The jargon,
in plain English

Every term we use, explained the way we'd explain it over coffee.

Backend

Everything behind the scenes that turns a stranger into a happy client: forms, booking, payments, emails, onboarding and follow-up.

Client journey

The path someone takes from first finding you to finishing their work with you, and ideally recommending you to others.

Lead

Someone who has shown interest in what you do, for example by downloading a freebie or sending you a message, but has not bought yet.

Opt-in form

The little form where someone leaves their name and email to get your freebie or join your list.

Discovery call

A short, free call where you and a potential client get to know each other and see whether working together is a good fit.

Funnel

The steps that move someone from interested to booked, for example a freebie, a few helpful emails and an invitation to a call.

Freebie (lead magnet)

Something genuinely useful you give away for free in exchange for an email address, like a guide, a checklist or a short training.

CRM

Short for customer relationship management. One place that holds every lead and client, where they are in your process and what happens next.

Automation

Software doing a repeatable task for you, like sending a welcome email the moment someone pays.

Workflow

A chain of automated steps set off by one event, for example a new booking that sends a confirmation, a reminder and updates your CRM.

AI agent

An AI assistant set up to handle one specific job on its own, such as answering common questions, qualifying leads or drafting replies, within limits you choose.

Integration

Connecting two tools so they share information automatically, like your booking tool talking to your CRM.

n8n and Make

Automation platforms that connect your apps and run your workflows in the background.

Nurture sequence

A series of emails that builds trust with new subscribers over days or weeks, so they feel ready when they want to buy.

Onboarding

Everything that happens after someone says yes: contract, invoice, welcome pack, access and the kick-off call.

Landing page

A single web page with one goal, like getting someone to download a freebie or book a call.

Conversion rate

The share of people who take the action you want, for example the visitors who go on to book a call.

SOP

Short for standard operating procedure. A written step-by-step for how a task gets done, so anyone, or any automation, does it the same way every time.

Referral loop

A built-in step that invites happy clients to recommend you, so new leads keep arriving without extra effort.

GEO

Short for generative engine optimisation. Helping AI tools like ChatGPT and Claude understand and recommend your business, the way SEO does for Google.