If your website is easy to use, if what you offer is clear and if the price is right then a customer might be feeling pretty confident about using your company. But, still, unless they know someone who has used your services, they might be hesitant to use a company that they have no feedback on. This is where customer testimonials can really play a key role and take that potential customer to new customer.
You can gather customer testimonials from an after sale survey, some people may offer them up on their own in an email or Facebook post and you can also consider doing a customer survey sent out to your email list.
Displaying at least one testimonial on the home page is a good idea. Even better would be to have one on each category page and to have that correlate to the product or service on that page. You could also have a link from the home page to a page that has a list of testimonials.
"These folks are excellent"
As a shopper I've been won over by testimonials many times. Usually it's because the person addresses exactly what my concern was and that seals the deal for me. You never know what type of comments might really answer your customers concerns.
Try adding some testimonials to your website and help your customers know why they should choose you.