I'm now pretty sure I'm doing artists books (which will cover some small presses). But who should I make the website aimed toward? Probably not professional book artists. They will already know anything I could come up with. But at the same time, I wouldn't want to explain why this is important/interesting to people with no interest in books or publishing. People in between -- those open to the idea of learning more about books, maybe those who aren't used to thinking about possible variations on the book form, but who are generally fond of books -- would probably be ideal.
Maybe librarians?
Perhaps if I refine the topic to highlighting "what a book can be" -- including different bindings, different publishing techniques, etc. -- I will find that middle audience.
By the way, for people interested in seeing some examples of private press books in your spare time, the Drexel University Archives and Special Collections has some. Contact them to find out more (it'll probably be me finding them for you).