Guide to website terminology

A no-fluff guide to the main web terms and phrases

The world of websites is full of jargon. If you’ve ever been in a conversation about “slugs”, “hero sections” or “SEO” and thought I should probably know what that means, you’re not alone.

In this guide, I’ll demystify the most common website terms I use with clients — in clear, human language. Whether you’re planning a new site, updating an existing one, or trying to brief a designer, these are the terms worth knowing..

Above the fold

The part of a page people see before they start scrolling. On a laptop that’s usually your hero section. It’s your prime real estate, so it should quickly tell people where they are and why they should care.

AI SEO

Short for “AI-powered SEO”. Using AI tools to support search optimisation tasks — like keyword research, content ideas, draft meta descriptions or rewriting copy to target certain phrases. It can speed things up, but it’s not magic. You still need a clear message, a sensible site structure and a human sense-check so your content sounds like you, not a robot

Alt text

A short written description of an image. It helps with accessibility (screen readers) and gives search engines context.

eg. “Woman working on laptop at wooden desk, coffee cup in hand.”

Body copy

All the main text on a page. This is where you explain what you do, who it’s for, how it works and why it matters — beyond headlines and buttons.

Button

A clickable element that usually contains your main call to action. It should be obvious that it’s a button (not just a bit of text) and it should stand out on the page.

Call to Action (CTA)

The action you want someone to take — and the words you use to invite that action. A clear CTA helps visitors understand what to do next.

eg. “Book a call”, “Send an enquiry”, “Download the guide.”

CMS (Content Management System)

The software you use to build and edit your website. A CMS lets you change content without needing to code everything from scratch.

eg. Squarespace, WordPress, Webflow, Shopify.

Contact Form

A form on your site where people can send you a message without opening their email app. Typically asks for name, email and a message — sometimes extra fields like “How can I help?”.

Cookie banner

The notice that appears the first time someone visits your site, saying something like “We use cookies”. It’s there to explain (and in some cases get consent for) how you collect and use data.

Domain

Your main web address. Think of it as your street address on the internet.

eg. carlaheath.com

Footer

The strip at the bottom of a page. Often includes contact details, social links, legal pages (privacy, cookies, terms) and sometimes a mini menu. It shows up on every page, so it’s a useful place for important links.

Headline

The main line of copy at the top of a page or section. Its job is to grab attention and quickly tell people what that page or section is about..

Hero section

The big top section of a page (usually the homepage). It normally includes a headline, a short explainer line and a clear call to action. It’s your first impression — and often where people decide whether to keep scrolling.”

Homepage

The “front door” of your website. The page most visitors will see first. It should give a clear overview of who you are, what you do and where people can go next.

Hosting

The service that stores your website and makes it accessible on the internet. With platforms like Squarespace, hosting is bundled in; with some others you might buy hosting separately.

Image block

A content block in your website builder that holds an image (photo, illustration or graphic). It can often be styled differently depending on layout options in your template.

Keywords

The words and phrases people type into search engines. Using relevant keywords naturally in your copy and SEO settings helps search engines understand what your pages are about.

eg. “Squarespace web designer London”, “accountant for estate agents”.

Meta description

The short description that appears under your page title in search results. Think of it as a mini advert for that page — it doesn’t directly affect rankings much, but it can strongly influence whether people click.

Meta title (SEO title)

The title that appears in browser tabs and search results. It’s often slightly different from the on-page heading, because it has to work hard in a small space.

eg. “Squarespace web designer for expert-led businesses | Your Name”

Mobile view

How your site appears on a phone-sized screen. The layout usually adapts to fit smaller devices — stacked sections, mobile menu, bigger tap targets. Most people will view your site on mobile at least some of the time, so it’s crucial to check both mobile and desktop views.

Navigation or ‘Nav’

The menu that lets people move around your site. Usually at the top of the page (and often a “hamburger” icon on mobile). Good navigation prioritises clarity over cleverness.

eg. Home, About, Services, Blog, Contact.

Newsletter / opt-in form

A form where people can subscribe to your mailing list or request a free resource (like a guide or checklist). Usually connected to an email platform such as MailerLite, ConvertKit or Flodesk.

Page

A single page on your website, like Home, About, Services or Contact. Different from a blog post, which is usually dated and part of a series.

Privacy Policy

A page that explains what data you collect (for example, through forms, cookies or analytics), why you collect it, and how you store and use it. It’s a legal requirement in many cases and a good signal of trust.

Redirect (301)

A rule that tells browsers and search engines: “This page has moved.”

eg. If you change /pricing to /services, you’d set up a 301 redirect so anyone visiting the old URL is automatically taken to the new one — and you don’t lose SEO value

Responsive Design

A way of designing websites so they automatically adjust to different screens — phones, tablets, laptops, large monitors. The same site, but reflowed so it’s usable and readable wherever it’s viewed.

Section

A horizontal “slice” of a page. For example, on a homepage you might have: hero → intro → services → testimonials → call to action. Thinking in sections helps when planning layout and content.

Search Engine Optimisation (SEO)

The process of making your site easier for search engines to understand and more likely to appear for relevant searches. It covers things like keywords, site structure, page speed, internal links and more.

You don’t have to be an SEO expert, but some basics go a long way.

Sitemap

A simple map of the pages on your website and how they’re organised. It helps you (and your designer) plan how people will move through your site.

eg.
Home
About
Services
– Service 1
– Service 2
Blog
Contact

Slug

The part of the URL that identifies a specific page. Short, clear slugs are easier for people to read and for search engines to interpret.

Eg. in carlaheath.com/services, the slug is services.

SSL/HTTPS

The “padlock” symbol in the browser bar and the “https” at the start of your URL. It shows the connection between your visitor and your site is secure. Search engines expect this as standard now.

Terms and Conditions

The rules for using your website and/or buying from you. Particularly important if you sell online, run a membership or offer digital products.

URL

The full address of a specific page. Every URL includes your domain plus the path (and slug) after the slash.

eg. https://www.carlaheath.com/blog/guide-to-brand-terminology

Website

Your online “home”. It’s the place people can explore your business at their own pace — independent of social media algorithms.A good website helps people understand you, trust you and take the next step.

Wireframe

A simple layout showing the structure of a page — usually boxes and labels instead of finished design. It’s the skeleton you agree on before adding visuals and final copy.

XML Sitemap

A special file that lists all the pages on your site in a format search engines can read. Platforms like Squarespace generate this automatically; you can submit it to tools like Google Search Console to help search engines crawl your site.

eg. on many sites you’ll find it at /sitemap.xml.

Final Thought

You don’t need to become a web developer or memorise every term in this list. The goal isn’t to tick off jargon — it’s to feel confident making decisions about your site.

When you understand what each piece does — layout, copy, SEO, structure — you can brief designers more clearly, spot what’s missing, and avoid being bamboozled by tech-speak.

A simple, well-structured website that clearly explains what you do will always beat a complex one you’re afraid to touch.