Digital Terms Glossary
Our digital terms glossary simplifies key terms in web, tech, and marketing so you can navigate the digital landscape with confidence and clarity!
A
Accessibility
Designing websites and digital content so they can be used by people with disabilities, including those using screen readers or keyboard-only navigation.
API (Application Programming Interface)
A set of rules that allows different software systems to communicate with each other. Commonly used in web development to connect platforms or tools.
B
Back-End
The behind-the-scenes part of a website or app, where data is stored and processed (e.g., databases, servers). Not visible to users.
Bounce Rate
The percentage of visitors who leave a website after viewing only one page. A high bounce rate can indicate poor user experience or irrelevant content.
C
Caching
A method of storing website data temporarily to improve loading speed for returning users.
CMS (Content Management System)
A platform (like WordPress) that allows users to easily create, manage, and edit digital content without needing to code.
Conversion Rate
The percentage of users who complete a desired action on a website (e.g., filling out a form or making a purchase).
Cookies
Small files stored on a user’s device to remember preferences or track behaviour on a website.
CTA (Call to Action)
A prompt encouraging users to take a specific action (e.g., “Sign Up Now”, “Download Free Guide”).
CRO (Conversion Rate Optimisation)
Improving the performance of a website to increase the number of visitors who take action.
CSS (Cascading Style Sheets)
The code that controls how a website looks (e.g., fonts, colours, layout).
CTR (Click Through Rate)
The percentage of users who clicked on a link, ad, or CTA compared to the number who viewed it. Used to measure engagement and ad performance.
Custom Development
Tailored programming solutions that go beyond standard templates or plugins, often used for complex or unique functionality.
D
Database
A structured collection of data stored electronically. Used in web development to store content, user information, and more.
Dedicated Hosting
A hosting solution where a business has an entire server to themselves. Offers maximum performance, control, and security.
DNS (Domain Name System)
A system that translates website names (like youragency.com) into IP addresses so browsers can load the site.
Domain
The name of a website, like yourcompany.co.uk. It must be registered and renewed regularly.
E
E-commerce
Selling products or services online, typically via a shopping cart, payment gateway, and checkout system.
Email Marketing
Sending targeted emails to customers or prospects to promote services, products, or brand awareness.
Engagement Rate
A measure of how much people interact with your social media posts, such as likes, shares, and comments.
F
Front-End
The part of a website that users see and interact with (buttons, layout, images, etc.).
FTP (File Transfer Protocol)
A method of uploading and downloading files to and from a web server.
G
Google Analytics
A tool that tracks website traffic, user behaviour, and marketing performance.
Google Search Console
A free tool by Google that helps monitor and troubleshoot a website’s presence in search results, including indexing issues and keyword performance.
Green Hosting
Web hosting that uses renewable energy or carbon offsetting to reduce its environmental impact.
H
Hosting
The service of storing a website’s files and making it accessible on the internet. Includes shared, VPS, and cloud hosting options.
HTML (HyperText Markup Language)
The standard coding language used to build the structure of web pages.
HTTPS (Hypertext Transfer Protocol Secure)
A secure version of HTTP. Websites with HTTPS have encrypted data transmission, usually indicated by a padlock icon in the browser.
I
Impressions
The number of times a digital ad, social post, or web page element is viewed, regardless of whether it’s clicked.
J
JS (JavaScript)
A programming language used to create dynamic and interactive elements on websites (e.g., sliders, popups, animations).
K
Keyword
A specific word or phrase users type into search engines. Targeting the right keywords is essential for SEO.
L
Landing Page
A web page that serves as an entry point of a website (which can also be associated with a specific marketing campaign or offer), designed to convert visitors into leads or customers.
M
Meta Tags
Snippets of text in the website code that describe a page’s content to search engines. Includes meta titles and meta descriptions.
Mobile-Responsive
A design that adjusts automatically to fit any screen size, providing a good user experience on mobile devices.
O
Open Rate
In email marketing, the percentage of recipients who open your email campaign.
On-Site Hosting / Self-Hosted
A hosting setup where a company owns and manages its own server infrastructure on its physical premises, offering complete control but requiring technical expertise.
Organic Traffic
Visitors who find your website through unpaid search engine results.
P
Page Speed
How fast a website loads. Affects SEO rankings and user experience.
Payment Gateway
A secure service that processes credit/debit card payments for online purchases (e.g., Stripe, PayPal, Worldpay).
PHP (Hypertext Preprocessor)
A server-side scripting language commonly used to build dynamic websites and web applications, often used in WordPress.
PPC (Pay-Per-Click)
A type of digital advertising where businesses pay each time someone clicks their ad (e.g., Google Ads).
Plugin
An add-on to a CMS (like WordPress) that adds specific features or functionality to a website.
R
Retargeting
A digital advertising tactic that shows ads to users who have previously visited your website.
S
SEO (Search Engine Optimisation)
Improving your website’s visibility in organic (non-paid) search engine results.
SERP (Search Engine Results Page)
The page of results a user sees after entering a query in a search engine like Google.
Shared Hosting
A hosting solution where multiple websites are stored on the same server. Cost-effective but less powerful than VPS or dedicated hosting.
Sitemap
A file that lists all pages on a website to help search engines crawl and index the site more efficiently.
SQL (Structured Query Language)
A programming language used to manage and retrieve data from databases.
SSL Certificate
A security feature that encrypts data between the website and user. Required for HTTPS.
T
TS (TypeScript)
A programming language developed by Microsoft that builds on JavaScript by adding static typing, improving code quality and scalability.
U
UI (User Interface)
The visual layout of a digital product, including buttons, icons, and menus.
URL (Uniform Resource Locator)
The address of a web page (e.g., https://youragency.co.uk/services).
User Journey
The path a user takes on your website, from entry to conversion (e.g., homepage > services > enquiry form).
UX (User Experience)
How easy, enjoyable, and efficient it is for users to interact with a website or app.
V
VPS (Virtual Private Server)
A more advanced type of hosting that offers dedicated resources within a shared environment. Suitable for growing websites.
W
Web Development
The technical building and coding of websites, including front-end (user-facing) and back-end (server/database) elements.
Web Design
The visual and creative process of designing how a website looks and feels.
White-Label
A service provided by a third party but branded as your own, often used in agency partnerships.
Wireframe
A visual guide that outlines the basic structure of a website before design and development begin.
