Growth terms, explained simply.

CTA (Call to Action)

The specific action you want a visitor to take next — book, order, call, or contact you.

Local SEO

Making your business easier to find in local search results and maps for people nearby.

Conversion rate

The percentage of visitors who take your desired action (booking, ordering, calling).

Customer path

The sequence of steps a customer takes from discovering your business to taking action.

Structured data

Machine-readable information embedded in a webpage (like business name, hours, address) that search engines can read directly.

Churn

Customers who stop coming back after previously being active.

Booking friction

Anything that makes it harder than necessary for a customer to complete a booking.

Evidence-backed

A claim that's tied to something specific and observable, not a guess or general assumption.