Web Design & SEO Glossary
Every buzzword your last agency threw at you — finally explained in English. Bookmark this. You'll need it.
A
Above the Fold
The part of a webpage visible without scrolling. This is prime real estate — if your headline and CTA aren't here, you've already lost most visitors.
Studies show 57% of page-viewing time is spent above the fold. FunnelDonkey designs every site with the most persuasive elements front and center — no scrolling required to understand what you do and why someone should care.
B
Bounce Rate
The percentage of visitors who leave your site after viewing only one page. A high bounce rate usually means your site isn't relevant, isn't loading fast enough, or looks like it was built in 2014.
Average bounce rate for small business websites is 41–55%. Template sites often see 70%+. A properly designed, fast-loading website with compelling copy and clear CTAs can push bounce rates below 35%.
C
Call to Action (CTA)
A button, link, or prompt that tells visitors what to do next. 'Call Now,' 'Get a Quote,' 'Book Online.' Without CTAs, your website is a museum — nice to look at, no revenue generated.
Every page on your website should have at least one CTA. FunnelDonkey places strategic CTAs throughout every page — in the hero, after key sections, and as sticky mobile buttons — so visitors always know the next step.
Conversion Rate
The percentage of visitors who take a desired action (fill a form, call, purchase). A 2% conversion rate is average. A 5%+ conversion rate means your site is actually doing its job.
Most small business websites convert at 1–3%. FunnelDonkey sites are designed with conversion architecture — strategic copy, trust signals, urgency elements, and friction reduction — that consistently pushes rates to 4–8%.
Core Web Vitals
Google's metrics for measuring real-world user experience: loading speed (LCP), interactivity (INP), and visual stability (CLS). Poor scores hurt your rankings.
Google uses Core Web Vitals as a ranking factor. Template builders like Wix and Squarespace often struggle with these metrics due to bloated code and shared hosting. FunnelDonkey sites are built on modern frameworks optimized for speed.
D
F
Funnel
The journey a visitor takes from first discovering your business to becoming a customer. Awareness → Interest → Decision → Action. A website without a funnel is just a brochure.
FunnelDonkey builds every website as a conversion funnel. Each page targets a stage of the buyer's journey, with strategic CTAs guiding visitors toward the next step. It's not web design — it's revenue architecture.
G
Google Business Profile
Your free business listing on Google that appears in Maps and local search results. If you haven't claimed and optimized it, you're invisible to local searchers.
Your Google Business Profile is often the first thing customers see. FunnelDonkey's local SEO packages include GBP optimization recommendations to ensure your listing is complete, accurate, and competitive.
H
Heading Hierarchy (H1–H6)
The structured order of headings on a page. H1 is the main topic, H2s are subtopics, H3s are sub-subtopics. Proper hierarchy helps Google understand your content.
Most DIY websites abuse headings — using H1 for everything or skipping levels entirely. FunnelDonkey implements proper heading hierarchy on every page for both accessibility and SEO.
I
Internal Linking
Links from one page on your site to another page on your site. Internal links help visitors navigate, distribute page authority, and help Google discover all your content.
FunnelDonkey builds a comprehensive internal linking strategy into every site — service pages link to city pages, city pages link to industries, and every page connects to the broader content ecosystem.
J
JSON-LD (Structured Data)
Code that tells search engines exactly what your page is about — a business, a product, a FAQ, a review. Structured data enables rich snippets in search results.
FunnelDonkey adds JSON-LD structured data to every page: Organization, LocalBusiness, Service, FAQPage, BreadcrumbList, and Product schemas. This gives Google explicit signals about your content and can trigger enhanced search result appearances.
K
Keywords
The words and phrases people type into Google to find businesses like yours. 'Plumber St. George' is a keyword. 'Best HVAC repair near me' is a keyword. Your site should target dozens of them.
FunnelDonkey's Rank & Funnel Package includes a 100-topic content strategy with targeted keywords for your business, your industry, and your service area. We don't stuff keywords — we build content around them.
L
Landing Page
A standalone page designed for a single purpose — usually to convert visitors into leads. No distracting navigation, no 'about us' paragraphs. Just a persuasive pitch and a form.
FunnelDonkey creates targeted landing pages for each service area and industry you serve. These pages rank for local keywords and convert visitors who are ready to buy — not just browse.
Local SEO
The practice of optimizing your website to appear in local search results — Google Maps, 'near me' searches, and city-specific queries. Essential for any service business with a physical territory.
FunnelDonkey specializes in local SEO for Utah businesses. Our city-specific landing pages, schema markup, and Google Business optimization help businesses show up when and where customers are searching.
M
Meta Description
The 150-character summary that appears under your page title in Google search results. A good meta description increases click-through rate. A missing one lets Google write whatever it wants.
FunnelDonkey writes custom meta descriptions for every page — optimized for click-through rate with clear value propositions and calls to action. No auto-generated gibberish.
Mobile-First Design
Designing a website for phones first, then expanding for larger screens. Over 60% of web traffic is mobile. If your site isn't built mobile-first, most visitors get the worst version.
Every FunnelDonkey site is designed mobile-first. Buttons are thumb-friendly, text is readable without zooming, and CTAs are prominent on every screen size. Desktop is the bonus, not the default.
O
Organic Traffic
Visitors who find your site through unpaid search results (Google, Bing). Unlike paid ads, organic traffic doesn't stop when you stop paying. It compounds over time.
Organic traffic is the most valuable traffic for small businesses because it's free and ongoing. FunnelDonkey's SEO-first approach builds sites that attract organic traffic from day one and grow it over time.
P
Page Speed
How fast your website loads. Every second of delay costs you 7% in conversions. A 3-second load time means you've already lost 1 in 4 visitors before they see anything.
FunnelDonkey sites load in under 2 seconds on average. We use modern frameworks, optimized images, lazy loading, and efficient code to ensure your site is fast on any device and any connection.
R
ROI (Return on Investment)
The revenue generated from an investment divided by its cost. A $899 website that generates $10,000 in additional annual revenue has an ROI of over 1,000%. That's better than any stock market.
Use our free ROI Calculator to see exactly what a FunnelDonkey website could generate for your business. Most clients see positive ROI within 60–90 days of launch.
S
Schema Markup
Structured code that helps search engines understand your content. It's how Google knows you're a plumber in St. George, not just a page with those words on it.
FunnelDonkey implements comprehensive schema markup on every site — LocalBusiness, Service, FAQPage, Product, and BreadcrumbList. This structured data helps Google display rich results for your business.
SEO (Search Engine Optimization)
The practice of making your website appear higher in Google search results for relevant keywords. Not a one-time setup — it's an ongoing strategy of content, structure, and authority building.
FunnelDonkey builds SEO into every website from the ground up: proper heading hierarchy, meta tags, schema markup, internal linking, local landing pages, and content strategy. SEO isn't an add-on — it's the foundation.
Sitemap
An XML file that lists all the pages on your website so search engines can find and index them. Without a sitemap, Google has to discover your pages by crawling links — which means some pages might never be found.
FunnelDonkey generates dynamic sitemaps that automatically include new pages, blog posts, and city landing pages as they're published. No manual updates needed.
SSL Certificate
The security technology that makes your website URL start with 'https' instead of 'http.' Without SSL, browsers show a 'Not Secure' warning that scares away customers. Google also penalizes non-SSL sites.
Every FunnelDonkey website comes with SSL encryption by default. It's not optional — it's essential for trust, security, and search rankings.
T
Template Website
A pre-designed website layout you customize with your own content. Cheaper upfront, but you look like every other business using the same template. And you're limited by what the template allows.
FunnelDonkey doesn't use templates. Every site is custom-designed for your brand, your industry, and your conversion goals. Templates are fine for a hobby blog. They're not fine for a business that needs to be taken seriously.
U
User Experience (UX)
How easy and pleasant your website is to use. Good UX means visitors find what they need quickly and take the action you want. Bad UX means they leave and call your competitor.
FunnelDonkey designs every website with conversion-focused UX: intuitive navigation, clear visual hierarchy, strategic CTAs, and fast load times. Every design decision serves the user's journey from visitor to customer.