Online & Website Term Glossary

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The Glossary is an educational tool to help people understand the different aspects of website development and internet marketing. 

A frontend page builder for WordPress which features a drag-and-drop WYSIWYG interface that allows designers to create and edit complex layouts.


Creating an automated email workflow saves time in allowing an email service to send out an already developed email to users who meet certain requirements. There are many different rules/requirements that can be set up to trigger such emails. 

  • Form submissions
  • Purchase
  • Application Submission
  • Buyer Persona

Pro: Keeps customers engaged with your brand by sending targeted emails. Also, this saves time by automatically sending emails instead of having to custom craft a new one.

A rejection of an email to a user. A bounce code is generated upon the occurrence of an email bounce, providing information on why the email was rejected.

These allow organizations to schedule email campaigns that target specific users and buyer personas who have opted-in to receive their communications. These systems have many features including scheduling campaigns for specific days at specific times, segmented emailing lists by rules (buyer personas, purchase patterns, etc.), developing customized emails using brand colors, images, video, and more. 

Emailing can personally target specific users and deliver engaging content that is relevant and requested to them. It is a part of the customer relationship management process by keeping users involved in the brand. Email can lead to new sales or developing more qualified leads. 

Another service of email campaign systems is automation. See Email Automation for more.

Major Email Campaign Systems:

  • Hubspot
  • Constant Contact
  • Mailchimp
  • Pardot

The deliverability of an email describes the likelihood a sent email actually reaches the attention of a recipient.

The strategy by which you utilize email campaigns to nurture leads and drive sales.

The return on investment you receive from utilizing email marketing campaigns. 

A service through which you can send and receive emails. 

Interactions with individual users about your brand, and the products and services you provide.

Google Adwords feature that allows Adwords to adjust users bidding to increase conversions. 

Maximizing the amount of relevant data added to your contact record.

Data that is intentionally shared by a contact. 


A Facebook Contest, or sometimes called a sweepstake, is an easy way to increase Facebook Likes in order to increase visibility to a wider audience. The contest utilizes a ‘like gated’ promotion or offer that users need to complete in order to enter the contest.

A preview of information that Google displays on a Search Engine Results Page (SERP) when a user searches for a particular string of text. Such information can include summary text, featured images, links, hours of operation, and so on. This feature can also be referred to as a Rich Snippet.

A feature is any significant aspect of a website from the large (e-commerce) to the small (print friendly pages). Since most every website feature can be designed/implemented in multiple ways as well as there can be a custom advanced version or a basic ‘out of the box’ one, it’s important to specify how a feature will be implemented.


Make sure the website features that comprise your website have been defined properly at the beginning of a project, so there are no surprises as to how it works and how much it costs.

The network protocol by which users can more easily transfer computer files from a client to a web server.


Developed by Adobe Systems, Flash is a web technology able to create web content that combines sound, video, and animation.

'Frozen Fold' is a term we created that refers to a web page design, typically a home page, where there's an image or video that goes edge to edge, left to right, and top to bottom, no matter what dimension the screen is. In other words, the hero image always fills the screen on mobile or desktop. Plus there is more below the fold but you need to click on an arrow or scroll to see it. Our home page is an example of a frozen fold.

A conceptual model of the process from which a user who is unaware of your company becomes a customer.

The General Data Protection Regulation is a regulation involving the protection of user data that has been put in place by the European Union. This regulation, activated in the Spring of 2018, replaced the Data Protection Directive that was created in 1995 by the European Union. Learn more about GDPR here


Google allows you to track website's performance on many different areas by adding code onto the pages on your website.

Data that is tracked could be page views, pages per session, organic traffic, referral traffic, individual page data and a lot more. 

A platform through which businesses can input relevant information and have it appear in a sidebar on a search engine results page. Values may include address, operating hours, website, phone number, and photos. 

Google offers these tools to fix errors on websites and improve search engine rankings. One of the most common use of these tools is to add a XML sitemap to a company’s account so that the site is more regularly and accurately indexed by Google.

Formerly Google's Webmaster Tools.

Email that a recipient opted in to get, but isn't really that interested in. Over time, graymail can be marked as spam as user interest decreases. 


This is a new way to think about web design and development. Growth Driven Design (GDD) is based on the mentality of continuous improvement to a website.

Traditional design is when you build a new websites based on fundamental assumptions on what typically works best and then let the site sit for 2 or so years with no major changes and re-start the process.

With GDD there are 3 steps:

  1. Strategy
  2. Launch Pad Website
  3. Continuous Improvement

Strategy is where you build the overall plan for the website and the direction in which you will go. 

The launch pad is a full website with all the necessities, in no way should you think about it as a half-finished or very simplified site. 

The continuous improvement cycle is focused on many different aspects of a website from increasing traffic to usability. Each round is first strategized and data is used to make decisions.

In summary, Traditional web design brings the risk of high upfront costs and lots of needed resources & time, projects typically are delivered out of scope, over budget, and late. The results are a website that is based on assumptions of what will work and remain static for 2 years.

GDD has a budget spread over time and the launch of a new website is a lot quicker. The process is agile and built to be on time & on budget. The results are data based and continuously improved upon leaving room for non-stop growth and improvement.

Growth marketing is a process of testing and improving content marketing strategies in order to grow a business.

The method by which writers outside of your organization publish relevant content to your website's blog. It is typical of a guest blogger to include a backlink to their own website, as well. 

A hamburger menu is an icon that is stacked lines to indicate that the website's menu is accessible there. 

These are commonly used in responsive web design to allow for an easy way to incorporate the menu into the design on mobile devices.

A potential customer that reaches out to a sales team by their own accord.


Head tag is an element indicating the header in HTML of a document. The content of this element will not be displayed in a browser.

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