Or is it for customer recognition of your name, also referred to as branding. The more content you can start with the better. Be prepared before you send the site to the designer. Know your target audience and make your site usefule and helpful to people. If you want repeat customers you need to offer people a service, usually a free one, and then you can try to sell to them subtely after they are there.
People are basically cheap and they want something for nothing.
The internet is no different. Give them something for free and then they will usually grudgingly let you try to sell something to them. There are many people out there trying to figure out how to make money on the internet and there are many people failing. The best advice I can give you is don't expect that as soon as you put your site online that the money will start rolling in so fast that you will be running to the bank everyday. You are starting a new business from scratch and it takes a while to build up a customer base.