Art direction
The creative decisions that give a shoot or campaign a consistent visual style, including composition, lighting, colours and props.
Digital marketing.
Simply explained.
Understand the words behind your marketing plan. Browse clear definitions for branding, SEO, AI search, paid campaigns, social media and websites.
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Brand & content
Explore related servicesBrand communication
The messages a business shares with its audience. Clear communication connects what the business offers with what its customers need.
Brand guidelines
A practical set of rules for using a brand consistently across websites, packaging, social posts and other communication.
Brand identity
The visual and verbal elements that help people recognise a business: its logo, colours, typography, imagery and tone of voice.
Brand positioning
The place a business aims to occupy in its audience’s mind. It explains who the offer is for, what problem it solves and why someone should choose it.
Call to action (CTA)
A prompt that tells a visitor what to do next, such as book a call, request a quote or explore a service.
Content calendar
A schedule of planned posts and campaigns. It helps a team coordinate topics, formats, approvals and publishing dates.
Content marketing
Creating and sharing useful information that helps an audience understand a topic or make a decision. Articles, videos and guides are common formats.
Copywriting
Writing words for a specific communication goal, such as explaining a product, encouraging an enquiry or introducing a brand.
Motion graphics
Graphic elements brought to life through animation. They can explain an idea, introduce a brand or make a message easier to follow.
SEO & AI search
Explore related servicesAnswer engine optimization (AEO)
Structuring clear answers to user questions so search and answer systems can understand the information. Inclusion in an answer is not guaranteed.
Backlink
A link from another website to yours. Relevant links can help people discover your content; the quality and context of the linking page matter.
Canonical URL
The preferred address for a page when similar content is available at more than one URL. A canonical tag is a signal to search engines about which version to use.
Crawling & indexing
Crawling is a search engine discovering and reading a page. Indexing is its decision to store that page for possible inclusion in search results.
Generative engine optimization (GEO)
Improving the clarity, credibility and accessibility of information for AI-assisted discovery. No provider can guarantee that an AI system will cite a particular business.
Internal link
A link connecting pages or sections within the same website. It helps visitors explore related information and search engines discover content.
Keyword research
Finding the words and questions an audience uses when searching. This helps shape useful page topics and content that answers real needs.
Local SEO
Improving visibility for location-based searches. Accurate business details, a suitable business profile and useful local information are part of the work.
Meta description
A short description in a page’s HTML that search engines may use in results. It should clearly explain what a visitor can expect to find.
On-page SEO
Improving the content and elements of a page, including its title, headings, descriptions, images and internal links.
Organic traffic
Visits from unpaid search results. Organic visibility depends on relevance, website quality, competition and other search signals.
Search engine optimization (SEO)
Improving a website’s content, structure and technical quality so search engines can understand it and people can find relevant pages in unpaid search results.
Search intent
The purpose behind a search: learning, comparing options, finding a particular website or taking an action. A useful page should match that purpose.
Structured data
Machine-readable information describing a page’s content. It helps search engines understand entities such as an organisation, a term or a question.
Technical SEO
Work that helps search engines access and understand a website. Examples include checking crawlability, page speed, canonical URLs and structured data.
XML sitemap
A structured file listing the preferred URLs on a website. It helps search engines discover pages, but does not guarantee indexing or rankings.
Paid media & campaigns
Explore related servicesClick-through rate (CTR)
The percentage of impressions that result in a click. Calculate it as clicks divided by impressions, multiplied by 100.
Cost per click (CPC)
The average advertising cost for each click. Calculate it as ad spend divided by the number of clicks.
Cost per lead (CPL)
The average campaign cost for each recorded lead. Lead quality and the definition of a lead should be reviewed alongside this number.
Impressions
The number of times content or an ad is displayed. The same person may create multiple impressions.
Media buying
Planning and purchasing advertising placements to reach an audience, including decisions about channels, formats, timing and budgets.
Pay-per-click (PPC)
An advertising model in which the advertiser pays when someone clicks an ad. Costs and results depend on the platform, audience and campaign setup.
Performance marketing
Marketing planned around measurable actions, such as enquiries or purchases. Campaigns are reviewed using agreed goals, budgets and reporting.
Reach
The number of distinct people or accounts estimated to have seen content during a period. It differs from impressions, which count repeated views.
Retargeting
Advertising to people who have already interacted with a business. It requires suitable platform setup, audience permissions and privacy controls.
Return on ad spend (ROAS)
Revenue attributed to ads divided by advertising spend. A 4× ROAS means four units of attributed revenue per unit spent; it is not the same as profit.
Websites & e-commerce
Explore related servicesAccessibility
Designing content and interactions so people with different abilities can use them. Examples include readable contrast, keyboard access and meaningful image descriptions.
Content management system (CMS)
Software that lets authorised people manage website content without editing every page directly in code.
Conversion rate optimization (CRO)
Improving a website or journey to help more suitable visitors complete a desired action. Changes should be based on research and measured where possible.
E-commerce website
A website that supports online product browsing and purchasing. Common features include product pages, a cart, payment integration and order management.
Landing page
A page focused on a particular campaign or audience need. Its content and call to action should support one clear next step.
Responsive design
A design approach that adapts a website to different screen sizes so its content and controls remain usable.
User experience (UX)
How a person experiences a website or product while completing a task. Clear navigation, useful information and accessible forms contribute to good UX.
User interface (UI)
The visible controls and layout people interact with, including buttons, menus, forms and page components.
Measurement & growth
Explore related servicesA/B testing
Comparing two versions of an element or experience to learn which performs better against an agreed metric. Useful results need enough suitable data.
Attribution
The method used to assign credit for a conversion to marketing interactions. Different models may report different results for the same journey.
Conversion
An action a business chooses to measure, such as a form submission, a purchase or a booking. The definition should be agreed before reporting begins.
Conversion rate
The percentage of measured visits or interactions that lead to a conversion. The denominator and reporting period should be stated.
Key performance indicator (KPI)
A metric selected to track progress toward a business goal. An enquiry campaign and a brand-awareness campaign usually need different KPIs.
Lead generation
Attracting and collecting enquiries from potential customers. A good lead process considers suitability, consent and follow-up as well as volume.
Marketing automation
Using defined rules to trigger marketing or follow-up tasks, such as sending an approved message after an enquiry.
UTM parameters
Labels added to campaign URLs to identify a source, medium or campaign in reporting. They help distinguish traffic from different marketing activities.
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Social & creators
Explore related services↗Community management
Responding to and moderating audience conversations on a brand’s channels within an agreed response and escalation process.
Creator brief
A document explaining a campaign’s goal, audience, key message, content requirements, deadlines and approval process.
Engagement rate
A measure of interactions such as comments, saves or likes relative to an audience or reach figure. Different platforms use different calculation methods.
Influencer marketing
Working with creators to communicate a brand message to a relevant audience. A campaign should agree deliverables, disclosures, timings and usage rights.
Online reputation management
Monitoring and responding to public feedback about a business. It focuses on clear communication and issue handling rather than inventing positive reviews.
Social media handling
The ongoing planning, creation, publishing and management of a business’s social profiles. The agreed scope can also include replies and performance reports.
Usage rights
Permission to use creative work in specific ways, channels, markets and periods. Posting content does not automatically grant unlimited rights.
User-generated content (UGC)
Content created by users or creators rather than the brand’s own team. Commissioned creator content can be used by a brand when the required rights are agreed.