The complete glossary of web jargon for marketers


As a modern marketer, you won’t have to wait long before you come across a term that sends you straight to Google to ask for help.

It can be uncomfortable, talking with developers and designers especially. They may as well be speaking in tongues when they start mentioning alien terms like CSS, meta data or JavaScript.

To help we wanted to create the ultimate guide to demystifying web jargon for marketers.

These are the terms that you’ll come across and pretend to understand...

Well pretend no more!

The Marketer’s Web Jargon Glossary


Anchor text is the copy in a hyperlink. For example:

This is anchor text

ANCHOR LINK definition:

A hyperlink that links to a different section within a page. For example, we are using anchor links in the above index.  

Define ALT TEXT:

Alt text is a word or phrase that can be used to help search engines better understand image content.

What is an API?

API stands for Application Programming Interface. Basically, an API is a set of definitions, protocols and tools that are used to build application software.

BACK-END definition:

Back-end refers to the all the parts of a website that regular visitors can’t access. This is where all the admin, design and content management tasks are completed.


Backlinks are links from other sites linking to your own. For example:

This is a backlink to Google’s homepage


The rate at which visitors arrive and exit from the same page. For example:

A 50% bounce rate means that half your web visitors leave your site after only viewing one page

What does BELOW THE FOLD mean? 

cat gif

“Below the fold” refers to the content that an average visitor will have to scroll down to view when they first arrive on a page.

CACHE/CACHED definition:

The process of a web browser saving or downloading files so that a website loads faster when the user returns to the same site. 

What does CMS mean?

CMS stands for Content Management System. A CMS is a back-end content management tool that enables users to edit individual page content. Content Management Systems are usually designed to be able to easily edit text and images without the need for altering code or uploading files.

Define CODE:

Code is a set of instructions (and files) in text format that is used to programme websites, web and mobile applications. Basically, code makes cool stuff happen.

What is a CTA?

A Call to Action (CTA) button is an image, text, banner or button that links to a landing page or enables a user to download an offer. For example:

CSS definition:

Now we’re getting technical. CSS stands for Cascading Style Sheets. Basically, CSS is code that is used to design the look and feel of a website. The CSS formats a site’s fonts, colours, images and menus without altering the site’s individual content.

Define DOMAIN:

A domain is a name and address that is associated with a website. For example:


External links are any hyperlink on a site that is linking to a page or web address contained on a different website.

What does FRONT-END mean?

The front-end of a website is everything that an average user can access. It is sometimes also called the User Interface.

What is HTML?

Hypertext Markup Language commonly known as HTML is the primary language used to write web pages. Think of HTML as the skeleton that enables web pages to exist. It is often used in conjunction with other languages such as CSS to add in additional design elements and functionality.

HTML TAG definition:

A HTML tag is a bit of code that is used to describe how different elements are formatted such as headings, paragraphs and links.


Hypertext is a computer-based language that includes hyperlinks. These links can be imbedded in tables, images and plain text.


Internal links are any hyperlink that enables a user to navigate to another web page on the same site.

What is an IP ADDRESS?

An Internet Protocol Address is an address that every device has (when connected to the internet) in order to identify its location on a network. It’s basically the web version of a home address.

Christmas Campaign Landing Page.png

LANDING PAGE definition:

A landing page is a web page that is used for when a user first arrives on a website. Landing pages are usually designed to get a user to perform a specific action such as submitting a form or clicking on a call-to-action button (CTA).

What is META DATA?

Meta data contains information about a web page that isn’t able to be seen unless you are viewing the page’s source code. You can view any page’s source code by right-clicking on any page and selecting “inspect”.

Define META TAG:

A meta tag is an HTML tag that is used to contain meta data. Basically, a meta tag identifies which elements of a page that the meta data will affect. For example, a common meta tag is H1 (main header) and therefore, the meta data will contain instructions about the font, size, positioning and colour of the main header.

NAVIGATION definition:

Navigation refers to how a user can move around a site. Besides site menus and navigation bars - any other internal links contained within a site are also included in the site’s navigation structure.

What does Q(A) mean?

Q(A) stands for quality assurance. QA typically refers to the testing and bug fixing phase of the web development process.


Responsive design refers to a website that adjusts the experience depending on the device it is being accessed on. Text, images, videos and other elements are all adjusted depending on whether a user is accessing the website on a smartphone, tablet, desktop etc.


A redirect is a type of link that is used to send users and search engines to the correct page when a link has been moved or changed.

search engine optimisation.jpg

SEO definition:

Search engine optimisation (SEO) is the process of attempting to get pages (or content) to rank well with search engines such as Google, Bing, YouTube etc.

What is a SITEMAP?

A sitemap is a hierarchical view of every link on a website. It is used by search engines to better understand a website’s structure and how to prioritise each page in search rankings. It can also be used by website visitors to navigate around a site.


A testing environment is where a section of a website or software is duplicated and recreated in another environment. A team of developers can then make changes and try new things without affecting the main site.


A typeface is a family of different font types. Each font within a typeface will vary depending on weight such as light, bold, italic etc.

WIREFRAME definition:

Wireframes are visual representations of a web page without showing any text or design elements. It shows the layout and content hierarchy of a page without being distracted by design.

What is a ZIP FILE?

A zip file is a type of file that compresses multiple files and stores them in a single file. Zip files don’t lose any data when they are compressed and can easily be returned to their original format by unzipping them.

Have we included all the web jargon that marketers should know? Let us know in the comments below.