Digital business glossary

This digital business glossary explains, in one to three sentences each, the words that come up when a business builds a website, an online store, a brand, AI content, an AI agent or an app: what a landing page is, how a chatbot differs from an AI agent, what RAG and GEO mean, and what Core Web Vitals measure. The definitions are written in plain language so a quote, a brief or a supplier’s proposal is easier to read.

The terms are grouped into eight topics, in the same order as the journal: websites, online stores, branding, AI content, AI agents and automation, real estate marketing, growth, and apps and systems. Within each topic they are in alphabetical order. Every term links to the journal article that explains it in depth, with examples, tables and common questions.

Where a definition states a number or a legal requirement, it follows the source: the Core Web Vitals thresholds from Google’s web.dev guide, the Israeli accessibility requirement from the text of regulation 35 of the service accessibility regulations (in Hebrew), and WCAG from the W3C overview. A glossary is not legal advice; on legal points, read the full article too.

If you need the thing and not only the definition, send a brief. We reply by email with a direction, a written price and a date.

Websites

Accessibility statement#

A page on the site that lists the accessibility adjustments made, names the accessibility coordinator and explains how to report a problem. Israel’s accessibility regulations require it to be displayed prominently on the site. Website accessibility law in Israel: IS 5568, WCAG and what to test

CMS (content management system)#

The software used to update a site’s pages, articles, images and products without touching code. WordPress, Webflow and Shopify are examples, and each suits a different kind of site. WordPress vs Webflow vs Shopify (and Wix, and custom code): which platform fits your business

Domain#

The site’s address on the web, such as example.com. It is registered with a registrar and renewed for a recurring fee, and it should be registered in the business’s name, not the supplier’s. Website maintenance and hosting: what is included, how often, and what it costs a year

Hosting#

The server that holds the site’s files and database, usually paid monthly or yearly. Hosting affects the site’s speed, its uptime and how backups are handled. Website maintenance and hosting: what is included, how often, and what it costs a year

hreflang#

A code annotation that tells search engines a page has versions in other languages, and which version is meant for which audience. On a Hebrew and English site it helps each searcher land on their own language. Building a bilingual Hebrew and English website: direction, fonts, URLs and hreflang

IS 5568#

The Israeli standard for web content accessibility, based on the WCAG guidelines. Regulation 35 of Israel’s service accessibility regulations requires sites that serve the public to meet it at level AA, subject to the exceptions in the regulations. Website accessibility law in Israel: IS 5568, WCAG and what to test

Landing page#

A single page built around one goal, usually a sign-up, an enquiry or a purchase. Campaign and ad traffic is sent to it, so it leaves out navigation that would distract from that action. How to build a landing page that converts

RTL (right-to-left)#

Text and layout that run from right to left, as in Hebrew and Arabic. On a bilingual site every layout, arrow, icon and table needs a mirrored version, not just translated text. Building a bilingual Hebrew and English website: direction, fonts, URLs and hreflang

WCAG#

The Web Content Accessibility Guidelines, published by the W3C. They have three conformance levels, A, AA and AAA, and the current version is WCAG 2.2. Website accessibility law in Israel: IS 5568, WCAG and what to test

Online stores

Abandoned cart#

A visitor added products to the cart and left without paying. Stores send an automatic reminder by email or message, provided the visitor agreed to receive marketing. Email automation for an online store: the flows to build first

Average order value (AOV)#

Total order revenue in a period divided by the number of orders in that period. It is usually raised with complementary products, bundles and a free-shipping threshold. How to start an online store: the complete guide, with notes for Israel

Checkout#

The last step of a purchase: delivery details, payment method and order confirmation. Every unnecessary field or surprise in the shipping cost at this step is a reason to leave. How to start an online store: the complete guide, with notes for Israel

Email flow#

A series of emails sent automatically according to what a customer did: joining the list, abandoning a cart, making a first purchase or going quiet. It is built once and runs in the background. Email automation for an online store: the flows to build first

Payment gateway#

The service that passes payment details from the site to the card networks and approves the transaction. Providers differ in fees, supported payment methods, platform integration and invoicing. Payment gateways in Israel: how online card payments work and how to choose a provider

Product page#

The page where a customer decides to buy: images, price, variants, description, shipping and returns, and the add-to-cart button. It is the page that most shapes a store’s sales. The product page that sells: anatomy of an ecommerce product page

Branding

Brand book#

The document that defines how a brand is used: logo versions and clear space, colour palette, typefaces, image style and tone of voice. It lets every supplier work in the same language. What goes in a brand book, page by page

Brand identity#

Everything a brand shows the outside world: logo, colours, typography, photography style, tone of voice and the rules for using them. A good identity looks the same on the website, the packaging and the ad. Business branding guide: what branding includes, from strategy to trademark

Creative brief#

A short document that tells a studio what the business is, who it speaks to, what needs to be made, the budget and the timeline. A clear brief is what makes an accurate quote possible. How to brief a studio so the proposal comes back right

Logo#

The mark that identifies a business: a symbol, a wordmark or both. A professional logo comes in several versions, for light and dark backgrounds and different sizes, as vector files. Logo design cost: what you pay for, and what a logo delivery must include

Naming#

Finding a name for a business or product: directions, a long list, filtering by meaning and pronunciation in the relevant languages, and checks on domains, social handles and registered trademarks. How to name a business: from a long list to a name you can register

Rebranding#

Changing an existing brand identity, from refreshing the logo and colours to a new name and message. It includes a transition plan so the old and new identities do not appear side by side. Rebranding a business: when to do it, what to keep, and how to switch without losing customers or search

AI content

AI model (virtual model)#

A person generated with AI that a brand uses in fashion, jewellery or beauty imagery instead of a model on a shoot. To work over time, she has to look the same in every image. AI models for fashion and jewellery brands: building one face that stays the same

Consistent character#

The ability to generate the same person, with the same features, across different images and videos. It is usually achieved with a fixed set of reference images of the character, not with text alone. AI models for fashion and jewellery brands: building one face that stays the same

Content calendar#

The plan for what is published, where and when: posts, stories, videos and campaigns over a month or a quarter. It links the business’s goals to what is actually produced. Social media content for brands: how to build a month of posts, reels and stories

Image-to-video#

Generating a short clip with an AI model that takes an image as its starting frame, alongside a text instruction. It keeps the product and the person as they are in the image, unlike video generated from text alone. AI video generators explained: Veo, Kling, Seedance and Runway, and what they mean for marketers

Packshot#

A clean product image, usually on a plain background, that shows the product exactly. It is used on product pages and in catalogues, and it is the starting point for AI imagery of the product. AI product photography: what is possible today, and what isn’t

Prompt#

The instruction given to an AI model: text, and sometimes reference images too. In professional work a prompt describes the camera, lighting, composition and materials, not only the subject. AI content creation for brands: what you can make, how it works, and what to check before you publish

AI agents & automation

AI agent#

A system built on a language model that does not only answer but also acts in other systems: booking an appointment, updating a CRM or checking availability. It works within limits and permissions set in advance. Chatbot vs AI agent: what the difference is, and when each is enough

Automation platform#

A tool such as n8n, Make or Zapier that connects systems without building a full application: when an event happens in one system, an action runs in another. For example, a form lead that lands in the CRM and gets a message. n8n vs Make vs Zapier: how to choose an automation platform

Chatbot#

Software that holds a written conversation with users. A classic chatbot follows a script and buttons; a chatbot built on a language model understands free questions but mostly answers, without taking actions. Chatbot vs AI agent: what the difference is, and when each is enough

CRM#

Customer relationship management: every lead, customer, conversation, quote and task in one place. It shows where each deal stands and who needs to do what. A CRM for a small business: when you need one, what it must do and how to choose

LLM (large language model)#

An AI model trained on large amounts of text that can understand questions and write answers in free language. It is the engine behind modern chatbots and AI agents. Business automation with AI: a practical guide for small and mid-sized businesses

RAG (retrieval-augmented generation)#

A method in which a language model first retrieves relevant passages from a company’s documents and only then answers from them. The answer rests on the business’s own information, not only on what the model learned. An AI assistant trained on company documents: how it answers from your knowledge, with sources

Voice AI agent#

An AI agent that answers or makes phone calls, understands speech and replies in speech. It can answer questions, book appointments and hand over to a person when needed. An AI agent that answers the phone: how it works for a clinic and a sales office

WhatsApp Business API#

Meta’s way of connecting a business to WhatsApp through software, so a bot, an agent or a CRM can send and receive messages. Outside the customer service window, only approved message templates can be sent. The WhatsApp Business API in Israel: getting access, templates and what Meta charges

Real estate marketing

360° virtual tour#

A panoramic visualisation the viewer turns on screen or in a VR headset, as if standing inside the apartment. It is used on the project website and in the sales gallery. Real estate 3D visualisation: selling residences before the building exists

3D render#

A computer-generated image of a building, apartment or space that has not been built yet, produced from a 3D model. Its price depends on the number of views, the level of detail and whether a model already exists. 3D rendering cost: what architectural renders cost, and why

Investor deck#

A presentation of a project or company for investors: the asset, the location, the business plan, the team and the numbers. It has to be clear when read alone, without a presenter. An investor presentation for a residential project: what goes in, in what order

Lead#

An enquiry from someone who left their details, from a form, an ad, WhatsApp or the phone. In real estate a lead moves through stages, from first contact through a visit to the sales gallery to signing. A CRM for a real estate developer: what the system must know about a project

Project website#

A website or launch page for a single residential development: renders, specifications, apartment types, location and an enquiry form connected to the sales system. Real estate development website: pages, units, the form and speed

Sales gallery#

The physical space where apartments are sold before the building exists: a model, screens, renders, finishes and seating. It continues what the buyer saw on the website and in the ads. Real estate sales gallery: the space, the screens and the visitor’s route

Growth

A/B test#

An experiment that shows two groups of visitors two versions of the same page or element and measures which one converts better. It needs enough traffic for the result not to be chance. CRO and A/B testing: the maths behind the decision

Conversion rate#

The share of visitors who took the action you wanted, such as buying or enquiring. The work of improving it is called CRO, conversion rate optimisation. CRO and A/B testing: the maths behind the decision

Core Web Vitals#

Three Google metrics for page experience: LCP, the loading time of the largest element, good at 2.5 seconds or less; INP, the response to interaction, 200 milliseconds or less; and CLS, layout shift, 0.1 or less. They are measured at the 75th percentile of page loads. SEO for small business: what to do, in what order, and what nobody can promise

GEO (generative engine optimisation)#

Work aimed at getting a business mentioned and cited in the answers of AI tools such as ChatGPT, Perplexity and Google’s AI Overviews. It rests on clear content, verifiable facts and a structure that is easy to quote. How to appear in ChatGPT answers and Google: SEO and GEO without the myths

Google Ads#

Ads that appear on Google when people search for words the business chose, usually paid per click. For a local business they bring enquiries from people already looking for the service. Google Ads for local business: building a search campaign that brings enquiries

Meta ads#

Paid ads on Facebook, Instagram and Meta’s other platforms, targeted by audience rather than by search. The creative, the image or video, is a large part of what decides the result. Meta ads creative: how to make Facebook and Instagram ads that stop the scroll

SEO (search engine optimisation)#

Work on a site and its content to appear in Google’s regular results without paying per click: structure, speed, content that answers questions, and links from other sites. SEO for small business: what to do, in what order, and what nobody can promise

UTM parameters#

Tags added to a link that record where a visitor came from: source, medium and campaign. With them, analytics tools show which campaign brought which enquiry. Digital marketing for small business: the whole system, in the order to build it

Apps & systems

Admin system#

An internal system built for a business: a dashboard, permissions, customer, order or stock management, and reports. It replaces scattered spreadsheets and tools with one place that fits how the business works. Custom admin dashboard: when to build one, what goes in it, and how to write the requirements

API#

A defined way for one piece of software to ask another for data or an action. Through APIs an app connects to payments, calendars, a CRM or AI services. How to develop an app for your business: from whether you need one to maintenance after launch

Booking system#

A system that lets customers pick a service, a staff member and a free slot and book on their own, with reminders and cancellations. In a clinic it is connected to the staff calendar. Booking app for clinics: the scheduling logic, reminders, deposits and patient privacy

MVP (minimum viable product)#

The first and smallest version of a product that still solves the core problem, built to test it with real users before investing in the full version. How to build an MVP: choosing the one flow, leaving the rest out, and measuring what you learn

Native app#

An app built for each operating system, iOS or Android, and installed from the app store. It has full access to the device’s capabilities and every update goes through store review. Native app vs web app: when a business really needs an app, and when a website or PWA is enough

PWA (progressive web app)#

A site built with web technology that behaves like an app: it can be added to the home screen and can partly work offline. It does not have to go through an app store. Native app vs web app: when a business really needs an app, and when a website or PWA is enough

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