The Glossary
one question eachPlain-English answers to the questions behind the work: brand, websites, web apps and digital marketing. Every article answers one question. 15 so far, with more arriving steadily.
Brand
- What is a brand identity?The system of names, marks, colours, type and voice that makes a business recognisable, plus the point of view underneath it.
- What is brand positioning?The space your business occupies in people's minds: who you're for, what you do best, and why you over the alternatives.
- What is typography?The craft of arranging type so it's readable, clear and full of character. One of the quietest, most powerful tools in design.
Websites
- Domain names explainedYour website's address: the human-friendly name people type instead of a string of numbers. You rent it, you don't own it forever.
- Static vs dynamic websitesStatic sites serve pre-built pages, so they're fast and secure; dynamic sites build pages on request, so they're flexible and interactive. Most modern sites blend both.
- UX vs UI: what's the difference?UX is how it works and feels to use; UI is how it looks and what you touch. You need both, and they're not the same job.
- What is a CMS?A content management system. It's the admin behind a website that lets you add and edit pages, posts and images without touching code.
- What is an SSL certificate?The thing that puts the padlock and the "https" in your address. It encrypts data between your site and its visitors.
- What is page speed?How quickly your site loads and becomes usable. It affects rankings, conversions and how trustworthy your business feels.
- What is responsive design?One website that reshapes itself to fit any screen (phone, tablet or desktop) instead of separate sites for each.
- What is web hosting?The service that stores your website's files and serves them to visitors. The land your site is built on.
- What is website accessibility?Building sites everyone can use, including people with visual, motor, hearing or cognitive differences. It's a legal duty, and it's just better design.
Marketing
- What is conversion rate optimisation?Improving the share of visitors who take the action you want (enquire, buy, book) by removing friction and making the next step obvious.
- What is SEO?Search engine optimisation: the work of helping the right people find you in search, by making your site fast, clear, well-structured and genuinely useful.
- What is structured data?Hidden labels in your code that tell search engines exactly what your content means, powering rich results and AI answers.
Can't find the answer?
If the question you've got isn't here yet, just ask. It might become the next entry, and it might be the start of a project.