21 web design terms every business owner should know
You don't need to code to brief a website well — you need the vocabulary. Here are the 21 web design and SEO terms we use with clients, in plain English, so nothing gets lost between you and your developer.
Frequently asked questions
What is the difference between web design and web development?
Web design covers the look, feel and layout of a website — typography, colour, imagery and page structure. Web development is the technical build: the code that makes it function. Design decides how a site looks; development decides how it works. Most quality websites need both done well.
What does 'above the fold' mean in web design?
Above the fold refers to everything a visitor sees on screen before they scroll down. It's the most valuable real estate on any page, so your core message, key offer and primary call to action should sit there, where visitor attention is at its highest.
What is white-hat SEO?
White-hat SEO is the practice of earning search rankings through quality content and search-engine guidelines, rather than manipulative tricks. It's a long-term investment: results last and compound, whereas black-hat shortcuts risk penalties that can wipe out a site's visibility overnight.
What is a bounce rate and is a high one bad?
Bounce rate is the percentage of visitors who leave after viewing only one page. A high bounce rate often signals slow loading, confusing design or traffic that doesn't match your offer. It's worth investigating, though some single-page visits — like someone finding a phone number — are perfectly fine.
What is a CMS?
A CMS, or Content Management System, is software like WordPress that lets non-technical people add and edit website content without writing code. It separates content from design, so your team can publish a blog post or update a page without breaking the look of the site.