Glossary of web terms

Here at Atom Agency we know that communication between developers and non-technical people can sometimes feel like speaking different languages. So we've created a user-friendly glossary that bridges the gap between code and conversation.

12 Dec



Sarah Liljestrand
Marketing Strategist

Technical terminology can be as changeable and dynamic as the technology itself.

Welcome to the digital world, where terminology can be as changeable and dynamic as the technology itself. Don't understand 'front end', 'API' or 'responsive design'? Don't worry, you're not alone. Here at Atom Agency we know that communication between developers and non-technical people can sometimes feel like speaking different languages. So we've created a user-friendly glossary that bridges the gap between code and conversation.

Glossary of web, technology and marketing terms

Whether you're a project manager, marketer or just curious about the world of the web, our glossary will clarify the most commonly used terms in web development and design. No more confused nods or lost in translation moments. With this guide in hand, you will feel more confident and involved in your digital conversations. So let's dive into the fascinating world of web terminology together - with Atom Agency as your guide.

A/B testing

An experiment where two versions of a web page or application are compared to determine which one performs better. This is often used to optimize website design and user experience.

Accordion menu

A design element where information is organized in sections that can expand and collapse, helping to save space on the page.

Affiliate Marketing

A marketing strategy in which a person or company earns commissions by promoting the products or services of others.

Agile methodology

An approach to software development that emphasizes flexibility, collaboration, customer feedback and iterative progress.


The process of collecting, processing and analyzing data to gain insights and understanding, often used in web analytics to understand user behavior and the effectiveness of a website.

Anchor link (Anchor)

A type of link on a web page that allows the user to jump to a specific part of the same page. They are often used to improve navigation within long pages.

API (Application Programming Interface)

A set of rules and definitions for how different software components or programs should interact with each other.

Archive pages

Pages used to store and organize older content on a website, such as past blog posts or news articles, making it easier for users to navigate and find older material.


The part of a website that is not visible to the user, where data processing and server interaction takes place.


An error or problem in a computer program or system that causes an unexpected or incorrect result.


A technology to temporarily store data, allowing websites and applications to load faster on return visits.

CMS (Content Management System)

A system used to create, manage and modify content on a website without having to write code.

CDN (Content Delivery Network)

A network of servers that distributes the content of a website geographically to optimize accessibility and speed.

CSS (Cascading Style Sheets)

A language used to describe the presentation of a document written in HTML or XML, including colors, layout and fonts.

CTA (Call to Action)

A prompt on a web page, often in the form of a button or link, that encourages users to take a specific action, such as subscribing to a newsletter or making a purchase.

CTR (Click Through Rate)

A metric that shows the relationship between the number of clicks an ad or link receives and the number of times it is displayed. It is used to measure the effectiveness of online ads and marketing campaigns.

CRO (Conversion Rate Optimization)

The process of increasing the percentage of visitors to a website who perform a desired action, such as making a purchase or subscribing to a newsletter.

DNS (Domain Name System)

A system that translates easy-to-read domain names (like into IP addresses that computers use to identify each other on the network.

Domain Authority

A measure of how well a website is expected to rank in search engine results. It is based on several factors, including link profiles and the age of the site.

E-commerce system

An online platform or software that enables the buying and selling of goods and services over the internet. E-commerce systems include product display, shopping cart, payment and order management functionalities.

External links

Hyperlinks that lead the user from the current site to another site. They are important for providing additional information and building networks.


A small icon associated with a website or webpage, often displayed in the browser's address bar or tabs.


An online discussion room where users can post messages and respond to others' posts, often organized by topic.


A feature on websites that allows users to refine their choices or searches based on certain criteria, which is particularly common on e-commerce sites.

Front end

The part of a website that the user interacts with directly, everything that appears in the browser window.

Heatmap (Heat map)

A visual tool that shows where users click, move the mouse or scroll on a web page, helping to analyze user behavior.

Hover effect

A visual change that occurs when the user places the mouse cursor over a particular element on the web page, often used to provide feedback or additional information.

HTML (Hypertext Markup Language)

The standard markup language for creating and structuring pages on the web.

Iframe (Inline Frame)

An HTML element used to insert another web page inside a web page.


Graphical representations of information or data that make complex information easier to understand and visually engaging.

Links (Internal links)

Hyperlinks that connect pages within the same website, facilitating navigation and improving SEO.


The process of combining different IT systems, software solutions and services to work together as one entity. This may involve linking different databases, applications and software systems.

Integrated social media

Buttons or widgets that link to the company's social media profiles and enable the sharing of content directly from the website.


A programming language used to create interactive effects within web browsers, part of front-end development.


A coordinated series of marketing activities working towards a common goal, often with a specific timeframe.

Category pages

Pages that group and display content or products based on a specific category or topic. They are key components of websites to help users find what they are looking for effectively.

KPI (Key Performance Indicator)

A metric used to assess the effectiveness of an organization, especially in marketing and sales, such as traffic, conversion rate and revenue.

Landing Page

A web page designed to capture the visitor's attention and encourage a specific action, such as subscribing to a newsletter or making a purchase.

Lazy loading

A technique where images or content are only loaded when they are visible to the user, improving loading times and website performance.

Lightbox for photos and videos

A feature where content (such as images or videos) is displayed in a larger format in a pop-up window, while the rest of the page is darkened to reduce distractions.


The display of a collection of items or products on a website, usually organized in a way that is easy for the user to browse through.

Mega menu

An extended menu that displays many options at once, usually organized in columns and categories for easier navigation.


Snippets of text that describe a page's content; they are not visible on the page itself but are important for search engine indexing and for users' understanding of the content of search results.


A smaller, independent website, usually dedicated to a specific campaign or purpose, separate from a company's main website.

Modal window (pop-up window)

A secondary window that appears above the primary page to display additional information, often used to capture the user's attention or collect data.


Specific, measurable, achievable, relevant and time-bound objectives that an organization or project strives to achieve, often in marketing and web strategy.

Newsletter subscription

A form where visitors can sign up to receive regular email updates, news or offers from the site.

Open Source

Software whose source code is available to the public to use, modify and share.

Parallax scrolling

A visual effect where background images move more slowly than foreground images when scrolling, creating a sense of depth and dynamism on the page.


A method of restricting access to content, especially on news and media platforms, by requiring a subscription or payment for access.

Progress bar

An interface element that shows progress, such as how far along a user is in a process or the loading status of content.

PPC (Pay Per Click)

A model of internet marketing where advertisers pay a fee every time their ad is clicked on. It is a way of buying visits to a website, rather than trying to 'earn' those visits organically.

Ranking (on Google)

The position that a website or page occupies in search engine result lists. Higher rankings are desirable as they tend to attract more traffic.

Responsive design

A web design methodology that allows web pages to automatically adapt to the screen size of different devices.

Responsive tables

Tables that adapt to the screen size, making them easy to read even on smaller devices such as smartphones and tablets.


An online marketing method that focuses on showing ads to users who have previously visited a particular website, with the aim of attracting them back.

SoMe (Social Media Marketing)

The use of social media and social networks to promote a company's products and services and build relationships with its target audience.

Schema type (schema markup)

A code that helps search engines understand the content of a web page, often used to improve how the page appears in search results.

SEO (Search Engine Optimization)

The process of optimizing a website to improve its position in search engine results. It involves working on content, technology and linking strategies to increase visibility. Also known as search engine optimization.


An overview or diagram showing the structure and hierarchy of pages on a website, which helps both users and search engines to navigate the site.

Slider (Slideshow)

A feature that displays a series of images, usually in a rotating carousel, that can be used to highlight important content or offers.

SSL (Secure Sockets Layer)

A standard technology for keeping an internet connection secure and protecting sensitive data sent between two systems.

Staging environment

An environment used to test and review new features and updates before they are launched on the public website.

Language changers

The ability to change the language of the website, making the content accessible to a wider audience.

Search function

A tool that allows users to search for specific content on the website, often via a search bar.


Used in web design and user interfaces to organize content on a page in a clear and accessible way.

Testimonials (Customer reviews)

Quotes or recommendations from customers displayed on the website, which can help build trust and credibility.

User Experience (UX)

The experience and interaction a user has with a product, service or system, including websites and applications.

User Interface (UI)

The visual and interactive element of a digital product that a user interacts with.


The area of a web page that is visible to the user at a given time. This is particularly relevant in responsive design, where website content needs to adapt to the screen sizes of different devices.

Web Analytics

The collection, reporting and analysis of web data to understand and optimize web usage. It is an essential tool for measuring website performance.

Web design

The process of creating the visual look and feel of a website, including its layout, color scheme and typography.

Web hosting (Web hosting)

A service that provides the technology and services necessary for a website to be viewed on the internet. Web hosting means storing a website on a server that is constantly connected to the internet.


A way for an app to send automatic messages or information to other apps or services in real time.

Web form with validation

Forms that check user data for errors (such as invalid email address) before submission, improving data quality and user experience.

Web server

A computer or program that stores website content and makes it available over the internet.


A basic visual representation of the structure and layout of a web page, used in the planning stage of web design.

404 pages

A customized page displayed when a user tries to access a page that is not on the website, which can improve the user experience despite an error.

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