Know the Lingo

Marketing lingo

Cloud computing

Cloud computing, sometimes called software as a service or web-based software services, simply means business services such as email, storage or accounting supplied over the Internet.


Customer lifetime value is the dollar value of a customer relationship — based on the total profit you expect to earn from that client over their time with your business.


A call to action prompts a customer to do something (for example: “Call now.” “Click here for 10% off.”). Testing different CTAs as part of your marketing will help you find out which is the most effective for your business.


Conversion is the step from your marketing effort to a customer taking action. A conversion could be an email or call, but most often a direct purchase.


How easily information on a website can be found, either from search engines and other online directories and resources, or from within the site itself.

Online presence

Your online presence is everywhere your business info can be found online and on mobile apps.


Referrals are new customers that have been directed to your business by other customers or companies.


Remarketing is following up with consumers that have interacted with you or your marketing before. For example, sending email or a text messages to existing customers with the goal of building loyalty or getting referrals, feedback and reviews.

Website lingo


Short for “Content Management System,” a CMS allows a number of users to create and change website content through the use of WSYIWIG editors, without the need for HTML knowledge. Because the CMS is online, there is no need for external programs or uploading of separate page documents, and content can be published or unpublished with a single click.

Domain name

A domain name is a name that identifies a computer or computers on the Internet. These names appear as a part of a Website’s URL. For example, in – bkmediagroup is the domain name.


‘Electronic commerce’ is the buying and selling of goods and services, and the transfer of funds, through digital communications. More and more businesses are selling merchandise on their websites using intricate programs that allow customers to put items in a ‘shopping cart’ and check out, and even account for shipping and tax costs.


Look up! A Favicon is the little image that appears in the browser window next to your URL, or in next to the meta-title if you’re using tabs.


Forms use HTML tags that define and label text-entry boxes, check boxes, radio buttons, and/or drop-down menus to create simple ways for someone to collect information from users directly on the site.


Short for “File Transfer Protocol.” FTP allows you to copy or send files (HTML documents, graphic images, spreadsheets, etc.) from one computer to another via the Internet. A user ID and password are needed to use FTP, unless Anonymous FTP is allowed.


Short for “HyperText Markup Language,” HTML a cross-platform language for creating and formatting web pages. Elements and tags are used to affect copy, images, sounds, frames, animation and more.


A hyperlink, more commonly called a link, is an electronic connection between one web page to either other web pages on the same website (internal linking), or web pages located on another website (external linking).

Image Map

An image map is a list of coordinates related to a image, such that clicking certain areas of the image links to different pages. With a normal image link, the entire image would link to one single page.


Short for “Joint Photographic Experts Group,” the group that created the standards for what are JPEG images (JPEG is the type of file, while JPG is the file extension). JPEGs use adjustable compression, meaning you can make them smaller (though at the cost of clarity) for uses such as web.


Mouseover refers to any kind of action that occurs when a users places their cursor (that arrow you move around your screen) over a button, but before anything is clicked. The actions can be anything from a simple change in color to an intricate animation.


Navigation refers to the process by which users accesses information on the internet. Usually when we use the term, we’re talking about the menus, links, icons and buttons on your site, along with where they are and where they take a use.

Outbound link

Outbound links refer to links from your site to an external (somebody else’s) site.


Short for “Portable Document Format,” they were first developed by Adobe. The idea behind the PDF was to create a file format that did not dependent on applications, software, hardware or software for proper viewing. Every PDF file has a complete description of a document, including the text, fonts, graphics, and other information needed to display it.


Short for “Portable Network Graphics,” (but you can just say “ping”). PNG is an image format used for lossless compression and displaying images on the web. PNGs allow for millions of colors, as well as transparent backgrounds, through that can sometimes result in larger file sizes.

Search Engine

A search engine is a program that searches documents (i.e. web pages, which are HTML documents) for specified keywords and returns the list of documents. A search engine has two parts, a spider and an indexer. The spider is the program that fetches the documents, and the indexer reads the documents and creates an index based on the words or ideas contained in each document.


Short for “Search Engine Optimization.” Refers to the design of a website for better ranking on search engines. This can be affected through techniques like site submission to major search engines, keyword aggregation, site code modification/optimization, link-building, injection of Google Analytics site-wide, and some content modification to accommodate selected keywords.


A sitemap is a representation of the complete architecture of a website, usually in hierarchical fashion and based on the site’s navigation.


A small version of a graphic image. Usually serve as a ‘preview image’ in an image gallery on the web.


Uploading is the action of sending data from a local computer (yours) to a server or website. When you have an image on your computer that you want to use on your website, you upload it. When you transfer something from the web to your computer, it’s downloading.


Short for “Uniform Resource Locator.” Commonly referred to as web addresses, URLs are just that – the addresses for any and all documents on the Internet. is the URL for BKMedia Group’s home page.

Website Content

Photographs, graphics and text are the main content needed to develop and design an effective website. The first page of a website is known as the home page, and is often an overview of the website content. Each new web page within a website has its own URL and after each web page is created, the content is typically linked together using a navigation menu and hyperlinks.


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