Glossary.

Showing two versions of something — a headline, a layout, a button — to different visitors to see which performs better, so decisions are settled by evidence, not opinion.

Everything a visitor sees before they scroll. It's prime real estate — the few seconds where a page either earns attention or loses it.

Software that can take a goal, make a plan, and use tools or APIs to carry it out with little hand-holding — not just answering a question, but getting something done.

A short written description attached to an image. Screen readers read it aloud, search engines use it to understand the picture, and it shows if the image fails to load — useful three ways at once.

The clickable words inside a link. Descriptive anchor text ("our pricing" rather than "click here") tells both people and search engines what they'll find on the other side.

An Application Programming Interface — the agreed way two pieces of software talk to each other. It's how your site can pull in payments, maps, or data from another service without rebuilding it.

A structured review of a site or brand — design, content, performance, SEO — that surfaces what's working, what's broken, and what to fix first. The honest before-picture.

Letting software handle the repetitive, rules-based work — sorting, routing, drafting, syncing — so your team's time goes to the judgement calls that actually need a human.

The part of an app you don't see: servers, databases, and logic that store data and do the heavy lifting behind every button you press.

A link from another website pointing to yours. Search engines treat quality backlinks as votes of confidence — a big factor in how high you rank.

The thinking that comes before any logo or colour — who you're for, what you stand for, and why anyone should care. It's the foundation every other brand decision gets measured against.

How your brand sounds in words — playful or precise, warm or matter-of-fact. A consistent voice makes a homepage, an email, and an error message all feel like they came from the same place.

A structured set of repeatable content — blog posts, team members, case studies — managed in one place and styled once. Edit the entry and every page using it updates itself.

A self-contained, reusable chunk of interface — a card, a nav bar, a form field — built once and dropped in wherever it's needed. Components are how modern sites stay consistent and quick to change.

The share of visitors who take the action you want — buy, sign up, enquire. Conversion Rate Optimisation is the practice of steadily lifting that number through smarter design and testing.

Google's set of real-world speed and stability measures — how fast the main content loads, how quickly the page responds, and how much it visibly shifts while loading. They feed directly into rankings.

A shared library of reusable parts — buttons, colours, spacing, type styles — with rules for using them. It keeps a growing product consistent and lets new pages ship faster.

The opening phase of a project where we dig into your goals, audience, and constraints before designing anything. It's how the work ends up solving the real problem.

The curve that controls how motion speeds up and slows down. Natural easing is the difference between an animation that feels mechanical and one that feels effortless.

Training an existing AI model further on your own examples so it adopts your tone, format, or domain knowledge — a focused tweak rather than building a model from scratch.

Everything that runs in the browser — the layout, styling, and interactions a visitor actually sees and touches. The craft of turning a design into a living page.

A content system that stores your words and images but leaves the look entirely to the developers, delivering content through an API. It lets one content source feed a website, an app, and anything else at once.

How content is organised, labelled, and connected so people can find what they need. Good IA is invisible; bad IA is the reason someone leaves confused.

In tools like Webflow, a visual way to add motion and behaviour — fades, parallax, hover states — without writing the animation code by hand.

A Key Performance Indicator — the specific number a project is judged on, like sign-ups or search traffic. Agreeing the KPIs upfront keeps success a fact, not a feeling.

A Large Language Model — the kind of AI trained on vast amounts of text that can write, summarise, answer, and reason in natural language. The engine under most modern AI tools.

Not one logo but a small kit — primary mark, a compact version, a favicon, maybe a monogram — so your identity holds up everywhere from a billboard to a browser tab.

A lightweight format for vector animations that play crisply on the web at any size, with tiny file sizes — great for icons, loaders, and illustrated motion.

The behind-the-scenes title and description a page hands to search engines and social platforms. It's often the first thing a person reads about your page before they ever click.

A small, functional moment of feedback — a button that responds to a hover, a toggle that slides, a tick that confirms a save. Tiny details that make an interface feel alive and trustworthy.

A curated wall of references — colours, type, imagery, textures — used early on to agree on a direction before any real design starts. It turns a vague vibe into something you can point at.

Building real software and websites through visual tools instead of hand-written code. It puts capable, editable products within reach of teams that don't have a developer on standby.

Everything that happens before the camera rolls — concept, script, storyboard, casting, locations. The planning stage where a good shoot is quietly won or lost.

The instructions you give an AI model. Clear, specific prompts get sharper results — prompt design has quietly become a real craft.

Retrieval-Augmented Generation — wiring an AI model up to your own documents so its answers are grounded in your real, current information instead of just what it was trained on.

Building one site that reshapes itself to fit any screen, from a wide monitor to a phone, instead of shipping separate versions. Layouts, type, and images all adapt.

A sequenced plan of what gets built and when, and in what order. It turns a long wishlist into a realistic path the whole team can pull toward.

Extra code that labels your content for search engines — marking up a price, a review, an FAQ — so results can show richer, more eye-catching listings.

Motion tied to how far you've scrolled — elements that fade, slide, or build as you move down a page. Used well, it turns a flat page into a story that unfolds.

A frame-by-frame sketch of a video before it's shot, mapping each shot and beat. It aligns everyone on what's being made before time and budget get spent.

The path someone takes to get something done — sign up, check out, book a call — mapped step by step. Designing the flow first means fewer dead ends later.

A system (usually Git) that tracks every change to a codebase, so a team can work in parallel, review each other's work, and roll back safely when something breaks.

Designing and building at the same time in a tool that outputs clean, production-ready code. You get a designer's control with a developer's result, minus the handoff.

Using size, weight, colour, and space to guide the eye in the right order, so the most important thing is seen first and nothing fights for attention.

The seeable parts of a brand working as a set: logo, colour palette, typography, imagery, and motion. Done right, people recognise you before they read your name.

A professional visual platform for designing, building, and hosting custom sites with a real CMS — no hand-coding every element, but with the control and clean output of one that is.

A deliberately plain blueprint of a page — boxes and labels, no colour or polish — used to settle layout and priority before anyone sweats the visuals.

A logo made purely from your name set in custom or carefully chosen type — no icon required. Think of the way some brands are instantly known by their lettering alone.