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ZacWine.comWebsites · fixes · lead flow

Glossary

Marketing terms, in plain English.

A short reference for the terms that matter when you’re deciding what to fix.

01 / Reference group

Search & visibility

Technical SEO

The behind-the-scenes setup that helps Google crawl your site, understand your pages, and trust what should be indexed.

Why it matters

If this layer is broken, even great pages struggle to show up. You can end up paying for traffic because organic visibility is blocked.

Care when

Care when rankings drop after a redesign, key pages are not indexed, or your traffic is flat despite publishing and updates.

Next step

Technical SEO

Local SEO

How visible your business is when nearby people search for services you offer.

Why it matters

Most local buyers compare a few options quickly. Strong local visibility puts you in that short list before a call ever happens.

Care when

Care if you serve a city or region and want more calls from local intent searches.

NAP consistency

Keeping your business name, address, and phone number the same everywhere people and platforms find you.

Why it matters

Conflicting details weaken trust and can hurt local visibility. Consistency helps customers call the right number the first time.

Care when

Care when you move locations, change phone systems, or notice conflicting listings online.

02 / Reference group

Pages & conversion

Landing pages

Focused pages built for one offer and one action, usually from ads or campaigns.

Why it matters

Sending paid clicks to a general page usually wastes budget. A focused page removes friction and lifts response rates.

Care when

Care when you run Google Ads, seasonal promos, or any campaign that needs clean tracking and clear intent match.

Service pages

Core pages that explain one service, who it helps, what to expect, and how to start.

Why it matters

They help buyers self-qualify and reduce repetitive sales calls. They also give search engines clear intent signals.

Care when

Care if people ask the same basic questions before booking, or if your site has traffic but weak lead quality.

Conversion rate

The percentage of visitors who take the action you care about, like calling, booking, or submitting a form.

Why it matters

Improving this number means more leads from the same traffic, which is often cheaper than buying more clicks.

Care when

Care when traffic looks fine but lead volume is soft.

Next step

Website Fixes

Lead quality

How well incoming leads match your ideal jobs, budget range, and service area.

Why it matters

More leads is not automatically better. Low-fit leads burn team time and make marketing look busy but unprofitable.

Care when

Care when your inbox is active but close rates stay low.

03 / Reference group

Measurement

Attribution

Your best estimate of which channel or page influenced a lead before they contacted you.

Why it matters

Without this, budget decisions become guesswork. With even rough attribution, you can protect what is working and cut waste sooner.

Care when

Care when deciding where to invest next month across SEO, ads, and referrals.

Call tracking

A way to connect phone calls back to the campaign, source, or page that generated them.

Why it matters

For many service businesses, calls are the main conversion. If calls are untracked, channel performance is easy to misread.

Care when

Care if phone calls drive revenue and you currently rely on gut feel for source data.

Still not sure what matters? See services, browse the blog, or send me a note.