Certain small business owners (e.g., psychotherapists and attorneys) can tell many interesting facts about their job, thus demonstrating their professionalism and attracting new customers.
With an info (wiki) server on your website, you can create and gradually improve articles about your services, answer FAQ, and share your professional experience. This server is a kind of your personal "wikipedia"; it assists you in demonstrating your individuality and expertise.
The wiki syntax is simple; the articles can include pictures and short videos, see an article about Quenching as an example.
People with disabilities may use software that will not understand your fancy-designed website. They will understand your wiki pages, though. It might be a good idea to make a wiki copy of your entire website to make it fully accessible to evryone.
Static HTML pages load faster than wiki, but still wiki is the perfect solution when content is more important than design. We use static HTML for non-technical information, but prefer wiki format for technical articles. Unless a web article is simple we usually first create it using wiki format then keep updating it for a week (sometimes longer), and finally create its static HTML version.
Note that the articles will not have the same design as your website.