Here you’ll find clear definitions of terms we frequently use when working on or talking about a digital project.
This resource is designed to help you understand the terminology we use easily and clearly. If you have a question about a term please get in touch here, we’re always happy to help.
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Accessibility#
Creating websites that everyone can use, including people with disabilities. It involves designing and developing content that works with assistive technologies, follows inclusive practices and meets recognised standards to ensure equal access, usability and a better experience for all users.
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Agent (AI Agent)#
An AI system that can take actions autonomously to complete tasks on behalf of a user. Rather than simply responding to a prompt, an AI agent can plan, make decisions, use tools and carry out multi-step processes with minimal human input.
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Agentic AI#
An approach to artificial intelligence in which a system is designed to act autonomously, making decisions and completing multi-step tasks without needing human input at each stage. Rather than simply responding to a single prompt, agentic AI can plan, use tools, and take actions to reach a goal. It is increasingly used to automate complex workflows across business and digital operations.
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AI (Artificial Intelligence)#
AI (Artificial Intelligence) refers to computer systems that perform tasks typically requiring human intelligence, such as learning, problem-solving and decision-making. It can enhance user experiences, automate processes and analyse data in digital projects.
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AI Literacy#
The ability to understand, evaluate and work effectively with artificial intelligence tools and concepts. As AI becomes embedded in more digital products and workflows, AI literacy is increasingly valuable for teams at every level, not just technical ones.
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AIO (AI Optimisation)#
The practice of structuring and writing digital content so that it is understood and surfaced accurately by AI-powered tools, including AI search engines and chatbots. As AI systems become more common entry points for online discovery, AIO is increasingly important alongside traditional SEO.
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Anthropic#
An AI safety company founded in 2021, focused on building AI systems that are safe, reliable and interpretable. Anthropic researches how AI models behave and develops those findings into products used by individuals and businesses worldwide, most notably Claude.
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API#
An API is a set of rules and tools that allows different software applications to communicate and interact with each other. It defines the methods and data formats for requesting and exchanging information, facilitating seamless integration between diverse systems. An example is a weather app using an API to fetch real-time data, ensuring users receive up-to-date information without hosting the entire weather database.
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Application#
An application, often called an "app," is a computer program or software designed to perform specific tasks or functions for end-users. Applications can range from productivity tools and games to more specialised programs for various purposes.
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Autonomous AI#
An AI system capable of completing tasks and making decisions independently, without requiring human input at each step. Autonomous AI is increasingly used in areas like customer service, content workflows and business process automation.
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Back-end Development#
Back-end development involves building and maintaining the server side of a website or application. Back-end developers manage databases, infrastructure, and server-side functionality. They handle tasks like data processing , user authentication and server optimisation to ensure software operates effectively.
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Bias (AI)#
A tendency in an AI model to produce skewed or unfair outputs, usually as a result of imbalanced or unrepresentative training data. Awareness of AI bias is important when using AI tools to generate content, make recommendations or inform decisions.
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Bounce rate#
The percentage of visits to a web page where users did not engage, defined by spending less than 10 seconds, not triggering an event, or viewing fewer than 2 pages.
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Branding#
The creation and promotion of a brand, encompassing visual identity and messaging. It involves crafting a distinct image to resonate with the target audience, establish brand recognition, and convey a compelling message about the product, service, or organisation.
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Carbon Footprint#
The total amount of greenhouse gases, primarily carbon dioxide, produced directly or indirectly by an individual, organisation, activity, event, or product. Measuring and reducing carbon footprints contribute to environmental sustainability and awareness.
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CDN (Content Delivery Network)#
A network of servers distributed globally to deliver web content quickly to users. It reduces load times by caching content closer to users, improving website performance, speed and reliability across regions.
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Chat Interface#
The visual layer through which a user interacts with a chatbot or AI assistant. It typically presents a conversational thread of messages and an input field, and can be embedded into websites, apps or other digital platforms. A well-designed chat interface makes AI interactions feel intuitive and accessible.
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Chatbot#
A software application that simulates conversation with users, typically through text. Chatbots range from simple rule-based tools that follow set scripts to AI-powered systems that understand natural language and respond dynamically. They are commonly used in customer service, lead generation and website support.
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ChatGPT#
ChatGPT is an AI-powered language model developed by OpenAI. It generates human-like text responses, helping with tasks like writing, brainstorming, answering questions and automating conversations in digital tools and services.
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Claude#
An AI assistant developed by Anthropic, designed to be helpful, harmless and honest. Claude can handle a wide range of tasks including writing, research, analysis and coding, and is available to both individuals and teams building AI-powered products and services.
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Claude Code#
A coding-focused AI tool developed by Anthropic that works directly within a developer's environment. It can read and edit files, run commands and understand entire codebases, acting as an active collaborator in the software development process rather than a passive assistant.
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CMS (Content Management System)#
A software application that makes creating and managing digital content easy without technical expertise. It simplifies tasks like editing, publishing, and organising content, making updating a website easier and more accessible.
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Component-based Design#
A design approach that divides user interfaces into reusable, self-contained components. It streamlines development by enabling consistent visuals, functionality and scalability across digital projects.
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Consultancy#
Within web design and development, consultants draw on their experience to provide strategic advice and guidance. Consultants work with clients helping them to make informed decisions, overcome challenges and implement digital strategies that focus on achieving their objectives.
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Content Hierarchy#
The organised arrangement of information on a website or app, prioritising key messages and guiding users through content in a clear, logical order. It helps improve readability, user experience and ensures important information is noticed first.
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Content SEO#
This is the practice of strategically optimising online content for search engines. It involves thorough keyword research, strategic placement, and maintaining high-quality, relevant content to increase a website's visibility and ranking and attract organic traffic through improved search engine results.
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Context Window#
The maximum amount of text an AI model can read and work with at once, including inputs, any documents shared and the model's own responses. When a conversation exceeds this limit, the model loses sight of earlier content and can no longer refer back to it, which can affect accuracy and consistency in longer or more complex interactions.
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Conversational AI#
AI systems designed to simulate natural conversation with users, typically through text or voice. Unlike basic chatbots, conversational AI uses natural language processing to understand context, handle varied inputs and respond in a more human-like way. Chatbots, virtual assistants and AI-powered customer service tools are common applications.
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CRM (Customer Relationship Management)#
A system used by businesses to manage interactions with current and potential customers. It is used to organise customer data, streamline sales and marketing, enhance customer service and customer relationships, track data and improve business efficiency.
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CSS (Cascading Style Sheets)#
CSS is a styling language used in web development to control the visual presentation of HTML documents. It defines the layout, colours, fonts, and other aspects, ensuring a consistent and appealing design across websites and applications.
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Custom-built Website#
A website designed and developed specifically to meet a client’s unique needs and goals. It offers complete flexibility over design, content structure and features, allowing for a tailored, scalable and future-proof solution.
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Database#
An organised collection of structured data stored electronically that enables efficient data storage, retrieval, and management. Databases are crucial for various applications, supporting tasks like information organisation, analysis, and retrieval in software development and beyond.
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Deployment#
The process of making a website or application available for use. It involves transferring software, configurations, and resources to a server or hosting environment, ensuring the system is operational and accessible to users following the testing phases.
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Digital Ecosystem#
An interconnected network of software applications, platforms, and services. It encompasses the collaborative and interdependent relationships between various digital components, fostering a cohesive environment for information exchange, integration and functionality.
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Digital Integrations#
The process of connecting and combining different digital systems and tools to work seamlessly together. It enables smooth data flow, collaboration and functionality across various software applications and platforms within a digital ecosystem.
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Digital Partner#
A collaborator or company specialising in digital services. They provide expertise in areas such as web development and digital strategy, contributing to an organisation's online success and growth through technology solutions and collaboration.
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Digital Strategy#
A strategic plan of action that employs digital channels and technologies to achieve specific business goals. It involves optimising online presence through marketing, the use of technology and content development. The goal is to align digital efforts with broader business objectives for enhanced performance and success.
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Discovery Phase#
The initial phase of a project focused on understanding a client’s needs, goals and audience. It involves research, collaboration and planning to define the project’s scope, uncover opportunities and align everyone before design or development begins.
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DNS (Domain Name System)#
Acts like the internet’s phonebook, translating domain names into IP addresses. This allows web browsers to find and load websites, so users can access them without needing to remember numerical addresses.
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Domain#
A unique name that identifies a website on the internet. It serves as the web address, directing users to the specific location of a website. Domains are registered and managed to establish an online presence.
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Eco Web Hosting#
Involves hosting websites committed to environmentally friendly practices. It minimises environmental impact through the use of energy-efficient technologies, reliance on renewable energy sources, and the adoption of sustainable practices, all aimed at reducing the carbon footprint associated with hosting services.
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Elegant Degradation#
Elegant degradation is a design approach that ensures a website or application remains functional and accessible, even when advanced features or technologies aren’t supported, by providing a simpler but usable version of the experience.
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Energy-efficient technologies#
Technologies designed to minimise energy consumption while providing effective and optimised performance. These technologies are developed with a focus on reducing energy waste and environmental impact. They may incorporate features like improved efficiency, resource conservation, and sustainable practices.
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Environmentally Conscious Hosting#
Hosting services designed to minimise environmental impact. Providers adopt eco-friendly practices, such as using renewable energy sources and energy-efficient technologies, to reduce the carbon footprint associated with web hosting operations.
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Figma#
Figma is a cloud-based design tool for creating user interfaces, prototypes, and collaboration in real-time. It allows teams to design, share, and iterate on projects seamlessly, making it ideal for web and app design, especially when teams are working remotely.
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Flat File CMS#
A Flat File CMS is a content management system that stores data in text files instead of databases providing a fast, lightweight and easy-to-maintain solution for managing digital content.
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Front-end Developer#
A front-end developer builds the user interface of a website or application. They use HTML, CSS, and JavaScript to create the elements that users interact with, ensuring a seamless and engaging digital experience.
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Generative AI#
A type of artificial intelligence that creates new content, such as text, images, code or audio, by learning patterns from large amounts of existing data. Tools like ChatGPT and image generators are examples of generative AI in action.
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Google Analytics#
Web analytics service by Google that tracks and reports website traffic. It provides valuable insights into user behaviour, site performance and marketing effectiveness. The insights allow website owners to optimise their online presence and strategies.
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Google Analytics 4 (GA4)#
Latest iteration of Google Analytics. GA4 introduces enhanced features, improved user-centric metrics and focuses on cross-platform analytics. It provides businesses with advanced insights and capabilities for a more comprehensive understanding of user behaviour.
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Hallucination (AI)#
When an AI model produces information that is factually incorrect or fabricated, but presents it confidently as though it were accurate. Understanding hallucinations is important for anyone using AI tools in content creation, research or decision-making.
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Hi-Fi (High-Fidelity) Wireframes#
Detailed visual representations of a website or application's layout. They include specific design elements, visuals and sometimes functionality of the final product. In comparison to Lo-Fi wireframes, they offer a much more polished and realistic view of how the finished product will look, feel and function.
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Hosting#
The process of making a website or app accessible on the internet by storing its data on servers, ensuring reliable access, security, performance and interaction for users worldwide.
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Hosting Environment#
The hosting environment refers to the infrastructure where websites or applications are stored and made accessible on the Internet. It includes servers, network configurations and software setups, providing the necessary resources for online content delivery and functionality.
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HTML (Hypertext Markup Language)#
HTML is a fundamental language in web development used to structure and present content on the internet. It employs tags to define elements such as headings, paragraphs, links and images, shaping the layout and appearance of web pages.
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Inference#
The process by which a trained AI model generates a response or prediction based on a new input. When a user sends a message to a chatbot or asks an AI tool a question, inference is what happens behind the scenes to produce the answer.
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Information Architecture#
The organisation and structure of content on a website or application to enhance the user experience. It focuses on intuitive navigation, clear categorisation and logical flow to ensure users can easily find and understand information within a digital space.
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Interactive Prototypes#
Functional models of websites or applications that allow users to actively engage with the design. They provide a tangible representation of the user interface and functionalities that enable testing and gathering of valuable feedback before final development begins.
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JavaScript#
A versatile programming language commonly used in web development. It enables dynamic and interactive elements on websites, facilitating tasks like form validation and asynchronous communication. JavaScript is an essential tool for creating engaging and responsive user experiences in web applications.
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Jira#
A project management and issue-tracking tool designed to help teams plan, track and manage work by providing a central platform for collaboration. Jira has customisable workflows and supports agile methodologies that enhance team planning and project management.
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Laravel#
A PHP web application framework designed for elegant and efficient web development. It offers a modular and expressive structure and simplifies web development tasks, making it a popular choice for creating modern and maintainable applications.
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Large Language Model (LLM)#
A type of AI model trained on large volumes of text data to understand and generate human language. LLMs power tools like ChatGPT and are the foundation of many AI-driven features in modern software and digital products.
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Lo-Fi (Low-Fidelity) Wireframes#
Basic visual sketches of a website or application layout. Typically, they present basic structures and lack detailed design elements, offering a quick representation for early-stage idea exploration and feedback. Lo-Fi Wireframes help clients to conceptualise the project's structure.
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Machine Learning#
A branch of artificial intelligence in which systems learn from data and improve their performance over time without being explicitly programmed. It underpins many AI features, from content recommendations to predictive search.
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Maintenance#
Ensures the proper functioning, security, and optimal performance of a website or application. It includes updates, bug fixes, and monitoring to address issues promptly, enhancing the user experience and safeguarding against potential problems.
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Miro#
An online collaborative whiteboard platform that facilitates visual collaboration among teams. It allows users to collaborate in real-time, creating diagrams, mind maps and other visualisations designed to enhance remote collaboration and team brainstorming.
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Multimodal AI#
An AI system that can process and generate more than one type of data, such as text, images, audio or video, within the same model. Multimodal AI enables more versatile tools that can, for example, analyse an image and describe it in text, or generate visuals from a written prompt.
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Persona Development#
The process of creating semi-fictional representations of ideal target customers based on data and wider research. Identifying different user types through personas informs decision-making, ensuring products or services align effectively with the target audience.
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PHP (Hypertext Preprocessor)#
PHP is a widely used server-side scripting language designed for web development. It allows developers to create dynamic and interactive web pages and apps.
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PHP Framework#
A PHP framework is like a set of tools for web developers. It helps developers build robust websites more quickly and efficiently by providing pre-built mechanics. This speeds up the development process and helps ensure the final website is solid and functional.
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Plug-ins#
Add-on software components that extend functionality within a platform or application. Plug-ins enhance features or integrate tools, offering customisation without modifying the core system.
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Prompt#
An instruction or question given to an AI system to guide its response. The clarity and structure of a prompt significantly affects the quality of the output, which has given rise to the practice of prompt engineering.
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Prompt Engineering#
The skill of crafting clear, structured inputs for AI systems to produce accurate and useful outputs. Effective prompt engineering involves understanding how a model interprets language and iterating on instructions to improve results.
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Prototypes#
Early models or versions used to show and test the look, feel and flow of a website. Used for testing and feedback, they offer a visual representation before final development helping designers and clients to refine and ensure alignment with project goals.
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RAG (Retrieval-Augmented Generation)#
A technique that improves AI-generated responses by allowing the model to retrieve relevant information from an external source before generating its answer. It helps reduce hallucinations and keeps AI outputs grounded in accurate, up-to-date information.
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Repository#
A central storage location for files and data often used in version control systems. It enables collaboration, change tracking and managing code or assets in software and digital project development.
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SaaS (Software as a Service)#
Software that is delivered through the internet without downloads. Users subscribe to applications hosted on remote servers and access them via web browsers. No maintenance or updates are required, making it a convenient and cost-effective way to use the software.
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SEO (Search Engine Optimisation)#
SEO combines content optimisation and technical enhancements to boost a website's visibility in search engine results. It involves refining content, utilising strategic keywords and optimising technical aspects like site speed and indexing to attract organic traffic and improve search engine rankings.
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Server-Side#
Server-side is where the server does the processing in a client-server setup. It runs scripts, manages databases, and responds to requests. This enhances web applications, making them more dynamic.
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Servers#
Servers are computers that provide services and data to other devices. They handle tasks such as hosting websites, managing databases and facilitating network communication, playing a vital role in delivering online content and supporting various applications.
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Sitemap#
A structured overview of a website’s pages and content, showing how they are organised and linked. It helps designers, developers and search engines understand the site’s structure, improving navigation, user experience and search engine optimisation.
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Sketch#
Sketch is a digital design platform for creating user interfaces, websites, and app prototypes. It features vector editing, collaboration tools, and design systems, making it popular for UI/UX designers seeking streamlined workflows for macOS.
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Software Application#
A software application, or app, is a computer program created to perform specific tasks for users. It includes a wide range of programs, from productivity tools and games to specialised applications, designed to run on devices like desktops, smartphones, and tablets.
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SSL Certificate#
An SSL (Secure Socket Layer) certificate is a digital certificate that is often used to provide a secure connection between a user's web browser and a server. It ensures the encryption of data transmitted, enhancing privacy and security for online interactions.
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Statamic#
A web-based CMS offering a secure, fast and customisable platform for website development. Statamic’s user-friendly interface simplifies content, structure and page layout management providing an efficient and clutter-free experience for users in website administration.
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System Prompt#
A set of instructions given to an AI model before a conversation begins, used to define its behaviour, tone, role or constraints. System prompts are commonly used by developers and product teams to shape how an AI assistant responds within a specific tool or platform.
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Technical SEO#
Optimising a website's technical aspects to enhance search engine visibility. It involves improving website speed, optimising for mobile devices, indexing and fixing technical issues to ensure search engines can efficiently crawl and index the site for optimal performance in search results.
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Token#
The basic unit of text that an AI language model processes, which may be a word, part of a word or a punctuation mark. AI models work within a token limit, which determines how much text they can read and respond to in a single interaction.
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Training Data#
The large collection of text, images or other information used to teach an AI model. The quality, breadth and diversity of training data directly influences how well a model performs and what biases it may reflect.
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Typographic Hierarchies#
Structured use of text to guide readers through content. By varying font size, weight, style and spacing, designers create a clear visual order that helps users understand what information is most important and how to navigate it effectively across digital or printed layouts.
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UAT (User Acceptance Testing)#
UAT is the final stage before launch, allowing clients or end users to test a website or application to ensure it works as expected. It confirms the product meets requirements and is ready to go live.
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UI (User Interface)#
UI is the point of interaction between a user and a digital device or piece of software. It encompasses elements like buttons, menus and visual design, focusing on creating a seamless and intuitive experience for users.
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UI Design (User Interface Design)#
UI design is the process of creating visually appealing and user-friendly interfaces for digital devices or software. UI designers use colour, texture, shape, imagery and typography to enhance the overall user experience and ensure intuitive interaction.
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User Journey#
Outlines the path a visitor takes to achieve goals on a website or app. It identifies user behaviours, challenges and key interactions, helping designers create clear and effective experiences that guide users smoothly through the process.
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User Research#
User research is the study and analysis of user behaviour and preferences. Insights are used to inform design decisions, ensuring products or services are tailored to meet user needs and expectations effectively.
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UX (User Experience)#
UX is the overall experience a person has while interacting with a product, system or service. It encompasses usability, accessibility and satisfaction, focusing on providing users with a positive and seamless experience throughout their interaction.
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UX Design (User Experience Design)#
UX design is the craft of creating a user-friendly digital experience for websites or apps. It requires understanding user needs, designing journeys for optimal conversion and considering the hierarchy of desired user actions. The goal is to engage and inspire users, ensuring a seamless digital experience.
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Web Content Accessibility Guidelines (WCAG)#
Internationally recognised standards for making digital content more accessible to people with disabilities, including visual, auditory, cognitive and motor impairments. They also improve usability for older users and enhance the overall experience for everyone, regardless of ability or access needs.
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Website Design#
The process of crafting an intuitive and interactive website experience that users will understand and enjoy. Website design involves creating a cohesive appearance supported by information architecture that effectively conveys the intended messages, driving users toward desired business goals.
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Website Development#
Website development is the systematic process of building, implementing and maintaining the technical and functional aspects of a website. It includes coding, programming and integrating various components to create a functional and visually appealing online platform for user interaction.
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Wireframes#
Wireframes are basic, low-fidelity visual representations of the layout of a website or app that outline the structure and key elements without detailed design. Wireframes act as a blueprint to help with the early-stage planning and communication of a project layout and functionality.
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WordPress#
A popular and widely used, open-source CMS for creating and building websites. With customisable templates and plugins, it provides a user-friendly platform for developing and maintaining digital content without extensive technical knowledge.
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WYSIWYG (What You See Is What You Get)#
A user interface or editor that enables users to create and edit content with a visual representation of the final output. Used in web development to simplify content creation without the need for coding.