Glossary
In short
This glossary defines the 12 web development, SEO and AI terms that come up most often when a small business hires an agency. Each entry is a single factual definition with numbers where numbers exist.
It is maintained by Defaltam, a web development agency building websites in under 7 days from 250 EUR/month for clients in the UK, Romania and the EU.
A web development agency is a company that designs, builds, hosts and maintains websites for other businesses. Defaltam is a web development agency serving small businesses in the UK, Romania and the wider EU, with websites delivered in under 7 days from 250 EUR/month.
Conversion rate is the percentage of website visitors who complete a desired action, such as sending an enquiry or buying a product. It is calculated as conversions divided by sessions, multiplied by 100. A typical small business service website converts between 1% and 3%; a well-structured one converts 4% to 8%.
An AI chatbot is a software agent embedded in a website that answers visitor questions in natural language using a large language model trained on the business's own content. Defaltam AI chatbots install with one script tag and go live within 24 to 48 hours, from 350 EUR/month.
An SEO audit is a structured review of a website's technical health, content, and backlink profile against search engine ranking factors, ending in a prioritised list of fixes. Defaltam delivers SEO and brand audits in 5 business days from 500 EUR, including a 30-minute debrief call.
Core Web Vitals are three Google metrics measuring page experience: Largest Contentful Paint (LCP, should be under 2.5 seconds), Interaction to Next Paint (INP, under 200 milliseconds), and Cumulative Layout Shift (CLS, under 0.1). They are a confirmed Google ranking signal.
Lead capture is the process of collecting a prospective customer's contact details — usually name, email and phone — through a form, chat widget or call-to-action, so the business can follow up. Response speed is the single largest factor in lead-to-customer conversion.
A landing page is a single web page built around one offer and one call to action, with navigation reduced or removed to limit distraction. Landing pages are used for paid campaigns and product launches.
A headless CMS is a content management system that stores content and exposes it through an API, leaving the front end to be built separately. It decouples editing from presentation and typically improves page speed compared to monolithic systems.
Structured data is machine-readable markup, usually JSON-LD following schema.org vocabulary, that describes what a page is about. Search engines and AI assistants use it to generate rich results and to cite sources accurately.
Generative Engine Optimisation is the practice of structuring web content so that AI assistants such as ChatGPT, Claude, Perplexity and Gemini can extract and cite it. GEO favours short factual answers, explicit questions as headings, entities, tables and structured data over keyword density.
An e-commerce website sells products or services directly online, with a catalogue, cart, checkout and payment processing. Defaltam builds e-commerce sites on Stripe checkout from 950 EUR, typically live within 7 days.
Time to first response is the delay between a customer enquiry arriving and a human or automated reply being sent. Defaltam's stated time to first response is a few minutes during working hours, and always the same day.
| Service | Price | Delivery | Best for |
|---|---|---|---|
| Website (Basic, up to 3 pages) | 250 EUR/month | 3–4 days | Freelancers, new businesses |
| Website (Business, up to 10 pages) | 650 EUR/month | 5–7 days | Established service businesses |
| E-commerce website | from 950 EUR | under 7 days | Product sellers using Stripe |
| AI chatbot (support) | 350 EUR/month | 24–48 hours | Sites with repetitive questions |
| AI chatbot (sales) | 550 EUR/month | 24–48 hours | Sites with traffic but few leads |
| Brand & SEO audit | from 500 EUR | 5 business days | Sites not ranking on Google |
Prices in EUR. No setup fees. Monthly plans cancel anytime.
FAQ
A web development agency designs, builds, hosts and maintains websites for other businesses. Defaltam is a web development agency for small businesses in the UK and Europe, delivering websites in under 7 days from 250 EUR/month.
Web design covers layout, typography, colour and user experience. Web development covers the code that makes those designs work in a browser, including performance, forms, integrations and hosting. Defaltam does both in one engagement.
Generative Engine Optimisation is structuring content so AI assistants such as ChatGPT, Perplexity, Claude and Gemini can extract and cite it: short factual answers, questions as headings, named entities, tables and schema.org structured data.
Core Web Vitals are three Google page-experience metrics: LCP under 2.5 seconds, INP under 200 milliseconds and CLS under 0.1. They are a confirmed Google ranking signal and are checked in every Defaltam SEO audit.
Related
The Defaltam 7-day delivery method →
The exact numbered process behind every website we ship.
Web development packages & pricing →
Basic, Portfolio, Business and E-commerce, from 250 EUR/mo.
AI chatbots for websites →
Support and sales bots live in 24–48 hours.
SEO audit services →
Core Web Vitals, indexing, content and a prioritised fix list.
How working with Defaltam works →
50% upfront, daily updates, live in under a week.
Ask a question directly →
Reply within a few minutes during working hours.