The words, in plain English.

The registration system US carriers use for business text messaging. A registered business, a registered campaign, and disclosed HELP/STOP wording are what keep your texts delivering instead of silently filtering.

The advertising platform account a campaign runs inside. Who owns it matters more than most people realize until they leave an agency — so it is worth having in writing before you start.

Working out which channel actually produced a customer. Hard, frequently faked, and the reason a lead that arrives without a source is worth less than one that does not.

The share of visitors who arrive and leave without doing anything. Useful as a symptom, useless as a target — a page can have a high bounce rate and still do its job.

Using distinct phone numbers per channel so you can tell which advertising produced which call. The phone half of attribution, and the half most businesses skip.

The address you have told search engines is the real one when several URLs show the same content. Gets duplicate pages out of your own way.

The evidence that a person agreed to be contacted: the timestamp, the form, and the exact wording they saw. If someone selling you leads cannot produce one per lead, they are selling you a risk.

The share of visitors who do the thing the page exists for. The cheapest number to improve, because it costs no extra traffic.

Google’s measures of how a page actually feels to load and use. They affect ranking, but the better reason to fix them is that a slow page loses people before it can convert them.

What it costs to win one paying customer, not one inquiry. Always higher than cost per lead, and the number that actually decides whether marketing pays.

What it costs to produce one inquiry. A number that means nothing on its own — what matters is how it compares to your ceiling. The free calculator works yours out.

The system holding your contacts, conversations and follow-up. When it is separate from your marketing, every lead is a copy-paste away from being lost.

An email authentication policy telling other mail servers what to do with mail that fails checks in your name. The difference between reaching an inbox and reaching nowhere.

A catch-all for likes, comments and shares. Real when it is a conversation with a buyer, decorative when it is a vanity number in a report.

The path from stranger to customer, and every step where people fall out of it. Fixing a funnel usually beats buying more traffic into a broken one.

Your listing on Google Search and Maps. For a local business it often outranks the website as the first thing a customer actually sees.

How many times an ad was shown. Counts exposure, not interest, and no business was ever paid in impressions — which is why our reports lead with calls and bookings instead.

A page built for one action, with the distractions removed. The reason a campaign pointed at a homepage usually underperforms one pointed at a purpose-built page.

A real person who asked to hear from you. What separates a lead from a list is that they raised their hand — and the record proving it.

Something useful given away for contact details. Ours are the value worksheet and the lead-vetting guide.

A qualified prospect connected to you on the phone in real time, rather than sent as a record to call later. The fastest tier we sell, and the one that closes best.

The block of three local businesses Google shows above the regular results. Where most local buying decisions actually happen.

The automated follow-up that keeps talking to someone who did not buy the first time. Most inquiries are not a no; they are a not yet.

Visitors who arrive without you paying for the click. Slower to build than advertising and it keeps working after you stop spending.

A snippet on your site that reports what visitors did back to an ad platform, so campaigns can learn and remarketing can work. Ours stays ours; your customer data stays yours.

A lead that meets a standard you defined before anything launched — area, service, budget, timing. Without a written standard, "qualified" is just a word in a sales pitch.

Advertising to people who already visited you. The cheapest audience you will ever buy, because they know who you are.

Getting reviews on purpose and answering the ones you get. A routine, not a campaign.

Another word for remarketing. Same idea: bring back the people who left without acting.

Revenue divided by advertising spend. Related to but not the same as return on investment, which subtracts the spend before dividing — the distinction changes the number.

Structured data in a page’s code that tells search engines what the page is, so it can appear as a rich result rather than a plain blue link.

The work of being found when someone searches for what you sell. Not a trick and not a switch — it is content, technical health and reputation, compounding.

Sending conversion data from your server rather than the visitor’s browser, so ad platforms keep learning as browsers block more of it.

How fast someone contacts a new inquiry. The single biggest factor in whether it closes — and the reason we automate the first touch rather than hoping.

Two records proving your email is really from you. Without them, your mail is guilty until proven innocent.

The record of people who asked not to be contacted, honored across every property. Legally required, and the first thing to check before any send.

See Pixel. Same thing, different name, usually used when someone wants it to sound more technical.

Tags added to a link so your analytics can tell where a visitor came from. The plumbing that makes attribution possible at all.

The moment a visitor becomes an inquiry — a form, a call, a booking. Everything else on a site exists to make this happen more often.

Rules that do the follow-up work reliably: send this, wait, remind, assign, escalate. It runs on your busiest day exactly as it runs on your slowest.