Do you trust me?

I agree with Nielson's point on the problems in an about page. If there is not enough ifo about a company, chances are, I'm not going to click further. Financial instituions soliciting new business should assauge all my fears that they aren't just phising for money (like those online "help a deposed king withdraw his millions of dollars). If I can't see a human, then my trust level is effected by the strength of words, something not easily built by war phrases such as "friendly" or "family".