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/ Webflow, Design & Marketing Glossary

All the digital jargon, minus the jargon.

Short, clear definitions to understand the terms of web design, Webflow, SEO and GEO, written by the Mazette.co team from our own projects.

AEO

Optimizing content to be cited directly as an answer by conversational search engines and AI.

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AI Agent

An AI system able to carry out tasks autonomously using tools and making decisions.

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API

An interface that lets two pieces of software communicate and exchange data.

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Aria-label

HTML attribute that provides an accessible text name to an element with no visible label.

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Atomic Design

An interface design method that assembles components into five levels: atoms, molecules, organisms, templates and pages.

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Brand book

A complete reference document covering a brand’s identity, tone, and visual usage.

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Brand guidelines

A document defining a brand’s visual rules (colors, typography, logo, usage).

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Brand positioning

The place a brand occupies in its audience’s mind relative to competitors.

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Brand typography

The choice of typefaces that contribute to a brand’s visual identity.

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CMS Collection

A dynamic data structure in Webflow used to manage reusable content.

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Design mockup

A static visual representation of an interface before development.

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Design system

A coherent set of rules, components, and visual principles ensuring a digital brand’s consistency.

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Design token

A centralized, reusable design variable (color, spacing, typography) within a design system.

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Finsweet Attribute

A system of custom HTML attributes acting as JavaScript hooks without relying on CSS classes.

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Generative AI

A type of artificial intelligence able to create original content (text, image, code) from an instruction.

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Generative Engine Optimization

The English term for optimizing content to be picked up by AI answer-generation engines.

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Glassmorphism

A visual style mimicking frosted glass, with blur, transparency and glowing edges on interfaces.

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Headless CMS

A headless CMS is a content management system with no built-in front end: it stores content and delivers it through an API to any website or app.

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Landing page

A landing page is a standalone web page built to move a visitor toward one single action, such as signing up, downloading or booking.

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Lead scoring

A method that assigns a score to a prospect based on their likelihood to convert.

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LLM

Large Language Model, an AI model trained on huge volumes of text to understand and generate language.

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llms.txt

A standardized file telling AI language models which content on a site is a priority.

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Logo design

A graphic symbol identifying a brand in a unique and memorable way.

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Low-code

A development approach combining a visual interface with custom code for advanced needs.

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Marketing automation

Using tools to automate repetitive marketing tasks (emailing, scoring, follow-ups).

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MCP

Model Context Protocol, an open standard letting an AI connect to external tools and data sources.

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n8n

An open-source workflow automation tool that connects different applications together.

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No-code

A development approach for building sites or applications without writing traditional code.

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Prompt engineering

The practice of designing optimized instructions to get better results from an AI model.

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RAG

Retrieval-Augmented Generation, a technique combining document search with AI generation for more reliable answers.

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Responsive design

A design approach ensuring a site adapts to every screen size.

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Schema.org

Schema.org is the shared vocabulary behind schema markup and structured data: it describes a page’s content in a format search engines read without guessing.

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SEO

The set of techniques used to improve a site’s visibility in organic search results.

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Site Architecture

Hierarchical map that organizes a website’s pages and the links between them before any visual design.

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Style guide

A reference document defining a brand’s graphic and editorial rules.

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UI Design

The discipline of designing the visual and interactive interfaces of a digital product.

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UI Kit

A library of reusable graphic components that speeds up design work.

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User journey

The set of steps a user follows to reach a goal on a digital product.

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UTM parameter

A parameter added to a URL to track the origin of traffic in analytics tools.

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UX Design

The discipline aimed at optimizing a user’s experience and satisfaction with a digital product.

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UX prototype

An interactive mockup simulating a product’s behavior before development.

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Visual identity

The set of visual elements that distinguish and represent a brand.

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Web accessibility

Practices ensuring a site can be used by everyone, including people with disabilities.

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Webflow

A no-code platform for building websites, combining visual design and clean generated code.

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Webflow Cloud

A service for hosting Next.js applications directly on Webflow’s infrastructure.

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Webflow Component

The evolution of Webflow Symbols, with variant management and per-instance editable properties.

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Webflow Custom Code

Additional HTML/CSS/JS code injected into Webflow for non-native functionality.

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Webflow Interactions

Webflow’s native system of animations and micro-interactions triggered by scroll, click, or hover.

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Wireframe

A wireframe mockup representing a page’s structure before visual design is applied.

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