A large part of customer service is the concept of developing long-term relationships. While the internet can enable a small business to look like a large business, it is somewhat impersonal. The use of photos of key people in your organization will help to bring people inside your business and give them more of a personal feel about you. This is the beginning of a customer relationship.
I don't really understand why more businesses don't put photos of people on their websites, but I'm certain that this will change over time. Research shows that advertisements featuring people in media such as the Yellow Pages, newspapers and magazines tend to have much higher success rates than those that don't use them. I believe that the same principle applies to websites.
If your customers will be dealing with a particular person, put their photo on the site so that they can form a mental picture of their contact within your organization. Show them photos of your business, where it is located, what the office or workshop looks like, even a few photos of your city and the key attractions in the region.
Another great way to develop a relationship is to include a photo of a happy customer along with a written testimonial about your products or services. If you include photos of people and places on your website, your customers will be more inclined to use your business because they can see who they are dealing with.