Any existing marketing materials, newsletters, etc. would be helpful. There is literally no company out there that cannot benefit from having a web presence. Even if it's the most simple web presence to list out the location of your business, it can help. More and more people utilize the web daily to check on information, shop products, and find out how to get ahold of people. It's imperative that every company, no matter what size, realizes the importance and professionalism of a web site.
Every web site is unique - every client is unique.
The main thing to keep in mind is that you need to work on proactively sending people to your site. Many of our clients have made back their money on their website investment tenfold simply by putting their website address on their stationery, business cards, and signage. Many of our clients have not gotten the support they deserve from their web design firms and therefore have come to us looking for fast, thorough updates, and help in keeping their site dynamic and ever-evolving. We're also called on by some clients to add functionality to their site that it did not have before.