I don't want to link to the competition either, so I link to authority sites that explain more about how widgets work, why are there so many varieties, how do you make the best choice, the future of widgets, etc.
No one said they have to be commercial links. Actually, some of them are, but I make sure they're doing business on another continent ;)
Also, no one minds an incoming, one-way link either.
Plus a few charity links make me feel better and perhaps can help the world in some small way. Although, when the massive earthquake hit Pakistan a few years ago, I put a text appeal at the top of the page. Shortly after, I found I lost one PR point on each of those sites. Couldn't figure out why at first -- apparently irrelevant content. Googlebot has no conscience! All this talk about people needing to rebuild homes, needing food and water must've appeared to be spammy. They've since become graphics!
Now on "Contact us", no form for me, but I do have to encode the email address. Otherwise I get scraped for so much spam that eludes the junk folder, it will fill my box every day I've found! Hope the 'bot can read this because the harvesters haven't figured out how yet.
I also had to put the company address in a graphic, otherwise the snail mail gets invaded too!