Web Design & Digital Marketing glossary.

A 301 Redirect, a method of permanently redirecting one URL to another, is a vital tool in website management. It's used to inform users and search engines about the change, ensuring a seamless transition and maintaining the website's SEO value.

A 404 Error, an HTTP status code, is a key indicator of a user's unsuccessful attempt to access a web page that doesn't exist on the server. It's a crucial element in website design and management, as it directly affects user experience and can lead to user frustration if not handled properly.

A/B Testing, a practical method, involves comparing two versions of a webpage or app to see which one performs better. By splitting the audience into two groups and exposing each group to a different version, it helps determine which one is more effective at achieving a specific goal, empowering web developers and digital marketers with data-driven decisions.

Above the Fold is the portion of a webpage that a user sees immediately upon loading without scrolling. This area contains important information and calls to action to capture users' attention quickly.

Accessibility ensures websites are usable by people of all abilities and disabilities. Accessibility includes features like screen reader compatibility, keyboard navigation, and alternative text for images.

Alt Text is descriptive text added to images in HTML to improve accessibility for users with disabilities and to provide information to search engines.

Anchor Text is clickable text within a hyperlink that provides context to help users understand where the link leads and is important for SEO.

The Back-End is the server-side of a website that stores and manages data, ensuring everything functions smoothly. It includes databases, servers, and applications.

A Backlink is a link from one website to another, important for SEO as they are considered votes of confidence by search engines.

A Brand Identity is the visible elements of a brand, such as colour, design, and logo, that identify and distinguish the brand in consumers' minds. It encompasses the entire visual representation of a brand.

Brand Strategy is a long-term plan for the development of a successful brand to achieve specific goals. It includes defining the brand's purpose, mission, values, and how it communicates with its audience.

A Breadcrumb is a navigational aid that shows the user's location within a website, often displayed as a series of links at the top of a page (e.g., Home > Blog > Category > Post).

Breakpoints are specific points defined in the CSS where the design adjusts to accommodate different screen sizes. Custom breakpoints ensure your website looks good on all devices.

A CMS (Content Management System) is software that allows users to create, manage, and modify content on a website without needing specialised technical knowledge.

CSS (Cascading Style Sheets) is a coding language used to control the visual style and layout of web pages, defining how elements should appear, including fonts, colors, spacing, and positioning.

A Cache is a temporary storage area for web files like images and scripts that speeds up loading times when a user revisits a website.

A Call to Action (CTA) is a prompt on a webpage that tells the user to take some specified action, such as "Sign Up" or "Book Now".

A Content Audit is an assessment of all the content on a website to evaluate its performance and identify gaps or opportunities for improvement.

Content Strategy is a plan for creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.

Conversion Rate is the percentage of visitors to a website that complete a desired goal (a conversion), such as making a purchase or signing up for a newsletter.

Customer Journey is the complete sum of experiences that customers go through when interacting with your company and brand.

A Digital Strategy is a plan that uses digital resources to achieve business objectives. It involves understanding the digital landscape, defining goals, and creating a roadmap to achieve them.

A Domain is a unique web address that users enter into their web browsers to visit a website (e.g., example.com).

Domain Authority is a measure of the strength and credibility of a domain in terms of its ability to rank on search engines. Domain Authority scores range from 1 to 100, with higher scores indicating a greater ability to rank. The score is calculated using various factors, including the number and quality of backlinks, the domain's age, and overall SEO performance. A higher Domain Authority suggests a more trustworthy and authoritative site, which can positively influence search engine rankings and organic traffic.

A Dropdown Menu is a navigation menu that displays a list of options when a user clicks on or hovers over a specific menu item.

E-commerce is the buying and selling of goods and services online. E-commerce websites include features like product listings, shopping carts, and payment gateways.

Engagement Rate is a metric that measures the level of engagement that a piece of content receives from an audience, such as likes, shares, comments, and clicks.

Experience Mapping is creating a visual representation of the experiences users have with a product or service to identify opportunities for improvement.

A Favicon is a small icon displayed in the browser tab next to the website's title, helping users identify and distinguish between multiple open tabs.

A Funnel is a marketing model that illustrates the theoretical customer journey towards the purchase of a product or service, typically divided into stages like awareness, consideration, and decision.

Goals and KPIs (Key Performance Indicators) are metrics used to evaluate the success of an organisation or a particular activity. Goals are specific, measurable objectives that businesses aim to achieve.

A Grid System is a structure comprising a series of intersecting straight or curved guide lines used to structure content on a webpage, ensuring consistent alignment and spacing.

A Heatmap is a data visualisation tool that shows how users interact with a webpage, highlighting areas with the most activity.

The Hero Section is the top part of a webpage, often the first thing a user sees, which typically includes a background image or video, a headline, and a call to action.

Information Architecture (IA) is the structural design of shared information environments, including the organisation, labeling, and navigation of websites, to support usability and findability.

Integration is connecting Webflow with other tools and services like Zapier, Google Analytics, and Mailchimp to extend its functionality.

Interactions and Animations are dynamic movements and effects added to a website to enhance user engagement and experience, such as hover effects, scrolling animations, and transitions.

The Iterative Process is a cyclical method of refining a product or design through repeated cycles of prototyping, testing, and feedback.

JavaScript is a programming language that enables interactive web pages by allowing developers to create dynamically updating content, control multimedia, animate images, and more.

Keyword Research is the process of finding and analysing actual search terms that people enter into search engines to optimise content and improve search rankings.

A Landing Page is a standalone web page created specifically for a marketing or advertising campaign, designed to convert visitors into leads or customers.

A Lightbox is a website feature that allows you to display images and videos in a modal window, enhancing the user experience.

Lottie Animations are lightweight, scalable animations that can be integrated into your website for added visual interest.

Low Code/No Code are development platforms that allow users to create applications and websites with minimal or no programming knowledge, often through visual interfaces.

Microcopy is small bits of text, such as button labels or error messages, designed to guide users in their interactions with a product.

Navigation is the system that allows users to move through a website, including menus, links, and other navigational aids.

Navigation Flow is the path that users follow to move from one page to another on a website, designed to be intuitive and efficient.

On-page SEO is the practice of optimising individual web pages to rank higher and earn more relevant traffic in search engines. It includes optimising content, HTML source code, meta tags, and internal links.

Open Source is software for which the original source code is made freely available and may be redistributed and modified.

A Persona is a fictional character created to represent a user type that might use a site, brand, or product in a similar way. Personas help designers understand users' needs, experiences, behaviours, and goals.

A Pixel is the smallest unit of a digital image or display that can be displayed and edited on a computer screen.

A Plug-in is a piece of software that adds specific features or functionalities to an existing computer program, such as a browser extension.

A Prototype is an early sample or model of a product built to test a concept or process before full-scale production. Prototypes are used to validate ideas and gather feedback.

ROI (Return on Investment) is a measure used to evaluate the efficiency of an investment, calculated as the ratio of the net profit from an investment to the cost of the investment.

Responsive design is an approach to web design that makes web pages render well on a variety of devices and window or screen sizes. It ensures that content adapts seamlessly to different screen resolutions.

Rich Media is digital advertising that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.

SEO (Search Engine Optimisation) is the process of optimising a website to improve its ranking in search engine results pages (SERPs). It involves keyword research, on-page optimisation, and link building.

An SSL Certificate is a digital certificate that provides authentication for a website and enables an encrypted connection, ensuring that data passed between the web server and browsers remains private.

A Sitemap is a list of pages of a website accessible to crawlers or users, often used to help search engines index the site and to provide navigation for users.

A Slider is a component that allows you to create image or content sliders with multiple slides and customisable transitions.

A Style Guide is a page or document that defines the visual styles for your project, including typography, colours, and spacing.

A Stylescape is a visual tool similar to a mood board that outlines potential visual directions for a brand, including typography, colour palettes, imagery, and iconography. Read our in-depth article about Stylescapes to learn more.

Technical SEO is the process of optimising a website for the crawling and indexing phase to help search engines access, crawl, interpret, and index your website without any problems.

A Touchpoint is any point of contact between a buyer and a seller, including advertisements, websites, customer service interactions, and more.

Transitions are CSS transitions that allow you to animate changes to properties such as opacity, color, and position, enhancing the visual appeal of your website.

Typography is the art and technique of arranging type to make written language legible, readable, and visually appealing. It includes the selection of typefaces, point sizes, line lengths, line-spacing, and letter-spacing.

UI (User Interface) is the means by which the user and a computer system interact, specifically the use of input devices and software.

UX (User Experience) is the overall experience of a person using a product, especially regarding how easy or pleasing it is to use. It encompasses usability, design, navigation, and how users feel about interacting with the product.

Usability Testing is the process of testing how easy and user-friendly a website or application is by observing real users as they interact with it to identify any issues or areas for improvement.

User Flow is the path taken by a prototypical user on a website or app to complete a task. User flows help designers understand and improve the navigation and functionality of a site.

Webflow is a web design tool, CMS, and hosting platform in one, allowing designers to build responsive websites visually without writing code.

The Webflow CMS API is an API that allows developers to programmatically interact with the Webflow CMS, enabling custom integrations and automated workflows.

The Webflow Designer is the visual editor in Webflow, which is where you design your website. It includes tools for creating layouts, adding interactions, and styling elements.

The Webflow Editor is a user-friendly interface that allows content editors to make changes to a website directly on the live site without needing to know how to code. The Webflow Editor provides tools for editing text, images, and other content, enabling non-technical users to manage and update their website content easily. It also includes features for publishing changes and managing CMS items.

Whitespace is the empty space around elements of a webpage. It is often used to create a cleaner, more focused design and improve readability.

Widgets are small applications or tools that can be installed and executed within a web page by an end user, often providing specific functionalities like a calendar, clock, or weather forecast.

A Wireframe is a basic visual guide used in the early stages of designing a web page to suggest the structure and layout of the content without getting into the design details like colour and graphics.

Workflow is the sequence of processes involved in creating a Webflow project, from initial design and development to testing, deployment, and maintenance.

Zapier is a tool that allows you to automate tasks between your website and other apps. For example, you can use Zapier to automatically add form submissions to a Google Sheet or send notifications to Slack.