Business writing website

For those who write business copy, thanks for reviewing this question.

I've written web content a couple of times with good results, but I'm writing web copy for a business in an industry I'm unfamiliar with.

To make sure I have my bases covered, I plan to collect the following information for research:

-Obtain past and present marketing collateral
-Check competitiors information
-Interview owner about expectations and value to the market

Would you suggest anything else? Should I also interview company employees?

Note: It's a tool manufacturing business.

Thanks for your help.