Aside from the obvious location, phone number, etc...

It is nice to know what brands of bikes the shop deals. I also especially appreciate when shops list services (and what they include in a "tune-up") and prices--that seems to be rare. Also, links to any local cycling advocacy/safety/etc groups, link to a metropolitan bike map if it exists, stuff like that.

Who owns/works at the shop? Where/what do they like to ride? I don't need a life story, but a picture or two of the owner/employees sometimes is a nice touch if they're comfortable putting their face on the internet. It helps foster that "I run this business, but it's still all about this shared interest we have" vibe.

I try not to judge books by their covers, but I do put a lot of stock in what I can find out about businesses online. I'm a student and my time is often limited... if I need to make a purchase, I might be more likely to check out a shop that had a thorough, friendly, straightforward website before one that had a website that didn't tell me much other than the address.

Sounds like a fun project! Good luck!