Jargon de-mystified
What are we going on about?
In digital marketing, agencies often expect clients to be fluent in industry jargon. But we know it can be overwhelming. That’s why we’ve created this section – to simplify marketing language and offer clarity
General marketing terms
Prompts users to take a specific action, like signing up or making a purchase.
Measures the profitability of an investment relative to its cost.
Measures the percentage of users who click on a link or ad.
Captures potential customers’ interest and converts them into leads.
Focuses on creating and distributing valuable content to attract and engage an audience.
Measures user interaction with content or ads.
Represents an ideal customer based on market research and data.
Divides a target audience into smaller groups based on demographics, behaviour, etc.
Compares two versions of a webpage or element to determine which performs better.
Represents the journey a user takes from initial contact to conversion.
Web design terms
Platform for creating, managing, and publishing digital content.
Design of user interfaces for websites or applications.
Overall experience of a user interacting with a website or product.
Design approach that ensures a website adapts to different screen sizes and devices.
Visual guide that represents the skeletal framework of a website.
Structure and organisation of menus and links on a website.
Service that stores and serves website files to users.
Unique address used to access a website.
Protocol that ensures secure communication between a user’s browser and a website.
Designing websites to be usable by people with disabilities.
SEO (Search Engine Optimisation) terms
Identifying relevant search terms to optimise content and campaigns.
Link from one website to another, crucial for SEO and authority
HTML elements that provide metadata about a webpage.
Set of rules used by search engines to rank webpages.
Page displayed by search engines in response to a query.
Traffic generated from unpaid search engine results.
Optimisation of individual web pages to rank higher and earn more relevant traffic.
Techniques done outside of a website to improve search engine rankings.
Optimising a website to rank higher in local search results.
Ensuring a website is optimised for mobile devices to improve user experience and rankings.
CRO (Conversion Rate Optimisation) terms
Percentage of website visitors who complete a desired action.
Comparing two or more versions of a webpage to determine which performs better.
Visual representation of user interactions on a webpage.
Level of interaction users have with content or ads.
Stand-alone page designed for a specific marketing campaign or objective.
Evaluating a website’s ease of use by testing it with real users.
Tailoring content and experiences to individual users based on their preferences and behaviour.