A glossary for terms that should not slow the conversation down.

Visibility

Work that helps the right people find the business in search.

SEO is not only keywords. It is the structure, content, technical quality and authority that make a website useful and discoverable in search.

Example: improve service pages so qualified buyers find them in Google.

Sales

A system where leads, clients and sales follow-up are tracked.

A CRM helps the team see who contacted the business, what stage they are in, who follows up and what should happen next.

Example: every website enquiry automatically creates a sales task.

Analytics

Google Analytics 4: a tool for seeing what visitors do on the website.

GA4 helps measure visits, events, forms, traffic sources and user paths. It is useful only when the important actions are configured clearly.

Example: track which page creates booked calls.

Sales

A potential client who showed interest.

A lead can be a form submission, call, email, booked meeting or another signal that someone may buy.

Example: a founder sends a form asking about SEO audit.

Audience

Business-to-business: one company sells to another company.

B2B buying is usually slower than consumer buying because several people may compare risk, budget and practical value.

Example: a consulting company sells strategy work to manufacturing firms.

Website

When a visitor does the action the business needs.

Conversion can mean sending a form, booking a call, buying, subscribing or moving to another important step.

Example: 100 visitors came, 5 sent a request, conversion is 5%.

Finance

The money left after the direct cost of delivering the offer.

Margin matters because growth is not useful if more sales create too little profit or too much operational pressure.

Example: a 2,000 EUR service costs 800 EUR to deliver, leaving 1,200 EUR margin before overhead.

Sales

The usual amount of money one client pays in one deal.

Average deal size helps decide how many leads are needed and how much can reasonably be invested into acquisition.

Example: if the average project is 4,000 EUR, one strong lead can be more valuable than many weak visits.

Sales

The next contact after a person has shown interest.

Follow-up can be a call, email, reminder, proposal or another step that helps a lead move toward a decision.

Example: reply to a request within one business day and book a short diagnostic call.