Glossary

Answer Engine Optimization (AEO) is the practice of structuring a website's content so that AI assistants and answer engines, such as ChatGPT, Perplexity, Gemini and Google's AI Overviews, can find it, understand it and cite it in their answers.

A brand system is the full set of elements that define how a brand looks and sounds, including logo, colors, typography, imagery, motion, voice and rules for using them, across website, product and marketing.

A content management system (CMS) is software that lets people create, edit and publish website content, such as blog posts, case studies or job listings, without changing the site's code or design.

Conversion rate optimization (CRO) is the practice of increasing the share of website visitors who take a desired action, such as booking a demo, signing up or buying, through research, better design and testing.

Core Web Vitals are three metrics Google uses to measure real-world page experience: Largest Contentful Paint (loading), Interaction to Next Paint (responsiveness) and Cumulative Layout Shift (visual stability).

A design system is a shared set of reusable components, styles and rules, such as colors, typography, spacing, buttons and sections, that keeps a website or product consistent as it grows.

Framer is a visual website builder and design tool for creating, hosting and managing production websites without hand-written code, with a built-in CMS, localization, animations and hosting.

A Framer Pro Agency Partner is an agency that Framer lists as a Pro partner in its partner programme, for teams that design and build Framer websites for clients.

Generative Engine Optimization (GEO) is the practice of making content more likely to be used and cited by generative AI systems, such as ChatGPT, Claude, Gemini or Perplexity, when they write an answer.

A headless CMS is a content management system that stores and manages content but has no built-in front end; it delivers content through an API to a website, app or other channel.

hreflang is an HTML attribute that tells search engines which language and regional version of a page to show to which users, for example de-CH for German-speaking Switzerland.

JSON-LD is a format for adding structured data to a web page: a small block of code, using the schema.org vocabulary, that tells search engines and AI systems exactly what the page is about, such as an organisation, article, product or FAQ.

A landing page sprint is a short, fixed-scope project that designs, builds and launches a single landing page, for a launch, campaign or test, in days instead of weeks.

llms.txt is a proposed standard for a plain Markdown file at the root of a website (/llms.txt) that gives large language models a short, curated summary of the site and links to its most important pages.

Localization is the process of adapting a website for a specific language and region, including translated text, local formats, currencies, images and legal details, not only word-for-word translation.

A marketing website is a company's public website built to explain what it offers, build trust and turn visitors into leads, sign-ups or sales, as opposed to the product or app itself.

Webflow is a visual website builder and hosting platform with a built-in CMS, used by designers and developers to build websites without hand-written code, and a common alternative to Framer.

A website migration is moving a website to a new platform, domain, structure or design, for example from WordPress or Webflow to Framer, while keeping content, search rankings and integrations intact.