or lease the physical hardware, then you can either buy the licences outright, or obtain it through your hosting provider.
Processor vs Client Licence
If this is serving content to random folks on the internet, you need Processor licences.
If this is serving content to a single client, then you can get either CALs or Processor Licences.
All that said though, if your database isn't that big, and you don't need the replication type features - you can use SQL Server 2008 Express. It's free, even for commercial use, and has almost all the same features as the higher editions - plus, when you outgrow it, it's a seamless upgrade (just install the full version and mount the DB in the full instance)