Speak Plainly!

Use clear and consistent messaging on your website. For example, instead of discussing the Cloud’s “features,” talk in terms of clear benefits, cost savings, and functionality upgrades. Make potential customers clearly see the difference between your Cloud offering and other hosting options.

• Present a concise and compelling explanation describing your Cloud offering that pulls your customers away from competitors and towards you.
• Generate easy-to-read graphics, text, and videos. Don’t overwhelm your audience with too much information. The more quickly and easily your customers can appreciate your service and take advantage of it, the better. Would you rather read, “Computing with the Cloud provides much more flexibility than other services…” Or would you rather simply see the word “FLEXIBLE” in all caps? You can always add more detailed captions or “Read more” sections if necessary (but even then, remember that less is more, and time is money).
• Comparison tables provide customers with a quick-reference visual representation of your superiority over competing products and service-providers. Wherever possible, use symbols (check mark or “thumbs up” icon) instead of words (“Yes” or “We’ve got it”). Also use colors to your advantage (green for yes, red for no, yellow for cautions or warnings, etc.).