Glossary

Marketing terms, defined in plain language.

The vocabulary you will hear from any agency, explained the way we explain it to clients.

15 terms

Branding

Brand Identity

The visual and verbal system a business uses to present itself: logo, colors, typography, imagery, and voice.

Branding

Brand Style Guide

A document that defines how a brand's identity elements should be used so anyone can keep marketing consistent.

Marketing

Call to Action (CTA)

The instruction that tells a visitor what to do next, such as 'Schedule a Consultation' or 'Request a Quote'.

Marketing

Conversion Rate

The percentage of visitors who take a desired action such as calling, booking, or submitting a form.

Advertising

Cost Per Acquisition (CPA)

The average marketing cost to win one paying customer, not just a lead. The most important paid-media number for a small business.

Advertising

Cost Per Lead (CPL)

The average amount spent on marketing to generate one inquiry from a potential customer. Calculated by dividing total spend by the number of leads in the same period.

Business Development

Customer Lifetime Value (CLV)

The total revenue a business can expect from one customer over the full relationship. Used to decide how much can be spent to acquire a customer.

Email Marketing

Email Automation

Pre-written email sequences sent automatically based on a trigger, such as a new lead submitting a form.

SEO

Google Business Profile

Google's free listing that controls how a business appears in Search and Maps, including hours, reviews, and photos.

Advertising

Landing Page

A focused web page built for a single campaign or offer, designed to convert visitors from ads or emails.

SEO

Local SEO

Optimizing a business's online presence to appear in location-based searches, including Google Maps results.

SEO

Map Pack

The block of three local business listings with a map that appears at the top of many local Google searches.

Advertising

Pay-Per-Click (PPC)

Online advertising where the advertiser pays each time someone clicks the ad, most commonly on Google and social platforms.

Business Development

Retainer / Recurring Service

An ongoing monthly agreement for continued marketing work such as social media, SEO, ads, or maintenance.

Websites

Schema Markup

Structured code added to a website that helps search engines and AI systems understand business details, services, and content.

No terms match. Try another word or letter.