Skip to main content

The Digital Marketing Dictionary



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.


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.


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”


Domain Name: Used to identify websites. For example, in the domain name is


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.


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.


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.


Hosting: The service that makes your websites available online. There are many different hosting providers.


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.


Journey Mapping: A diagram that shows the user journey through interacting with a brand.


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.


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.


Marketing Automation: To use software and technology to streamline and optimize various marketing tasks. For example: email marketing.


Niche: A group of people who have a specific interest in some narrow topic.


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.


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.


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.


Rebranding: A complete overhaul of an established brand.
Responsive Design: A design that looks great and functions well on all screen sizes and mediums.


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.


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.


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.


Visual Identity: The graphics and elements that represent your brand.


Web Accessibility: Making a website useable for all visitors, including those with disabilities.


XML Sitemap: A protocol that informs search engines about which URL’s are on a website.


Yield Management: To use flexible pricing to sell products.


Zero Cost Strategy: A marketing tactic that doesn’t cost you any money when you implement it.