Glossary

Alt Text A text alternative that describes an image's meaning or purpose. It helps people using screen readers and helps search engines understand images; purely decorative images usually use an empty alt attribute.

API (Application Programming Interface) A set of rules that lets different software systems exchange information or request actions. Websites use APIs for integrations such as payment services, maps and social media feeds.

Accessibility Designing your website so that it can be used by people with disabilities (e.g., screen readers, keyboard navigation).

Analytics Data collected about how users interact with your website – often through tools like Google Analytics.

Backlink A link from another website to yours. Relevant, credible links can help visitors discover your business and help search engines find your pages; the number of links alone does not determine quality.

Bleed Artwork that extends beyond the final trim edge of a printed item. It prevents unwanted white borders when the paper is cut; the required amount should be confirmed with the printer.

Brand Guidelines A reference document explaining how to use a brand consistently. It usually covers logo variations, colours, typography, imagery and tone of voice across websites, print and other materials.

Brand Collateral The materials used to communicate and promote a brand, such as brochures, presentations, stationery and social media graphics. Consistent design helps these items feel like part of the same business.

Canonical URL The representative address for a page when the same or very similar content appears at several URLs. A canonical tag can indicate the preferred version, although search engines may select a different one.

CMS (Content Management System) Software used to create, organise and update website content through an editing interface. WordPress is a CMS that lets site owners manage pages, posts, images and other content.

CMYK (Cyan, Magenta, Yellow and Black) A colour model used in four-colour process printing. Artwork prepared for print needs suitable colour settings because some colours shown on a screen cannot be reproduced by the chosen inks and paper.

Conversion Rate The percentage of visitors or sessions that complete a chosen action, such as sending an enquiry or buying a product. The action and measurement basis should be defined before comparing results.

Core Web Vitals Google's measures of a page's loading performance, responsiveness and visual stability: Largest Contentful Paint (LCP), Interaction to Next Paint (INP) and Cumulative Layout Shift (CLS). They help identify real user experience problems.

CI (Corporate Identity) The coordinated visual identity a business uses to present itself. It commonly includes the logo, colours, typography and consistent applications across stationery, websites, signage and other materials.

Dieline A technical template showing where packaging will be cut, folded and glued. Designers position artwork against the approved dieline so that text, images and important details fit the finished package.

Direct Mail Marketing Marketing sent physically to a recipient's postal address, such as a brochure, flyer, postcard or catalogue. Its design, message and delivery plan are tailored to the intended audience.

Domain The human-readable address used to identify a website, such as example.com. A domain is registered separately from the hosting service that stores and serves the website's files.

E-Commerce E-commerce is the activity of electronically buying or selling of products on online services or over the Internet.

Hosting A web hosting service is a type of Internet hosting service that allows individuals and organizations to make their website accessible via the World Wide Web.

Internal Link A link from one page to another on the same website. Clear internal links help visitors find related information and help search engines discover pages and understand how the content connects.

Keyword Research The process of investigating the words, questions and intentions people use when searching. It helps plan useful pages that match audience needs, rather than adding the same phrase repeatedly.

Landing Page A page designed around a specific audience, campaign or offer. Its content and calls to action guide visitors towards a clear next step, such as making an enquiry or signing up.

Logo A visual mark used to identify a business, product or organisation. It may be a symbol, a wordmark or a combination of both, and forms one part of the wider brand identity.

Meta Description A short summary added to a page's HTML to describe its content. Search engines may use it beneath the page title in results, or may choose a different excerpt from the page.

Membership A website arrangement that gives registered members access to particular content, services or features. Memberships may be free or paid, and access can depend on the member's plan or status.

Online Marketplace An online marketplace is a type of e-commerce site where product or service information is provided by multiple third parties. Online marketplaces are the primary type of multichannel ecommerce and can be a way to streamline the production process

Online | Digital Marketing Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services

Packaging Design The design of a product's packaging appearance and communication. It combines branding, product information and artwork with the format and production requirements of the container, label or carton.

PPC (Pay-Per-Click) Pay-per-click is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines.

Responsive Web Design An approach that lets one website layout adapt to different screen sizes using flexible content and styling. Text, images and navigation adjust so the site remains usable on phones, tablets and desktop screens.

Remarketing Advertising to people who have already interacted with your business, such as visitors to your website. Campaigns use the audience tools and data available through the advertising platform, subject to applicable privacy and consent requirements.

SVG (Scalable Vector Graphics) A web image format that can describe shapes and paths mathematically. SVG is useful for logos and icons because vector artwork can resize without becoming pixelated; SVG files can also contain other content.

Subscription An arrangement that provides ongoing access to a product or service, usually in exchange for a recurring payment. On a website, subscriptions may cover content, software, memberships or regular product deliveries.

Social Media Marketing Social media marketing (SMM) refers to techniques that target social networks and applications to spread brand awareness or promote particular products. Social media marketing campaigns usually center around: Establishing a social media presence on major platforms.

SEO (Search Engine Optimisation) Search engine optimization is the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results and excludes direct traffic and the purchase of paid placement.

SEM (Search Engine Marketing) Marketing through search engines, most commonly used to describe paid search advertising. Some people use SEM more broadly to include SEO, so the intended meaning should be clear in a project brief.

Technical SEO Work on a website's technical foundations to help search engines crawl, understand and index its content. It can include site structure, redirects, canonical URLs, sitemaps and checks for blocked or broken pages.

Tiered Pricing A pricing structure with different rates or packages for defined levels of usage, quantity or features. The way charges are applied depends on the provider's model, so each tier's limits and rules should be clear.

UI (User Interface) The controls and visual elements people use to interact with a website or application, including buttons, menus and forms. UI design makes these elements clear, consistent and easy to use.

UX (User Experience) The overall experience of using a website, application or service. UX design considers user needs, navigation, content and interactions so people can understand the product and complete their tasks with less friction.

Vector Graphic Artwork built from mathematically defined shapes, lines and curves rather than a fixed grid of pixels. It can be resized without pixelation, making it useful for logos, illustrations and print artwork.

Wireframe A simplified plan of a website or application screen. It shows the arrangement of content, navigation and key actions before detailed colours, typography and imagery are developed.

WooCommerce An open-source ecommerce platform built on WordPress. It adds online store functions such as product listings, baskets and orders, with payment, shipping and other features configured for the business.

WordPress An open-source content management system used to build and manage websites. Themes control presentation, while plugins can add features such as forms, ecommerce and integrations.

Website Design Planning a website's layout, visual style and content presentation. It brings together navigation, typography, colours, imagery and calls to action to reflect the brand and help visitors use the site.

Website Front-End Development Building the parts of a website that people see and interact with in their browser. It uses technologies such as HTML, CSS and JavaScript to turn the design into working layouts, navigation and controls.

Website Back-End Development Building the server-side systems that make a website work behind the scenes. This can include databases, user accounts, business logic and integrations that support the features visitors use.