There is a chance of fraud, and therefore I would suggest calling the user up the next day to confirm the signup and thank them for signing up for the service. A good technical support web page can cut your technical support costs in half. Also, a 'switch from AOL' web page is very useful in getting users to trade up to your service. ISPs have gone from having an informational web site to becoming a portal. Many have enlisted the help of outside services such as Planet Direct or the like, and some have even replaced their first page with a Planet Direct page.
Content is king.
Content is good, but to replace your first page with content, and make it harder for potential users to find the information may loose you sales. Make a section for Members Only or the like and put the content, local content, members web rings and the like in there. Once you have developed your web site, the last step is to publicize it. Make sure your URL is on everything you have. Every print ad, including line ads, your letterhead, press releases, and any publicity you may have should have your web address in it.