Understand the words.
Own the outcome.
Jargon is a barrier. Definitions are a weapon.
Conversion Rate
The percentage of website visitors who complete a desired action.
Core Web Vitals
Google's three key metrics for measuring page experience: LCP, INP, and CLS.
Bounce Rate
The percentage of visitors who leave after viewing only one page.
Above the Fold
The portion of a web page visible without scrolling.
Call-to-Action (CTA)
A design element that directs users to take a specific action.
UX Design
The process of designing products that are useful, usable, and enjoyable.
UI Design
The design of the visual elements users interact with on a screen.
SEO (Search Engine Optimisation)
The practice of improving a website's visibility in search engine results.
Page Speed
How quickly a web page loads and becomes interactive.
Responsive Design
A design approach where layout adapts to different screen sizes.
Wireframe
A low-fidelity blueprint of a web page's layout and structure.
Landing Page
A standalone page designed specifically to convert visitors.
Split Testing (A/B Testing)
Testing two versions of a page to see which performs better.
Schema Markup
Structured data code that helps search engines understand your content.
Meta Description
A 150–160 character summary of a page shown in search results.
Sitemap
A file listing all the pages on a website for search engines.
Breadcrumbs
Navigation links showing a user's location within a website hierarchy.
Internal Linking
Links between pages on the same website.
Lead Generation
The process of attracting and converting website visitors into potential customers.
Social Proof
Evidence that other people trust and value your business.
White Space
Empty space between elements that improves readability and focus.
Hero Section
The prominent top section of a webpage, designed to capture attention immediately.
Mobile-First
A design approach that starts with mobile screens before scaling to desktop.
Next.js
A React framework for building high-performance, SEO-friendly websites.
Heatmap
A visual representation of where users click, scroll, and focus on a page.
SEO Guide
Search Engine Optimisation — the practice of improving organic search rankings.
Technical SEO
The process of optimising the infrastructure of a website for search engine crawling and indexing.
Schema Markup Guide
Structured data that helps search engines understand your website's content.
JSON-LD
A format for embedding structured data on web pages using JSON notation.
XML Sitemap
A file that lists all pages on a website to help search engines discover and index them.
Robots.txt
A file that instructs search engine bots which pages to crawl and index.
Meta Description Guide
A 150–160 character summary that appears in search engine results under the page title.
Page Speed Guide
How fast a web page loads and becomes interactive for a user.
LCP (Largest Contentful Paint)
A Core Web Vital that measures how quickly the largest content element loads.
CLS (Cumulative Layout Shift)
A Core Web Vital that measures how much the page layout shifts while loading.
Above the Fold Content
The portion of a web page visible without scrolling.
Wireframe Design
A low-fidelity layout sketch that defines the structure of a web page.
Open Graph
A protocol that controls how web pages appear when shared on social media.
Web Accessibility
Designing websites so they can be used by people with disabilities.
SSL Certificate
A digital certificate that encrypts data between a browser and server (HTTPS).
Typography
The art of arranging type to make written language readable and visually appealing.
Colour Palette
The set of colours used consistently throughout a website's design.
Internal Linking Guide
Hyperlinks that connect pages within the same website.
Backlink
A hyperlink from an external website pointing to your site.
Domain Authority
A metric (by Moz) predicting how likely a site is to rank in search engines.
Breadcrumb Navigation
A secondary navigation aid showing the user's current location within a website hierarchy.
Footer
The bottom section of a web page, typically containing navigation links and legal information.
Above-Fold Optimisation
Techniques to ensure the above-fold area loads quickly and converts effectively.
Web Analytics
The collection and analysis of data about website visitors and their behaviour.
Structured Data
Standardised formats for providing information about a page and its content to search engines.
Progressive Enhancement
A strategy that builds core functionality first, then enhances for capable browsers.
Form Optimisation
Improving web forms to reduce friction and increase completion rates.
Lazy Loading
A technique that defers loading of non-critical resources until they are needed.
CDN (Content Delivery Network)
A distributed network of servers that delivers web content to users from the nearest location.
Trust Signals
Elements that build credibility and reduce perceived risk for website visitors.