Plain English
The contractor marketing dictionary.
Marketing has too much jargon, and jargon is where bad agencies hide. Every term we use, defined so an eighth grader could explain it back.
A
- A/B Test A controlled experiment that shows two versions of a page or headline to different visitors to find out whi…
- Above the Fold The part of a web page a visitor sees before scrolling. It is the most valuable space on any page.
- AI Overview Google's AI written answer that appears at the very top of many search results, above every regular listing.
- Anchor Text The visible, clickable words of a link. Search engines read those words as a hint about what the linked pag…
- Attribution Figuring out which marketing channel deserves credit for each lead, usually through call tracking and form…
C
- Call Tracking Technology that shows which marketing source made your phone ring, by using different tracking numbers for…
- Citation Any online mention of your business name, address, and phone number, like a directory listing or a local we…
- Click Through Rate The percentage of people who saw your ad or listing and clicked it.
- Close Rate How many of your quotes turn into booked jobs, as a percentage.
- Conversion Rate Optimization The practice of getting more of your existing website visitors to call or fill out a form, without buying m…
- Core Web Vitals Google's measurements of how fast a page loads, how quickly it responds to taps, and how much it jumps arou…
- Cost Per Click What you pay each time someone clicks one of your pay per click ads.
- Cost Per Lead Your marketing spend divided by the number of qualified leads it produced.
- CTA (Call to Action) The button or instruction that tells a visitor exactly what to do next, like "Call Now" or "Get a Free Esti…
G
L
- LLM (Large Language Model) The kind of AI behind tools like ChatGPT and Gemini. It answers questions using what it learned from huge a…
- llms.txt A plain text file on your website written for AI systems, giving them a clean, structured summary of your b…
- Local Pack The group of three business listings Google shows under the map for local searches. Also called the Map Pac…
- Local Services Ads Google's pay per lead ads that appear above everything else. You pay when a customer contacts you, not when…
- Long Tail Keyword A longer, more specific search phrase with fewer searches but stronger buying intent, like "crawl space rep…
N
P
- Pillar Page A thorough page covering a broad service topic that links out to detailed pages on each subtopic.
- Prominence One of Google's three local ranking factors: how well known and established your business appears, through…
- Proximity One of Google's three local ranking factors: how close your verified business address is to the person sear…
Q
R
- Relevance One of Google's three local ranking factors: how well your profile, categories, and content match what was…
- Retargeting Showing ads specifically to people who already visited your website but did not call.
- Review Velocity How steadily new reviews arrive over time, as opposed to bursts followed by silence.
- ROAS (Return on Ad Spend) Revenue produced divided by ad money spent. A ROAS of five means every dollar of ads returned five dollars…
S
- Schema Markup Invisible structured code on a web page that tells search engines and AI exactly what the page is about: th…
- Search Intent The goal behind a search. Someone typing "foundation crack repair cost" is shopping; someone typing "what c…
- Seasonality The natural rise and fall of demand for your services across the year, like wet season waterproofing surges.
- SERP Search Engine Results Page: everything Google shows after a search, including ads, the map pack, AI answers…
- Speed to Lead How fast you respond when a new lead calls or submits a form.
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