Every term behind the cards on this site, in plain words.
42 short definitions. Each one says what the term means, why it matters to your business, and what to do about it. Pick a letter or scroll.
AI answer monitoring means regularly asking ChatGPT, Perplexity and Google's AI the questions your buyers ask, and recording what they say about you.
AI answers drift as models and sources change. Checking monthly shows where you're missing or described wrongly, and what to fix.
Answer-first content opens each page with a short, complete answer to the question it targets, then adds the detail.
People who skim get what they need. AI tools quote the opening paragraph far more often than anything buried below.
Assisted conversions credit the pages people read before they got in touch, not only the last one they saw.
Guides, price pages and team pages often do the persuading but rarely get the credit. Seeing their role stops you cutting the pages that work.
Button sizes are a small, fixed set of heights and paddings, often 32, 44 and 52 pixels tall, used across a whole interface.
A fixed set makes every button look like part of one family and keeps them comfortable to tap.
A buyer journey is the path from first noticing a need to choosing a supplier. Most industries have at least two: the urgent one and the planned one.
Each journey needs different pages, proof and calls to action. Sites that serve only one lose half their buyers.
A buying group is everyone involved in a B2B purchase: the user, the expert, the budget holder, procurement and leadership.
Each one reads different pages and asks different questions. A site that only talks to one of them stalls the deal.
Call tracking shows which pages, searches and ads lead to phone calls, usually by showing a different number per source.
For local and urgent services, most leads arrive by phone. Without call tracking, the best-performing pages look like they do nothing.
Cognitive biases are predictable shortcuts in human judgment, such as weighing recent events too heavily or fearing losses more than valuing gains.
They shape how buyers read prices, guarantees and choices. Good pages work with them honestly instead of exploiting them.
A CMS is the software your team uses to edit the website without code, such as WordPress or Webflow.
The right CMS is the one your team will actually use. A site nobody can update goes stale, and stale sites lose trust with people and AI tools.
Content QA is checking every page before and after launch for errors: broken links, missing headings, contradictory facts and invalid structured data.
Small errors erode trust and confuse AI tools. Automated checks catch most of them in minutes.
A context system is the structured layer behind a website that helps people and AI tools understand a business the same way: schema, an entity profile, a content map and, if needed, retrieval for your own assistant.
The web now has two readers. A context system makes sure the machine reader gets the same true story as the human one.
Conversion tracking records the actions that matter, such as calls, form sends and bookings, and which pages and channels led to them.
Without it, you judge marketing by traffic. With it, you can see which pages bring customers and stop paying for the ones that don't.
Customer context is everything around a purchase that the data doesn't show: fears, status, timing, who else is involved and what was left unsaid.
It's where most buying decisions are really made, and where today's AI is weakest. Reading it is still human work.
Customer retention is how many customers come back: repeat bookings, renewals and long-term contracts.
Keeping a customer often costs less than winning a new one, and loyal customers bring referrals.
A design system is the shared set of colours, type, spacing and components a site is built from, written down so anyone can reuse it.
It keeps new pages consistent without a designer on every change, and it makes the site faster because the same small set of styles is loaded once.
Design taste is the trained judgment of what looks right, trustworthy and fitting for a particular market. It's learned by looking, not from a rulebook.
Two layouts can follow every rule and still feel different. Taste decides which one your buyers trust.
Your entity profile is the set of facts the web holds about your business: name, description, address, services, people and links, across your site and other platforms.
When those facts disagree, AI tools hedge, mix you up with others, or leave you out. A consistent profile is the base of AI search visibility.
A fractional CMO is a senior marketing leader who works part time for several companies, setting strategy, budget and team direction a few days a month.
It gives growing companies senior judgment without a full-time executive salary.
Generative drafting uses AI to produce first versions, such as ten headlines or three layouts, for a person to react to, choose from and edit.
It speeds up the blank-page stage. The judgment about what's true, fitting and on-brand stays with a person.
A lead magnet is something useful offered in return for contact details, such as a guide, checklist, calculator or document.
Downloads show real interest from buyers who aren't ready to call. They also tell you which topics matter most.
llms.txt is a proposed convention: a plain-text file at the root of a site that lists its key pages with one-line summaries, written for AI tools.
It gives AI crawlers a short, curated map instead of making them guess from hundreds of pages. It works alongside the sitemap, not instead of it.
Local SEO helps a business show up when people nearby search for its service, in maps, local results and AI recommendations.
Most local searches happen on phones and end in a call or visit. Consistent name, address and phone details, real reviews and area pages decide who appears.
Mobile-first design starts with the phone screen and adds to it for larger screens, instead of squeezing a desktop page down.
Most local and urgent searches happen on phones, often one-handed and in a hurry. A page that works there works everywhere.
The nested border-radius rule says an inner corner's radius should equal the outer radius minus the padding between them.
Equal radii inside and out make the inner corner look pinched. Subtracting the padding keeps both curves parallel.
Organic marketing brings customers without paying per click: search, content, AI answers, social posts and your business profiles.
It's slow to start and cheap to keep. Pages that answer real questions keep bringing visitors long after they're published.
Page speed is how quickly a page shows its main content and responds. Google measures it with Core Web Vitals: Largest Contentful Paint, Interaction to Next Paint and Cumulative Layout Shift.
Slow pages lose visitors before they read a word, and speed is part of how Google ranks pages. Google's targets are LCP within 2.5 seconds, INP within 200 milliseconds and CLS under 0.1.
Performance marketing is paid advertising judged by results: search, social and LinkedIn ads measured against leads, pipeline and revenue.
It's the fastest way to test a message and find first customers. Judged by clicks alone, it burns budget.
Positioning is the short, specific answer to who you're for, what you do for them, and why you instead of the alternatives. It decides every headline on the site.
Without it, copy drifts into adjectives and visitors can't tell you apart from the next result. AI tools struggle too, because they summarise what you say about yourself.
Product data is the structured detail behind each product: name, price, availability, specifications and reviews, marked up so machines can read it.
AI shopping answers and search results lean on this data. Clean, consistent product data gets shown and recommended more reliably.
Research synthesis turns raw material such as interviews, reviews and support tickets into clear themes and decisions.
AI can sort and summarise at scale. A person still has to check the themes against the recordings and decide what matters.
RAG is a way of making an AI assistant answer from your own approved documents. It looks up the relevant passages first, then writes the answer from them.
It cuts made-up answers and lets every reply point to its source. It's how a support bot or sales assistant stays accurate about your business.
Review management is asking for, answering and learning from customer reviews on Google and other platforms.
Reviews are among the first things buyers check and a signal AI tools weigh when recommending local businesses.
A schema graph links all the structured data on your site into one connected picture: the company, its people, services, places and pages, each with its own ID.
AI tools and search engines trust facts more when they connect. A graph tells them that this service, this person and this address belong to one business.
A spacing scale is a short list of allowed gaps, built from one base value such as 4 or 8 pixels.
Consistent spacing reads as order. Random gaps make even good designs look busy.
Structured data is machine-readable markup, usually JSON-LD, that tells search engines and AI tools exactly what a page is about: your organisation, services, people, prices, FAQs.
People read the page. Machines read the markup. When both say the same thing, you're described correctly in search results and AI answers.
Technical content explains products and methods precisely: specifications, standards, tolerances and how things are made or tested.
Engineers and specifiers decide on detail. Precise pages also let AI tools answer technical questions with your facts instead of a competitor's.
Every website now has two readers: the person deciding in seconds, and the AI tool they asked first. Both need the same clear facts.
Sites written only for people get misread by machines. Sites written only for machines lose people. Serving both is the job now.
A touch target is the tappable area of a button, link or control. WCAG 2.2 asks for at least 24 by 24 CSS pixels, and Apple recommends 44 by 44 points.
Fingers are less precise than cursors. Small targets cause mis-taps and frustration, especially for older users and people with motor impairments.
Trust signals are the details that show you're safe to choose: real people, credentials, reviews, guarantees, clear prices or terms, and an address.
Buyers look for them before they read the pitch, especially when stakes are high. AI tools also weigh reviews and verifiable facts.
Viral marketing is growth that spreads from customer to customer: referrals, word of mouth, free tools and content people share.
Recommendations from people they know are what buyers trust most. When sharing is built into the product or service, growth pays for itself.
Web accessibility means people with disabilities can use the site. The Web Content Accessibility Guidelines (WCAG) set the standard, and level AA is the usual target.
It widens your audience, reduces legal risk and usually makes the site clearer for everyone, including AI tools that read headings and labels.
A handover is the moment the site becomes fully yours: logins, domain, hosting, code, and the know-how to run it.
Many companies discover too late that an agency owns their domain or can't export their site. A clean handover protects the investment.
Most of these terms are part of a normal project. Tell me where you are and I'll suggest the first three.