If you work in event marketing, website terminology can sometimes feel more technical than it needs to be. This glossary explains common website and digital marketing terms in clear, simple language, so you can feel more confident when planning, updating, or reviewing your event website.
A
Accessibility
Accessibility means making your website easy for everyone to use, including people with disabilities. This can include readable text, clear colour contrast, keyboard navigation, and image descriptions.
Alt Text
Alt text is a short description added to an image. It helps screen readers explain the image to visually impaired users, and it can also support SEO.
Analytics
Analytics is the data that shows how people use your website. This can include how many people visited, which pages they viewed, and what actions they took.
Anchor Link
An anchor link takes a visitor to a specific section of a page rather than loading a completely different page. These are often used on long pages to help users jump to relevant content quickly.
API
An API, or Application Programming Interface, is a way for two systems to talk to each other. For example, an event website might use an API to pull in registration data or connect to another platform.
B
Back End
The back end is the part of a website that users do not see. It is where administrators manage content, settings, integrations, and functionality.
Banner
A banner is a large visual section on a webpage, often used at the top of a page to highlight a message, campaign, or call to action.
Bounce Rate
Bounce rate is the percentage of visitors who leave a website after viewing only one page. A high bounce rate can sometimes suggest that visitors did not find what they were looking for.
Breadcrumbs
Breadcrumbs are navigation links that show a user where they are on a website. For example: Home > Speakers > Keynote Speakers.
Browser
A browser is the software people use to access websites, such as Chrome, Safari, Edge, or Firefox.
C
Cache
Cache is stored website data that helps pages load faster. Sometimes a browser may show an older version of a page because it is using cached content.
Call to Action (CTA)
A call to action is a prompt encouraging the user to take the next step. Common examples on event websites include Register Now, Book a Stand, View Agenda, or Enter the Awards.
Campaign URL
A campaign URL is a web link used for marketing activity, often with tracking added so teams can measure where traffic came from.
Carousel
A carousel is a rotating section of content, usually used to display multiple items such as speakers, sponsors, or announcements.
CMS
CMS stands for Content Management System. This is the platform used to update and manage website content without needing to code.
Conversion
A conversion happens when a visitor completes a desired action on the website. For an event website, this might be registering, buying a ticket, submitting an enquiry, or downloading a brochure.
Conversion Rate
Conversion rate is the percentage of visitors who complete a goal or action. It helps measure how effective a page or campaign is.
Cookie
A cookie is a small file stored on a user's device when they visit a website. Cookies are often used for analytics, preferences, and tracking.
CSS
CSS stands for Cascading Style Sheets. It controls how a website looks, including colours, fonts, spacing, and layout.
D
Dashboard
A dashboard is an overview area in a system that shows useful information, data, or shortcuts.
Domain
A domain is the main website address, such as yourevent.com.
DNS
DNS stands for Domain Name System. It helps connect a domain name to the correct website server so users reach the right site when they type in a web address.
Download
A download is a file that users can save from a website, such as a brochure, floorplan, exhibitor manual, or event guide.
Draft
A draft is unpublished content that has been created or edited but is not yet live on the website.
Dynamic Content
Dynamic content is content that updates automatically based on records, filters, or live data. For example, a speakers page may automatically display all speaker records from a module.
E
Engagement
Engagement refers to how users interact with your website. This may include clicking buttons, watching videos, viewing multiple pages, or completing forms.
Error Page
An error page appears when something has gone wrong. A common example is a 404 page, which appears when a page cannot be found.
Event Journey
The event journey is the path a visitor takes from first discovering the event through to registering, attending, and sometimes returning for future editions.
Export
An export is data taken out of a system, often into a spreadsheet or file format such as CSV.
F
Favicon
A favicon is the small icon shown in a browser tab next to the page title.
Filter
A filter helps users narrow down content shown on a page. For example, attendees may filter speakers by topic, category, or day.
Fold
The fold refers to the part of a webpage visible before the user scrolls. Important messages and calls to action are often placed here.
Footer
The footer is the section at the bottom of a webpage. It often contains contact details, links, legal information, and social media icons.
Form
A form is a section of a website where users enter information, such as a contact form, registration form, or download request form.
G
Google Analytics
Google Analytics is a reporting tool that helps track website traffic and user behaviour.
Grid
A grid is a layout structure used to organise content neatly across a page.
H
Header
The header is the top section of a website, usually containing the logo, main navigation, and sometimes a language switcher or call to action.
Hero Section
The hero section is the large visual area at the top of a page, often including a headline, image, and main call to action.
Hosting
Hosting is the service that stores website files and makes the website available online.
HTML
HTML stands for HyperText Markup Language. It is the core code used to structure content on a webpage.
HTTPS
HTTPS is the secure version of a website address. It helps protect data passed between the website and the visitor.
I
Image Optimisation
Image optimisation means reducing image file size and preparing images correctly so they load quickly while still looking good.
Impression
An impression is counted each time an advert, page, or piece of content is shown to a user.
Indexing
Indexing is the process by which search engines store and organise website pages so they can appear in search results.
Integration
An integration is a connection between two systems, allowing them to share data or functionality.
J
JavaScript
JavaScript is a programming language used to add interactive behaviour to websites, such as menus, pop-ups, filters, and animations.
K
Keyword
A keyword is a word or phrase people type into search engines when looking for something. Event marketers often target keywords related to event themes, industries, or locations.
KPI
KPI stands for Key Performance Indicator. This is a measurable target used to track success, such as registrations, page views, or conversion rate.
L
Landing Page
A landing page is a page designed around one specific goal or campaign. It usually focuses on a single action, such as registering or downloading a brochure.
Lead
A lead is a potential customer or contact who has shown interest by completing a form or requesting more information.
Link
A link is a clickable element that takes the user to another page, section, file, or website.
Load Speed
Load speed is how quickly a webpage appears and becomes usable for visitors.
Logo
A logo is the main visual brand mark used to represent an event, organiser, or sponsor.
M
Menu
A menu is the set of navigation links that helps users move around a website.
Meta Description
A meta description is a short summary of a webpage that may appear in search engine results.
Mobile Responsive
A mobile responsive website automatically adjusts its layout to work well on phones and tablets.
Module
A module is a structured area of content in the CMS, such as speakers, exhibitors, products, or sessions.
N
Navigation
Navigation is the system of menus, links, and buttons that helps users move through a website.
Noindex
Noindex is an instruction that tells search engines not to include a page in search results.
O
Organic Traffic
Organic traffic is website traffic that comes from unpaid search engine results.
Optimisation
Optimisation means improving something so it performs better. This could relate to content, speed, conversion rate, or search visibility.
P
Page Title
A page title is the title shown in a browser tab and often in search engine results. It helps users and search engines understand the page topic.
Panel
A panel is a section of a page layout where content or widgets can be placed within the CMS.
A PDF is a downloadable document format often used for brochures, guides, reports, or floorplans.
PPC
PPC stands for Pay-Per-Click. It is a type of advertising where you pay each time someone clicks your advert.
Preview
A preview shows how a page or content will look before it is published live.
Publish
Publishing makes content live and visible on the website.
Q
Query String
A query string is the extra text sometimes added to the end of a URL, often used for tracking or filtering.
Example:/register?source=email
R
Redirect
A redirect automatically sends a visitor from one URL to another. This is useful if a page has moved or been renamed.
Registration Journey
The registration journey is the path a visitor takes from arriving on the website to completing an event registration.
Responsive Design
Responsive design means a website is built to adapt to different screen sizes and devices.
S
Search Engine
A search engine is a platform such as Google or Bing that helps users find websites and pages online.
SEO
SEO stands for Search Engine Optimisation. It is the process of improving a website so it is easier to find in search engines.
Session
A session is a period of activity by one user on a website. A single session may include multiple page views and actions.
Sitemap
A sitemap is a structured list of website pages. It can help with planning website structure and also assist search engines in finding content.
Slider
A slider is another term for a carousel, where content rotates through a set of images or messages.
SSL Certificate
An SSL certificate helps secure a website and is one of the reasons a site uses HTTPS.
Subdomain
A subdomain is a separate section of a domain, such as awards.yourevent.com.
T
Template
A template is a pre-designed website structure or layout used to create pages consistently.
Traffic
Traffic means visitors coming to a website.
Tracking
Tracking is the process of measuring user activity, campaign performance, or website interactions.
UTM Parameters
UTM parameters are tags added to a URL to help identify where traffic came from, such as email, social media, or paid advertising.
URL
A URL is the full web address of a specific page.
Example:https://www.yourevent.com/speakers
UX
UX stands for User Experience. It describes how easy, clear, and enjoyable a website is to use.
V
Visitor
A visitor is a person who comes to your website.
Visual Hierarchy
Visual hierarchy is the way content is arranged so that the most important information stands out first.
W
Web Page
A web page is a single page within a website.
Website
A website is a collection of connected web pages under one domain.
Widget
A widget is a reusable website component that displays content or functionality, such as speaker listings, search tools, or featured content.
Wireframe
A wireframe is a simple visual plan showing how content and features will be laid out on a page.
X
XML Sitemap
An XML sitemap is a technical file that helps search engines understand which pages exist on a website.
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