Glossary of Branding & Website Terms
I work with these terms every day, but some of them are, understandably, foreign to people who don't spend their days working in marketing, communications, or design. Why stay in the dark about what you're investing in?
Here's my plain-English guide to everything you need to know. No more confusion, mystery-jargon, or pretending you know what anyone's talking about.
Glossary of Website & Branding Terms
Glossary of Website & Branding Terms
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AI Overview (Google AI Overview)
The AI-generated summary that appears at the top of some Google search results, above the traditional blue links. If your website is well-structured and clearly written, it has a chance of being one of the cited sources.
AIO (AI Search Optimization)
The practice of writing and structuring your website content so that AI-powered tools like ChatGPT and Perplexity can accurately understand, summarize, and cite your work. AIO and SEO work together, and well-written, clearly structured content serves both.
Alt Text (Alternative Text)
The written description of an image that screen readers use for visually impaired visitors. It also helps search engines understand what your images show. Every image should have descriptive alt text.
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Blog Post
An article published on your website. Blog posts help with SEO and position you as an expert in your field.
Brand Blueprint
A strategic document produced at the end of a brand strategy session that captures the essential foundation of your brand: your positioning statement, what makes you singular, your core client, and the key language for expressing all of it.
Brand Colors (Primary and Secondary)
The specific colors that represent your brand. Primary colors are your main 2 to 3 colors used most often. Secondary colors are supporting colors used as accents.
Brand Positioning Statement
A clear, concise statement that defines who you serve, what you offer, how you're different, and why it matters. It's your internal compass that guides all your messaging decisions.
Brand Questionnaire
A detailed form sent before starting work together. It asks about your business, your goals, your ideal clients, and your vision, and helps surface everything needed to get started.
Brand Voice and Tone
The personality and style of your written communication. Voice is consistent (who you are), while tone adjusts based on context (how you say things in different situations).
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Call-to-Action (CTA)
A button, link, or instruction that tells visitors what to do next. Every page should have at least one clear CTA.
Color Palette
The complete set of colors that define your brand's look, usually 4 to 6 colors total.
Content Strategy
The plan for what content you'll create, when, and why. It ensures your blog posts, emails, and social media all work together toward your business goals.
Conversion
When a website visitor takes the action you want them to take, usually filling out a form, booking a call, or making a purchase.
Copy
The written words on your website or in any marketing material.
Custom Domain
Your own personalized web address, like emilyhalperncreative.com, instead of a generic one.
Customer Journey Map
A visual representation of the steps someone takes from first discovering you to becoming a paying client.
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Dashboard
The behind-the-scenes control panel where you log in to manage your website.
Domain Name
Your website's address on the internet. You purchase this separately and then connect it to your website.
Domain Provider (Domain Registrar)
The company you buy your web address from. Think of your domain as a plot of land you own, and your website as the house you build on it. Sometimes you buy the land from one company and build with another; sometimes, like with Squarespace, the same company handles both.
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Elevator Pitch
A brief description of what you do that's clear, compelling, and easy to remember.
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Favicon (also called browser icon)
The tiny icon that appears in your browser tab next to your website name.
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GEO (Generative Engine Optimization)
Another term for AIO: the practice of optimizing your content for AI-powered search engines rather than traditional search engines. You may see AIO and GEO used interchangeably.
Google Analytics
A free tool that shows you how many people visit your website, which pages they look at, and where they come from.
Google Search Console
A free tool that shows you how your site appears in Google search results, what keywords people use to find you, and any technical issues that need fixing.
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Hero Section
The first thing people see when they land on your website: a headline, subheadline, brief description, and call-to-action button.
Hex Code
The 6-digit code, like #FF5733, that defines an exact color on screens.
Homepage
The main landing page of your website, what people see when they type in your domain name.
Hosting
Where your website lives on the internet. With Squarespace, hosting is included.
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Ideal Client Profile (Client Avatar, Target Audience)
A detailed description of the specific person you're trying to reach: their demographics, challenges, desires, values, and where they spend time online.
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Launch
When your website goes live and is publicly accessible on the internet.
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Messaging Pillars
The 3 to 5 core messages that differentiate your brand and resonate with your ideal clients.
Meta Description
The short text, usually 150 to 160 characters, that appears in Google search results under your page title.
Mission Statement
A brief statement that explains why your business exists and what you're trying to accomplish.
Mobile-Responsive (Mobile-Friendly)
A website that automatically adjusts its layout to look good on phones and tablets, not just computers.
Mock-up (Draft)
An early version or preview of your website design.
Mood Board
A collection of images, colors, textures, and design examples that capture the visual feeling you want your brand to have.
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Package
A bundled offering that includes multiple services together, usually at a better value than buying each piece separately.
Page Title (Title Tag)
The text that appears in your browser tab and in Google search results as the clickable blue link.
PDF
A file format that preserves formatting across devices.
Post-Launch Support
The period after your website goes live when I’ll be available to answer questions and help you manage your site independently.
Pre-Designed Template (Third-Party Template)
A template purchased from a third-party designer rather than Squarespace directly, often with more personality and polish than the default options, and just as customizable.
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SEO (Search Engine Optimization)
The practice of making your website more likely to show up in Google search results.
SEO Setup (Basic)
The technical behind-the-scenes work that helps Google find and understand your site, like page titles, meta descriptions, and alt text.
SEO-Optimized Copy
Website copy that's written to be clear for humans and discoverable by search engines at the same time.
Signature Offer
Your primary service or package, the thing you're known for and want most people to buy.
Sitemap
A file that lists all the pages on your website for search engines to find and index.
Squarespace
The website platform used to build your site. It's user-friendly and doesn't require you to know code.
Stock Images
Professional photos you can purchase or, often, find for free, and use on your website.
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Value Proposition
The clear statement of the tangible results a client gets from working with you.
Visual Brand Guide
A one-page reference document showing all your visual brand elements in one place.
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Web Platform vs. Domain Provider
A domain provider sells and manages your web address. A web platform like Squarespace is where your actual site lives and gets built. A Squarespace site is like renting a beautifully maintained apartment; a WordPress site is like owning a house.
Wordmark (Wordmark Logo)
A logo made up of just your business name, styled in a specific font. Unlike a symbol or icon-based logo, a wordmark relies entirely on typography to create a distinctive, recognizable look.