Cloud computing has been a hot topic in the world of technology for a while now, and with good reason. The cloud offers a cost-effective alternative for smaller businesses looking to take advantage of new technology and can improve the way current technology operates. But when a network of IoT (Internet of Things) gadgets like routers, DVRs, and closed-circuit TVs can take down hardened, well-provisioned Internet giants like Twitter, Spotify, and Amazon – as happened last October – you’ve got to think twice before moving your data to the cloud.

Yes, a move to the cloud can yield significant payoffs regarding cost savings, increased efficiency, greater flexibility, better collaboration for your workforce, and more. Yet there is a dark side. It would be naive to think otherwise. Your choices about whether and how to use cloud technology in your network merit serious consideration.

So, just what is “the cloud”?

Instead of always buying new equipment and software, cloud computing allows you to pay for only what you need. Just as with a utility company, you get software and storage on a monthly basis, with no long-term contracts. Chances are, most of the software you now use is cloud-based. You simply access it on a pay-as-you-go basis.

Similarly, you can store data in the cloud, where it can be easily accessed when you need it. This reduces the need to buy and manage your own backup gear and software, thus reducing overhead. Yet, as with any major decision, it’s critical to be aware of both the benefits and pitfalls of putting your company’s data in the cloud.

The Pros

There are three significant advantages offered by cloud computing:

1. Flexibility. Scaling up or down can be done without major investment or leaving excess capacity idle. It also enables your entire workforce to get more done, where and when they need to.
2. Collaboration. With data and software in a shared cloud environment, staff can collaborate from anywhere. Everything from HR to accounting, and from operations to sales and customer relations, can be managed from diverse and mobile environments, giving your team greater power to collaborate effectively.
3. Disaster Recovery. Typically, data stored in the cloud can be easily retrieved in the event of a catastrophe. It also augments local backup and recovery systems, adding protective redundancy.

The Cons

While the cloud offers obvious benefits, it also increases your company’s potential “attack surface” for cyber criminals. By spreading your communications and access to data beyond a safe “firewall,” your network is far more exposed to a whole bevy of security concerns. Many of them can be addressed with these three best practices:

1. Social Engineering Awareness. Whether you go cloud or local, the weakest link in your network is not in your equipment or software; it’s the people who use them. Cyber criminals are aware of this fact. And you can count on them to come up with an endless variety of ways to exploit it. One day it’s a phone call ostensibly from your IT department requesting sensitive data, the next it’s an e-mail that looks official but contains malicious links. Make sure your employees are aware of and trained to deal with these vulnerabilities.
2. Password Security and Activity Monitoring. Maintaining login security is absolutely critical anytime you’re in a cloud environment. Train your staff on how to create secure passwords, and implement two-factor authentication whenever possible. Take advantage of monitoring tools that can alert you to suspicious logins, unauthorized file transfers, and other potentially damaging activity.
3. Antimalware/Antivirus Solutions. The malicious software allows criminals to obtain user data, security credentials, and sensitive information without the knowledge of the user. Not only that, some purported antimalware software on the market (like Mackeeper) is actually malware in disguise. Keep verifiable antimalware software in place throughout your network at all times, and train your employees on how to work with it.

Want to learn more about the ways the cloud can benefit your business? Contact us at help@creativetechs.com or 206-682-4315. We’re the Mac IT professionals businesses trust.

Website microcopy helps you connect with your online audience. Clever, funny & honest error pages, tool tips & administrative copy offer a valuable opportunity

Microcopy is an often overlooked chance to show your website visitors that they’re in exactly the right place. The word “microcopy” may sound unfamiliar, but trust us, you’ve seen it often before. So sit back, relax, and use the ideas presented here to bring your business’ website that much closer to perfect.

What is Microcopy?

Microcopy serves as an umbrella term for text like tool tips, error page copy, administrative messages and more. Microcopy is a big part of the UX (user experience) design of your website. When you’re initially setting up your site, some microcopy (like generic error page text, for example) may be solely provided by (or built into) your website building software. Often, once you have your new website up and running, you begin to notice these little bits of text. Effective microcopy can and should:

• Direct the user. A CTA (call to action) is typically needed so that you don’t lose the user’s attention or frustrate them as they navigate through your website. Microcopy on an error page, for example, must work to keep the user from leaving your site. It should provide instructions on how to complete the task they were trying to do when they got the error or how to find the type of content that should have been on the page.
• Apologize. Your microcopy should show empathy and use language that respects the user, rather than wording that could make them feel they are at fault.
• Explain something–apparently. This type of microcopy often appears as tool tips that show what actions various icons/buttons do–what might happen if they’re clicked. Explanatory text can also appear at the end of a TOS (Terms of service) page next to a checkbox, saying something like “I promise I’ve read the fine print.” The grayed-out in each field of a form prompting your visitor to enter specific types of information; name, address, etc. Clarity is crucial here, but you can introduce some creativity and personality to the text as long as instructions remain clear.
• Ease concern when asking for personal info or when asking the user to download something from your site. These microcopy messages often appear as pop-ups, or as text that sits beneath an “email address/Subscribe” field.
• “Stall” the user or set a timeframe for when you will get back to them. This microcopy might be on a loading screen for a video, app or online game, or on an acknowledgment page after the user clicks “Submit” on a form.

More Microcopy Branding Opportunities

The definition of microcopy can extend to things like:

• Email auto-responders that tell the user you’re “on vacation on a small remote island, so don’t expect an immediate response. If the message is urgent, contact So-and-so in the meantime.”
• Calendar pop-up meeting reminders for your staff can also benefit from some attention to their microcopy–internal branding is important too, after all.

Take Ownership of Your Microcopy

If you take the time to compose useful, convincing and intelligent microcopy in place of the standard, you’ll be joining the group of businesses that get every little detail of the customer experience spot-on. That, my friends, is always impressive to clients and website visitors.

Custom, creative and non-generic microcopy has the power to:

• Reassure the user so they will continue toward your goal, such as providing their email address for your list (This is where you might remind the user about your mutual distaste for spam.)
• Provide peace of mind (For instance: “Your info is safe with us. We never share…”)
• Build trust (Use social proof, for example: “Joining a group of 10,000 newsletter subscribers that get our latest recipes every week.”)
• Emphasize value proposition (“Sign up to get FREE offers and significant discounts every month.”)
• Diffuse frustration or disappointment (You could use an amusing image of you or your employees, an illustration and/or use verbal humor to lighten the mood–but don’t sacrifice giving real, precise info.)
• Humanize your brand and send out an approachable, friendly and/or humorous vibe. (“Your password doesn’t match our records. Wanna try that again?”)
• Show you understand your audience (By using terms they might relate to. (Does your audience feel more comfortable with the word “exquisite” or “killer” or “excellent”? Or use wording that establishes what you have in common with your audience, such as, “If you like cooking as much as we do, consider joining our email list for tips.”)
• Express your unique brand voice (Choose words that fit the image you want to project. The proprietor of a country inn would use different wording than the manager of a Hilton Hotel. Your blog most likely reflects your unique brand voice, but you can extend the feeling to your microcopy.)

Inspiration for Your Microcopy

Details such as the microcopy examples shown here offer you the chance to ensure that every ounce of your online brand experience (aka your website or web presence) is tailored to fit your voice and display your style.

You can incorporate microcopy that:

• Reflects recent news, or current memes that are spreading across the Web–just remember to change these often.
• Appears on other sites your users may visit and that have a similar “ambiance” to your website.
• Includes watchwords or trends that your audience is talking about to make your microcopy current and super relevant. “Listen in” to your customers or potential clients in your blog comments or on your social media–and use some of the terms they use to describe your product or service.
• Incorporates photos, illustrations or video — on an error page or loading screen.

Excellent examples of creative and entertaining microcopy:

Error Pages

We’re guilty of a 404″ — TMZ
and this one comes complete with funny photo of Harvey Levin, lawyer, and producer of TMZ

Random Famous Movie Quotes – IMDB

Yikes! This page doesn’t exist! — Icanhazcheezburger

Something broke, or you can’t type! — Magnt

TOS Pages

Very clear, simple language on the right, legal-ese on the left! — Pinterest

Humor + clarity: “Don’t Buy if You Can’t Be in Porn or Join the Army” — Snapterms

Contact Us Form

What does your mom call you? (instead of Name) — Mostly Serious

Getting vital details like microcopy right, using thoughtful language, creates a seamless brand experience for visitors to your website. And writing them can be fun. If you’d like more marketing tips or ideas, contact {company} in {city} at {phone} or {email} today!