Breaking down website jargon

June 1, 2019

We all know what a ‘website’ is, right? It’s a set of digital files located under a single domain name and hosted by a server.

Did that explanation make it sound more complicated than your first thought? You may well have seen a website simply as an ‘online brochure or shop front’.

However, websites are becoming ever more sophisticated, and the language surrounding them is getting more complex all the time. To build and maintain an effective website, you need to know everything from SEO to UX, and from coding to content management.

Let’s break down some of the common website jargon, to make it easier to gain confidence and control in your digital marketing.

Domain v hosting

This website jargon causes some confusion.

As there are billions of websites, each needs a unique address. This is known as the domain name. You – or your web design agency – would register your company against the domain name to ring-fence it for your use only. So, hands-off as it’s ours!

Your website (with its unique domain) then sits on a powerful computer (server), which supports its ability to stay live and secure. This process is called ‘hosting’.


This term refers to the technical language that’s used to create websites. It's the core of the site, and while you may not get to see it, it's powering everything to show your visitors your pages.

Content management

Some people wrongly assume this website jargon refers to the wording on your individual pages. It's actually all the material used to populate your website – text, images, infographics, video, sound and so forth. It also covers your blogs, news, catalogue, or social media links and feeds.

Content management is the process of making sure this stays fresh, effective, and regularly updated.


What is a blog? It’s free-written content (like this) which seeks to inform, interest, educate, inspire, or add value. It is not wild ramblings with no tangible purpose!

Search Engine Optimisation

One of the most often used pieces of website jargon is Search Engine Optimisation; but what is SEO? Google’s algorithms measure and rank websites constantly (which is why content management is important).

The higher your ranking, the more likely it is that people searching for your products and services find you via Google (and other lesser search engines).

Without this organic search website traffic, your website could be failing miserably.

Lead conversion

Website traffic is not the only important thing though. Your pages need to ‘convert leads’. This means progressing visitors around smoothly (which is called navigation) and guiding them to your transaction page. From there, you get visitors to buy, enquire, register, or visit.


Much of lead conversion relies on attracting the right website visitors and then making sure they have a positive User Experience (UX). The ways to underpin UX include well-conceived content and smooth navigation.

Responsive websites

This website jargon refers to optimising your pages to be viewed on any device or browser. As around 50% of your customers will visit your website on their mobile, are you sure it looks and performs well on smartphones and tablets?


This common website jargon is also increasingly important. Successful websites are optimised to match the different abilities of internet users, such as those with impaired vision, dyslexia and colour blindness.

Call to action

This is something that should be on every page. It’s an invitation for website visitors to interact with you and it can underpin lead conversion. It includes keeping contact details in front of them as people won't search for this information if you put it away on a separate page!

What’s our call to action? Get in touch for more website insights and clarity, as we speak your language!

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