Your website is invaluable as a brand building and positioning tool. This means that when clients (individual and professional) hear about your brand, they’re more likely to go to your website than anywhere else to get the information necessary for fuelling their buying decisions.

Brands are picking up on this brand building and positioning wisdom, and are coming to us in droves with questions about building, and improving upon, their websites.

In response, How to Build a Brand has decided to start by providing them (and now you) with a list of acronyms and other jargon commonly used by website developers – so that you can converse confidently, know what’s being said, and make solid decisions about who will build and maintain your brand’s website.

Website Terminology Know-How, for more Brand Building and Positioning Power

As you speak with website developers, you’re sure to hear a number of the following terms, many of which are likely to be foreign to you. Being distracted by jargon clogs the communication pipeline, and can leave you feeling uneducated, under-confident, and unsure about your best brand building and positioning options.

Use this glossary to educate yourself and increase your web savvy, so that you can make solid decisions about which developer(s) will create and/or enhance your website – the hub where your most valuable clients will find and learn about your brand:

  • IP Address: A requirement for any device to connect to the internet, an Internet Protocol Address is a code that identifies your computer, printer, smartphone, tablet, or any other device. You can find your computer’s IP Address by clicking here.
  • CMS: If your website will have a Latest News section or a blog (which it should), or any other page onto which new content will be uploaded regularly, a Content Management System will be of great benefit. In simple language, a CMS offers fields into which you enter information, and then populates the page that your visitors will see automatically. Many also offer SEO (search engine optimization) options, which make it more likely that your page will appear in search engine results. If a website developer recommends a CMS, and you’re interested in making blog and article publishing easier, go with it. WordPress is one example of a Content Management System.
  • SEO: Search Engine Optimisation is a crucial website component for branding building and positioning. Through the use of keywords, proper structure, and search-engine-friendly content, your website can rank high in search results, and therefore have a better chance of being found by all the right people. A Content Management Service (see above point) is only as good as the SEO that’s implemented.
  • CRM: If your brand will have client interaction through its website, the subject of a Content Relationship Manager is bound to come up. It will catalog and track information such as contact information, client lists, contracts, and leads. If one of your brand’s values is Customer Service, a CRM will increase the effectiveness of your brand building and positioning efforts.
  • Hosting: In order for your website to be available for viewing on the internet, it must be hosted. A hosting service could be viewed as a publisher, and either owns or leases a server, or internet data resource manager. When you contract with a hosting service, you gain the use of their server. Some web hosting companies you may recognize are GoDaddy, Bluehost, Hostgator, Dreamhost…but the best host for you is the one your chosen website developer recommends.
  • RSS: Rich Site Summary is a service that automatically sends updates to subscribers every time something new is published on your website (like a blog post, for instance). Perhaps you’ve seen RSS Feeds on websites, which continually publish updates. This is a great way to keep interested parties updated on breaking news and exciting offers.
  • DNS: Your domain name is the title of your website (, for example). A Domain Name System translates that easy-for-humans-to-remember domain name to the protocol used by the internet to catalog websites’ addresses. When discussing domain names with your website developer, it’s important to find one that includes keyword(s) that are important to your brand. This will boost your website’s performance in the SERPs (Search Engine Results Pages).


  • FTP: If you’ve ever imagined a giant cable carrying files across the World Wide Web, then you’ve created a fictitious model of File Transfer Protocol. When you download files from the internet, upload files to the internet, or exchange files with other internet users, you’re using FTP.

We’ve only scratched the surface here. There is so much more to learn in the realm of website development jargon; however, this should be enough to get you started on your way to selecting a website developer and then ‘developing’ a fruitful relationship that will benefit your brand.

Your website is your virtual storefront, a replacement for a brick-and-mortar shop. It should be inviting, easy to use, representative of your brand design and brand identity, and your number-one tool for brand building and positioning. Concerned that your website isn’t living up to its requirements? Contact us on +44 (0) 208 123 6776 to learn how you can make your website a brand building and positioning megastar.

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