Master the language of digital marketing and web design.
Every web design proposal comes stuffed with terms that sound important and explain nothing. Above the fold, conversion rate, XML sitemap. Most agencies expect you to nod along and hope the invoice makes sense later. We'd rather you understood exactly what you're paying for.
Understanding these terms will help you make smarter decisions
A website may not be one of the most expensive investments your business will make, but it certainly is one of the most important in this day and age. Technical jargon and "industry-speak" shouldn't stand between you and the choices that shape it. When you know what the terms we define here mean, you can ask sharper questions and spot the difference between a site built to impress and one built to perform. Bookmark this page and return to it if you see a term on our site or elsewhere that you don't understand. Having a reference for design and marketing terms will help you:
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See past the jargon to what actually grows your business
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Know exactly what you're getting before you sign off on it
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Cut through the noise and focus on what actually moves the needle for you
Definitions
Clear definitions for the language that builds your business online.
The portion of a webpage visible on screen before a visitor scrolls down. Content placed here is considered high-priority since it's the first thing users see.
Any time a visitor completes a desired action on a website, such as making a purchase, filling out a form, or signing up for a newsletter.
A prompt, usually a button or link, that encourages a visitor to take a specific action, such as "Sign Up" or "Buy Now."
The web address used to access a website, such as example.com. It must be registered and renewed, and is separate from web hosting.
A free resource, such as an ebook, checklist, or discount code, offered to visitors in exchange for their contact information.
The amount of time it takes for a webpage's content to fully display after a visitor requests it. Slower speeds can hurt user experience and search rankings.
The practice of improving a website so it ranks higher in search engine results, increasing visibility and organic traffic.
A website made of fixed content that displays the same information to every visitor, without pulling from a database or content management system.
The visual elements of a website or app that users interact with, including buttons, menus, and layout.
A basic visual blueprint of a webpage that outlines layout and structure without final design details like color or imagery.
The percentage of visitors who leave a website after viewing only one page, without clicking to any other page or taking action.
The percentage of website visitors who complete a conversion, calculated by dividing conversions by total visitors.
The percentage of people who click on a specific link, ad, or CTA out of the total number of people who viewed it.
The number of times a piece of content, such as an ad or webpage, is displayed to users, regardless of whether it was clicked.
Visitors who arrive at a website through unpaid search engine results, as opposed to paid ads or referral links.
A web design approach that ensures a website automatically adjusts its layout to fit different screen sizes, from desktops to smartphones.
A security certificate that encrypts data transferred between a website and its visitors, indicated by "https" and a padlock icon in the browser.
Data and reports that track how visitors find and use a website, including page views, sources, and behavior patterns.
The overall experience a person has while using a website or app, encompassing ease of use, satisfaction, and how intuitive it feels.
A file that lists all the important pages of a website in a format search engines can read, helping them crawl and index the site more effectively.