Website builders who don't know the industry could probably do the job, but if you can find somebody who knows your industry and clientele, he can tailor your site specifically to your visitors with a lot less help from you. Image is everything. If somebody sees your website and thinks it looks bad, he may think you're business looks bad. Remember, if the person visiting your site has never heard about you before, this is his first impression. You want to make it a good one.
Content is important.
It runs a close second to appearance. You could have the nicest-looking site on the web, but if the end user can't find what he's looking for, he won't be impressed or inclined to come back. With that said, ask some of your current customers what they would like to see. They may ask you for a list of services you provide, a rate sheet, or an online forum where they could ask questions without having to call. Be sure to include contact information for your business.