Glossary
The web & marketing terms, explained.
No jargon, no fluff. Clear definitions of the words you'll hear when you hire an agency, so you can make decisions with confidence.
- Web design
- Web development
- Website vs. web application
- Responsive design
- Conversion rate optimization (CRO)
- Search engine optimization (SEO)
- Local SEO
- Technical SEO
- Google Business Profile
- Pay-per-click (PPC) advertising
- Google Ads
- Landing page
- Core Web Vitals
- Structured data (schema markup)
- Branding / visual identity
- Backlink
- Web design
- Web design is the visual and user-experience side of a website: layout, typography, color, imagery, and how a visitor moves through the pages. Good web design guides people toward a goal, like booking a call or buying a product. See our Web Design service →
- Web development
- Web development is the coding that makes a website work, including the front end a visitor sees and the back end that powers forms, logins, payments, and integrations. It turns a design into a fast, functional, secure site. See our Web Design service →
- Website vs. web application
- A website presents information, such as pages, blog posts, and a contact form. A web application lets people do things: dashboards, booking systems, client portals, and custom tools. If users log in and work with data, you likely need a web app, not just a website. See our Web Design service →
- Responsive design
- Responsive design means a website automatically adapts its layout to any screen size, from phones to desktops. Because most traffic is mobile, a responsive site is essential to avoid losing visitors.
- Conversion rate optimization (CRO)
- CRO is the practice of increasing the share of visitors who take a desired action, like filling out a form or making a purchase. It uses data, testing, and design changes to get more results from the traffic you already have.
- Search engine optimization (SEO)
- SEO is the work of helping a website rank higher in search results for the terms your customers use. It covers content, technical health, and reputation signals so search engines show your site to the right people. See our Search Engine Optimization service →
- Local SEO
- Local SEO helps a business appear in local searches and Google Maps for its area, such as 'web designer near me.' It relies on a complete Google Business Profile, consistent business details across the web, and local reviews. See our Search Engine Optimization service →
- Technical SEO
- Technical SEO is the behind-the-scenes work that helps search engines crawl and understand a site: fast load times, clean code, mobile-friendliness, structured data, and a clear site structure. See our Search Engine Optimization service →
- Google Business Profile
- A Google Business Profile is the free listing that shows a business's name, hours, reviews, and location in Google Search and Maps. It's one of the strongest signals for local search and for AI-generated local recommendations. See our Search Engine Optimization service →
- Pay-per-click (PPC) advertising
- PPC is online advertising where you pay only when someone clicks your ad. Google Ads and social ads are common examples. Done well, PPC puts your business in front of buyers who are actively searching. See our Digital Advertising service →
- Google Ads
- Google Ads is Google's advertising platform for showing paid results at the top of search and across its network. Advertisers bid on keywords and pay per click, making it a fast way to reach people searching for what you offer. See our Digital Advertising service →
- Landing page
- A landing page is a focused web page built around a single action, usually the destination for an ad or campaign. Removing distractions and matching the page to the ad tends to lift conversions.
- Core Web Vitals
- Core Web Vitals are Google's metrics for page experience: loading speed, interactivity, and visual stability. They affect both how satisfied visitors are and how well a page ranks.
- Structured data (schema markup)
- Structured data is code added to a page that describes its content to search engines and AI tools using the Schema.org vocabulary. It powers rich results and helps machines understand a business, article, or product.
- Branding / visual identity
- Branding is the identity that makes a business recognizable: name, logo, colors, typography, and voice. A consistent visual identity builds trust and helps customers remember you. See our Branding & Visual Identity service →
- Backlink
- A backlink is a link from another website to yours. Search engines treat quality backlinks as votes of confidence, so earning them from reputable sites can improve rankings. See our Search Engine Optimization service →
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