Website Glossary


SEO is “search engine optimization”. SEO is the process of improving the visibility of pages of your site within the search engines. The main purpose is to increase the exposure of specific keywords that pertain to your business, drawing in visitors to your site who are looking for what you offer, which in turn increases sales opportunities.


CMS stands for “content management system”, which is the software that powers your website. It provides a user-friendly backend area allowing most users to manage their own website content. The most common CMS nowadays is WordPress.

Online Marketing

Online marketing (or Internet marketing) is a broad term that refers to advertising and marketing efforts used to drive traffic and sales online. It can consist of email marketing, online advertising, social media marketing, content marketing, and more.


ROI is “return on investment”. ROI is used to determine the profitability of a business and the efficiency of an investment. It can be used in several ways to measure the performance of aspects of the business. ROI is usually calculated by dividing net profit by net worth.

Conversion Rate

Conversion refers to the act of turning a visitor into a paying customer. The conversion rate refers to the percentage of paying customers that come from your total visitors.


Backlinks are links from other sites back to your own. Backlinks have a huge impact on your site’s search rankings. Many backlinks from other high-ranking sites can greatly improve your search engine results.


CSS are files used in web design to determine the styling of elements on the page, the layout, and overall structure of the site. The CSS, or “style sheet”, affects all of the pages on the site, so making changes to the one CSS file can make global changes on the site and eliminate the need to change elements on each page individually.

Bounce Rate

A website’s bounce rate is the percentage of people who leave the site from the same page they entered the site, without clicking through to any other pages. Effective design and clear navigation play a role on the bounce rate, as well as the content. You want to keep the bounce rate percentage down.


Favicons are those tiny icons displayed in the web address bar in most browsers (next to the web address).

Hamburger Menu

The hamburger menu is a symbol consisting of three parallel horizontal lines (displayed as ≡) that is used as a button in many mobile sites to access a navigation menu.



Responsive web design allows you to have a single website that automatically fits the screen size of the device on which it is being viewed. It does this by re-structuring the content to work well on mobile devices without making the user pinch & zoom. Google requires a site to either be responsive or have a mobile version, with preference to responsive.

Inbound Marketing

Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.

Inbound Marketing is becoming an increasingly popular and effective method for bringing in targeted visitors to your site, which you can then turn into leads, which you can then convert to customers.

Read More about Inbound Marketing

Meta Tags

Meta tags are lines of code that exist in the header of the site, but not visible to users. Meta tags, specifically “meta title” and “meta description”, are very important for SEO. These bits of data are typically what are shown in the search engines for your indexed pages.

The Fold

The fold in a website is the point on the webpage that rests at the bottom of someone’s browser before the user scrolls. So “above the fold” refers to the area of the page that a user sees without having to scroll. It’s a term from newspaper publishing which refers to the actual fold of the newspaper. There are arguments over the importance of the fold in modern web design. More and more sites are using scrolling to tell a story on the page and engage the user.

Landing Page

The landing page has always been the page where a user first enters your site. What it refers to in internet marketing is a single page with limited navigation and simpler design that is used to collect a user’s information. The information is usually a form where they enter their email address – which then turns them into a lead. They are incentivized to enter their email because of a particular offer they receive from doing so.

For example, having a landing page where you offer a particular free download, and users have to enter their email to get the free download.

A good landing page will be targeted to a particular stream of traffic – say from a particular email or social campaign – and because it is targeted to specific users or demographics, and because it has an interesting offer behind a lead capture form, you will convert a higher percentage of your website visitors into leads with which you can follow up.


A template is a file, or set of files, used to create a consistent design across a whole site. They’re usually used in conjunction with the CMS or shopping cart system to give the overall structure to the site. Often times separate templates are used for different areas of the site.

For example, there is usually a product page template which tells the site how all of the product pages should be structured when viewing the site (where the add to cart button should go, where the title should go, etc.) The template is then applied by the CMS to all of the products added to the site.