the glossary.

The path a stranger takes to becoming a paying customer: from first noticing you, to trusting you, to clicking buy.

When a visitor does the thing you want (buys, books, signs up or enquires) instead of just looking and leaving.

A short, focused block of work (often a week or two) with a clear goal, so a project moves in quick, visible steps instead of dragging on.

A set fee you pay every month for ongoing work, instead of paying separately for each once-off project.

People who find your content for free, because the platform showed it to them, rather than because you paid for an ad.

People who see your content because you paid the platform to put it in front of them. In short: advertising.

Paying a small amount to show one of your existing posts to far more people than would see it for free.

Likes, comments, shares and clicks: the signs that people are actually interacting with your content, not just scrolling past.

Search engine optimisation: tuning your site so Google understands it and ranks it higher when people search.

Designed for the phone before the desktop, because that's where most of your customers actually visit from.

A site that automatically reshapes itself to look right on any screen, from a small phone to a wide monitor.

A single, focused page built to get one specific action, usually an enquiry, booking or sale, with nothing to distract from it.

Something useful you give away free (a guide, discount or checklist) in exchange for someone's contact details.

Emails that send themselves automatically based on what a customer does, like a welcome email right after they sign up.

Splitting your email list into groups (by interest, behaviour or spend) so each group gets messages that actually fit them.

An automated email sequence aimed at customers who've gone quiet, nudging them to come back and buy again.

An automatic reminder email sent when someone adds items to their basket but leaves without checking out.

Showing two versions of something (a subject line, say) to see which performs better, then keeping the winner.

Email marketing platforms we use to design, send and measure campaigns and automated flows.