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Glossary
Web Design & Webflow Glossary
This glossary defines the web design, Webflow, CRO, and SEO and AEO terms B2B marketers run into most often, in plain language, with no agency jargon required to understand your own website.
How to Use This Glossary
Browse alphabetically using the index, or filter by category if you already know whether your question is about web design, Webflow, CRO, or SEO and AEO. Each entry gives you a clear definition first, then one sentence on why the term matters for a B2B website specifically.
Categories Covered
Webflow
Platform-specific terms for anyone building or maintaining a site on Webflow.
Explore our Webflow development serviceSEO & AEO
Terms covering both traditional search ranking and answer engine optimization for AI tools.
Explore our SEO and AEO serviceTerms
All
Web Design
Webflow
CRO
SEO & AEO
Above the Fold
Web Design
The part of a page a visitor sees before scrolling.
On a B2B site it has to answer what you do and who it is for within seconds, because most visitors decide whether to keep reading there.
How we design B2B homepagesA/B Test
CRO
A test that shows two versions of a page to different visitors to see which one performs better.
It replaces opinion with evidence on the pages that carry your pipeline.
How we run CRO programsAnswer Engine Optimization
SEO & AEO
Structuring content so AI answer engines can quote your page directly when someone asks a related question.
A growing share of B2B research starts in ChatGPT or Perplexity, where being cited matters more than ranking.
Our SEO and AEO serviceBounce Rate
CRO
The share of visitors who leave a page without interacting with it.
A high bounce rate on a key page usually signals a message or clarity gap, not a traffic problem.
Diagnosing drop-offCMS Collection
Webflow
A structured content list in Webflow, like blog posts or case studies, that lets you update many pages from one place.
It is what allows a marketer to publish a new case study without opening the Designer.
How we build in WebflowComponent
Webflow
A reusable block of design and content that updates everywhere it is used.
Components are why a footer change takes one edit instead of 40.
Our component-based buildsConversion Rate
CRO
The share of visitors who take a target action, such as booking a demo.
It is the core number conversion rate optimization work moves, and small gains compound against every dollar of paid spend.
Our conversion rate optimization workCore Web Vitals
SEO & AEO
Google's metrics for loading speed, interactivity, and visual stability.
They are a ranking factor, and the same slowness that hurts rankings also costs you conversions.
We monitor site performanceDesign System
Web Design
A documented set of reusable styles, components, and rules that keeps a site visually consistent.
It lets a marketing team ship new pages without a designer rebuilding the basics every time.
We build design systemsFunnel
CRO
The sequence of steps a visitor moves through from first visit to closed deal.
Mapping it shows you which stage is actually leaking before you spend money redesigning the wrong page.
Fixing funnel leaksHeatmap
CRO
A visualization of where visitors click, move, and scroll on a page.
It shows what people actually do on a page, which is often not what the page was designed for.
How we set up analyticsInformation Architecture
Web Design
The way content and navigation are organized across a site.
Good information architecture is how a buyer finds the one page that answers their question instead of leaving for a competitor.
How we structure B2B sitesInteraction
Webflow
An animation triggered by scroll, hover, click, or page load.
Used sparingly it guides attention; used heavily it slows the page down and costs you conversions.
Our motion design workInternal Linking
SEO & AEO
Links that connect pages within your own site.
It is how you pass authority to the service pages you want ranking, and how AI tools find the context around a page.
How we build topical clustersLead Quality
CRO
A measure of how well the leads you convert match your ideal customer profile.
More demos are worth nothing if sales cannot work them, so optimization has to target quality and not just volume.
Optimizing for pipeline, not just leadsResponsive Design
Web Design
An approach where layouts adapt to the size of the screen they are viewed on.
A meaningful share of B2B research happens on phones even when the purchase decision happens on desktop.
Our web design approachSchema Markup
SEO & AEO
Structured data added to a page that tells search and AI engines what the content is.
It is how a glossary, case study, or FAQ becomes eligible to be quoted or shown as a rich result.
Technical SEO at CurioSearch Intent
SEO & AEO
The reason behind a query: to learn, to compare, or to buy.
A page that answers the wrong intent will not rank no matter how well it is written.
How we map content to intentSlug
Webflow
The part of a URL that identifies a specific page or CMS item.
Slugs are permanent in practice, so changing one later means setting up a redirect to protect your rankings.
Migrating without losing rankingsStyle Guide
Web Design
A reference page documenting a site's typography, color, spacing, and component usage.
It keeps a site on brand as more people across marketing start editing pages.
Our brand design workTechnical SEO
SEO & AEO
The crawling, indexing, speed, and structure work that makes a site readable to search engines.
It is the foundation; content and links both underperform on a site engines cannot crawl cleanly.
Our technical SEO workTopical Cluster
SEO & AEO
A pillar page plus the supporting pages that cover one subject in depth, all interlinked.
Depth on one topic outranks shallow coverage across many, which is why clusters get built one at a time.
How we build content clustersUX Audit
Web Design
A structured review of a site against usability and conversion standards.
It gives you a prioritized list of fixes instead of a full redesign you may not need.
We run UX auditsWireframe
Web Design
A low-fidelity layout showing structure and content placement before visual design begins.
It is cheaper to resolve a page's argument at the wireframe stage than after design and build are finished.
How our design process worksNo terms match that filter. Choose another category or letter.
Looking for a Deeper Explanation?
Definitions here are intentionally short. For a longer walkthrough of how a term applies in practice, read the guides on our blog, or see how it played out in a live engagement in our case studies.
