I’ve just read this brilliant article by Jason Cohen, founder of Smart Bear Software. We’ve tried numerous approaches on our website from so much jargon no-one understood what we did, to words of one syllable that insulted people’s intelligence, on the advice from people who supposedly knew better than we did. In the end we’ve gone with what we do best – being ourselves. We’re a small company that provides excellent service to much bigger companies, hosting and managing the online services that they need to run their business, and using Open Source software to do it. That about covers it.