Website Jargon Buster; A Dictionary of Techy Terms

From Bot Traffic to Wireframe, websites are a minefield for jargon. And all too often, “the experts” like to yield it like a secret superpower! Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough.” We’ve put together a list of frequently used website jargon with a brief explanation to help you decode all those techy terms. 

Bot Traffic

Any visits to your website which are not from individuals but automated instead. 


The platform on which you access the internet. 


An automated communication tool within your website that allows visitors to find answers quickly for frequently asked questions. 

CRM; Customer Relationship Management 

A system for keeping records about your customers to better manage the relationship, e.g. notes of conversations, etc. 

CMS; Content Management System

Allows you to add or edit the content on your website. For instance, WordPress is a CMS.

Google Ads 

A type of pay per click advertising (PPC- see below) that runs through Google. Previously known as “Google AdWords”.

HTTP/HTTPS; Hypertext Transfer Protocol/Hypertext Transfer Protocol Secure 

The foundations of the internet. Originally, HTTP sent all data (webpages, images, files and other resources) from the server (see below) to your computer unencrypted and so anyone that intercepted it could access the information. HTTPS has the added benefit of keeping all data securely encrypted as it travels to your computer. HTTPS works on nearly all servers, but it usually requires some setup and most browsers (see above) require you have an SSL certificate (see below) to use it without warnings. 


Linking your website with another source; for example, you might integrate with PayPal for payments or integrate with your CRM – sending contact form entries to it, so you can start a record for the lead and record their details.

Landing Page

The page a website visitor “lands” on when they click a link from an external source, e.g. social media.

Organic Traffic

Any website visitor who has come through to your website without paid advertising. 

Paid Traffic

Any visitor reaching your website through paid advertising such as PPC (see below).

PPC; Pay Per Click

A type of online advertising named after the fact that you only pay when a potential customer clicks on your advert to go through to your website. This should come with its very own dictionary; watch this space!


A clever bit of code for WordPress that adds extra functionality to your website, e.g. WooCommerce (see below).

Responsive Website

Works seamlessly across mobile, tablet and desktop. Comes from the fact that the design “responds” to the size of the screen it’s viewed on.

SEO; Search Engine Optimization

The practice of helping your website rank higher in search results. Another area that needs a separate list; coming soon!


The computer that your website sits on and sends it out when people try to visit your website. 


The overview of your website pages. A bit like the contents page of a book.

Speed Optimization

Making your website pages load quickly and reducing lag caused by any issues behind the scenes. Supports UX (see below).

SSL Certificate

Secure Sockets Layer certificate. Makes sure your website is secure and your visitors don’t get any insecure site warnings.

Staging Site

Where your website is built/amended and held until it is ready to go live. Your developer will grant you access to view it, but it should not be accessible to the public. 


Checking that everything works correctly and there are no glitches. 


A base that your developer can build your WordPress website from, e.g. with a specific layout, colour scheme and functionality. Some are more customizable than others.

UX; User Experience 

How a user finds interacting with your website; intuitiveness, responsiveness, etc. 

UI; User Interface

What a website user sees when they interact with your website; font, imagery, etc. 


An initial overview of how your website will look. A bit like an architect drawing but for your website.


A plugin (see above) specifically for eCommerce WordPress (see below) websites. Enables extra functionality needed to make orders and integrate with payment gateways, etc. 


A type of content management system (CMS – see above). A platform for building websites. 

The Problem With Website Jargon

We believe you must understand what work you agree to and where your money is going rather than being blindsided with website jargon. Here at Rigorous Digital, we pride ourselves on using plain language at every stage to explain the work involved and the results. We hope you find this list helpful. Are there any other website words or phrases that you would like to understand better? Just drop us a line to ask; we’re happy to help. Rigorous Digital is a WordPress Agency, also offering SEO & PPC.

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