I had a session with a business mentor and she told me to put a picture of myself on website. I ignored the idea, which was a mistake! I attend networking groups and most of the people who attend do 1-2-1 services and have pictures of themselves on their sites. I had some professional shots done on special offer, and put them on. Lots a clients have commented how they liked the idea they could put a face to a name, they felt like they already knew me before they even met me. Personally now I'm a convert, I feel if in my business, visiting clients in their own homes, offering them a service, they want to see and feel confident about the person they are allowing into their homes.
Salon websites have pictures of the salon at every angle, so you can see the environment , they have pictures of all the staff! Why should a sole trader be any different. You are selling yourself, your business is you.