Website Glossary of Terms

Speaking to a web designer can sometimes sound like they are speaking a foreign language. At Splash & Co Creative we always try to communicate in terms that anyone can understand. However, occasionally some lingo can slip through. That's why we've put together the following glossary of terms to help you out:


Alt Text: Text shown in place of an image if the images have not loaded or they have been disabled on the browser.

Blog: A regularly updated website or web page that is written in an informal or conversational style.

Brand Tone: A subset of brand voice, can vary depending on circumstances.

Brand Voice: A brand's overall personality, should be consistent.

Browser Caching: Speeds up your website by storing frequently used content in local memory.

Call-to-action (CTA): An image, line of text or button designed to entice website visitors to perform a desired action.

Content Management System (CMS): A computer application used to create digital content such as websites.

CSS (Cascading Style Sheet): A computer language that is used to write formatting instructions. These rules tell a web browser how content should 'look'— in terms of: layout. position, alignment, width, height, etc.

Digital Marketing: The marketing of products or services using digital media to reach consumers.

Domain Name: What your visitors will use to find your website easily. Your domain name is unique to you; once you have registered it, nobody else can register the same one for as long as you continue to renew it. 

Double-Opt-in: A two-step process by which subscribers to a mailing list must verify their email address to ensure security and accuracy of information.

Hex Number: A number that specifically identifies an exact colour.

Hosting: The activity or business of providing storage space and access for websites.

HTML (Hypertext Markup Language): A standardised system for tagging text files to achieve font, colour, graphic, and hyperlink effects on web pages.

Landing Page: A website page that allows you to capture a visitor's information through a lead form.

Meta Descriptions: A meta description is the snippet of information below the blue link of a search result. Its purpose is to describe the contents of the page to the searcher. The end goal is to convince and persuade the searcher to click through to your website. Any words that match the search term are bolded in the description.

Mood Board: An arrangement of images intended to project the ideal look and feel of the brand.

Responsive: Your site displays correctly across all browsers and devices.

Sales Funnel: The buying process that businesses lead customers through when purchasing products.

SEO (Search Engine Optimisation):  The process of maximizing the number of visitors to a website by ensuring that the site appears high on the list of results returned by a search engine.

Sitemap: A model of a website's content designed to help both users and search engines navigate the site.

SSL Certification: Protect websites from attacks and give visitors confidence that your site is authentic and trustworthy.

Tracking Pixel: Code inserted to a webpage that tracks a users behaviour through various actions performed on the webpage.

Unique Selling Proposition (USP): Is a factor that differentiates a product or service from its competitors.

URL: The specific address to a webpage.