Glossary
Plain English for the jargon we couldn't avoid.
Some technical terms slip through on the services and pricing pages — usually because the plain-English version would take a paragraph. Here are short, honest definitions for the ones that come up most. If something else trips you up, drop us a line.
- agentic
- An agentic workflow reads a messy input, decides what to do based on rules you have defined, and either takes the action or queues it for your sign-off. Not a chatbot — the agent is the loop, not the conversation. Example: an agent reads supplier emails, identifies which open jobs are affected, and posts a structured update to your team channel.
- APP-aligned
- Australian Privacy Principles aligned. The 13 principles that sit under the Privacy Act 1988 — the legal baseline for how Australian businesses must collect, use, store, and disclose personal information. Saying our builds are APP-aligned means we treat your customer data the way Australian law requires, by default.
- DNS
- Domain Name System. The address book of the internet — it translates "yourbusiness.com.au" into the numerical address where your website and email actually live. When DNS records drift, customers see a "site not found" error even though nothing else has changed.
- MVP
- Minimum Viable Product. The smallest, simplest version of a software build that still solves the core problem end-to-end. We ship an MVP first so you can actually use it, give us feedback, and decide whether the bigger version is worth the spend.
- MX records
- Mail Exchange records. A piece of DNS configuration that tells the rest of the internet where to deliver email sent to your domain. If your MX records drift or break, suppliers and customers email you and have no idea their messages never arrived.
- Next.js
- A modern web framework built on React. It produces sites that load fast, rank well on Google, and stay easy to update over the years. The site you are reading is built on Next.js — the same stack we use for client builds in the Web & Marketing capability.
- OG image
- Open Graph image. The thumbnail picture that appears when one of your URLs gets shared on LinkedIn, Facebook, iMessage, Slack, or X. "OG automation" means we generate these previews for every page automatically so your shared links never look broken, empty, or like they were thrown together at the last minute.
- SaaS
- Software-as-a-Service. You use it through a browser instead of installing on every machine. Pay-as-you-go, updated by the vendor, accessible from anywhere. Most modern business tools (Xero, MYOB, Slack, Google Workspace) are SaaS.
- schema-driven
- A site architecture where content (headlines, copy, lists, prices) lives in a structured data file — JSON or similar — and the page layouts read from that file to render. Easier to update without breaking layout, easier to keep consistent across pages, and feeds [[structured-data]] signals to Google automatically.
- SSL
- Secure Sockets Layer (also called TLS in modern form). The certificate that puts the padlock icon next to your URL in a browser and encrypts the connection between your site and your visitors. Renews every 12 months by default — when it lapses, browsers show a scary "not secure" warning to anyone who visits.
- structured data
- Machine-readable labels inside a webpage's HTML that describe what the page is about in a format Google's crawler reads directly. It is what lets Google show review stars, FAQ expanders, or price snippets in search results instead of just a blue link. Sometimes called "schema markup" or "JSON-LD".