Online Entrepreneur’s Glossary of Terms

Above the Fold – Any content/images/text that is visible on a webpage without having to scroll down. Since many people make a decision within seconds of landing on a webpage, it’s important not to “waste” the above the fold area, and instead use it to make sure the visitor will remain on the page and choose to scroll to learn more.

Affiliate Program/Marketing – A process in which the affiliate person is promoting a product/course/service of another business or person, in exchange for a commission from any sale generated through that promotion. Many courses and programs that sell for $2000 and more, are often promoted by multiple leaders in the industry at the same time, because they are all affiliates of the course or program creator and make up to 50% commission off any sale they generate. Some people make all their money as affiliates of other businesses.

API (Application Programming Interface) – An application that allows 2 or more software programs to communicate with each other. If you need to connect 2 softwares, you would find the API of one of them (it’s usually a long number/letters combination) and paste it into the other one. For example, your Paypal API allows you to connect your Paypal account to your online shop so that when people buy from your shop, you get the money in Paypal. 

Audience – The people who consume your content and are likely to buy your products. For example, the audience of your blog are your regular readers who are likely to also follow your page on Facebook, join your weekly newsletter and buy your products. Usually there are some common demographic characteristics of your audience, like gender, age, interests, language etc. 

Autoresponder (see Email Autoresponder)

Blog – A dynamic and growing collection of posts (also called blog posts), often written in a very informal and conversational style, by the blog owner, and published on his/her website on a regular basis (daily, weekly or monthly). Blog posts often include both text and images, and an area for discussion or comments by the readers. Blog posts can cover every subject matter imaginable, but blog owners often choose to focus on a specific area, theme or industry, to establish themselves as experts or leaders on the subject matter (for example, parenting, travel, scrapbooking, fitness, money etc.). WordPress is the most popular blogging platform used by bloggers.

Boosting (see also Facebook Ads) – A simple way to promote a Facebook post to your audience by paying Facebook to “boost” your post so it is seen by more people in your audience. You don’t need to know much about Facebook ads or how to set them up to be able to boost your posts, as all that is required are a few clicks and a credit card, and Facebook will do the rest. It’s a relatively cheap and effective way to promote your Facebook posts (you can set it up to $5/day for example and stop the boost any time).

Bootcamp (also often called Challenge) – A popular marketing strategy often used during launches of a product or course, in which the creator of the product/course, offers a free online training (=bootcamp or challenge) on a certain topic in order to attract prospects, give value and establish authority, and then offer the option of buying the paid product or course. Most Bootcamps and Challenges are 3 to 10 days long, but some are even 30 days long, and they usually take place in a closed Facebook group dedicated to the Bootcamp/Challenge. They often include a daily video training (live or recorded) and some homework that the participants need to do and then post in the Facebook group. At the end of the Bootcamp/Challenge, the creator introduces the paid product or course to the members of the Bootcamp/Challenge. 

Bot (see Chatbot) 

Bounce Rate (see also Google Analytics) – The percentage of people who landed on your website or webpage and left before taking any further action. The higher the bounce rate, the less people stayed on your website and checked out other pages. 

Brand (visual and story) – In general, the word “Brand” refers to what makes a certain company stand out and differentiate itself from other companies that offer a similar product or service. Visual Branding refers to visual elements such as the logo, colors and fonts the company uses in their products, website etc. A Brand Story refers to the narrative the company wants to tell and share with the world, which represents their values, history, mission etc. Creating a strong brand, and strong brand-recognition is one of the most effective marketing assets a company can have..

Bump offer – An offer that is presented to a buyer during the checkout process to be added to what’s already in the buyer’s cart. Usually a bump offer just adds a little bit extra cost to the original item the buyer wanted, but adds more value, which makes it attractive. It’s an effective way to increase the amount a buyer spends on average. 

Canva – An online graphic design software that allows anyone to create beautiful graphics, social media posts, posters etc. intuitively, easily and for free. You can access it at

Challenge (see Bootcamp)

Chatbot (also called Messenger Chatbot or Messenger bot) – A software used usually inside your Facebook business page messenger, which is programmed to respond to questions and take certain actions based on words used in the messenger conversation by your clients/leads, instead of a human. It allows you to automate your responses and provide information and customer service on autopilot 24/7. 

Content – Original information created by you, for your audience, as part of your business and marketing. Content can include blog posts, downloadable PDFs, ebooks, a video, a webinar, articles, FB lives, tutorials etc. In online marketing, the creation of original content is considered an essential part of growing your business, audience, authority and influence.

Course – A course delivered to students online through recorded or live videos and written materials, which can be accessed on a desktop or mobile devices. Most courses are paid, but some are offered for free, usually as part of a marketing plan to buy a paid course.

Cpanel – A software that allows a user to access the backend of his/her hosting service. Through the Cpanel, the user can access files, update DNS records, install WordPress, create backups etc.

CRM (Customer Relationship Management) – A system or tool that allows a company to interact, manage, analyze and automate their relationship with potential and existing customers, through data collection, emails, interactions, sales records etc.

CTA (Call To Action) – Refers usually to the words or visual device element on a webpage, that prompt the visitor to take action (buy something, book a call, download a PDF etc.). For example, a button on a sales page that says “Buy Now” or an optin that reads “Click to download my free Ebook” would be a CTA.

CTR (Click Through Rate) – In online marketing, and especially in paid ads such as Facebook ads, a CTR refers to the percentage of people who saw the ad and clicked on it to learn/see/read more. Low CTR indicates that the ad is not appealing to the audience that sees it. High CTR means that the ad was attractive enough to make the audience stop and click on it to get even more information about it.

Devices (see also Responsiveness) – The hardware used to access a website or online content such as a desktop computer, laptop, tablet or phone.

Divi – One of the most popular WordPress themes in the world. Divi theme uses the Divi drag and drop page builder which allows users to create beautiful layouts and designs, without any coding knowledge.

Domain – Simply put, a domain is the address of your website, the one which people type into their browser to visit your website. For example, is the domain for Amazon and is the domain for Google search engine. *Note – a domain is often confused with hosting or with the website itself, so I like to use the phone analogy to explain the differences: A domain is like your phone NUMBER, hosting is like your phone COMPANY, and your website is YOU. If you want someone to reach you (=your website), you need a phone number (=domain) and you need to pay your phone company (=hosting) every month so that when people dial your phone number (=domain), they actually reach you (=your website).

Domain Email – An email address that uses your domain name as part of the address, and not gmail or hotmail or similar public email services. For example, if your domain name is then your domain email address could be or Domain emails are usually provided by your hosting company either for free or for a monthly charge.

DNS (Domain Name System) records – Simply put, DNS records allow you to create entries inside your cpanel DNS zone editor to direct your domain or subdomains to different IPs/locations for hosting purposes, mail directions, verification of ownership etc.

Email List – A list of emails that you collect through your marketing efforts on your website and other online platforms, from people who have opted-in to give you their email address in exchange for something from you (such as a downloadable freebie, Ebook, video, training, weekly newsletter etc.). Once these people’s emails are on your list, you can send out emails to them on a regular basis, offering them free content, letting them know about new offers and products you are launching, share news about your business etc. In the online marketing world, it is believed that the larger your (quality) email list is – the more money you can make, since you have an easy, direct and cheap way to reach your audience regularly.

Email Provider – An email provider does not refer to an email service like gmail or hotmail, but to a paid service such as Mailchimp or Mailerlite that allows you to collect email addresses from people (see also Email List) and then email them all together whenever you want to update them on something new, or through a set of email sequences that are sent out automatically (see also Email Autoresponder)

Email Autoresponder – An option that is offered by your Email Provider, which allows you to set up, in advance, one email or a set of emails, that are sent out automatically to people who have agreed to give you their email address. For example, a visitor to your website may opt-in to download a free PDF guide you created in exchange for their email address. Once they provide you with their email address, they trigger the Autoresponder sequence of emails that will start going out to them on the set times (for example, the first email may go out immediately after they opt in, and then a second email will go out 24 hours later, and a third email will go out 2 days after that etc.). Email autoresponder sequences allow you to develop a relationship and make offers to your potential clients, automatically.

Embed – A code that you copy from one service/website and paste into a page on your own website, to embed something into your website. For example, you can copy an embed code from a YouTube video, and paste it into a page on your own website, and then that YouTube video will be embedded into your page, and visitors to your website will be able to see that video, without having to go to YouTube.

Evergreen Funnel – A sales funnel that is always available and active and brings in buyers all the time, on autopilot. For example, a funnel that starts with an optin for a free Ebook on your website, and once people opt in, they receive an automated series of emails through your autoresponder service, and at the end of the email series they are invited to buy a $29 online course, through a sales page that you have created. This entire funnel is always available, does not require you to do any work and is completely automated, and therefore it is an Evergreen Funnel.

Evergreen Product – a product that is always available and not restricted only to a limited time during a launch etc. For example, if you have a product on your website that people can always buy, it is an evergreen product. However, if you have a membership program that you only make available once a year for 2 weeks, then that is not an evergreen product.

Facebook Ads – Facebook offers page owners to advertise their business and promote their products through ads that are displayed to Facebook (and Instagram) users. Ads are targeted and shown based on your chosen demographics (age, location, education level etc.), budget, and objective (purchase, engagement, sign up etc.). Results are measured and ads are automatically optimized to maximize results.

Freebie (also called Lead Magnet) – A term used to describe any content (guide, video, Ebook, bootcamp etc.) given for free, in exchange for the person’s email address. The person who wants the Freebie, will provide their email address on your website, and in exchange, you will deliver the promised content. Freebies are used as part of growing your Email List and getting leads in your marketing strategies.

Funnel – The process by which a potential client becomes a paying client. A sales funnel can turn a new visitor on your website, to a paying customer through a series of steps/pages. For example, a funnel can start with a social media post that invites your audience to opt-in to a join a 3-day bootcamp. Once they provide their email address and opt-in to join the bootcamp, they start getting a series of daily emails inviting them to join the closed Facebook group where the bootcamp will take place, watch the daily videos and submit their bootcamp homework. On the last day of the bootcamp they are invited to a webinar and in the webinar they are invited to join a 6-week program for $1000, and are sent to a sales page to buy. Some of the people who say the original social media post, will end up buying the $1000 program. This entire process, all the pages, Facebook group, bootcamp, emails etc. are the sales funnel.

Google Analytics – A free tool by Google that allows you to measure and analyze the traffic and behavior of visitors to your website. Google Analytics collects data about your visitors such as how they found you, what is the first page they landed on, what page they visited next (or did they leave immediately), how long they spent on each page, where they are from etc. This data can be used to improve performance, optimize the website, increase ROI on ads etc.

Host/Hosting – a service that allows you to host your website so people can access it on the Internet. Your website files and databases need to “live” somewhere, and your hosting service is where they live. *Note – hosting is often confused with a domain or with the website itself, so I like to use the phone analogy to explain the differences: A domain is like your phone NUMBER, hosting is like your phone COMPANY, and your website is YOU. If you want someone to reach you (=your website), you need a phone number (=domain) and you need to pay your phone company (=hosting) every month so that when people dial your phone number (=domain), they actually reach you (=your website).

Ideal Customer Avatar (ICA) – Your ICA is a representation of the person who is your ideal client, who would want to buy your products, and your products would solve his/her pain points. It’s a description of your ideal client in terms of demographics, behavior, psychology etc. Having a very clear and accurate ICA is a very useful marketing tool, since you can target and resonate with your most likely buyer.

Landing Page (also called Squeeze Page) – A page on your website that is focused on getting the visitor to take one, single action. For example, sign up for a freebie or schedule a call with you. A good landing page has a single call to action (CTA), and minimum distractions and choices, to make sure the visitor takes the intended action. Visitors usually land on a landing page by clicking on an ad or a link they got in a post or an email.

Launch – The term is used to describe both the marketing strategy and the time used to introduce and promote a new product into the market. In online marketing, a launch would refer to the entire marketing plan (ads, social media posts, emails, webinars, freebies, sales page etc.) that is deployed during a certain time period to introduce and sell a product such as a course, membership, online event etc. that is usually only available for a limited time. Launches usually last anywhere from a few days to a few weeks.

Lead Magnet (see Freebie)

List (see Email List)

Membership – A subscription based product, in which the customer pays a weekly or monthly or annual recurring fee to be a member and get access to certain online content and/or coaching/training/community. For example, an online yoga membership program may cost $25/month and paying members get access to a library of yoga videos, and one live Q&A session with the instructor each week. Having a successful Membership program is a very attractive business model because it ensures a steady and predictable income stream every month.

Messenger Chatbot (see Chatbot)

Mobile Friendly (see Responsiveness)

Offer – Any product or service or course/membership, that you make public, so people can buy it. If you want to make money from your online business, you must make offers, so people know what they can buy from you.

Optin (see also Email List and Freebie) – A marketing tool that allows to offer a free incentive on a website (a freebie, such as a PDF guide, Ebook, webinar, video training etc.), in exchange for some contact information such as name and email address of the visitor. The optin is embedded on a webpage and is connected to an email provider, which then collects the email address of the person who opted-in and sends them the promised freebie they opted-in for.

Page Builder – A software or plugin that makes it easy to design a webpage in a visual (often drag-and-drop) way, without any coding knowledge. A Page Builder allows you to add text, videos, images, and buttons to a webpage, and arrange them in columns and change their colors etc.

Passive Income – Income that you generate with little or no effort, or at least without having to do a lot of additional work to maintain. For example, if you sell an Ebook that makes you $500/month on average, in an automatic, evergreen funnel, you don’t need to work or do anything once the book has been written and the funnel has been set up and you still make money every month from it. Or if you have a membership program with 100 active members who pay you every month on autopay, and you just need to add one new video training a month.

Payment Gateway – The company or service that allows you to collect/charge money from people, for a small processing fee. For example, Paypal or Stripe both allow you to charge people (who use their Paypal account or credit card), and for each such transaction, you need to pay Paypal or Stripe a fee (usually around 3%). Your payment gateway needs to be connected to your website/shop/course platform.

Pixel (also called Conversion Pixel or Tracking Pixel) – A little snippet of code that you add to your website which allows you to collect information about your website visitors and their behavior on your website. For example, a Facebook pixel that you install on your website, allows Facebook to know who visited your website, who saw a Facebook Ad and then ended up buying a product from you etc. Installing a tracking pixel on your website is essential for paid advertisement (such as Facebook Ads or Google Ads), to track, analyze and optimize your ads.

Plugin (also called WordPress Plugin) – A software that is added to another software (WordPress in this case) to add some special features. I like to describe plugins as apps for your website. For example, if you would like to add an instagram feed to your website home page, you would look for an instagram plugin which will allow you to connect to your instagram account and show your latest posts inside your website. There are thousands of plugins for WordPress that add almost every possible feature imaginable, and most of them are free.

Podcast – An audio web series, usually in the form of an interview conducted by the owner of the podcast who interviews a guest, that can easily be downloaded or streamed on a mobile device for convenience. Most podcasts focus on a specific theme or subject matter such as politics, entrepreneurship, religion, motherhood, health etc.

Pop Up – A message or an optin that “pops-up” on the screen of a website, either after a certain time (for example, 10 seconds) or on a specific location on the website (for example, at the very top, or on the right-hand corner) or after a specific action is taken (for example, clicking on a button) which prompts the visitor to take some kind of an action (opt in to something, sign up, click a button etc.).

Responsiveness – Refers to the ability of a website design and layout to modify and adjust itself to the needs of the user and device that is used. For example, a webpage on a responsive website would look differently on a desktop computer and on a mobile phone. Some pictures may be removed on the mobile view, the menu may become a drop-down menu instead of a horizontal menu, 3 columns on a desktop view may be changed to 3 separate vertical paragraphs on the mobile device etc.

Sales Page – A page on a website that is dedicated to the sole purpose of getting someone to buy something. A good sales page usually includes all the information a potential buyer needs to make a decision to buy, including a description of the product and its benefits, why the product is superior to others, testimonials, an urgency factor etc.

Scheduling (also called a Scheduling Calendar) – A service/software that allows you to enter your available time, and then have clients automatically schedule appointments with you at your available time. Services such as Acuity or Calendly allow you to create your schedule and then embed it on your website so people can book a time for a call with you straight from your website.

SEO (Search Engine Optimization) – The optimization of a website with the goal of having it come up on the first page of search engine results pages when people search for a word that is relevant to the website. For example, if your business is about yoga equipment, then you would want your website to appear on the first page of Google when people search for keywords such as “yoga mattress” or “yoga blocks” etc. The process of optimizing a website for SEO purposes includes many aspects such as editing the content to focus on specific keywords, getting links from other websites to your website to improve your credibility, improving the load time of images, and making the website mobile-friendly.

SSL (Secure Sockets Layer) – The technology that makes sure all information between websites and other systems is secured and encrypted so criminals can’t read or use that information. When visiting a website, you can easily know if an SSL certificate is installed on it, by seeing the green, locked padlock next to the URL in the browser. If the padlock is red or unlocked, it means that the website is not secured. Some browsers won’t even allow you to open a website that is not secured and will give a warning not to proceed. Usually you can get an SSL through your hosting service.

Subdomain (see also Domain) – An additional domain that is nested under an existing domain you own, and where you can install a separate website. For example, the main domain may be and a subdomain of that domain may be or Subdomains are often used when you want to have a separate website installation from your main website, that is dedicated to a specific area of your business or services. For example, you can have your main website installed on your domain and have your online courses installed on your subdomain called Subdomains don’t cost any extra, and can be created on your hosting service where you are hosting your main domain.

Squeeze Page (see Landing Page)

Target Audience (see also Audience) – The audience you target in your marketing efforts. Your target audience should be made up of your ideal customer avatar (see Ideal Customer Avatar), to increase the ROI on your marketing efforts. In paid advertisements, such as Facebook Ads, you are able to choose your target audience by showing your ads only to people who fit your ideal customer avatar demographics and behavior.

Theme (also called WordPress Theme) – The templates and layouts that govern the look and design of your WordPress website, for example, the position of your menu, the layout of the pages, the look, colors and size of the buttons etc. Some themes are simple and basically include just a set of a few layouts that are limited in their customization, while other themes, are very sophisticated and allow for full customization of every part of the design and layout.

Third-Party Solution/Platform – Any online service or software that is external to your own website, and requires you to upload your content or set up the service on the company’s website or servers, rather than your own. For example, YouTube is a third-party solution, because you upload your videos to the YouTube website (not to your own website), and if you want to show the video on your website, you have to embed the video into your website rather than upload it to your website. Another example is if you create an online course, and upload it to a service like This means that all your content is uploaded to the website (not to your own website), and all your students login, pay and consume your course, on the website.

Traffic (paid and free) – The people who visit your website or webpage due to your marketing efforts. Paid Traffic refers to people who end up visiting your website due to paid ads and other paid marketing strategies, and Free Traffic refers to any visitors to your website who find your website because of free marketing efforts such as search engine optimization (SEO), blog posts, social media posts, referrals etc.

Tripwire – A low cost (ideally, irresistible) product or offer that is presented and promoted for the sole purpose of getting people introduced to your other (more expensive) products and services. The psychology behind it is that once someone buys from you, even just a $7 product, for example, they are more likely to buy more products from you (even for hundreds or thousands of $), assuming they liked what they got from the $7 product.

Upsell – An offer that is presented to a client who is going to buy or just bought a product from you, that is higher in value or an upgraded version of the original product they were buying. For example, when a customer buys a course from you for $100 and during the checkout process, you offer them a VIP option of $250 that includes the course AND a weekly coaching session, then that is an upsell offer. Upsell offers are often a limited time, one-time-offer, which is only available and presented to the buyer at the time they are buying the original product or service. This adds an element of urgency and scarcity and when it perfectly matches the original product, it can increase the average value of each sale substantially.

URL – It’s another word for web address. It is the address people type into their browser to get to a specific website or page. A URL is different from a domain, although they can sometimes be the same. For example, the domain of amazon is, but you may give someone a URL for a specific product which will look like this:

USP (Unique Sales Proposition) – The feature or quality that distinguishes your product or service or brand, from other companies who offer a similar product to yours. Simply put – it’s what makes your product/company better and different than your competitors. For example, the USP of Domino’s pizza is that they will deliver your pizza in 30 minutes or you get your pizza for free.

VA (Virtual Assistant) – An assistant that works remotely in support of a business owner. For example, a VA can help you with creating and posting your daily social media posts, or with answering emails, or updating your website. VAs may specialize in specific areas, or assist in many different aspects of the business, by getting trained by the business owner and based on her specific needs and requirements.

Vlog (see also Blog) – A blog that is presented as a recorded video, instead of a written post.

Webinar – The word is a combination of the words Web and Seminar, and in its most basic and popular form, a webinar is indeed a seminar that is presented online, instead of in person. Webinars are used to teach, to promote a launch of a product, to establish authority and to engage with your community. Most webinars are 45 to 90 minutes long, and can be either free or paid, depending on the objective and audience.

WordPress – An open source system for websites that can be customized using themes, and enhanced using plugins. In other words, it’s a platform that allows people to build their websites on. WordPress websites can be installed on any hosting service that hosts WordPress websites, and can be designed and customized even without any use of coding, through the use of WordPress themes and plugins.

Zoom – A video conferencing software that is used for meetings and for webinars. The host of the zoom call can control who has access the the conference call, where it will be streamed, who can participate by watching and who can participate in the discussion as well.

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