Marketing & Growth Terms, Explained Plainly
No jargon left unexplained. Each term links to the service it relates to if you want to go deeper.
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AI Chatbot
Software that answers website visitors instantly using conversational AI, trained on your business so it can qualify leads and answer common questions any hour of the day.
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Any online listing of your business name, address, and phone number, on directories, review sites, and maps, used by search engines as a local trust signal.
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The percentage of visitors who take a desired action, like calling, filling out a form, or booking, out of everyone who visits a page.
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The average amount spent on advertising to generate one lead, calculated by dividing total ad spend by the number of leads produced.
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Customer Relationship Management software, a system for tracking every lead, customer, and conversation in one place instead of scattered across inboxes and spreadsheets.
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A pre-written series of emails sent automatically over time, triggered by an action like signing up or requesting a quote.
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The free listing that appears on Google Search and Maps when someone searches for your business or what you offer, formerly called Google My Business.
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A standalone web page built around a single offer and call to action, typically the destination for a specific ad campaign rather than the general website.
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The ongoing process of attracting and capturing potential customer information, through ads, SEO, or content, so a sales process can follow up.
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Search engine optimization focused on ranking for searches tied to a specific city, county, or service area, rather than competing nationally.
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The block of three local business listings, with a map, that appears at the top of Google results for local searches like 'plumber near me.'
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Short for Name, Address, Phone, this refers to keeping that information identical across every online listing, which search engines treat as a trust signal.
See This ServicePPC (Pay-Per-Click)
An advertising model where you pay only when someone clicks your ad, most commonly associated with Google Ads and social media advertising.
See This ServiceReputation Management
The ongoing practice of monitoring and responding to reviews and mentions across platforms so your public reputation reflects your business accurately.
See This ServiceRetargeting
Advertising shown specifically to people who already visited your website or engaged with a previous ad, typically converting better than cold audiences.
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A system for consistently asking satisfied customers to leave reviews, typically automated through text or email at the right moment.
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Software as a Service, software delivered through a subscription and accessed online rather than installed and owned outright.
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The mapped path a visitor follows from first click to paying customer, typically including a landing page, follow-up sequence, and clear calls to action at each stage.
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Search Engine Optimization, the practice of improving a website so it ranks higher in unpaid search results for relevant terms.
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Marketing messages sent by text message, commonly used for appointment reminders, promotions, and missed-call follow-up.
See This ServiceWorkflow Automation
Connecting separate tools and teams so information moves between them automatically, without manual re-entry or handoff delays.
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