Glossary

• Web Design Terms
• Digital Marketing Terms
• Printing Terms

A/B Testing (also known as Split Testing)

The method of comparing two variants of a webpage’s elements (such as text, image, layout, etc.) and assessing which improves user experience.

Alt (Alternative) Text

A short, written description of an image on a webpage. They provide context for people using screen readers, or if an image fails to load.

Analytics

Special tools (like Google Analytics) that track and assess visitor behaviour on a website.

Backlink

A link from another person’s website to your own site.

Blog

A regularly updated (often less formal) section of the webpage, where a company may share useful information, guides, and news stories for its readers.

Bounce Rate

The percentage of visitors who click away from the site after having only viewed one page.

Booking Page

An online booking system that is integrated into a website, where customers can manage, cancel, and reserve appointments.

Broken Link

A link that leads to a missing page, creating a poor user experience and showing a ‘404 Error’.

Brochure Websites

Clear and concise websites with no more than 10-20 pages. Ideal for businesses that strive to provide a quick and lasting message and impact.

Call-To-Action (CTA)

A prompt that tells users what to do next. They intend to convert viewers into inquirers.  Examples include: “Call Now”, “Book Today”, “Get a FREE Quote Now”, etc.

Canonical URL

A tag that informs search engines which version of a page is the preferred version to avoid duplicate content issues.

Content Management System (CMS)

A system which lets you add, update, and edit pages, imagery, and content without needing advanced web developer skills. A popular system is WordPress.

Crawl

Search engines scan your site and content to understand pages.

Domain Name

The website address or name (e.g. soapboxdigital.co.uk/).

E-commerce Website

An online store that sells products, with a virtual checkout and payment processing system.

Footer

The bottom section of a website that acts consistently across every webpage. It contains key information, and may include ‘Contact Information’, ‘Sitemaps’, and ‘Disclaimers’.

Header

The main top section of the website typically includes the brand’s logo and navigation information.

Hero Section

A large section just below the header of a website. It quickly communicates the site’s main purpose or message to visitors, enhancing the overall user experience.

Hosting

The service that stores the website’s files, allowing the site to be available and accessible online.

HTTP/HTTPS

A web communication protocol for the transfer of data between a browser and a server.

Hyperlink

Clickable text or design element which takes users to another section, page, or website.

Indexing

The process of making webpages discoverable and retrievable by search engines.

Navigation Menu

An online menu that helps and guides users to find pages quickly, enhancing user experience and minimising frustration.

Plugin

An add-on piece of software that can provide additional features, tools, or functionality beyond the core system.

Redirect

Sends visitors from one URL to a different URL. Useful when providing content updates and preventing broken links.

Responsive Web Design

A design approach where layouts and elements automatically adjust to fit any device or screen size. This ensures optimal viewing, usability, and user experience across desktops, tablets, and mobile devices.

Sitemap (XML Sitemap)

A file that lists important URLS to help search engines crawl, index and locate pages. It is essentially a “map” of the website for search engines and search consoles.

Staging Site

A private “test” version of the website. Particularly useful when building a new website or testing any changes before going live.

UI (User Interface) Design

The visual layout and aesthetic elements of the site, including buttons, spacing, typography, etc. It focuses on creating an appealing look while clearly communicating important information to the user.

UX (User Experience)

How easy, intuitive, and enjoyable it is for a user to interact with your website.

URL (Uniform Resource Locator)

The page address after the domain (e.g. /speakers-corner).

Website

A collection of web pages that are accessible under one single domain name.

WordPress

A popular CMS for managing websites.

Ad Auction

The real-time process which automatically decides which ads are shown when an individual searches.

Ad Rank

The ranking Google uses which determines whether an ad appears in search results and what position it occupies on the page.

AI Automation

Custom AI-powered tools and services designed to improve business outcomes and efficiency by allowing owners and teams to focus on higher-value tasks

AI-Powered Call Answering System

24/7 call handling systems operated by a trained AI agent that interacts with callers in a human-like manner. The system records and forwards enquiry details to an online platform for follow-up.

Blog Management

Planning, writing, and uploading blog content to keep a website updated with fresh and valuable content.

Brand Awareness

How many people are familiar with aspects of a particular brand, i.e. the name, logo, or services.

Brand Identity

The unique characteristics that make up a brand’s personality, including how the brand behaves, acts, and appears.

Brand Recognition

The extent to which consumers can correctly identify a brand from elements including its logo, packaging, slogan, etc.

Brand Voice

The consistent tone and personality a brand conveys in its content.

Call to Action (CTA)

A phrase or short prompt designed to guide a user to take a desired action, i.e. “Call Now”, “Book Today”, “Enquiry Now”.

Click-Through Rate (CTR)

The percentage of people who click after seeing an online advert.

Content Marketing

A form of marketing that creates materials for a brand, such as blogs, posts, videos, etc.

Conversion

When a visitor takes the desired action a brand or business wishes them to take, i.e. the call to action of “Call Now” leads to a phone call, or “Book Now” leads to a booking enquiry.

Copywriting

The practice of writing persuasive and strategic text in a brand’s specific voice to inform, engage, or encourage action from viewers.

Competitor

Another business or brand that offers similar products and services. A competitor may attract customers away.

Competitor Analysis

Reviewing and assessing what competitors are doing successfully (and unsuccessfully) to shape strategy and find opportunities.

Google Ads

An advertising platform where brands and businesses bid for online adverts.

Keyword

Words or phrases that people type into search engines to find relevant information, e.g. “web designers near me”.

Keyword Research

The process of finding keywords and search terms that are relevant to a brand or business.

Landing Page

The page a user ‘lands’ on after following or clicking on a link.

Off-Page SEO

All activities carried out outside of a website to help it rank in search engines, such as building quality backlinks, brand mentions, and positive customer reviews.

On-Page SEO

All activities carried out directly on a website to encourage it to rank highly in search engines, i.e. using keywords in titles, improving site speed, and writing relevant and quality content.

Organic Results

Unpaid listings on a search engine result page that are generally ranked by relevance. Organic results typically appear below paid advertisements and other search features, such as AI Overviews.

Paid Search Advertising

The method of paying search engines to feature your website in search engine results.

Pay Per Click (PPC)

An online advertisement where a brand pays a fee every time a viewer ‘clicks’ on the ad.

Search Engine Optimisation (SEO)

Improving (or optimising) a website or its webpages to increase visibility, rank higher in search engine results, and be seen as more relevant and useful.

Search Engine Results Page (SERP)

The pages of results that appear after searching for a specific phrase or term in a search engine such as Google, Bing, or Baidu.

Social Media Marketing

The strategic use of social media platforms to promote a product, brand, or service to digital audiences. Common platforms for social media marketing include Facebook, Instagram, TikTok, and LinkedIn.

Targeting

The process of identifying and appealing to a particular group of consumers who are likely to be interested in the business, brand, product, or service.

Brand Guidelines

A document that shapes and explains how a brand should act as well as the appearance of the brand, including logos, fonts, colours, and imagery.

Branding

Strategically creating or printing a distinct and unique identity for a company, service, or product to shape how consumers perceive it.

Bleed

The area of a background or image that extends beyond the cut/trim edge of a printed page, designed to prevent an unwanted white border after trimming.

Booklet

A small, thin, multi-paged bound publication with a paper cover.

Booklet Binding

The methods used to fasten various printed pages together to form a booklet.

Brochure

A promotional document that provides information regarding a business, product, or service.

Business Cards

Small, handheld cards which display key contact information of an individual or business. They typically include a business name, personal name, business address, telephone, and email.

CMYK

A printing acronym for the four ink colours used during printing. CMYK stands for cyan, magenta, yellow, and key (which refers to black ink).

Coated Paper

Paper that has a surface treatment to provide a special, specific finish such as gloss, silk, or matte.

Debossing

A printing technique which creates an indented 3D design on a printed surface. It is often used to highlight certain elements, such as a logo, name, or product.

Embossing

The opposite of debossing; a printing technique which raises a specific element of a printed surface. It is often used to highlight certain features, such as a logo, name, or product.

Exhibition Printing

Prints which are used for special events and trade shows. Due to the nature of these events, these prints are designed to be viewed at a distance. Examples include large banners, posters, and display stands.

Finishing

The last touches after the printing process. This may include lamination, folding, trimming, etc.

Flyer

Single sheet printed marketing, typically unfolded.

Foil Stamping

A printing technique that applies a thin layer of metallic foil to a surface. This is typically used to highlight key design features.

Folding

The act of bending paper in a specific way to create a desired layout or format.

Gloss Finish

A reflective and shiny surface applied to printed materials.

Graphic Design

Strategically creating visual content that informs, persuades, inspires and influences viewers towards a particular action or feeling.

In-House Printing

A company that prints on-site, rather than outsourcing the printed products.

Lamination

A protective film over print, which improves both durability and feel.

Large Format Printing

The printing of oversized materials such as banners, posters, and signs.

Leaflet

A single sheet of printed marketing, typically folded.

Lithographic Printing (Litho Printing)

A professional printing method suited to high-volume production with consistent, high-quality results.

Logo Design

The creation of a visual mark or symbol that represents a brand or business identity.

Margin

The blank space between printed content and paper.

Matte Finish

A non-reflective surface applied to printed materials.

Mock-up

A preview of how a printed item will look. It helps save money and resources if any design changes are needed before full-scale production.

Menu

A list of food, drinks, products, or services available by a particular establishment or business. It is a useful marketing tool to reflect a venue’s identity and guide viewer decisions.

Order of Service

Printed material or a document that is used to guide attendees through a sequence of events at a ceremony, for example, a wedding event, or a religious service.

Photography

The practice of taking quality photographs. It is particularly useful for businesses and brands to showcase products or services online.

Printing

The process of reproducing images, content, or patterns onto surface materials.

Print Marketing

Promoting a business, brand, product, or service through printed materials.

Resolution

The level of detail in a printed material. It is measured in the number of ink drops per inch of material.

Saddle Stitch

Method used to bind pages and material together. It is commonly used in booklets and brochures.

Spot UV

A printing finish that applies a shimmer coating to specific areas of a printed material. It is commonly used to highlight elements and design features such as logo, business name, or product.

Stationery Printing

Process of customising stationery items (such as paper, folders, and letterheads) with a company’s logo, brand name, or visual identity.

Typography

The visual art of arranging letters and text in a way that is legible and aesthetically pleasing to the viewer.

Varnish

The application of a clear coating onto printed materials to protect from damage while enhancing the printed colour.

Wedding Printing

The printing of materials for a wedding ceremony. It may include guest invitations, menu cards, order or service, and place cards.