Our average client, startup or well-established, has managed one or less website projects in their career. This was consistent at my last three firms. So, not knowing the common web acronyms and lingo is not a bash on you or your education (unless you went to CU). We created this fact sheet to help you effectively communicate with your web firm.

CMS: Content Management System. The most popular are WordPress, Drupal, and SquareSpace.

CRM: Customer Relationship Management. Platforms include SalesForce, HubSpot, MailChimp, Constant Contact, and plenty more.

CTA: Call To Action. Common CTAs include: Call Now, Contact Us, Submit, etc. The goal of every page is to convert the traffic which is done via CTAs.

Duplicate Layout: A CMS like WordPress makes it easy to make a copy of (aka duplicate) a unique page template. It is very common, and within best practices, for the bulk of the website to be made from duplicate templates.

Header (A Below): Section of the page that includes the navigation, typically the logo, and any “utility navigation” options (ex. Login, language toggle). The header is consistent across all pages.

Hero (B Above): The first content section you see on a website. Lives underneath the header. Modern design trends tend to lean towards a video with a content overlay.

Module (C Below): This refers to a section of a page. Modules can be thought of as building blocks (or Lego pieces) that make up page templates. While the website scope may state a “page count” the developer may actually look at the number of unique modules that need to be developed rather than the actual pages.

Footer (D Above): Very bottom of the page that is consistent across all pages.

Parallax (Example Below): A design element and scrolling feature that adds depth and movement to the page. The most common use is to make the page look as though it is scrolling over an image.


Responsive Design:  A responsive design ensures that your website is designed and developed in a flexible nature which offers a great user experience no matter the device. This requires the content to be rearranged depending on the device it is being viewed.

Sticky Navigation: You see this a lot nowadays. Rightfully so. A sticky navigation follows you as you scroll down the screen. (Ex. Watch how the navigation sticks to the top of the screen below)

UI/UX: User Interface / User Experience. These terms refer to the architecture and design of the website. UI focuses more on the layout while UX is design.

User: This refers to a single person that will, or is, using your website.

Utility Navigation: This is a secondary navigation usually situated above the main navigation. The below image shows “Languages, Login, Careers, Contact, and Phone Number” as the utility navigation.

Wireframe: These low-fidelity page designs showcase how content will be organized on a page. A typical website project will include a small number of visual designs with most of the pages presented in wireframe format.

WYSIWYG: Pronounced “wizzywig” and is an acronym for “what you see is what you get”. This refers to editing fields in the website dashboard. Basically, the content you input into these fields is reflected on your live website.

This list will continue to grow so let me know if I missed something at Randall@grounwrk.com