Copy: the text content used for marketing or advertisement purposes

Content Priority Guide (CPG): the copy outline (what will be included)

Sitemap: the outline of all pages in a website that shows page titles and their locations

Information Architecture: the simple, bullet point outline of everything that will be included on a given web page (headings, text, photos, graphics, forms, etc.)

Wireframe: the underlying structure of a web page built to determine how a user should navigate the web page

Design: the visual aesthetics of a web page (including colors, font choices, iconography, and layout)

Build: the conversion of a web page design into code to create viewable pages on the Internet

StoryBrand: the framework that invites clients and customers into a story as the hero, with the business as the guide