Before individuals do business with a company they have not dealt with before, they want to feel more comfortable about the company. Information on the company's website can provide that comfort by enhancing the company's credibility.
A range of information about a company can increase it's credibility. Text that includes some history of an established firm can make a potential customer feel more at ease. When the visitor sees that the company was established over ten years ago, they are more likely to approach that firm instead of one they know nothing about.
Links to referring websites, such as the local chamber of commerce, can also improve the visitors confidence. Many business have an "About Us" page that will list trade associations, vendors and other business connections that help the site visitor.
Many small businesses put pictures and information about their employees on their sites. For a company that is targeting a local market, this is a wonderful tool for enhancing credibility.
A company's website can serve as a place to get information on goods and services to existing customers. This is often done with PDF files for items such as warranties, conditions of sale and product specifications.