Easy-to-find phone numbers, hours and location. The one here that I like puts them in the top frame/css thing so it's visible on every page.
Services and prices.
"We carry..."
Links to places to ride--trails, road rides
A little blurb about the shop is always fun. The aforementioned shop also takes the opportunity to introduce the shop Labrador (whose sole functions appear to be stealing old tubes and being petted).

The one at home has a helpful little guide to buying one's first road bike too.