If you're planning a new website or updating an existing one, you'll likely hear a lot of unfamiliar terms thrown around by your web team. At Activate, we know that our clients don’t always come from a technical background—so we’ve created this guide to help you understand the most important website terms in plain English.
From the building blocks of your site to marketing and performance tools, here's what you need to know.
Core Website Elements
1. Domain Name
This is your website’s address on the internet—what people type into their browser to find you. For example, activate.co.nz is our domain name.
2. URL
A URL (Uniform Resource Locator) is the full web address of a specific page on your site. For example, activate.co.nz/services/website-development.
3. Navigation
Also called a menu, this helps users find their way around your website. A good navigation structure makes your site easier to use and improves the user experience.
4. Header
The topmost section of each web page. It usually includes your logo, navigation menu, and sometimes a call to action or contact information.
5. Footer
The bottom section of a web page. It often includes links to key pages, contact info, social media icons, and legal details like your privacy policy.
6. Landing Page
A standalone web page focused on a specific goal—like getting users to sign up, download something, or make a purchase. Landing pages are often used in online advertising and marketing campaigns.
7. Call to Action (CTA)
A prompt that encourages users to take action. CTAs can be buttons, links, or headlines like “Book a Free Consultation” or “Get a Quote.”
8. Slider / Hero Image
A large banner at the top of your homepage or other pages, often rotating through several images or messages. It's designed to grab attention and quickly communicate your value.
Design & User Experience
A design approach that makes your website look good and work well on any device—desktops, tablets, and smartphones.
10. Wireframe
A basic layout or sketch of your website used early in the design process. It shows where key content and features will go, helping you visualise the structure before colours, fonts, and images are added.
The overall experience someone has when using your website. Good UX means your site is easy to navigate, loads quickly, and helps people find what they need without frustration.
Technology & Functionality
12. Frontend
The part of the website your visitors see and interact with—such as text, images, buttons, and forms.
13. Backend
The behind-the-scenes part of your site where data is stored and managed. It includes things like your content management system, databases, and hosting environment.
14. Content Management System (CMS)
A CMS is software that allows you to manage and update your website content—like text, images, and blog posts—without needing to know how to code.
At Activate, we’ve developed our own custom CMS that’s tailored to the needs of New Zealand businesses. It’s user-friendly, secure, and designed to grow with your website. Because we built it ourselves, we can also modify it to suit your specific business requirements—something off-the-shelf platforms can’t always do.
15. Hosting
Hosting is the service that stores your website’s files and makes them accessible online. It’s a bit like renting space on the internet.
Activate offers secure, reliable hosting for all the websites we build. By managing hosting in-house, we’re able to ensure fast load speeds, tight security, and easy support—no third parties or overseas call centres involved. That means if anything ever goes wrong, you’re dealing directly with our local team.
16. Site Map
A visual or written overview of all the pages on your website. A site map helps both search engines and humans understand how your content is organised.
Marketing & Performance
17. SEO (Search Engine Optimisation)
The process of improving your website to rank higher on search engines like Google. Good SEO includes using relevant keywords, having fast-loading pages, and building quality links to your site.
18. Analytics
Tools like Google Analytics help you track how people use your website—what pages they visit, how long they stay, where they came from, and more. This data helps you make smarter marketing and design decisions.
Custom Features & Add-ons
Your business might need more than a standard website—and that’s where custom features and add-ons come in.
At Activate, we often build bespoke tools like:
- Online booking systems
- E-commerce functionality: sell your products online
- Custom-built forms: keep your forms on-brand and functional
- Database integrations: automate important business workflows
- Client portals: give your clients a place to log in
- Interactive tools or calculators
- Third-party API connections: an API (Application Programming Interface) allows different systems to work together
These features are designed to solve specific problems or enhance the user experience on your site. They're often scoped during the discovery and planning phase and built into the backend by our development team.
If you have a unique need or workflow, there’s a good chance we can develop a digital solution to support it.
Who’s Who in a Web Design Team?
A great website takes a team of specialists. Here are some of the roles you might encounter during a project:
Graphic Designer / Graphic Artist
Focuses on the visual elements of your brand—like colour schemes, typography, logos, and image treatments.
UI Designer (User Interface Designer)
Designs how each page looks and feels, ensuring your site is visually engaging and intuitive to navigate.
UX Designer (User Experience Designer)
Works to make the site easy to use and aligned with the needs of your customers.
Web Developer
Turns designs into a functional website. Developers handle both frontend (what users see) and backend (how the site works behind the scenes).
Content Strategist / Copywriter
Crafts your messaging and makes sure your content is clear, persuasive, and aligned with your goals.
Project Manager
Keeps everything on track—coordinating between designers, developers, and you to make sure the project runs smoothly and stays on budget.
You don’t need to manage each of these roles yourself—at Activate, we bring the right mix of talent to suit your project.
Final Thoughts
You don’t have to be a tech expert to launch a successful website—but understanding these core terms and components can help you make more confident decisions and have more productive conversations with your web team.
At Activate, our clients benefit from everything being managed under one roof—from design and development to hosting and content management. That means faster turnaround times, fewer moving parts, and a web partner who understands your business and is here to support you long after your site goes live.
Got questions or want to talk through a custom website for your business? Contact us today to start the conversation.
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