In professional services, over 80% of prospects will check out your website when considering engaging with a firm. Before Googling, researching social media profiles, or asking a colleague, buyers will go to your website to begin learning if your firm is the right fit.  

Additionally, 65% of firms plan to increase online marketing spending, including new website projects and website redesigns. So as your firm takes the next steps towards designing a new B2B website, it’s helpful to familiarize yourself with the key acronyms and terms that you will hear in conversations with your web development team. 


Most website redesigns begin with an initial kickoff meeting. In preparation for this meeting, it's important to come prepared with answers to a critical few questions:

  • What are the main goals for your website?
  • Who are your key website audiences?
  • What do you like/dislike about your current site?
  • How are you different from your competitors?
  • How many website administrators do/will you have?
  • Are there any important conferences or events that may dictate the timeline for your new website?

Now that you are prepared for the initial meeting, below are ten website and acronyms and terms to know in advance of your discussion. 

SEE ALSO: Infographic on How to Build a Better Website

10 Key Website Acronyms and Terms:

Lead Generating Website Guide

  1. CMS – Content Management System. The CMS is an easy way to publish, edit, and modify content for your website including main areas like a blog or news section. One example of an open-sourced CMS is WordPress. The team of experts you are working with should be able to guide you towards the CMS that best fits your needs.
  2. DNS – Domain Name System. A database that links meaningful names, such as, to a specific IP address.
  3. IP Address – Internet Protocol Address. A numerical code assigned to all devices (such as your laptop, mobile device, tablet, etc.) participating in a computer network that uses the Internet for communication.
  4. FTP – File Transfer Protocol. A system used to transfer all website files from one host to another over the Internet. FTPs are set up for all websites to contain the DNA and files needed for your site. Most people use a FTP to easily send around documents.
  5. Hosting – For others to be able to view your website, you will need to publish (or upload) it with a web hosting service. Once published, it is live for all to see on the world wide web. Examples of hosting companies are Rackspace or GoDaddy.
  6. CRM – Customer Relationship Manager. A system for managing a firm's communication and interaction with clients and prospects. A CRM uses technology to organize, automate and synchronize sales, marketing, customer service, and tech support.  Examples of these systems include InfusionSoft or Salesforce.
  7. Database – An electronic filing system. It is basically information nicely organized in a computer system so it is easy to quickly find pieces of data.
  8. Marketing Automation Software – Software used to nurture prospects with personalized and useful content that helps convert prospects to clients.  Examples of this would be Marketo or Hubspot.
  9. SEO – Search Engine Optimization. The process of affecting the visibility of a website in a search engine's “natural” or “organic” search results.  You may hear your firm’s marketing department wanting it to be ranked #1 on page one of Google for search terms. There are many factors that may increase your firm’s SEO, including use of content, keywords, and your site’s technical infrastructure.
  10. RSS – Rich Site Summary. A format for sending regularly changing website content like blogs, news items, publications, etc. to one’s inbox.  All the fabulous Professional Service Marketing Today readers can subscribe to get an email every time we post a new blog post.

Knowing what these key acronyms and terms mean at a very high level will help your firm communicate better with your professional services marketing firm or web development team.

Additionally, having the logins available in advance for your new website development team will be helpful so they may take a look at the website, set up the development server and get everything ready to start your new website project.

A few other aspects to keep in mind as you prepare for your B2B website is user experience and how to build a better performance site. For more information on these website themes and more, download our Website Planning Guide.

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Megan Yaroch