When you have an internet business, you can tend to become more of a "place or thing" than a person,and people do not want to work with the unknown.  Your potential clients want to know who the person behind the business is.  The clients want to know if they can relate to who they are working with.  In fact, unless they can get to the point where they can know and trust you, or somehow relate to you, it is unlikely that they will do business with you.  There are many ways that you can build the raport needed to establish a relationship where someone will feel comfortable enough to buy from you, sign up for your newsletter, work with you, etc.  

One specific way is for you to tell people about yourself.  Why do you do what you do?  Why do you believe what you do?  What motivates you?  What made you get into the business that you are in?  What are your philosophies around business and/or your product?  You want to provide a way for people to relate to you and what you do.  You need to develop your core story, embracce it and let it become part of your branding strategy.  People want to work with real people not websites and mechanical processes.  Make it real with your story.  Including pictures of yourself and your family is another great way to make your story real to people.