90-day action plan
A practical sequence of actions for the next three months, usually divided into the first 30 days, the following 30 days and the final 30 days. It helps separate what should happen first, what should follow and what can wait.
Glossary
Digital marketing, website and customer journey terms — explained simply
A practical glossary for business owners who want to understand website diagnostics, SEO, analytics, advertising, functional testing, customer journeys and lead handling without unnecessary technical language.
Plain language
For business owners
From the first click to LTV
Browse terms
Terms used across marketing, websites and Digital Clarity Diagnostic
These definitions are written for business owners, not technicians. The goal is to make digital information easier to understand, discuss and use when making decisions.
9
A
Attribution
The attempt to understand which channel, campaign, page or source contributed to an enquiry, customer or sale.
Access hygiene
Safe handling of permissions and system access. The goal is to avoid unnecessary administrator rights, password sharing and access that is broader than the task requires.
AI visibility
How clearly a business, website or piece of content may be understood and referenced by search and answer systems that use artificial intelligence.
B
Bot traffic
Automated or non-human traffic that can distort analytics and make website activity look different from the behaviour of real potential customers.
Bounce rate
A metric related to sessions where visitors do not meaningfully continue. It can sometimes indicate poor traffic fit, weak content or technical friction, but it should not be interpreted without context.
C
Customer journey
The wider path a person takes from first exposure or search through website use, enquiry, response, purchase, service, follow-up and later customer interaction.
Conversion
An important action that moves a visitor toward a business goal, such as submitting a form, clicking WhatsApp, calling, booking, purchasing or completing another meaningful next step.
Conversion rate
The percentage of visitors who complete a defined desired action. A low conversion rate can have many causes, including traffic quality, offer clarity, trust, usability or technical problems.
Content architecture
The way pages, services, articles, categories and internal links are organised so people and search engines can understand how information is connected.
Crawlability
How easily search engines can access and read the pages of a website.
Conversion tracking
Measurement of actions that matter to the business, rather than only visits or page views.
CTA
Call to action. A button, link or instruction telling the visitor what to do next, such as call, send WhatsApp, book, buy or submit a form.
Clarity document
The written result of Digital Clarity Diagnostic. It connects significant findings, facts, hypotheses, possible impact, recommendations, three main priorities and the 30 / 60 / 90-day plan.
Case study
A documented example showing a situation, what was observed, what became clearer and how priorities were understood. A case study is an example, not a guarantee of the same result for another business.
Customer value
The value a customer may create for the business over time, including repeat purchases, retention, referrals and other later interactions.
D
Digital Clarity
A connected understanding of what is known, what remains uncertain, where the digital system may be weakening and what deserves attention first.
Digital Clarity Diagnostic
A personalised written diagnostic connecting the areas relevant to the business, such as marketing, website, UX, SEO, advertising, analytics, functional QA, customer journey and follow-up.
Dashboard
A visual report that summarises metrics and performance information. A dashboard can be useful, but it is only as reliable as the underlying data.
Dirty data
Data that may be unreliable because of bots, internal visits, duplicated events, missing conversions, incorrect tracking or other measurement problems.
F
First click
A measurable action that begins a digital interaction, such as clicking a search result, advertisement, social post, email or referral link.
Follow-up
What happens after a potential customer has already contacted the business. It may include another message, reminder, clarification, repeated contact or later response.
Fit check
The initial review used to determine whether Digital Clarity Diagnostic appears appropriate for the business situation. It is not a free full diagnostic.
Functional QA
Focused testing of customer-facing actions such as forms, buttons, WhatsApp, phone links, booking, checkout and confirmation steps.
G
GA4
Google Analytics 4. A system used to measure website traffic, events, user behaviour and other digital activity.
Google Search Console
A Google tool that provides information about search visibility, indexing, queries, clicks, impressions and some technical search-related issues.
H
Hypothesis
A possible explanation supported by some observations but not confirmed strongly enough to be treated as a fact.
I
Internal linking
Links between pages on the same website. They help visitors navigate and can help search engines understand page relationships.
Indexing
The process by which a search engine adds a page to its searchable database so it may appear in search results.
Implementation
The actual work of changing websites, advertising, tracking, CRM, content, design, code or business processes. Implementation is not part of the Digital Clarity Diagnostic service.
Implementation handoff
Using diagnostic findings as structured direction for the developer, marketer, SEO specialist, advertising specialist, analytics specialist or another professional who will implement the work.
L
LTV
Lifetime value. The estimated value a customer may create for a business across the relationship, not only during the first purchase.
Lead
A person or business that shows interest by contacting the business through a form, WhatsApp, phone, email, social media or another channel.
Lead quality
How relevant and potentially suitable the enquiries are for the actual business. A larger number of leads is not necessarily better when many are irrelevant.
Lead journey
The part of the wider customer journey focused on how a visitor becomes an enquiry and what happens after that contact.
Lead capture
The ways a business receives potential customer enquiries, such as forms, WhatsApp, phone, email, booking systems or other contact points.
Lead leak
A point where an interested person disappears before completing the next important step in the customer journey.
Lead handling
What the business does after an enquiry arrives, including first response, response time, qualification, follow-up and the next step.
M
Measurement gap
An important part of the customer journey that is not measured or cannot be connected to a later outcome, such as an untracked form, WhatsApp conversation, phone call, offline sale or follow-up result.
N
Noindex
A directive telling search engines not to include a page in search results.
O
Organic traffic
Visitors who arrive through unpaid search results or other non-paid visibility sources.
Offer clarity
How clearly a business explains what it offers, who it is for, why it matters and what the potential customer should do next.
Observed finding
Something directly seen, tested or confirmed, such as a broken link, failed form, missing event, indexing issue or visible contradiction.
P
Paid traffic
Visitors who arrive through paid channels such as Google Ads, Meta advertising or other sponsored campaigns.
Priority
The relative importance or urgency of an issue. A useful priority system helps separate what should be addressed first from work that can safely wait.
Q
Qualified lead
An enquiry that appears relevant to the business and reasonably suitable based on factors such as need, location, timing or service fit.
R
Robots.txt
A file containing instructions for search-engine crawlers. Incorrect settings can sometimes interfere with access to important website areas.
Read-only access
Access that allows information to be viewed without permission to change settings, content, users, billing or system configuration.
Root-cause analysis
Looking beyond the first visible symptom to understand what underlying issue may actually be creating or contributing to the problem.
S
Suspicious traffic
Traffic that may not represent real potential customers, such as unusual automated behaviour, irrelevant locations or repeated patterns that distort analytics.
SEO
Search engine optimisation. Work intended to help a website become easier for search engines and users to find, understand and use.
Search intent
What a person is actually trying to accomplish when entering a search query, such as learning, comparing, finding a provider or buying.
Sitemap
A file listing important website pages to help search engines discover and understand the site structure.
Session duration
A measure related to how long visitors spend on a website. The number should be interpreted together with context, not by itself.
Scope
The agreed boundaries of the diagnostic, including which areas, pages, functions, data and business questions will be examined.
T
Traffic quality
How relevant the visitors reaching a website are to the actual business. High traffic can still be low quality when the audience or intent does not match.
Technical health
Customer-facing technical condition of a website, including loading behaviour, broken links, redirects, display problems and other issues that may interrupt normal use.
Technical SEO
Technical website factors that can affect crawling, indexing and search visibility, such as structure, redirects, canonical tags, sitemap, robots directives and mobile behaviour.
Tracking
Measurement setup that records important user actions, such as forms, WhatsApp clicks, phone calls, purchases or bookings.
Tracking blind spot
A part of the customer journey where important activity happens but the business cannot see or connect it to later outcomes.
Trust signals
Elements that can help visitors feel more confident, such as clear business identity, contact information, reviews, case studies, policies and consistent information.
Traffic leak
A point where paid or organic attention is lost before becoming a useful enquiry or another meaningful action.
Next step
Knowing the terminology is useful. Knowing what your business actually needs is more important.
If you can see that something is not working but are still unsure whether the problem is marketing, SEO, the website, analytics or what happens after the enquiry, send the website and briefly describe the situation.