Basic Website Terminology Definitions and Web Marketing Terms

dictionary of basic website terminology definitions and web marketing terms

Basic Website Terminology Definitions and Web Marketing Terms

Unless you work with digital assets on a daily basis, the industry jargon proves a bit hard to follow. First, there are a lot of acronyms (e.g. SEO, SEM, PPC, URL, PHP). What in the world do all those letters stand for? Then they expect you to understand the subtle differences between things like web design and web development. No, they are not the same thing. Wouldn’t it be nice if someone would put together a resource of basic website terminology definitions?

We thought so too. So, to better communicate what we do at Effect Web Agency, we put together some of the more common terms used in the digital world.


Basic Website Terminology Definitions and Web Marketing Terms



AdWords refers to the paid advertising system used by Google. Advertisers pay to have their websites listed first in the search results when people search for specific keywords. Each time a searcher clicks on the advertisement, Google charges a fee to the advertiser. Normally, Google reserves the first four spots in the search results for paid ads, followed by local listings, and then SEO results.

Content Management System (CMS)

A content management system (such as WordPress) is a software program used to create and link your website content together. Think of it as a filing cabinet where each piece of content is labeled and cross-referenced for easy access. Your CMS uses PHP to access and display those files.


Website conversion is convincing your visitors to perform a specific task. This may take the form of registration, calling, or even making a purchase. The goal is to get them to take the “next step.”

Conversion Rate

The conversion rate is just the mathematical percentage of visitors that perform the desired task. For instance, the number of visitors that register for a seminar divided by the total number of visitors would give your the conversion rate for that objective.

Cost Per Click

Most people incorrectly use the terms cost-per-click (CPC) and pay-per-click (PPC) interchangeably. PPC is the type of advertising program in which in pay for traffic (such as Adwords). CPC is the actual cost of that program.

Page vs Post

A landing page is a piece of static content on your website. For most, it includes your homepage, service pages, About Me, and Contact Page. Think of pages as the content that anchors your website.

Posts, on the other hand, are usually what we call “the blog.” They provide news and updates. Posts are written to reach targeted audiences and help drive traffic to your pages. Google sees sites with a lot of quality posts as more credible and gives them a boost in the search engine results.


Pay-Per-Click (PPC) is a paid advertising program where you pay when someone clicks on your website in the search results. Participants in the program bid on the top ranking spot for their desired search terms. For highly competitive industries, PPC increases the likelihood that your website will be found.


PHP is the programming language used for dynamic website content. In other words, it tells the different files within your CMS how to interact with one another.


Search engine marketing (SEM) is all the combined strategies you use to drive traffic to your website. It includes Adwords, local directories, and SEO.


Search engine optimization (SEO) refers to the strategies used to improve a website’s visibility in the search results. Some of the elements used in SEO include keywords, formatting, content, images, and links. It is just one part of your SEM strategy.

Split testing

Also known as multivariate or A/B testing, split testing is a series of controlled experiments meant to improve website metrics. For example, you may test two versions of the same email to see which subject line generates more response. Based on the results, you can better plan future email campaigns.

Unique Value Proposition

In a nutshell, your unique value proposition is a clear statement that defines what you have to offer that your competition does not. It answers the question, “Why should I choose your product or service”? It is one of the most powerful and important marketing tools at your disposal.


WordPress is a content management system (CMS) that is used for both blogging and website development. Basically, it is the “filing cabinet” for all your files.


Request a Free Consultation

Clarify goals and identify the best options

Consult with Steve Schmidt, Web Advisor and Team Leader at Effect.

Steve has collaborated with web marketing professionals on how to create profitable websites for over 12 years. He holds certifications from MecLabs designing effective landing pages.

His team includes specialists in web design, web development, website marketing, and content services. Effect Web Agency is a full-service digital agency.

Effect partners with clients across Indiana: Granger, Indianapolis, Fort Wayne, South Bend, Elkhart, Warsaw, Middlebury, Nappanee, and Goshen.

Also, we service companies throughout the United States and around the world.

Steve Schmidt Effect Web Agency Nappanee Web Design, Middlebury Web Design

or fill out the form below to contact us

  • This field is for validation purposes and should be left unchanged.

Adwords Specialist is a Google AdWords Certified Professional

Adwords Specialist is a Google AdWords Certified Professional

AdWords Search

AdWords Mobile

AdWords Display

AdWords Shopping

AdWords Search

AdWords Mobile

AdWords Display

AdWords Shopping

People We Serve