Do you have people on your website? You really should. Not just dull “mugshots” of the chairman and the MD, and certainly not stock photos of pretty women with headsets over a “call me now” caption, as if you’re some adult phone chat service. If you want real customers to interact with your real people, why not show these people? I’m a huge fan of seeing your technical experts doing video demonstrations, but even static photos can be good. It’s so dull to say things like “we have extensive experience in the industry” when you could show photos of the people who have that experience, and who your customers will be talking to. This is starting to become standard practice in service industries – in fact, I’d be surprised to find a consultancy or agency nowadays which doesn’t have photos of the staff. But for industrial companies, it’s still very rare, and unnecessarily conservative.