A Small Business Owner’s Guide to Marketing Jargon

Written By Sam Armitage

Let’s face it – marketing jargon can feel like a foreign language. If you're a small business owner in the UK, just trying to promote your products or services, terms like “conversion rates,” “CTAs,” or “landing pages” might make you want to shut your laptop and walk away. You’re not alone.

The truth is, marketing doesn’t have to be complicated. Once you break down the buzzwords, you’ll realise they’re just fancy ways of talking about things you already understand – like encouraging people to buy from you, visit your website, or get in touch.

At The Wild Roots, we’re passionate about offering authentic, no-nonsense marketing support rooted in who you are. In this guide, we’ll strip back some of the most common digital marketing terms and explain what they mean in plain English.

Looking for a specific term? Explore our Marketing Terms Glossary for simple explanations of everything from "A/B testing" to "SEO".

So let’s dive right in.

A/B Testing

A/B testing might sound technical, but it's really just a fancy term for "trial and error." It’s a method of comparing two versions of content – like a social media post, email subject line, or landing page – to see which one performs better.

Example: You send one email with the subject “20% Off This Week” and another with “Get Your Discount Today.” A/B testing shows which gets more opens or clicks. It’s a handy tool for improving your conversion rates.

Call to Action (CTA)

A Call to Action is the part of your content that tells your audience what to do next. Think:

  • “Book now”

  • “Download your free guide”

  • “Contact us today”

CTAs are crucial in email marketing, digital advertising, and social media. Without them, your audience might not take any action at all.

Conversions

When marketers talk about a conversion, they just mean that someone has taken the action you wanted — like:

  • Making a purchase

  • Filling in a contact form

  • Signing up for a newsletter

  • Booking a consultation

Whether your goal is lead generation or sales, tracking conversions helps you understand what’s working.

Impressions

An impression is counted every time your content or advert is displayed on a screen. It doesn’t mean someone clicked or even paid attention — just that it appeared.

Why it matters: Impressions are useful for measuring brand awareness, especially when you're in the early stages of a digital marketing campaign.

Landing Page

A landing page is the web page someone arrives on after clicking a link — whether from a Google Ad, social media, or an email.

It usually focuses on one thing: getting the visitor to take a specific action (like signing up or making a purchase). A well-designed landing page can significantly boost your conversion rate.

Keep It Simple, Keep It Smart

You don’t need a marketing degree to create campaigns that work. With a little guidance and a focus on the basics, small businesses like yours can run meaningful, effective marketing — without getting lost in the buzzwords.

At The Wild Roots, we believe in keeping marketing grounded and practical.

📞 Got Questions?

If you’ve come across a term that still doesn’t make sense — or you’d like some help putting these ideas into practice — we’re here to help.

We offer:

  • Jargon-free marketing advice

  • Workshops tailored for small business owners

  • Digital marketing support in Bingley, Saltaire, and West Yorkshire

Contact us today and let’s make marketing feel simple again.

Sam Armitage