Glossary
Web design and SEO terms, explained
The words that come up when you audit sites and pitch redesigns, defined in plain language you can repeat to a client.
- Above the fold
- The part of a web page visible without scrolling. It is prime real estate for headlines and calls to action, especially on mobile.
- Bounce rate
- The share of visitors who leave after viewing a single page. A high bounce rate often signals slow load times, poor mobile design, or a mismatch with what the visitor wanted.
- Call to action (CTA)
- The specific action you want a visitor to take, such as Book now or Get a quote. Clear, prominent CTAs are one of the fastest wins in any redesign.
- Conversion rate
- The percentage of visitors who complete a desired action, like submitting a form or calling. Improving it is usually more valuable than adding traffic.
- Core Web Vitals
- Google's set of speed and stability metrics (loading, interactivity, and visual stability) that influence both rankings and user experience.
- Google Business Profile
- The free listing that shows a business in Google Search and Maps. For local businesses it often drives more visibility than the website itself.
- HTTPS
- The secure version of HTTP, shown by the padlock in the address bar. Sites without it are flagged as Not Secure, which hurts trust and conversions.
- Landing page
- A focused page built around a single goal or offer, often used for ads or campaigns. It strips away distractions to drive one action.
- Lead
- A potential customer. In this context, a business that might buy a website redesign, ideally one with clear signs it needs one.
- Local SEO
- The practice of optimizing a business to appear in local search results and the map pack, using on-page signals, the Google Business Profile, reviews, and citations.
- Map pack
- The block of three local business listings Google shows above the regular results for local searches. Ranking here is a major goal of local SEO.
- Meta description
- The short summary that can appear under a page's title in search results. It does not directly affect ranking but influences whether people click.
- Mobile-first
- Designing for phones before larger screens. Since most local searches happen on mobile, a site that fails on phones loses most of its audience.
- NAP consistency
- Keeping a business's Name, Address, and Phone number identical everywhere online. Inconsistencies confuse search engines and hurt local ranking.
- PageSpeed
- How fast a page loads and becomes usable. Google's PageSpeed Insights scores it, and a slow score is one of the easiest problems to prove and sell against.
- Responsive design
- A layout that adapts fluidly to any screen size, from phones to desktops, rather than shipping separate versions.
- Schema markup
- Structured data added to a page to help search engines understand it. LocalBusiness schema can power rich results for local businesses.
- SERP
- The Search Engine Results Page: the list of results, ads, and features Google shows for a query.
- Website redesign
- Rebuilding an existing site to improve its design, speed, mobile experience, and conversions. The core service most of these leads are for.
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