Marketing lingo & common terms we use.

Branding & Design

Brand Project

Design project that alters or updates the core visual elements of a brand. Logo, typography, color, graphic elements, imagery.

Graphic Design Project

Design project that applies an established brand to specific collateral items.


Deep dive into what makes your business tick, your target audience, your visual and personality brand traits, what pain points you currently have, and where you’d like your brand to take you.


Concept board casting the vision for the brand visuals. A collaborative tool that allows us to refine the brand’s visual identity before we start any actual design projects.

Logo Concepts

Broad logo ideas that capture a specific direction the logo can go. Common types of logo concepts include monograms, geometric, mascot, abstract, and symbolic.

Logo Revisions

Further developments and refinement of a logo concept. Taking an idea and growing it.

Logo Suite

All of the logos a brand could need to make applying the brand cohesive and clean. This generally includes a primary logo, secondary logo, horizontal logo, vertical logo, stacked logo, and icon.

Logo Icon

The symbol element of a logo.

Logo Type

The stylized text element of a logo.

Brand Assets

Any piece of visual imagery that supports the brand. This can include bounding shapes, patterns, illustrations, icons, images, and much more.

Websites & Hosting

General Website


API stands for Application Programming Interface. An API enables two different programs to communicate with each other by making some parts of the website code available to developers.


A cache is a temporary storage space for data. When you visit a website, the files that you request are automatically stored in the cache.


Content management platform where users can edit the backend of a website using an easy, no-code interface.


CSS stands for Cascading Style Sheets. It is a markup language responsible for the visual elements of a website.


HTML stands for Hypertext Markup Language. Simply put, it’s a computer language used to create websites.


PHP stands somewhat confusingly for PHP: Hypertext Preprocessor, which is an example a recursive acronym. PHP is a server-side (or backend) scripting language.

Responsive Design

Responsive design ensures that a website is displayed correctly no matter what device the user is viewing it on.


A sitemap is an outline of all the pages on a website.


SSL stands for Secure Sockets Layer. It’s a standard security protocol for ensuring that all data transmitted between the web server and the browser remains encrypted.


Wireframes help designers to communicate to web developers how a website should be structured.

Website Hosting

Client Hours

We include client hours every month for typical client requests like updating page content or adding a new team member. Please note that hours do not rollover or accrue.

Automatic Updates

Our team will make sure WordPress core, themes, and plugins are all updated on a monthly basis using our automated hosting platform.


We perform daily backups (typically early morning around 3am) plus manual backups when we are performing maintenance or development tasks. We can perform a manual backup at any time if requested – along with a full backup of your website.

Restore Points

We offer one-click restore points if you we ever need to rollback to a previous version of the website. Typically, this process only takes a few minutes.

Dedicated Server

Our hosting platform includes fully dedicated servers which means your website will load faster and feature more reliable and consistent uptime.


Our hosting platform includes fully dedicated servers which means your website will load faster and feature more reliable and consistent uptime.


Our specialized WordPress hosting features rock-solid security including daily security scanning and firewall protection to keep your website safe & secure.

Cache, CDN & SSL

We offer some nice perks on the house (free) including cache, CDN, and SSL which all help your website load quicker and more securely.

Monthly Report

Each month our team will email you a report which outlines any updates or maintenance performed on your website along with updated site health statistics (PHP version, etc).

Support Tickets

Our team offers online support ticketing which enables you to create and monitor tickets 24/7.

Social Media

Organic Social Media

Boosted Post

When brands take a social media post and run it as an ad to people who haven’t followed the brand’s account but are likely interested.


Format option for both organic and paid social where you have multiple cards with images that users can swipe through.

Content Calendar

A schedule that outlines the specific dates and times when you will publish content on a social media platform.

Content Curation

The process of finding, selecting, and organizing existing content from various sources and presenting it in a meaningful way to a specific audience.

Direct Message

Refers to sending a private message directly to another user’s social media inbox. Direct messages are an excellent medium for prospects.

Ephemeral Content

Social media content that disappears after a specific period of time (ex. Instagram stories).


The feed is mostly made up of posts from people that a user follows, as well as sponsored or ad content.


Someone who decides to subscribe to your account or page so they can view your content regularly and get updates from your business. The # of followers of an organization or brand is a key metrics of how the audience on social media is engaging with the brand.


A word or phrase preceded by a # sign used to connect posts on social media to other posts on the same subject or trending topic. Hashtags make it easier for users to search and locate your content based on their searchable interests.

Link in Bio

A mini web page bild into your Instagram or TikTok account accessible through a link in the user’s bio and can link out to various external resources (ex. Website pages, other social profiles, contact info, events, products, etc).

Organic Reach

How many unique people you can reach with your content without promoting it through paid channels. Occurs from followers engaging with posts or people seeing their social media friends sharing or engaging with the content.

Pinned Post

Appears attached at the top of a company’s page. This is a great way to draw attention to important content long after you’ve posted it.


An Instagram feature that allows users to create short-form video content and share them on their Reels, stories or feed.


Refers to how many times a piece of content has been reposted. Sharable content or content that is useful, entertaining, and inspiring is more likely to get shared by users and expand your content reach.

Social Listening

A marketing strategy that involves monitoring and analyzing online conversations related to a brand, industry, or topic.


A collection of images and short videos that can be shared with other users. The content disappears after 24 hours, making them ephemeral.

User Generated Content (UGC)

Any content (text, videos, images, reviews, etc.) created by consumers rather than brands. Sharing UGC promotes authenticity, builds trust, and drives purchasing decisions from their own audience.

Paid Social Media


Refers to a set of rules that help you search engines to rank, filter, and organize search results and advertisements. The goal is always to utilize the algorithm’s learnings to help improve your rank in social media ads and organic content placement.

A/B Testing

Otherwise known as split testing, is one of the basic social media testing tools to identify what marketing strategy works for your brand or service. This test compares two variants (ex. ‘photo vs video content’ or ‘x messaging vs. y messaging’) to compare results and optimize your efforts to convert consumers into customers.

Call-To-Action (CTA)

A statement or phrase that is designed to prompt an immediate response or action from the audience.

Click-Through Rate (CTR)

A measure of the percentage of users that clicks on your post. Calculated by (# of link clicks / post impressions or # of views). The higher the CTR, the better for your business.

Conversion Rate

Refers to the percentage of users who follow through a social post or ad’s call-to-action. This is a good indicator of a company’s marketing strategy performance as a whole.