If you have a contact page or on your index page that has your company contact information, it gives the customer something to believe in. It shows that you really exist, and gives them the opportunity to look you up in the Better Business Bureau. If they do it, it will really make them feel safe, because the BBB is a very well trusted business organization that shows off good solid companies. It also gives the customer a chance to find out how to contact you if they ever need help, if they decided to purchase your service or product. If you sell a product or service that has a good reputation, then try to use the name as a selling point.
Most people usually choose one product over another because of the name, and the reputation it has.
If you don't have a big name brand, then try to build a reputation with customer service. Treat everyone professional and they will talk about you. This way, you will build your own reputation, and people will respect your company. There are many techniques that you can use to make the customer feel comfortable. Try to make the customer feel as relaxed as possible.