I'd guess that the owner's 28 years in business has given her an offline customer base that she should try to connect with online. Bring those people to her web

I'd guess that the owner's 28 years in business has given her an offline customer base that she should try to connect with online. Bring those people to her website to write testimonials, generate conversation and buzz via Facebook, Twitter, etc. Most startups would love to have a fan club on Day 1, instead of shouting desperately into the void. Start there. Also, consider seeding some video content on YouTube, eHow or the like.