Data backup service Code42 doesn’t play on consumers’ fear of a fried hard drive to show consumers how its services can save the day. Instead it focuses in a streamlined way on how consumers use and need their data reliably on an everyday basis and lets consumers connect the dots.

Some consumers understand the need to back up all their critical digital data as a hedge against a system crash. But few want to spend time doing so. Enter Code42.com and its data back-up service, aptly named CrashPlan. Getting consumers to understand how the service works required it to redesign its site late last year to remove jargon and clutter, says Alan Higley, vice president, consumer marketing. Code42.com features large images of people and sparse text to get right to the point, which is that CrashPlan can be set up in three steps, and that once in use consumers get peace of mind. Plus they get access to that data at or away from home. “A lot of web sites portray this service as a utility,” Higley says. “We portray it as depicting a technology-driven life.”

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