Online & Website Term Glossary

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The Glossary is an educational tool to help people understand the different aspects of website development and internet marketing. 

Developed by Adobe Systems, Flash is a web technology able to create web content that combines sound, video, and animation.

'Frozen Fold' is a term we came up with that refers to a web page design, typically a home page, where there's an image or video that goes edge to edge, left to right, and top to bottom, no matter what dimension the screen is. In other words, the hero image always fills the screen on mobile or desktop. Plus there is more below the fold but you need to click on an arrow or scroll to see it. Our home page is an example of a frozen fold.


A conceptual model of the process from which a user who is unaware of your company becomes a customer.

The General Data Protection Regulation is a regulation involving the protection of user data that has been put in place by the European Union. This regulation, activated in the Spring of 2018, replaced the Data Protection Directive that was created in 1995 by the European Union. Learn more about GDPR here


Google allows you to track website's performance on many different areas by adding code onto the pages on your website.

Data that is tracked could be page views, pages per session, organic traffic, referral traffic, individual page data and a lot more. 

Google offers these tools to fix errors on websites and improve search engine rankings. One of the most common use of these tools is to add a XML sitemap to a company’s account so that the site is more regularly and accurately indexed by Google.

Formerly Google's Webmaster Tools.

Email that a recipient opted in to get, but isn't really that interested in. Over time, graymail can be marked as spam as user interest decreases. 


This is a new way to think about web design and development. Growth Driven Design (GDD) is based on the mentality of continuous improvement to a website.

Traditional design is when you build a new websites based on fundamental assumptions on what typically works best and then let the site sit for 2 or so years with no major changes and re-start the process.

With GDD there are 3 steps:

  1. Strategy
  2. Launch Pad Website
  3. Continuous Improvement

Strategy is where you build the overall plan for the website and the direction in which you will go. 

The launch pad is a full website with all the necessities, in no way should you think about it as a half-finished or very simplified site. 

The continuous improvement cycle is focused on many different aspects of a website from increasing traffic to usability. Each round is first strategized and data is used to make decisions.

In summary, Traditional web design brings the risk of high upfront costs and lots of needed resources & time, projects typically are delivered out of scope, over budget, and late. The results are a website that is based on assumptions of what will work and remain static for 2 years.

GDD has a budget spread over time and the launch of a new website is a lot quicker. The process is agile and built to be on time & on budget. The results are data based and continuously improved upon leaving room for non-stop growth and improvement.

Growth marketing is a process of testing and improving content marketing strategies in order to grow a business.

A hamburger menu is an icon that is stacked lines to indicate that the website's menu is accessible there. 

These are commonly used in responsive web design to allow for an easy way to incorporate the menu into the design on mobile devices.

A potential customer that reaches out to a sales team by their own accord.


Head tag is an element indicating the header in HTML of a document. The content of this element will not be displayed in a browser.


A headless CMS is a content management system that handles only the content of website or web application. The advantage is to manage the content separately from the display of the content, providing an effective method for delivering structured data to different channels e.g. mobile, desktop etc.


Hero images are large banner images that are placed near the top of individual web pages.


Updating old blog posts and other forms of content to ensure they are up to date, and rank as highly as possible in a search.

It is the basic coding language for structuring and displaying content for the world wide web, the 5th revision of the coding language HTML.


This code expresses the meanings of responses from the web server when computers are communicating information to each other. The code is 3 digits with different meanings depending on the number.

A clear framework that defines an ideal customer - allowing a company to seek out the right fit in new business relationships.


This refers to how images are handled using the Drupal CMS. For example, an image may be displayed at different sizes on a website such as a thumbnail and then a larger, full sized version. Image styles help makes it easy to manage this as well as how images are attached to content.


Data that is collected based on a user's behavior. 


Typically used when referring to paid advertising. An impression is counted each time an ad is visible on a page thus referring to when an ad is seen.

Inbound brings visitors/consumers into a website/brand rather than having to go out and search for potential customers. This is accomplished many different ways through SEO, blogging, social media, email marketing, etc.

Focus on creating high-quality content for visitor consumption. Quality content will not only rank your website higher in search engines but they will also provide higher engagement. Users are looking for specific answers to their search queries, so if you provide those answers your website will rank higher in search engines.


Inbound marketing is the current trend. Stop going out to search for visitors and customers and start bringing them in. 
Pros: More qualified leads, Cost effective, and less personally invasive to users. 
Cons: Can be time-consuming.

This refers to when one section of a site or a page uses the same CSS styling as another already defined section. This reduces the time it takes to style pages and makes for a more cohesive site.


Understanding how images and photography are handled with a CMS saves time and can make for a more visually interesting site.

This is the price people pay to view content. For example, the time it takes for a page to load, or to scroll down the page or click on links before they reach the content they are searching for. Understanding these factors is a critical part of determining what should go on a page which is best determined through the wireframing process. Learn more about Interaction Cost.

Inputting hyperlinks on a page linking to other pages on the same site. 

This aids search engines in telling them how 2 pages on the same site are connected.

There are several disciplines that comprise Internet Marketing such as: SEO, Content Marketing, Social Media, Email and Search Engine Marketing. Underlying principles such as ‘inbound’ and ‘outbound’ and ‘push’ and ‘pull’ marketing form the basis for all Internet marketing.


Understanding basic principles and which type of Internet marketing is most appropriate for your company is key to a successful marketing site.

Interwoven was purchased by HP and is now TeamSite.

This is a type of programming language that adds dynamic features to web pages and is used by many web services.


The idea that customers buy products to complete a "job". Therefore, business success is dependent on completing the desired job of a customer.


What it is: Joomla! is an open source content management system offering many extensions to add features to the site.

Type: Open source

Cost: None

Features: Joomla! offers marketing and e-commerce tools, along with extensibility and a large support community.

Pros: Has a great community, strong framework and extensibility.

Cons: The built-in, core functionality sometimes can be flawed, or limiting.

More about Joomla! here.

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