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 headless CMS is a content management system that handles only the content of website or web application. The advantage is to manage the content separately from the display of the content, providing an effective method for delivering structured data to different channels e.g. mobile, desktop etc.

A view of data that is presented in graphical form via a series of colors that are displayed on a page. This data shows where your users are interacting with your site and the links they are selecting. Tools such as Google's In-Page Analytics extension and CrazyEgg enable you to view this data. 

Hero images are large banner images that are placed near the top of individual web pages.


Acronym for the Health Insurance Portability and Accountability Act of 1996. As it relates to web development, HIPAA sets standards for the security and handling of private health information. The act ensures confidentiality for data being transferred, received, handled, or shared.


Updating old blog posts and other forms of content to ensure they are up to date, and rank as highly as possible in a search.

Sometimes referred to as a horizontal scroll, this interactive web design feature displays content in a horizontal row with arrows to the left and right, allowing for easy navigation and space-efficient design. A horizontal slider is popular with content-heavy websites such as public libraries to display book covers.


It is the basic coding language for structuring and displaying content for the world wide web, the 5th revision of the coding language HTML.


This code expresses the meanings of responses from the web server when computers are communicating information to each other. The code is 3 digits with different meanings depending on the number.

A clear framework that defines an ideal customer - allowing a company to seek out the right fit in new business relationships.


This refers to how images are handled using the Drupal CMS. For example, an image may be displayed at different sizes on a website such as a thumbnail and then a larger, full sized version. Image styles help makes it easy to manage this as well as how images are attached to content.

Data that is collected based on a user's behavior. 


Typically used when referring to paid advertising. An impression is counted each time an ad is visible on a page thus referring to when an ad is seen.

Inbound brings visitors/consumers into a website/brand rather than having to go out and search for potential customers. This is accomplished many different ways through SEO, blogging, social media, email marketing, etc.

Focus on creating high-quality content for visitor consumption. Quality content will not only rank your website higher in search engines but they will also provide higher engagement. Users are looking for specific answers to their search queries, so if you provide those answers your website will rank higher in search engines.


Inbound marketing is the current trend. Stop going out to search for visitors and customers and start bringing them in. 
Pros: More qualified leads, Cost effective, and less personally invasive to users. 
Cons: Can be time-consuming.

The way in which information is organized, structured, and labeled to enable usability and clear understanding throughout websites and online applications.


This refers to when one section of a site or a page uses the same CSS styling as another already defined section. This reduces the time it takes to style pages and makes for a more cohesive site.


Understanding how images and photography are handled with a CMS saves time and can make for a more visually interesting site.

This is the price people pay to view content. For example, the time it takes for a page to load, or to scroll down the page or click on links before they reach the content they are searching for. Understanding these factors is a critical part of determining what should go on a page which is best determined through the wireframing process. Learn more about Interaction Cost.

Inputting hyperlinks on a page linking to other pages on the same site. 

This aids search engines in telling them how 2 pages on the same site are connected.

There are several disciplines that comprise Internet Marketing such as: SEO, Content Marketing, Social Media, Email and Search Engine Marketing. Underlying principles such as ‘inbound’ and ‘outbound’ and ‘push’ and ‘pull’ marketing form the basis for all Internet marketing.


Understanding basic principles and which type of Internet marketing is most appropriate for your company is key to a successful marketing site.

This is a type of programming language that adds dynamic features to web pages and is used by many web services.


The idea that customers buy products to complete a "job". Therefore, business success is dependent on completing the desired job of a customer.


What it is: Joomla! is an open source content management system offering many extensions to add features to the site.

Type: Open source

Cost: None

Features: Joomla! offers marketing and e-commerce tools, along with extensibility and a large support community.

Pros: Has a great community, strong framework and extensibility.

Cons: The built-in, core functionality sometimes can be flawed, or limiting.

More about Joomla! here.

Design that revolves around the journey of a user, meaning the paths they take and progression of their actions that culminate in reaching their objectives.


This is a javascript library designed to simplify HTML scripting. It is made to more easily navigate documents, create animations, and create plug ins to add onto the javascript library.


A JavaScript framework is an application for developing user interfaces and applications. It helps single page applications and websites perform faster and more efficiently. Examples include React.js, Vue.js, and AngularJS. These frameworks are becoming more popular due to the increased performance they provide and the ability to work with CMSs such as Drupal and WordPress.

What it is: Kentico is an easy to use content management system with great functionality but also allows for comprehensive customization.

Type: Pay per domain

Cost: Base license costs range from $3,500 to $15,000. There are no further implementation costs.

Features: Kentico offers a comprehensive content management system, marketing and e-commerce tools, and analytics.

Pros: Offers an all-inclusive management system that is fast and easy to use; adding modules is simple and efficient.

Cons: Aside from the price, there aren't many issues; Kentico is all around a good CMS.

See Kentico's website here.

Quantitative benchmarks that are used to track progress made towards marketing goals; also known as KPIs. These can be defined using the SMART framework.


Addition of keywords to irregular areas or in an unnatural way on a page. This is deceptive and will lead to a penalty from search engines. 


These are target phrases that people enter into search engines. Understanding the best keywords that will drive traffic to your company or organization is very important. Keyword analysis is the process of researching and determining what keywords are most important by reviewing how often phrases are searched for, how competitive they are and other factors. More here.

The agenda for this meeting includes: team introductions, review of the goals/challenges, the 4 phase project process (Define, Design, Develop, Deploy), schedule, Project Plan and next steps.

Traffic, Leads, + Engagement

with a Booster program for Healthcare companies.