They are looking for:

1. Contact information
2. Directions to your place of business
3. Warranty or support information
4. About you - how long you've been in business, why you're in business, what you hope to accomplish with your business, what kind of business (person) you are, what you offer that sets you apart
5. How you can help solve their problem
6. What kind of quality do you provide (through ratings, reviews, or testimonials)

Every day, potential clients are searching the major search engines - most using Google - to find your business in order get the information above. The list is not in any order of importance. What a client wants depends on their situation at the time.

Example #1: I can never remember the name of my dentist. I don't know why. I just can't. I go to Google each time I need to contact him. If his contact info were not findable on this search engine, I would call someone else. When I first found him, I got directions to his office from this same source.

Example #2: My husband, Dennis, is a general contractor. Finding a reputable contractor in your area can be challenging. The local phone book is a start, but it hardly gives you much more than a name and number. Cornerstone Builders has received phone calls to the office based on the search for new homes on internet search engines. They are findable by the appropriate keyword terms. They are also found on ratings' sites and the BBB (Better Business Bureau) online. If you go to their site, you find out what kind of people are behind the company.

Half the sale is made before the first phone call just from being findable on the web. This sets you apart from your competitors who still believe their website is just a brochure or, worse, don't even HAVE a website. 

Businesses in small communities can explode their sales with a website. I'll compare advertising costs to those of getting/having a website soon.