A
A/B Testing: In A/B testing, you take two variations of your website or your messaging and test them both with your audience to see which one performs better.
Above The Fold: The part of your website that is visible to users before they begin to scroll down your webpage.
Analytics: Data about your website/brand that shows how customers interact with it. This could be social media metrics, such as likes and comment. It can also be things like Google Analytics and Smartlook.
B
Brand Refresh: A brand refresh takes your existing brand elements (Like logos, color schemes and social media templates) and updates them so they have a fresher and newer feel.
Brand Strategy: Your brand strategy is how you plan to connect with your customers and implement your brand.
C
Chatbot: An automated customer support systems that users can interact with. Usually powered by AI.
CMS (Content Management System): Software you use to create and manage your website content. Examples: WordPress, Wix, Shopify.
CRO (Conversion Rate Optimization): Increasing the amount of customers that complete a conversion step, such as making a purchase on your website.
CTA (Call To Action): Copy that is meant to encourage customers to take an action, like a button saying “Buy Now”
D
Domain Name: Used to identify websites. For example, in https://bigredjelly.com/ the domain name is bigredjelly.com.
E
E-commerce: Buying or selling goods on the internet.
Elevator Pitch: A brief statement that clearly explains who you are and what your product is or what your company does.
Evergreen Content: Content that doesn’t change a lot over time and dives traffic in the long-term. Usually optimized for SEO purposes.
F
Favicon: A small icon in the tab to show users which websites they have open when they have multiple tabs open.
Freemium: A basic version of a service that is offered for free, with premium options.
G
Go-To-Market Strategy: A comprehensive plan that lays out how you will bring your new product/service/brand to the market.
Google Analytics: Google’s service that analyzes your website and provides you with stats on how users are interacting with it.
H
Hosting: The service that makes your websites available online. There are many different hosting providers.
I
Internal Linking: A link that connects two pages in the same website. This is important for good user experience on your website, so people can find what they’re looking for faster.
J
Journey Mapping: A diagram that shows the user journey through interacting with a brand.
K
Keywords: Specific search terms users enter into search engines to find information online.
KPI (Key Performance Indicator): Measurable data points that prove you are on track to meet your goals.
L
Landing Page: A webpage created to convert traffic for advertising and marketing campaigns. They usually have one very strong call to action.
Lead Generation: The process of developing a potential customer base.
M
Marketing Automation: To use software and technology to streamline and optimize various marketing tasks. For example: email marketing.
N
Niche: A group of people who have a specific interest in some narrow topic.
O
Off-Page SEO: Actions taken off a website to increase that website’s rank in search results. Some off-page SEO techniques are: link building, promoting content with email and social media marketing, influencer marketing, and more.
On-Page SEO: Changes on a website that are intended to improve the rank of that website in search results.
P
Page View: The count of how many people open up a specific web page.
Paid Traffic: Traffic that reaches your website from paid advertisements, promotions, or campaigns.
Press Kit: Promotional material put together specifically to inform the media.
Q
Qualitative Research: Research that helps you gain insight to customers’ attitudes and behaviors.
Quantitative Research: Research that collects numbers to understand patterns and statistical relationships.
R
Rebranding: A complete overhaul of an established brand.
Responsive Design: A design that looks great and functions well on all screen sizes and mediums.
S
SEO (Search Engine Optimization): Methods used on and off a website to get that website to rank higher in search results.
Social Proof: Proof that customers like your products and/or business. Examples: Testimonials, online reviews, recommendations, and more.
T
Tagline: A short catchphrase used to summarize a company message. For example: Nike uses the tagline “Just Do It”
Typography: The art of making written language legible. For example, creating new fonts.
U
UI/UX Design (User Interface/User Experience): How customers interact with your business, for example, through your website or an app.
UVP (Unique Value Proposition): What is unique about your company and what makes you stand out among the competition.
V
Visual Identity: The graphics and elements that represent your brand.
W
Web Accessibility: Making a website useable for all visitors, including those with disabilities.
X
XML Sitemap: A protocol that informs search engines about which URL’s are on a website.
Y
Yield Management: To use flexible pricing to sell products.
Z
Zero Cost Strategy: A marketing tactic that doesn’t cost you any money when you implement it.