Customer Support
A
Above the Fold
The portion of a webpage that appears immediately when a page loads, before a visitor scrolls.From a business perspective, this area is critical because it shapes first impressions. Executives often think of it as prime real estate where the value proposition, credibility signals, and next steps should be immediately clear to visitors.
Accessibility (ADA Compliance)
Accessibility refers to designing and building websites so they can be used by people with disabilities, including visual, hearing, and mobility impairments.For executives, accessibility is both a risk-reduction and business opportunity issue. Accessible sites reach a broader audience, reduce legal exposure, and generally result in cleaner, more usable experiences for all users.
Account-Based Pricing
A pricing model where different customers see different prices based on their account, relationship, or contract.This is common in B2B businesses and allows companies to support negotiated pricing, volume discounts, or preferred customer terms without manual work.
API (Application Programming Interface)
An API is a secure, structured way for different software systems to exchange information automatically.From a business standpoint, APIs eliminate manual data entry and reduce errors by allowing systems like websites, CRMs, ERPs, and payment platforms to stay in sync in real time or on a schedule.
Application Layer
The part of a digital system where business functionality lives.This includes features users interact with such as forms, shopping carts, portals, and workflows. Executives can think of this as the layer where business rules and user experiences are implemented.
Automation
Automation is the use of technology to complete tasks automatically instead of relying on people to do them manually.Examples include sending confirmation emails, routing leads, updating inventory, or triggering follow-ups. For leadership teams, automation reduces operating costs, improves consistency, and allows teams to scale without adding headcount.
Average Order Value (AOV)
The average dollar amount of each order placed through an eCommerce platform.Increasing AOV is a common growth lever for executives, often achieved through better product presentation, bundling, cross-selling, or upselling strategies.
B
Backend
The backend is the part of a website or platform that visitors never see.It is where administrators manage content, users, data, integrations, and system logic. While customers interact with the frontend, the backend determines reliability, security, and operational efficiency.
Bandwidth
Bandwidth refers to how much data a website can transfer at one time.From a business standpoint, insufficient bandwidth can slow a site or cause outages during traffic spikes, while adequate bandwidth ensures consistent performance during marketing campaigns or peak demand.
Batch Processing
A method of handling data in groups at scheduled intervals instead of in real time.Executives often see batch processing used for nightly inventory updates, accounting syncs, or reporting processes where immediate updates are not required.
B2B eCommerce
B2B eCommerce refers to selling products or services online from one business to another.Unlike consumer shopping, B2B eCommerce typically involves customer logins, custom pricing, purchase orders, approvals, and repeat ordering. It is designed to reduce sales friction and operational overhead.
B2C eCommerce
B2C eCommerce refers to selling directly to consumers online.These platforms prioritize speed, ease of use, branding, and trust. For executives, B2C performance is closely tied to conversion rates, customer experience, and brand perception.
Bounce Rate
The percentage of visitors who leave a website after viewing only one page.A high bounce rate may indicate unclear messaging, slow performance, or poor user experience. Executives often use this as an early indicator of website effectiveness.
Browser Compatibility
Ensuring a website functions correctly across different browsers and devices.This reduces user frustration and ensures that marketing and sales efforts are not undermined by technical inconsistencies.
C
Caching
A performance technique that temporarily stores website data so pages load faster for repeat visitors.From a business perspective, caching improves site speed, reduces server costs, and directly impacts user satisfaction and conversion rates.
Call to Action (CTA)
A prompt that encourages visitors to take a specific action, such as "Contact Us" or "Book a Demo."Clear CTAs guide users toward business outcomes and are critical for lead generation and sales performance.
CMS (Content Management System)
A CMS is software that allows teams to update website content without technical expertise.Executives value CMS platforms because they reduce reliance on developers and allow marketing and operations teams to move faster.
Cloud Hosting
Cloud hosting stores a website across multiple servers instead of a single physical machine.This provides higher reliability, better performance, and easier scalability as traffic and business needs grow.
Conversion
A conversion occurs when a visitor completes a desired action.Conversions are how executives measure whether a website is actually supporting business goals, not just attracting traffic.
Conversion Rate
The percentage of visitors who convert.Improving conversion rate often delivers more revenue without increasing marketing spend, making it a key executive metric.
Cross-Selling
Offering complementary products or services during a purchase.Cross-selling increases average order value and customer lifetime value without additional acquisition cost.
Customer Portal
A secure, login-based area where customers can access personalized information.Portals reduce support workload, improve customer experience, and strengthen long-term relationships.
D
Data Mapping
The process of aligning data fields between systems during integration.Executives encounter data mapping when connecting platforms like websites, CRMs, and ERPs so information flows accurately between them.
Deployment
The act of launching a website or update into a live environment.For leadership teams, reliable deployment processes reduce risk, downtime, and customer disruption.
Digital Experience
The total experience customers have with a business across all digital touchpoints.This includes the website, forms, portals, emails, and automated interactions. Strong digital experiences drive trust, efficiency, and loyalty.
DNS (Domain Name System)
DNS connects a website's domain name to its hosting infrastructure.While largely invisible, DNS is critical to uptime and site availability.
Dropshipping
A fulfillment model where products are shipped directly from suppliers to customers.Dropshipping reduces inventory risk but requires strong integration and automation to manage effectively.
E
eCommerce Platform
Software that enables online selling, including product management, checkout, and order processing.Executives view the eCommerce platform as a revenue engine that must be reliable, scalable, and integrated with operations.
Edge Caching
A performance technique that delivers content from servers closer to users.This improves load times for geographically distributed audiences and enhances global user experience.
Encryption
The process of protecting data so it cannot be read by unauthorized parties.Encryption is a foundational security requirement that protects customer trust and reduces compliance risk.
ERP (Enterprise Resource Planning)
ERP software manages core business operations such as inventory, pricing, accounting, and fulfillment.Executives rely on ERP systems as the system of record and expect digital platforms to integrate seamlessly with them.
Event Trigger
An action that initiates a workflow or automation.For example, submitting a form or placing an order can trigger emails, updates, or system notifications automatically.
F
Fallback Content
Content that appears when a primary feature or system is unavailable.From a leadership perspective, fallback content protects the customer experience during outages or errors, ensuring the business still communicates clearly even when something goes wrong behind the scenes.
Favicon
The small icon shown in a browser tab or bookmark next to a website name.While subtle, a favicon reinforces brand recognition and professionalism, especially when users have multiple tabs open.
Field Validation
Rules that ensure information entered into a form is complete and accurate.For executives, field validation reduces bad data, minimizes follow-up work, and improves the quality of leads and submissions.
Form Routing
The automated process of directing form submissions to the correct person or system.This ensures inquiries reach the right team quickly, reducing response times and improving customer experience without manual triage.
Frontend
The visible part of a website that customers interact with.Executives often think of the frontend as the brand-facing side of the business, where design, messaging, and usability directly influence trust and conversions.
Fulfillment
The process of picking, packing, and delivering products after an order is placed.Effective fulfillment is essential for customer satisfaction and repeat business, especially in eCommerce-driven organizations.
G
GDPR (General Data Protection Regulation)
A set of data privacy regulations governing how personal information is collected and stored, particularly for European users.For executives, GDPR compliance reduces regulatory risk and builds customer trust around data handling practices.
Gateway (Payment Gateway)
A service that securely processes online payments between customers and banks.Executives view payment gateways as mission-critical infrastructure that must be reliable, secure, and easy for customers to use.
Global Navigation
The main menu system that appears consistently across a website.Clear global navigation improves usability and helps visitors quickly understand how to access key information or services.
Graphical User Interface (GUI)
The visual elements users interact with, such as buttons, menus, and forms.A well-designed GUI reduces friction, improves efficiency, and reflects the professionalism of the business.
H
Header
The top section of a webpage that often contains navigation, branding, and key actions.From an executive perspective, the header sets tone and clarity, helping users orient themselves immediately.
Headless CMS
A content management system that separates content from presentation.Executives encounter headless CMS approaches when businesses need flexibility to deliver content across multiple platforms such as websites, apps, or portals.
Hosting
The infrastructure that stores and serves a website online.Reliable hosting is foundational to uptime, performance, and security, making it a core operational concern for leadership teams.
HIPAA-Conscious Design
Website practices that reduce risk when handling healthcare-related information.For medical and dental organizations, this approach supports compliance expectations and protects patient trust.
I
Integration
The process of connecting systems so they share data automatically.Executives value integration because it eliminates manual work, reduces errors, and creates a single source of truth across the organization.
Inventory Sync
Keeping product availability consistent across systems such as ERP, eCommerce, and fulfillment platforms.Accurate inventory sync prevents overselling and operational disruption.
IP Address
A unique identifier assigned to devices on the internet.While technical, IP addresses are often relevant for security, analytics, and access controls.
J
JavaScript
A programming language used to add interactivity and dynamic behavior to websites.Executives typically experience JavaScript indirectly through features like forms, animations, and interactive tools.
Job Queue
A system that manages background tasks that do not need to run immediately.Job queues improve performance and reliability by handling tasks efficiently behind the scenes.
K
KPI (Key Performance Indicator)
Metrics used to measure business and digital performance.Examples include conversion rate, revenue, leads generated, or page load speed. Executives rely on KPIs to evaluate whether digital investments are delivering results.
Keyword
A word or phrase people use when searching online.Keywords guide SEO strategy and help businesses attract the right audience through search engines.
Knowledge Base
A centralized collection of help articles, FAQs, or documentation.Knowledge bases reduce support costs and empower customers to find answers independently.
L
Landing Page
A focused webpage designed to guide visitors toward a specific action, such as contacting your team or booking a demo.Executives often use landing pages for marketing campaigns because they remove distractions and improve conversion rates by keeping messaging clear and purposeful.
Latency
The delay between a user action and the system's response.From a business perspective, high latency leads to slow websites, frustrated users, and lost conversions. Reducing latency improves user experience and perceived quality.
Load Balancing
The process of distributing website traffic across multiple servers.Load balancing improves reliability and performance, especially during traffic spikes from campaigns or seasonal demand.
Load Time
The amount of time it takes for a webpage to fully appear for a visitor.Executives should view load time as a revenue factor, since slower pages consistently lead to lower engagement and fewer conversions.
Local SEO
Search engine optimization focused on attracting customers in a specific geographic area.This is especially important for medical, dental, beauty, and service-based businesses that rely on local visibility.
M
Managed Services
An ongoing service model where Dreaming Code handles hosting, updates, security, performance, and support on behalf of the business.For executives, managed services reduce operational risk, lower internal workload, and provide predictable outcomes without hiring specialized staff.
Middleware
Software that sits between systems and manages how data flows between them.Executives typically encounter middleware when connecting ERPs, CRMs, websites, and third-party tools into a cohesive ecosystem.
Mobile-First Design
A design approach that prioritizes the mobile experience before desktop.Given that most users access websites on mobile devices, executives view mobile-first design as essential for engagement and conversion.
Multi-Site Management
The ability to manage multiple websites from a single system.This is valuable for organizations with multiple brands, locations, or regions that need consistency without duplication of effort.
Multi-Warehouse Fulfillment
An operational model where orders ship from multiple warehouse locations.Executives use this approach to reduce shipping costs, speed delivery, and scale logistics operations.
N
Navigation
The structure of menus and links that allow users to move through a website.Clear navigation improves usability, reduces friction, and helps visitors find what they need quickly.
Net Revenue
Revenue remaining after discounts, returns, and adjustments.Executives use net revenue to understand true financial performance beyond top-line sales.
O
On-Page SEO
Search optimization elements applied directly within a webpage, such as headings, content, and metadata.On-page SEO helps search engines understand what a page is about and improves visibility for relevant searches.
Order Management System (OMS)
Software that tracks orders from placement through fulfillment.Executives rely on OMS platforms to improve order accuracy, customer visibility, and operational efficiency.
Optimization
The ongoing process of improving performance, usability, or results.In digital terms, optimization often focuses on speed, conversions, and user experience to maximize return on investment.
P
Page Speed
How quickly a webpage responds and loads for users.Executives should treat page speed as both a technical and business metric because it directly affects engagement and revenue.
Payment Terms
Rules that define when and how customers pay.In B2B environments, flexible payment terms can be a competitive advantage and are often integrated into eCommerce workflows.
Performance Monitoring
Continuous tracking of website health, speed, uptime, and errors.For leadership teams, performance monitoring provides early warning of issues before they impact customers or revenue.
Plugin
An add-on that extends the functionality of a website platform such as WordPress.While plugins add flexibility, executives value controlled plugin management to avoid security and stability risks.
Progressive Web App (PWA)
A website that behaves more like a mobile app, offering faster performance and offline capabilities.PWAs are often used to improve engagement without the cost of building native apps.
Purchase Order (PO)
A formal document used by businesses to authorize purchases.Supporting POs is essential for B2B eCommerce and enterprise customers.
Q
Quality Assurance (QA)
Quality Assurance is the process of testing a website or system before it goes live or after changes are made.For executives, QA is a risk-management practice. It helps ensure that updates do not introduce errors, break key functionality, or negatively impact customers and revenue.
Quote-to-Order
A sales process commonly used in B2B environments where customers request pricing before placing an order.Digitizing quote-to-order workflows reduces manual effort for sales teams, speeds up the buying process, and improves accuracy for complex or negotiated pricing.
R
Real-Time Sync
The immediate updating of data between systems as changes occur.Executives value real-time sync because it ensures inventory, pricing, orders, and customer data are always accurate, reducing operational surprises.
Redirect
A rule that automatically sends users from one web address to another.Redirects are commonly used during website updates or restructures to preserve traffic, SEO value, and user experience.
Responsive Design
A design approach where a website automatically adapts to different screen sizes and devices.From a business perspective, responsive design ensures a consistent experience across desktop, tablet, and mobile without maintaining separate sites.
Return on Investment (ROI)
A measure of the value generated from a digital investment compared to its cost.Executives evaluate websites, platforms, and automation initiatives based on their ability to improve ROI through efficiency, revenue, or cost reduction.
Role-Based Access
A security and usability model that limits what users can see or do based on their role.Role-based access improves internal controls, reduces risk, and ensures users only interact with what is relevant to them.
S
Scalability
The ability of a website or system to grow without performance issues or major rework.Executives prioritize scalability to ensure digital platforms can support future growth without costly rebuilds.
Schema Markup
Structured data added to a website to help search engines better understand content.From a business standpoint, schema improves visibility in search results and supports modern AI-driven search experiences.
Search Engine Optimization (SEO)
The practice of improving a website's visibility in search engines.Executives see SEO as a long-term growth channel that attracts qualified traffic without ongoing advertising spend.
Secure Forms
Website forms designed to protect sensitive information.Secure forms are especially important for healthcare, finance, and B2B organizations handling confidential data.
Session Timeout
A security feature that logs users out after a period of inactivity.This reduces risk for portals and systems handling sensitive information.
Single Sign-On (SSO)
A login method that allows users to access multiple systems with one set of credentials.SSO improves user experience while reducing password-related support issues.
Sitemap
A structured list of website pages used by search engines and administrators.Sitemaps help ensure important pages are discovered and indexed correctly.
SSL (Secure Sockets Layer)
Security technology that encrypts data between users and a website.SSL is foundational to trust, compliance, and modern web standards.
Subscription Commerce
A sales model where customers are billed on a recurring basis.Subscriptions create predictable revenue and strengthen long-term customer relationships.
T
Tax Calculation
The automatic calculation of taxes during checkout.Executives rely on accurate tax handling to reduce compliance risk and prevent customer disputes.
Third-Party Integration
Connecting external software tools to a website or platform.Third-party integrations allow businesses to extend functionality without building everything internally.
Transaction Processing
The secure handling of payments and order confirmations.Reliable transaction processing is essential for revenue protection and customer trust.
Two-Factor Authentication (2FA)
An added security step that requires users to verify their identity in two ways.2FA significantly reduces the risk of unauthorized access to sensitive systems.
U
Uptime
The percentage of time a website or system is available and functioning properly.Executives view uptime as a reliability metric directly tied to revenue, credibility, and customer trust.
User Experience (UX)
How easy and intuitive it is for people to use a website or digital system.Strong UX reduces friction, increases engagement, and improves conversion rates by making it easier for users to accomplish their goals.
User Interface (UI)
The visual elements users interact with, such as buttons, menus, and forms.Executives often think of UI as the visual expression of the brand and a contributor to perceived quality and trust.
V
Vendor Portal
A secure online area where suppliers or partners can access information or perform tasks.Vendor portals reduce email and manual coordination while improving operational efficiency.
Version Control
A system for tracking changes to code, content, or configurations over time.Version control allows teams to safely manage updates, roll back changes if needed, and maintain accountability.
W
Web Application
A browser-based software tool that performs business functions.Executives often encounter web applications as customer portals, internal tools, or workflow systems that replace manual processes.
Webhooks
Automated notifications sent from one system to another when an event occurs.Webhooks enable near real-time automation without constant system polling.
Wireframe
A simplified visual layout used to plan a website before design and development.Wireframes help executives validate structure, flow, and priorities early in the process.
Workflow Automation
Automated processes that trigger actions based on specific events.Workflow automation reduces manual effort, improves consistency, and allows organizations to scale efficiently.
X
XML
A structured data format used to exchange information between systems.While technical, XML often underpins integrations and data feeds.
Zero Downtime Deployment
Updating systems without interrupting live access.For executives, zero downtime deployment protects revenue and customer experience during changes.
Industry-Specific Executive Glossary
Medical and Healthcare
Appointment Scheduling
Allowing patients to book appointments online.Online scheduling reduces front-desk workload and improves patient convenience.
Patient Intake Forms
Digital forms that collect patient information before visits.These forms improve efficiency, reduce paperwork, and streamline in-office workflows.
Patient Portal
A secure area where patients can view information, complete forms, or communicate digitally.Portals improve engagement while reducing administrative burden.
Secure Messaging
Encrypted communication between patients and providers.Secure messaging protects privacy while enabling faster, more convenient communication.
Telemedicine
The delivery of healthcare services through digital channels.Telemedicine expands access to care and reduces operational constraints for providers.
Dental Practices
Recall System
Automated reminders for follow-up or routine appointments.Recall systems help practices maintain consistent patient flow and reduce missed visits.
New Patient Flow
The steps that guide a visitor from first website visit to booked appointment.Optimizing this flow improves patient acquisition and growth.
Treatment Pages
Pages dedicated to specific dental services.These pages educate patients and support local search visibility.
Manufacturing and B2B
Custom Pricing
Pricing structures tailored to individual customers or contracts.Custom pricing supports negotiated relationships and repeat business.
Distributor Portal
A private website area for resellers or partners.Distributor portals reduce manual coordination and improve order efficiency.
EDI (Electronic Data Interchange)
Automated exchange of purchase orders, invoices, and shipping documents.EDI reduces errors and speeds up B2B transactions.
MOQ (Minimum Order Quantity)
The smallest quantity a customer can order.MOQs help manufacturers manage production and profitability.
RFQ (Request for Quote)
A formal request for pricing on specific products or quantities.RFQs are common in complex B2B sales cycles.
Retail and Consumer Commerce
Cart Abandonment
When customers add items to a cart but do not complete checkout.Reducing cart abandonment directly increases revenue without increasing traffic.
Product Variants
Different versions of a product, such as size or color.Clear variant management improves customer experience and reduces confusion.
Promotions
Temporary discounts or offers.Promotions are often used to drive demand or clear inventory.
Upselling
Encouraging customers to purchase a higher-value option.Upselling increases revenue per customer without additional acquisition cost.
Beauty and Salons
Booking System
Online scheduling for services.Booking systems reduce phone calls and improve customer convenience.
Service Menu
A structured list of services and pricing.Clear service menus improve transparency and conversion.
Stylist Profiles
Pages highlighting individual service providers.Profiles build trust and allow customers to choose based on preference.
Membership Packages
Recurring service plans.Memberships create predictable revenue and long-term loyalty.
Seasonal Campaigns
Time-based promotions or offerings.Seasonal campaigns align marketing with customer demand cycles.
