Focus on current customers first

Once you've got a simple Web site up and you're looking to expand it, I'd next focus on providing more information primarily for current customers. Businesses on the Web have had a lot more success serving current customers better and more efficiently than attracting new ones.
The Web can be particularly effective for many kinds of service support. You can provide information twenty-four hours a day, seven days a week, without having anyone on staff. And you can update information instantly.
You might be able to slash your customer-service costs dramatically by shifting customers to the Web. Consider announcing the Web address automatically to all incoming callers on your customer-service line.
For minimal cost, you could just list by category answers to frequently asked questions or solutions to common problems. Later you may want to go to the expense of having a database and search engine added.