Glossary

Without the marketing fog.

Plain-language definitions for the terms you will hear while working on a brand, website and content.

Find a term

Brand

The total meaning, impression and expectation people associate with your business. A logo is only one part.

The visual and verbal system: logo, colour, type, photography, voice and usage rules.

A clear answer to who you help, what you solve and why someone should choose you.

The people for whom your offer is most relevant and who have a reason and ability to buy it.

The clear next step you ask a visitor to take.

How a person understands and uses a website. Good UX removes confusion and supports decisions.

What a user sees and interacts with: layout, type, buttons, forms and hierarchy.

A document defining the problem, goal, audience, project details, timing and criteria.

A story of the problem, thinking, process and outcome, not just a gallery of polished images.

A structured assessment of the message, identity and customer-facing channels, with clear priorities.

How a brand sounds: word choice, rhythm, formality and attitude.

Content and technical choices that help search engines understand and find a website.

A page focused on one offer and one primary action.

When a visitor takes the intended action, such as sending an enquiry.

Ongoing work with clearly defined monthly responsibilities, fees and boundaries.

The exact list of what is and is not included in the fee.

An agreed round of feedback and refinement, not an entirely new direction.

A short, focused period with a clear start, finish and delivery.