It depends on your market, and the types of clients you are trying to pull in. Generally, the larger the client, the more they will want to learn about you.
At the core, however, you should ask yourself WHY you have a website and how you can most appropriately utilize the medium. Secondly, you need to ask HOW you will drive traffic to the site. There are thousands of beautifully designed portfolio websites online, many (most!) of them get little traffic.
As for content, one strength of a website is that -- if the content is well organized -- a viewer can choose exactly how much information they want to see.
I have no care what type of equipment you are running, unless it directly affects your creative output and/or is the type of investment that your clients would hire you because it is not cost effective for them to buy themselves. For example, if you have a RED HD camera for shooting live action for motion graphics.
Similarly, I don't really care what software you use, but may be interested in the platforms upon which you work: comfortable converting your designs into XSLT? build custom content management systems with codeIgniter? Can you couple a web initiative with a custom designed iPhone app?
Of course, some of the above blends with "goods and services". Many studios specialize one one or two types of work, so clearly define the types of work you do (brand identity, collateral, interface design, information architecture, motion design -- the list goes on and on. Of course, make sure that you have work in your portfolio/case studies that back up your claims. I see a lot of people claiming that they know motion design because they have used after effects, but know nothing of broadcast standards, etc. etc.
If you are strong in one area (like branding) don't be afraid to specialize and create a site with focus.
I like to see a comprehensive client list as well. I am not huge on design awards, but I know that corporations seem impressed by them.
Again, larger corporations are looking for a company to help them plan design strategy just as much as create design "form", this is where a section on design process and design philosophy comes in. Sadly, on most sites this is really cookie cutter. Companies like IDEO however are great at selling their process, and get thier clients because of it.
My apologies for the brain-dump above! Hope it is helpful...
