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About this glossary

Content strategy and UX – Glossary

Use this category to plan and structure website content so people understand and act.

134 terms in this category

Planning and discovery (12)

Understand goals, constraints, and audience needs to guide content decisions.

Competitive analysis

Alternatives, differentiators, and gaps that inform positioning.

Content audit

Inventory, quality assessment, and action plan for existing pages.

Gap analysis

What exists versus what is needed, prioritized by impact.

Journey mapping

Stages, questions, and actions users take toward conversion.

Kick-off meeting

A kick‑off meeting starts a project. It aligns people, goals, scope, and next steps. It sets expectations and builds ...

KPI

A KPI is a key performance indicator. It is a primary metric that shows progress toward a goal. Choose a small set. T...

Project brief

A project brief is a one‑page summary of a project. It states goals, audience, scope, success metrics, timeline, cons...

RACI (roles and responsibilities)

RACI is a decision and responsibility model that assigns who does the work, owns the outcome, is consulted, and is ke...

Risk Register

A risk register is a list of known risks. It records likelihood, impact, owner, mitigation, and status. It helps team...

Stakeholder interviews

Inputs and constraints that shape scope and messaging.

Success metrics

Success metrics are the measures that define what “good” looks like. They tie project goals to KPIs, reporting, and d...

Timeline and milestones

Timeline and milestones describe the schedule of delivery. The timeline shows phases and key dates, milestones mark d...

Audience and decisions (13)

What users need to know, how they decide, and the outcomes they seek.

Alternatives

Other ways users try to get the job done, from DIY to competitors, or doing nothing.

Anxieties

Concerns that block action, addressed by clear proof, policies, and simple steps.

Buying criteria

The factors users weigh when choosing a solution, such as speed to value, cost, support, and trust.

Credibility

Proof that supports a promise, such as metrics, policies, reviews, or examples.

Decision criteria

Weighted factors audiences use to choose, tied to benefits.

Information scent

Cues that signal users are on the right path to what they need.

Message needs

What users must know at each stage to progress confidently.

Objections

Common blockers, documented with rebuttals and supporting proof.

Outcome statements

Plain language descriptions of success users care about.

Outcomes

The results users seek, measurable or observable, stated in plain language.

Segmentation

Segment audiences into meaningful groups based on jobs to be done, desired outcomes, and context (industry, role, int...

Switching Moments

Times when users change solutions, often after a trigger or accumulated friction.

Triggers

Events or constraints that start a user’s job, for example deadlines or outages.

Foundations (11)

Core principles that keep content understandable, performant, and usable.

Browser Compatibility

Ensuring features and layouts work consistently across engines, devices, and versions.

Chunking

Grouping information into small, meaningful units. Why it matters: Improves comprehension and recall. Reduces cogniti...

Cognitive load

Reduce choices and clutter, highlight the next action to guide attention.

Performance

How fast and smoothly a site loads and responds, measured by user‑visible speed.

Plain Language

Plain language uses familiar words and short sentences. It meets the reader where they are. It makes tasks easy to co...

Readability Score

Scores estimate how easy text is to read” could be “Readability scores estimate how easy text is to read. Why it matt...

Semantic HTML

Using meaningful HTML elements so content structure is clear to browsers and assistive tech.

Usability

Usability is how easy a website is to use. Measure it with real user tasks, observations, and feedback. Focus on comm...

User experience (UX)

The overall experience using the site, tied to outcomes and satisfaction.

UX Research

Systematic research to understand user needs and behaviors. It informs design and content decisions. Common methods i...

Web standards

Web standards are agreed upon practices for writing semantic HTML, maintainable CSS, and accessible user interfaces t...

Accessibility (11)

Make content usable for everyone with inclusive structure, labels, and media.

Accessibility

Make your website usable for everyone. Accessibility helps people with different devices, abilities, and contexts con...

Alt text

Alt text is a short, plain‑language description of an image. Screen readers read it out loud. Search engines use it t...

ARIA

Accessible Rich Internet Applications, attributes that add roles, names, and states to interactive UI, improving sema...

Captions and Transcripts

Text alternatives for audio and video. Captions show spoken words and important sounds in videos, transcripts provide...

Descriptive Audio

Narration added to video that describes important visual information, for example actions, scene changes, and on‑scre...

Keyboard Navigation

Navigating a site using the keyboard, typically Tab, Shift+Tab, Enter, and arrow keys. Focus must move in a logical o...

Name, Role, Value

The accessibility trio for UI elements, the accessible name (what it is called), role (what kind of thing it is), and...

Roles and Landmarks

Structural labels for regions of a page, for example banner, navigation, main, complementary, contentinfo, that help ...

Screen Reader

Software that converts on‑screen content into speech or braille, letting people navigate pages with the keyboard and ...

Time-Based Media

Audio and video content that unfolds over time. It requires text alternatives and synchronization for equal access, f...

Web Content Accessibility Guidelines (WCAG)

Standards for accessible content, levels A to AAA used to benchmark sites. Related articles Website Content Planning ...

Structure and layout (14)

Organize pages with semantic structure, grids, and responsive components.

Adaptive layout

Layout shifts based on available space, not specific devices. Uses flexible components and sensible breakpoints to ke...

Aspect ratio

Consistent media boxes that prevent layout shift across devices.

Breakpoints

Viewport thresholds that guide layout and component changes.

Card Sorting

A method to discover how users group content and name categories. Use open or closed sorts to shape navigation labels...

Fluid grids

Grids that scale with the viewport using percentage or fractional units. Helps maintain structure while letting colum...

Information architecture

Plan navigation, taxonomy, and URLs so users find content easily. Related articles Website Content Planning on Small ...

Layout and composition

Use grids, spacing, and rhythm to keep pages balanced and readable. See also Landing page for CTA placement and hiera...

Media queries

CSS conditions that apply styles at breakpoints for responsive design.

Mobile first

Design for small screens first, then scale up with content priorities.

Progressive enhancement

Start with a reliable core experience, then add enhancements when the browser or device supports them. Prioritizes ac...

Responsive design

Layout adapts to device and viewport, using breakpoints and flexible grids for readable, usable content. See also Bre...

StoryBrand

A customer centered messaging framework where the customer is the hero, your brand is the guide, and you clarify the ...

Tree Testing

A method to validate a proposed IA without UI, users complete find‑tasks in a clickable hierarchy. Measures success r...

Viewport

The visible area of a web page on a device. Viewport meta settings and CSS units like vw and vh control how content s...

Copy and messaging (23)

Write clear, outcome focused copy with a tight hierarchy, benefits, proof, and CTAs.

Benefits

The outcomes users gain from your features, expressed in plain language. Benefits translate capabilities into results...

Body text

Readable copy with sensible size, line height, and measure.

Brand promise

The concise commitment your brand makes to customers. It anchors expectations and informs tone, benefits, and proof.

Call-to-Action (CTA)

Clear actions with primary and secondary styles. Measure conversions to improve results.

Features

The capabilities of your product or service, described clearly and specifically. Pair with benefits to show why they ...

Guarantees

Clear statements that reduce risk for users, for example satisfaction guarantees, uptime commitments, refund windows,...

Headlines

Outcome focused, specific, written for scannability and message match.

Messaging hierarchy

The ordered structure of your message, headline, subhead, key benefits, proof, and CTA. It ensures the most important...

Microcopy

Labels, helper text, and validation messages that reduce friction and clarify actions. See also Landing page for labe...

Negative space

Whitespace that improves clarity and focus, especially for complex pages.

Policies

Reference content that removes uncertainty and risk, for example pricing clarity, guarantees, refunds, privacy, data ...

Positioning

The space you claim in the market relative to alternatives. It defines who you serve, the category you compete in, an...

Pricing clarity

Total cost, policies, and guarantees that reduce friction.

Proof elements

Evidence that validates claims, for example testimonials, case metrics, reviews, ratings, logos, certifications, guar...

Readability

Plain language, clear structure, and right‑sized sentences help users understand quickly. Why it matters Readers scan...

Scannability

How easily readers can skim and find what they need. Strong scannability helps people complete tasks faster, reduces ...

Subheads

Clarify the headline with one benefit and one proof cue.

Terms

Contract and service terms that set expectations (scope, payment, refunds, delivery, support, data handling). Write i...

Tone of voice

The personality of your copy, documented with examples and do’s and don’ts.

Typography

Typography is how text looks and reads. It covers fonts, sizes, spacing, and line length. Good typography makes conte...

Urgency

Time or priority cues that encourage immediate action, for example limited slots, deadlines, or already‑in‑progress s...

USP (Unique Selling Proposition)

The specific claim that sets your offer apart. It states what is uniquely valuable, often used in the headline or sub...

Value proposition

A short statement that explains what you offer, who it helps, and why it is better. It sets a clear promise. Why it m...

Messaging models (24)

Frameworks and patterns that structure page narratives and motivate action.

Narrative

Before, After, Bridge

Today: [state]. Tomorrow: [outcome]. How: [process in 3 steps]. Ideal for landing pages and case studies. Paint curre...

Hero’s Journey for UX

Customer is the hero, your brand is the guide, there is a clear problem, stakes, a simple plan, and a transformation....

One big idea

One focused benefit in the H1, three reasons, a single clear CTA. Use this when you need a strong lead message that a...

Story snapshot

Character, conflict, resolution, then one aligned action. A concise narrative artifact that distills the page story i...

Transformation Statement

A concise before and after positioning line, plus a short “how.” It captures today’s state, tomorrow’s outcome, and t...

Funnel and flow

4 Ps of Persuasion

A page flow framework: Promise, Picture, Proof, Push. Make a compelling promise, paint a vivid picture of the after s...

Attention, Interest, Desire, Action (AIDA)

A funnel based messaging framework that guides page flow: Attention, Interest, Desire, Action. You capture attention,...

CTA sandwich

A messaging pattern that guides users to one action. Start with a short benefit, place the main CTA, then add a final...

Messaging match

Align ad, search intent, and landing page headline so expectations are met.

Outcome ladder

Sequence of small wins that lead to the main outcome.

Proof and trust

Case Study pattern

A structured storytelling model for results focused pages. It presents context, problem, approach, and measurable out...

Outcome, Mechanism, Proof

Get [result]. We use [method] so you avoid [risk]. Backed by [metric or testimonial]. Strong when your approach is di...

Social proof

Evidence that others succeeded, used your service, or trust you. Use testimonials, case results, ratings, reviews, an...

Testimonials

Short client statements that validate promised outcomes. Use specific results, context, and names or roles for credib...

Value Proposition Canvas

A structured tool that aligns what customers want with what you offer. Map customer jobs, pains, and gains, then matc...

Risk and objections

GAP Framework

State the gap between today and the desired outcome, amplify why it matters, present a simple plan to close it, then ...

Objection Flip

Think [objection], here is why [reframe], start with [low‑risk step]. A messaging pattern that reframes a concern int...

Problem Promise Proof

A messaging framework that states the customer’s problem, makes a clear promise of the outcome, then provides proof t...

Problem, Agitate, Solve (PAS)

Name the problem, amplify its impact, present your solution with proof. Great for homepages and service pages. Names ...

Risk reversal

Reduce perceived risk with guarantees, trials, easy refunds, or low‑commitment starters. The goal is to remove fricti...

Positioning and value

Feature-Benefit-Outcome

A messaging model that maps each feature to a user‑meaningful benefit, then to a measurable or observable outcome.

Jobs to Be Done (JTBD)

Hire us to [job], so you achieve [outcome], with [credibility]. A customer research and messaging approach that frame...

Outcome-Driven-Messaging

A model that leads with the desired future state, then explains the path to get there. Focus on measurable or observa...

Pain‑then‑Payoff Hero

A hero that names the pain in the H1, promises the payoff in the subhead, and backs it up with brief proof. The CTA m...

Patterns and components (14)

Reusable page elements that reduce friction and support key tasks.

Checklist component

Short, actionable steps that reduce friction on key tasks.

Comparison page

A decision helper that contrasts your offer against alternatives using clear outcomes, features, pricing, and proof. ...

CSS frameworks

Prebuilt styles and components to speed up development. Often include responsive utilities, grid systems, and design ...

Empty states

Helpful messages and actions when there is no data, so users know what to do next.

FAQ content

Structured answers to common questions that reduce friction, address anxieties, and clarify the next step. Keep quest...

Feature comparison table

Clean layout that ties features to outcomes and proof.

Forms UX

Clear errors, sensible validation, and progressive disclosure that make forms easier to complete. Related articles Th...

Heuristics

Usability principles used to review and improve interfaces quickly. Related articles Website Content Planning on Smal...

Mockup

A visual draft of a page or component, helpful for alignment before build.

Pricing page

Structure for tiers, inclusions, guarantees, FAQs, and CTAs.

Prototype

A clickable model used to test flows and validate ideas early. Related articles Wireframes: the blueprint for your we...

Testimonial block

Credible quotes with names, roles, and specific results.

Trust-signals-strip

Logos, certifications, and policies placed near CTAs.

Wireframe

A low fidelity layout that maps structure and flow before design and build. Related articles Wireframes: the blueprin...

Acquisition and behavior (10)

Get the right visitors, match messages to intent, and guide conversions.

Cold traffic

Visitors with little prior exposure, frame value quickly and reduce friction.

Conversion path

The minimal set of steps from visit to action, measured and optimized.

Hot traffic

High intent visitors ready to act, highlight primary CTA, remove distractions, and confirm trust signals.

Landing page

Focused page with message match and a single clear CTA.

Message match for ads

Ensure ad text, keyword intent, and landing content align.

Offer strategy

Primary and transitional offers that fit cold, warm, and hot traffic.

Retention cues

Post‑conversion messages that sustain engagement and reduce churn.

SEO Fundamentals

The basics of helping pages get discovered and understood, crawl, render, index, then rank.

UTM planning

Consistent campaign naming for reliable attribution and insights.

Warm traffic

Visitors with existing awareness or engagement, reinforce proof, reduce friction, and offer clear next steps.

Audience and localization (2)

Adapt content and language for regions and personas without losing clarity.

Localization

Language switchers, localized slugs, and translation workflows that keep content consistent.

Personas

Fictional users that represent audiences and guide content decisions. Related articles See your website through your ...

About this glossary

I’m building this glossary to become a better developer and website strategist, in my ongoing quest to build clearer, better websites. It maps how terms relate, adds practical examples, and highlights best practices so I can communicate more clearly with clients. If it helps others too, great.

It’s a living resource, I aim to cite sources clearly. If you spot errors or omissions, please contact me so I can update it. Drafts may be assisted by AI, I review and fact check before publishing. For details on how I use AI, see AI Use at Webmarks.