Websites | January 11, 2023 | 70 mins Read

Glossary

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301 Redirect

A 301 Redirect is a signal indicating a permanent relocation of a webpage and/or asset from one URL to another. This allows any request to be made of an existing URL be returned to the new URL.

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404 Error

A 404 Error is a HTTP status code referencing a broken link, or an invalid URL on a webpage or website.

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404 Page

A 404 Page is also known as an “Error Page” or “Page not Found” page. It’s a page that appears on your website when a user has reached a URL destination that doesn’t exist on your website.

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A Records

A Records are the records that map or relay a domain to a physical IP of the hosting hardware or software to said domain.

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A/B Testing

A/B Testing is a method that compares two different versions of something – its A and B versions. In web design, A/B testing refers to the method that compares two different versions of a webpage to identify which one performs better.

A

Above The Fold

Above the fold, when used in digital marketing, relates to the content that is positioned in the upper half of the page. It means the information is present when the page opens without having to scroll.

Marketing
A

Accent Colour

An accent colour is a colour within a colour palette, used in a smaller quantity to aid, lift or add something extra to the core colour palette. 

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Acronym

An acronym is the abbreviation of a group of words using the first letter from each word.

A

Affiliate Marketing

Affiliate Marketing is a form of marketing in which a brand pays commission to an external source, E.G. an individual or website for the traffic or sales generated for the brand by that external source. 

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Alphabetism

Alphabetism is the use of letters as symbols. In branding this is used in brand names formed from initial letters of longer names or phases and then pronounced by each letter. An example of this is the BBC which stands for British Broadcasting Corporation.

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Anchor Text

Anchor Text is the ‘link label’ or visible and clickable text which covers a html hyperlink. E.G. In this sentence KIJO is the anchor text that links back to this website’s homepage.

A

APIs

API stands for Application Programming Interface. It’s the software intermediary that allows two applications to communicate with one another. It could be seen as a Digital Translator between two different softwares.

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B2B

B2B is an abbreviation for business to business. It represents the market between businesses in which companies engage by creating and providing products or services exclusively for the use of other businesses. 

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B2C

B2C is an abbreviation for business to consumer. It represents the process in which companies produce goods and services exclusively for consumers and sell to them directly.

B

Backend

The Back-end of a website is the side which isn’t accessible to the general public or visitors. Generally the back-end includes access to the website’s information structure, any applications on-site and the content management system which the website is built on.

B

Backup

A backup, or data backup is the process of duplicating data and storing a copy elsewhere to allow for retrieval. In the context of website design, a backup is a saved version of the website which can be used to restore the website to a specific version.

B

Bad Neighbourhood

Bandwidth is the maximum amount of data that is transmitted via an internet connection in a specified amount of time. It’s often mistaken for internet speed but it actually references the volume of data that’s transferred as opposed to the speed.

Web Design
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Bandwidth

Bandwidth is the maximum amount of data that is transmitted via an internet connection in a specified amount of time. It’s often mistaken for internet speed but it actually references the volume of data that’s transferred as opposed to the speed.

Web Design
B

Below the Fold

Below the fold is a term used to describe the area of a webpage that requires a user to scroll down to view. The term is borrowed from newspaper publishing when there was a physical fold in the middle of the paper and was in reference to the information or content below said fold. 

Web Design
B

Brand

A brand is an identifying mark. In historical use brands were used to mark livestock, criminals or slaves. In contemporary times a brand is the collection of identifying marks used to represent a company. This can include the logo, brand colours, company name ect. 

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Branding

Branding is the combination of actions, strategy and deployment of tactics used by companies to create or maintain a brand.

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Brand Architecture

Brand Architecture is the structure or relationship between a set of brands and how they relate to one another.

B

Brand Advocate

A brand advocate is an individual, usually a customer or employee of a business, who of their own accord proactively promotes the company to their personal networks via their channels, including but not limited to: social media, word of mouth, email, or through user generated content.

B

Brand Ambassador

A brand ambassador, similar to a brand advocate, is an individual who promotes a brand to others. Unlike a brand advocate, brand ambassadors are typically employees or work with or on behalf of brands or organisations as representatives of said brand with the intention of increasing brand awareness and sales.

B

Brand Audit

A brand audit is a process in which your brand’s position in the marketplace is evaluated. Its methodologies include SWOT analysis to show its strengths, weaknesses, opportunities and threats to and of the brands position. Core areas that should be considered within a brand audit is it’s; internal branding, brand values, mission statement and company culture.

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Brand Assets

Brand assets are the individual elements that comprise, to form the overall brand. Brand assets can include but aren’t limited to; fonts, colours, animations and resources used in order to create a distinctive brand appearance.

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Brand Awareness

Brand awareness is reference to the popularity of your brand or its assets within the marketplace. Brand awareness can be generated and gauged through its logos, advertisements, slogans or other forms of marketing and marketing collateral and how recognisable they are.

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Brand Experience

A brand experience is in reference to the totality of thoughts, feelings and sensation of the user that is specifically evoked by a brand. 

B

Brand Architecture

Brand Architecture is the structure or relationship between a set of brands and how they relate to one another.

B

Brand Guidelines

Brand Guidelines are a document or “rulebook” defining the principles of a brand and provides guidance on the company and brand’s vision, mission, personality and other attributes. Brand Guidelines are typically used to inform in-house staff, external agencies and vendors regarding the “code” in which the brand operates under.

B

Brand Hierarchy

A Brand Hierarchy is the systematic structure of a brand’s elements and sub brands, and their relation to one another.

B

Brand Identity

Brand Identity is the visual elements of a brand’s use of brand systems and elements including but not limited to colour, design, logo and art direction used to distinguish the brand from other brands from both its direct competitors and other brands.

B

Brand Insistence

Brand Insistence is representative of a specific stage within the concept of brand loyalty where the customer does not accept alternatives and insist on purchasing exclusively for products from that brand.

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Brand Loyalty

Brand Loyalty is in reference to the tendency of customers to buy products or services on a recurring basis from the same brand or company as opposed to others.

B

Brand Map

A Brand Map is the visual display of data used in order to show customers or potential customers the positioning of a brand or company’s perception, relative to their competitors.

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Brand Name

The brand name is exactly as it sounds. It’s the word or words used to identify a brand and/or company.

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Brand Pillars

Brand Pillars are the values and characteristics that comprise the identity of your brand. Brand pillars help you define the emotional, and unique selling points of your brand in comparison to your competitors.

B

Brand Tone of Voice

A brand’s tone of voice is the emotions conveyed and expressed in their messaging to their audience through semantics, semiotics and style of writing.