Who works at your business? How can you best convey the feeling at your company? I think employee headshots are extremely important. Often potential customers will look up your website and check for employee photos.
Maybe you want a nice clean directory of smiling faces. You can go a step further and show your team in their workspaces, dressed just as your customers will see them. Break down that first barrier. Show your customers who is on the other end of that phone, who is under the hood of their car, exactly who they will see when they come in.