Digital Glossary
Confused by tech jargon? Our glossary explains web design, development, SEO, and digital marketing terms in plain English.
UI (User Interface)
The buttons, menus, form fields, icons and layout a visitor actually touches on a site, plus the style rules that keep them consistent and easy to recognise.
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How smooth or frustrating it feels to reach a goal on a site, shaped by structure, wording, speed and the number of steps involved.
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One website that rearranges itself to suit phones, tablets and desktops, using flexible grids, scalable images and CSS breakpoints.
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A plain, colourless blueprint of a page that fixes layout and content priority before anyone chooses fonts, colours or photography.
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A single-purpose page, usually reached from an ad or email, that asks the visitor to do one thing, such as request a quote.
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A dashboard-driven system, such as WordPress or Shopify, that keeps content in a database so non-developers can publish and edit pages.
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An agreed set of requests and responses that lets separate programs share data, for example a store passing an order to a payment gateway.
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The browser-side build of a site, using HTML for structure, CSS for appearance and JavaScript for behaviour such as menus and form checks.
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The server-side code, database and security rules that process requests and store data out of sight, such as saving a contact-form enquiry.
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A digital certificate that lets browsers verify a site's identity and switch on encrypted HTTPS, shown by the padlock beside the address.
Learn more SEOSEO (Search Engine Optimization)
Improving a site's content, structure and trustworthiness so search engines can understand it and show it for relevant organic searches.
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Work that helps a business appear in searches tied to a place, such as a Google Business Profile result for a nearby service.
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A link pointing to your page from someone else's site. Search engines read it as a vote of confidence, but only when the source is relevant and trustworthy.
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The short summary beneath a page title in search results, written to help the right visitors decide to click.
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Finding the exact phrases your customers search for, judging what they want, and matching each group of phrases to a page.
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Google's measurements of loading speed, responsiveness and layout stability, based on how pages perform for real visitors.
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The results page a search engine builds for a query, mixing ads, organic listings, maps, snippets and AI-generated summaries.
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Advertising billed per click, such as Google search ads, where an auction decides which ads appear and what each click costs.
Learn more Digital MarketingCTR (Click-Through Rate)
Clicks divided by impressions, showing how often people who saw an ad or search listing actually chose to click it.
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The share of visitors who complete a chosen goal, such as sending an enquiry, placing an order or making a call.
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A comparison of the profit a website or campaign produced with what it cost, usually shown as a percentage.
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