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Shaffer says a dynamic site will help a rental business generate more customers and revenue. Jack Shea with Solutions by Computer agrees.

"If you develop a website that includes product photos, specifications, operating instructions, etc. and make that site interacts with your rental computer system, you’re using the Internet to enhance both customer service and sales," Shea says. "This can lower your cost of doing business and serve customers better in a classic win-win situation."

However, too much information is not always a good thing, says Mike Stilwagner with Wynne Systems. He says to not saturate your website with too many options. "Provide key must-haves, like types of equipment, company news, company history, locations and customer service information," he says. "Make it easy for users to find the information they need when they need it."

Shea also points out that you shouldn’t expose too much of your business data directly to the Internet. "In many cases, the more facilitation there is for the customer, the more potential exposure there is for the rental data," he says. "When working with a host company or website developer, be sure you know all the risks and rewards of offering certain functionality on your site and make an informed decision."

Speaking of designers, be sure to find one with experience and samples you like. If you have a non-professional design the layout, you might regret it later. And don’t forget to get references.