Common Website and Marketing Terms: A Comprehensive Glossary

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The following is a comprehensive list of common website and marketing terms that you may frequently encounter if you visit our office on any given day. Understanding these terms will not only help you navigate the digital marketing landscape but also enable you to make informed decisions regarding your online presence. So, let's dive in!


A/B Testing

A/B testing is also sometimes called split testing. It is the process of testing two versions of the same webpage, email, ad copy, headline, image, etc.) against each other to see which one gets the better response.

Above the Fold

Above the fold refers to the top portion of a webpage that a viewer sees without scrolling. The most important information should be placed above the fold.


Accessibility in a website means that people with disabilities can use the site — either on their own or with assistive devices — and benefit from it

ADA Compliance

The Americans with Disabilities Act (ADA) requires businesses to make certain accommodations for people with disabilities. This includes making sure your website is accessible. There are multiple elements of your website that make it accessible — or not — to people with disabilities. Contact us for more information and to learn how to check your website for ADA compliance.


As a digital marketing term, algorithm refers to the complex set of rules used by search engines, social media platforms, and other advertising channels to determine what content users see first.


An Application Programming Interface (API) is what allows two applications to talk to each other. It’s the background programming that makes apps work.


Your audience is the target market you are trying to reach with any single piece of your marketing. And, yes, you may have more than one.


An audit of your website — or of your overall digital marketing strategy — is performed by an expert to determine if there’s anything not working or that could be improved for better results.


The backend of a website is the combination of programming and technology that users never see but that powers the site. It contains all the data and information that users do see with the help of a browser.


A backlink is a link back to your website from another website. It’s like a third-party endorsement and helps search engines see your website as more relevant and credible.

Beta Site

A beta site is a website that is viewable only to those with a special link for the purposes of final testing and approval before a website is published and goes live.


A blog is a regularly updated website, or part of a larger website, that presents informational posts in chronological order. Blogs often are organized into topic categories to make it easier for readers to find the information they’re looking for.


A bot (short for robot) is a software program that automatically performs tasks on the internet. Bots work in search engines (search bots), messaging apps (chat bots), online advertising platforms, games, and even on your smartphone (“Hey, Siri …”).

Bounce Rate

Bounce rate measures the percentage of people who come to your website and then leave without clicking or taking any further action. They don’t click any links, go to any other pages, or fill out any forms.


Branding is how people recognize your business. Done well, it can increase awareness of your company and drive growth by giving people a reason to choose your products and services over your competitors.


An Internet or web browser (common ones are Chrome, Safari, Firefox, and Edge) is a software program that lets you view web pages on your computer.

Buyer Persona

A Buyer Persona is a fictional representation of your ideal customer. It is a detailed profile that includes demographic information, interests, behaviors, goals, challenges, and motivations of your target audience. Creating buyer personas helps you understand your customers on a deeper level, allowing you to tailor your marketing strategies and content specifically to their needs and preferences. By identifying and understanding your buyer personas, you can effectively communicate and connect with your target audience, increase engagement, and ultimately drive more conversions and sales.


A campaign is a strategically planned sequence of efforts, activities, or elements used to promote something. Typically, campaigns have one specific goal in mind. Many efforts are made from across several platforms to help achieve that goal.  Some examples fo campaigns can include: Lead Nurturing Campaigns, Email Drip Campaigns, and SEO Campaigns.


A website carousel is also sometimes called a slider. It is a slideshow that presents a series of content that users can scroll through.


A marketing channel refers to the medium used to reach an audience. For example, Social Media, Email, Paid Advertising, Organic Search, etc.


A chatbot is a computer program engineered to simulate conversation with human users, typically over the internet, by processing written or spoken language. Its purpose is to facilitate interaction between humans and digital devices, creating an experience similar to conversing with a real person.


ChatGPT is an advanced AI language model that has revolutionized the way businesses communicate and engage with their customers. Powered by OpenAI, ChatGPT uses state-of-the-art algorithms to understand and respond to user queries, making it an invaluable tool for customer support, sales, and marketing teams. It can answer frequently asked questions, provide product recommendations, and even assist in making purchasing decisions. By leveraging the power of AI, businesses can enhance their customer interactions and build strong relationships with their audience.

Clicks or Ad Click

Clicks refers to the number of times the link in an online ad, email, or landing page has been clicked by users. Ad click is specifically the number of clicks an online ad has received.


Code is what tells computers and other devices how your website is supposed to look and what it’s supposed to do when users take action when viewing it. It is the behind-the-scenes building blocks that a website is made of.


Web content is what your user experiences — what they consume — on your website. Content includes words, images, videos, animations, and any other creative element that delivers information. It is best to create unique, helpful, and relevant content that is optimized for search.

Content AI

Content AI refers to the use of artificial intelligence technology in the field of content creation and management. With the advancements in AI, businesses can now automate various aspects of content creation, such as generating blog posts, creating social media content, and even designing websites.

AI-powered content management systems (CMS) like HubSpot and WordPress have revolutionized the way businesses manage and publish their content online. These platforms use AI algorithms to analyze data, understand user behavior, and personalize content to enhance the user experience.

Content Management System (CMS)

A content management system is software used to create, manage, edit, organize, and publish content on a website. HubSpot is a CMS that we recommend.  WordPress is the most popular CMS. Other CMS Platforms include Shopify, Webflow, Joomla, Drupal, and Wix. 


A conversion happens when a user takes action and does whatever it is that you want them to do, whether that’s clicking on an ad, making a purchase, subscribing to your email list, downloading something, or contacting you.

Conversion Rate

Conversion rate is the number of users who take the desired action on a website (or ad, email, landing page, etc.) divided by the total number of users who visited the site or other marketing element. For example, if 100 people visit your website and 5 people purchase your product, then you have a conversion rate of 5%. 

Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO) is a data-centric method / strategy to optimize website or landing page performance, ultimately boosting the chances of turning visitors into loyal customers. The ultimate objective is to maximize your conversion rate and drive tangible results, and continue to improve your conversion rate over time..


Internet cookies help websites track your movements within the site. They help you resume where you left off. They help the business who owns the site learn more about you and what you’re interested in so that they can more effectively market to you.


Copy refers to text written to generate a sale or other desired response.


Creative refers to the sensory elements of a website or other marketing piece. Creative can include images, photos, video, audio, words, and even color.


CRM stands for Customer Relationship Management. It’s a powerful tool that allows businesses to effectively manage and nurture their relationships with customers. By utilizing software or applications specifically designed for CRM, businesses can store and organize valuable customer data, enabling them to better understand their customers' needs and preferences.

With a CRM system in place, businesses can easily track and analyze customer interactions, including previous purchases, inquiries, and preferences. This wealth of information helps businesses tailor their marketing strategies, personalize customer interactions, and provide exceptional customer service.

A good CRM system not only helps businesses maintain accurate customer records but also enables them to streamline their sales and marketing processes. By centralizing customer data, businesses can easily access and update customer information, allowing for seamless collaboration between sales and marketing teams. This ensures that all customer interactions are consistent and personalized, ultimately leading to improved customer satisfaction and loyalty.


Cascading Style Sheets (CSS) are used to tell web browsers how to display the elements of a website. CSS is the language that web designers use to manage colors, fonts, backgrounds, column size, and other style elements of a website.

CTA / Call To Action

A call to action (CTA) is something that encourages your reader/viewer/listener to take the next step … to take immediate action. It can be a line of text, a button, an image, or even something spoken. CTA's are a crucial part of creating a lead generation website. 

CTR / Click Through Rate

Click through rate measures the effectiveness of an ad in getting people to click on it. It’s calculated by the number of clicks divided by the total number of impressions. For example, if 10 people clicked on your ad out of 200 impressions (views), then you’d have a CTR of 5%.

Customer Journey Map

A Customer Journey Map is a visual representation of the steps that a customer takes while interacting with a brand or business. It outlines the different touchpoints and experiences that a customer goes through, from their initial awareness of a product or service, through the purchasing process, and even after the sale is made.

The purpose of a Customer Journey Map is to understand the customer's perspective and identify pain points and opportunities for improvement. By mapping out the entire journey, businesses can gain insights into how to better engage and serve their customers at each stage.


The dashboard of your website, ads manager, email provider, or any other tool is where you can see and manage important tasks and metrics at a glance.


A website database stores the information that is accessed on a website.


Demographics are identifying characteristics of a group of people. Examples of common demographics used in marketing are age, gender, education, occupation, marital status, etc.

Digital Media

Digital Media is a broad term that encompasses various forms of electronic media used for communication, entertainment, and information dissemination. It refers to any content or information that is created, stored, and distributed digitally. There are 3 types of digital media, which are: owned Media, earned media, and paid media.


A domain is a name (made up of letters or a combination of letters and numbers) that identifies your specific website. For example,

Domain Name System (DNS)

The Domain Name System (DNS) is what translates domain names (like into numeric IP addresses. It also plays a role in the delivery of email.


To download something (data, files, etc.) is to copy it from one computer system to another, typically over the internet.


E-commerce refers to commercial transactions — the buying or selling of goods and services — conducted electronically over the internet.

Email List

Your email list consists of the email addresses of people who have given you permission to send marketing emails to them. Building and maintaining an email list is a crucial aspect of successful email marketing campaigns. It allows you to directly reach out to your target audience and engage with them on a more personal level. 



Email Marketing

Email marketing is using email to promote your products and services as well as to build and maintain relationships with your prospects and clients. WorldLight Media specializes in email marketing such as drip campaignsemail automation, newsletters, special offers, and more to keep your contacts engaged with your brand.


A form on a web page is like a gateway for users to interact with your website. It provides a space for them to enter valuable data, such as their name, email address, or any other information you may require. This data is then sent to a server, where it is securely stored for you to access and use later.


The front-end of a website is the part that users experience directly … what they see and what they interact with. This includes fonts, colors, images, graphic elements, buttons, navigation, etc. In terms of web development, the front-end also is in charge of how the website performs and how responsive it is.


A marketing funnel represents the process of turning a lead into a customer. It is a strategic plan to take a prospect from the awareness stage of the customer journey all the way to the purchase stage.

Ghost Writer

A Ghost Writer is a professional writer who is hired to write content on behalf of someone else, usually without receiving credit for their work. Ghost writers are often employed by individuals or organizations who want to publish articles, books, or blog posts, but lack the time, expertise, or writing skills to do so themselves. The ghost writer will work closely with the client to understand their vision and objectives, and then use their writing skills to bring that vision to life. This could involve conducting research, interviewing the client, and crafting engaging and informative content that aligns with the client's goals and target audience. Ghost writers are skilled at adapting their writing style to match the voice and tone of the client, ensuring that the final piece of content reflects the client's ideas and opinions. While ghost writers may not receive public recognition for their work, their contribution is invaluable in helping individuals and organizations share their message with the world.

Google Analytics

Google Analytics is a free service offered by Google that measures and tracks details about your website performance and traffic.


A Go-To-Market (GTM) strategy serves as a comprehensive roadmap for effectively and efficiently bringing products or services to market. It encompasses crucial elements such as product positioning, target audience identification, selection of marketing channels, pricing strategies, sales approaches, and competitive analysis. Key components include articulating a unique selling proposition and implementing tactics for lead generation and customer retention.  


Hashtags are keywords or phrases preceded by the pound sign (#) that are used to categorize and organize content on social media platforms. They help users discover and follow specific topics or conversations by clicking on or searching for a particular hashtag. Hashtags are widely used on platforms like Twitter, Instagram, and Facebook to increase visibility, promote engagement, and reach a wider audience. By including relevant and popular hashtags in your social media posts, you can increase the chances of your content being discovered by users who are interested in that particular topic or theme. Hashtags also serve as a useful tool for businesses and marketers to track the performance of their campaigns and monitor the conversation around their brand or industry. It is important to research and choose the right hashtags that are relevant to your content and target audience to maximize the effectiveness of your social media strategy.


Headings are the titles and subtitles of different sections of a web page. Used correctly, they help organize the page and help readers who skim the pages understand the information provided on the page.

Hero Section

The hero section of a web page is like the grand entrance of a website, captivating users from the moment they land on the page. It is strategically placed at the top, commanding attention and setting the tone for the entire website experience.


Hosting refers to the act of storing the files for a website on a server where they can be accessed when someone views your website. Usually, the server is owned and maintained by a third-party web hosting provider.


HTML stands for Hyper Text Markup Language and is the standard language used for creating web pages.


HTTPS stands for Hyper Text Transfer Protocol Secure. It indicates that a website is secured by an SSL certificate.


HubSpot is a powerful all-in-one marketing automation software that helps businesses attract, engage, and delight customers. With its comprehensive suite of tools and features, HubSpot enables businesses to create, manage, and optimize their marketing campaigns in one centralized platform. There are several different types of Hubs, including Marketing Hub, Sales Hub, and Service Hub. 

One of the key features of HubSpot is its customer relationship management (CRM) system, which allows businesses to organize and track their interactions with leads and customers. The CRM provides a complete view of each contact's interactions with the business, including website visits, email opens, and social media engagement, helping businesses understand their audience and tailor their marketing efforts accordingly.


A hyperlink is an element on your website that links to another web page or file. It can be text (usually indicated by the text being a different color than the surrounding text), an image, logo, or any other graphic element on the screen.


Impressions refers to the number of times something is seen by your audience. This is commonly tracked in paid ad campaigns as a reporting metric. It's also tracked in social media posts. It does not mean that any action has taken place beyond that the ad showed up on the user’s screen.

Inbound Marketing

Inbound Marketing is a customer-centric approach that focuses on attracting and engaging potential customers by providing them with valuable and relevant content. It is a strategic methodology that aims to build trust, establish credibility, and ultimately convert leads into customers.

Unlike traditional outbound marketing techniques that interrupt and push messages to a broad audience, inbound marketing seeks to naturally attract prospects through various channels such as blogs, social media, search engine optimization (SEO), and email marketing.


As a noun, and in terms of websites, an index is the database of a search engine, and it contains all the information on all the websites the search engine finds. If a website isn’t in the search engine’s index, people won’t find it when searching for solutions to their problems. As a verb (to index a website), it refers to the search engine process of gathering and updating the current information — adding new or updated web pages, removing deleted pages, etc. — for a particular website.


Website integration is essentially the process of connecting your website to other systems in your business in order to transfer data or other information. For example, when order data is linked to your order fulfillment system, or when your website is linked to your CRM


Javascript is a website programming language that allows you to make web pages interactive with elements that move, scroll, and refresh automatically. Examples of these interactive elements include slideshows, animated graphics, and autocomplete text suggestions, among others.


Keywords describe what your website content is about. For SEO (Search Engine Optimization) purposes, keywords also are defined as the words and/or phrases that people use on a search engine to find what they’re looking for.

Landing Page

A landing page is a singular web page with a focused sales message designed to generate a specific action. In general terms, it’s the page you land on after clicking a link.


A lead is someone who has shown a genuine interest in your products or services, indicating that they may be a potential customer or client. However, simply expressing interest is not enough to guarantee a sale. It requires the right follow-up and nurturing to convert a lead into a paying customer.

Lead Generation

Lead generation is simply the act of generating new leads, new people interested in your product or service. In digital marketing, lead generation usually involves getting people to give you permission to send them marketing emails by getting them to opt in to be on your email list.

Lead Magnet

A lead magnet is something of perceived value (a free report, coupon, ebook, checklist, video, etc.) offered in exchange for someone giving you their email and their permission for you to send them marketing emails.

Lead Nurturing Campaign

A lead nurturing campaign is a strategic and systematic approach to engaging with leads and guiding them through the buyer's journey. It involves delivering valuable and relevant content to leads at each stage of their decision-making process, with the aim of building trust, establishing credibility, and ultimately converting them into customers.

The goal of a lead nurturing campaign is to provide leads with the information they need to make an informed decision, address their pain points, and showcase how your products or services can meet their needs. This can be done through various channels, such as email marketing, social media, webinars, personalized landing pages, and more.

Lead Scoring

Lead scoring is a method of assigning values to a lead based on their actions, behaviors, and data. This automated process assesses and ranks leads based on predetermined criteria, assigning a numerical value or score to each individual lead. The value can be used to determine how ready to buy a lead is. Lead scoring provides valuable insights into the readiness of a potential customer to make a purchase. 

Link (inbound link, outbound link)

Link is short for hyperlink, an element on your website that sends the user to another web page or file. An inbound link is found somewhere other than your website and brings the user to you. An outbound link is on your own website and sends the user elsewhere.

Live Site

A website is considered “live” when it has been published to the web and can be found and accessed by the general public.

Local SEO

Local SEO is a crucial aspect of digital marketing that focuses on optimizing a website's visibility in local search results. It involves implementing strategies and tactics to help businesses rank higher in local search engine results pages (SERPs) when users search for products or services in their specific geographic area. The goal of local SEO is to increase a business's online presence and visibility within their local community, allowing them to attract more targeted traffic, generate leads, and ultimately drive more conversions. 


A logo is more than just a visual symbol or design. It is the face of a company, the embodiment of its values, and the key to its brand identity. A well-designed logo can instantly communicate the essence of a business and leave a lasting impression on customers.

A logo serves as a powerful tool for recognition and differentiation in a crowded marketplace. It is the first thing that comes to mind when people think of a particular company or product. Think of iconic logos like the golden arches of McDonald's or the swoosh of Nike. These logos have become synonymous with their respective brands and have become instantly recognizable worldwide.

Long Tail Keywords

Long Tail Keywords are specific and longer phrases that are used in search engine queries. Unlike short keywords, which are more general and competitive, long tail keywords are more targeted and have less competition. They are often used by users who are looking for something more specific and are closer to making a purchase decision. For example, instead of searching for "shoes", a user might search for "comfortable running shoes for women". By incorporating long tail keywords into your website content and SEO strategy, you can attract highly targeted traffic and increase your chances of converting visitors into customers.

Marketing Automation

Marketing automation is using technology to complete common and repetitive marketing tasks, such as sending messages and emails once someone takes a particular action.


MarTech, short for Marketing Technology, refers to the tools, platforms, and software that marketers use to analyze, strategize, execute, and measure marketing efforts effectively. This includes a wide range of digital tools such as customer relationship management (CRM) systems, email marketing software, social media management platforms, analytics tools, and more. MarTech enables marketers to automate tasks, personalize campaigns, track performance metrics, and make data-driven decisions to optimize marketing strategies and achieve business goals.

Meta Tags

Meta tags are small bits of text that describe a web page’s content to the search engines. They are used in a web page’s code and aren’t visible on the page itself.


Migrating a website means making significant changes to its location, platform, structure, content, design, or user experience. It also can mean redirecting old web pages to new ones so that you don’t lose search rankings.


A mobile website automatically scales to fit the screen size of a user’s mobile device rather than a desktop computer display.


A website mockup is a visual representation of what a website will look like. It’s put together before all the coding work is done so that changes to the format, layout, and content can be made as easily as possible.


A one-liner is a single sentence that clearly tells someone what your company does and how your customers benefit from your products or services.


Opt-in refers to someone giving you permission to send them marketing emails. They “opt in” to receiving your emails.

Organic Search / Organic Results

Organic search and/or organic results refers to your website being found in the unpaid (not ads) search engine results listings based on the words the user has entered in their search query.


A web page is a single and unique location on the internet. It can include content like text, images, video, etc. Most websites are made up of multiple web pages linked together.

Page Speed

Page speed is a crucial factor in determining the success of your website. It refers to the time it takes for the content on a page to load on a browser or mobile device when someone wants to view it. In today's fast-paced digital world, users expect instant access to information and have little patience for slow-loading websites.

A slow-loading page can lead to poor SEO performance. It can also lead to frustration and a high bounce rate, causing potential customers to abandon your site and seek information elsewhere. On the other hand, a fast-loading page creates a positive user experience, improves engagement, and increases the likelihood of conversions.


PDF stands for Portable Data Format. It is a format used to make a document able to be viewed, downloaded, printed, and easily sent over the internet.


PHP is a widely used scripting language in the world of web development. It stands for Hypertext Pre-processor, which originally stood for Personal Home Pages. This versatile language allows developers to create dynamic and interactive web pages that can respond to user input and perform various tasks.

Pillar Page

A Pillar Page is a comprehensive and in-depth piece of content that serves as the main hub for a specific topic or theme on a website. It is designed to provide valuable and relevant information to readers, covering all aspects and subtopics related to the main subject.

Unlike regular blog posts or articles that focus on a specific aspect of a topic, a Pillar Page aims to cover the topic comprehensively. It acts as a central resource that consolidates all the necessary information in one place, making it easier for readers to find and navigate through the content.


A plugin is like the secret ingredient that takes your website from good to great. It's a powerhouse of functionality that can enhance the user experience, add new features, and customize the appearance of your website. With a plugin, you can seamlessly integrate social media feeds, create stunning image galleries, optimize your website for search engines, and even add interactive forms to capture valuable user data.


A Podcast is a digital audio or video file that is available for streaming or downloading on the internet. It is a form of multimedia content that allows individuals or organizations to share their thoughts, ideas, stories, or expertise with a wide audience. Podcasts have gained immense popularity in recent years due to their convenience and accessibility.

Unlike traditional radio shows, podcasts can be listened to anytime, anywhere, using various devices such as smartphones, tablets, or computers. They cover a wide range of topics, including news, entertainment, sports, business, education, and more. Podcasts often feature conversations, interviews, or monologues, allowing listeners to delve deep into a specific subject or explore different perspectives.


Posts are content on a website that are organized by publish date (usually newest first). They also can be organized with categories or tags to help the user find content that they’re interested in.

PPC or Pay-Per-Click Advertising

With pay-per-click (PPC) advertising, you only pay when someone actually clicks on your ad. You pay for the clicks, not for the views.


Website production is the act of creating the website and coordinating all the elements that go into it.


Your reach is the number of people who have viewed your content over a specific period of time (your message reached xxx people).


Responsive means a website will look good and function properly on any type of device or screen size … it “responds” to the user’s environment.


Retargeting means showing your ads on other websites to people who have visited your website. It’s a way of reminding them that they may be interested in what you have to offer since they were on your website.


RevOps, short for Revenue Operations, is a strategic approach that unifies sales, marketing, and customer service departments to optimize revenue generation. By integrating these functions and promoting transparency and seamless workflows, RevOps supports the entire customer journey, enhancing effectiveness and efficiency in driving revenue growth.

ROI / Return on Investment

ROI refers to Return on Investment, which is a metric used to evaluate the profitability of an investment. In the context of marketing, ROI measures the effectiveness and success of marketing campaigns and activities in generating revenue and achieving business goals.

Calculating ROI involves comparing the cost of the investment (such as marketing expenses) to the resulting financial gain. It helps businesses determine the value they are getting from their marketing efforts and identify areas for improvement.

To calculate ROI, the formula is simple: ROI = (Revenue - Cost) / Cost * 100. The result is expressed as a percentage, indicating the return on investment as a proportion of the initial investment.

Search Engine

A search engine is software that searches a database (the internet, for example) for results based on words or parameters entered by someone. Web search engines (Google, Bing, Yahoo, etc.) are used to find websites and information on the web. Nowadays, Social media platforms like Instagram and TikTok can also be used as search engines.

SEM / Search Engine Marketing

Search engine marketing is using paid ads for your website to show up with greater visibility on the search engine results page in response to specific words or terms someone is using in their search query.

SEO / Search Engine Optimization

SEO, which stands for Search Engine Optimization, refers to the intentional practice of making your website content “optimized” for the search engines so that it will rank well in organic search results and bring more people to your website.

Short-Form Video

Short-form Video is a popular and engaging format that has gained tremendous popularity in recent years. It refers to videos that are typically shorter in duration, ranging from a few seconds to a few minutes. These videos are highly effective in capturing and holding viewers' attention in today's fast-paced digital world.

With the rise of social media platforms like TikTok, Instagram Reels, and Snapchat, short-form videos have become a dominant form of content consumption. They are known for their quick and snappy nature, often featuring catchy music, creative editing techniques, and viral challenges.


A sitemap is a file containing information about all the pages and content on your website to help search engines recognize when your site is relevant to what someone is searching for.


A slider is a revolving carousel or slideshow of content that users can scroll through.


StoryBranding is a way to clarify your marketing message and tell a compelling story that connects with your prospects and customers. It is based on Donald Miller’s book “Building a StoryBrand” and its centered around a 7-part hero’s journey.


SSL stands for Secure Sockets Layer. It’s the standard technology used to keep an internet connection secure as well as to safeguard sensitive user data being sent between two systems.


A staging site is a clone of your actual live website that allows you to test changes and new features before you go into final production.


A tagline is a short phrase or sentence that communicates your unique value and helps you stand out from the competition. A tagline is a powerful tool that encapsulates the essence of your brand and captures the attention of your target audience. It is a short and memorable phrase or sentence that communicates your unique value proposition and sets you apart from the competition.


Web page titles define the content of the page for both readers and search engines. The title tag is one of the meta tags in the coding for a page. It is what you see in a search engine result and sometimes at the top page and/or browser when you’re viewing the page.


A theme is an overall style, look, and feel of your website. It includes elements like the color scheme, typography, and layout to control how your information is displayed on your site.

Topic Cluster

A Topic Cluster is a strategic approach to organizing and structuring content on your website. It involves creating a pillar page that serves as the main hub for a specific topic, and then linking related subtopics or subpages to the pillar page. This helps search engines understand the context and relevance of your content, and it also improves the user experience by providing a comprehensive resource on a particular subject.


Uploading means to transfer data — images, files, etc. — from your computer to a web server on the internet.

URL or Uniform Resource Locator

URL stands for Uniform Resource Locator, which is the address where something is located on the web.

User Experience (UX)

User experience refers to how someone experiences their interaction with a company, product, or service. Website user experience includes how clearly and effectively a company anticipates and speaks to a user’s wants, needs, and desires. It includes ease of navigation and logical sequencing of next steps. User experience also includes interaction beyond the website, like email, customer service, and delivery and use of the product or service.

Web Page

A web page is a single page of information on the World Wide Web. It is a document that can be viewed on the internet by anyone who has the address (the URL).


Webflow is a cloud-based web design and development platform that allows users to create responsive websites visually, without the need for coding, and with less maintenance compared to WordPress. It combines a powerful visual editor with a content management system (CMS) and hosting services, enabling designers and developers to design, build, and launch professional websites efficiently. With Webflow, users can create custom layouts, interactions, and animations, and collaborate with team members in real-time.


A website is a collection of web pages that are connected to each other and that are located — or published — on the internet under a single domain name.


A wireframe is a diagram that outlines where key elements will exist on a web page. It is like a blueprint to guide the architecture of your website.


WordPress is website-building and publishing software that is free and relatively simple to use, even if you don’t know any coding language.


WooCommerce is a free, open-source plugin for WordPress that adds e-commerce functionality to your website so you can easily sell physical and digital goods online.

If you’re in the process of having a website built by WorldLight Media, then these terms can help you understand our daily language and dialogue with you more easily.
Please let us know if you have any questions!

Contact us to learn more.

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