The cardinal sin in website content is ones that do not have heart. Communication is a personal statement and that is true wether you are a multi-national conglomerate or a one-person show. Any website worth a grain of salt should show name at least one human being behind the facade, whether this is on some support forum, about page or whatever.
A website that denies that personal statement should be castigated. Does anyone know of a directory of heartless websites? They really should be named and shamed.