Common Website Features

Jargon-Free Definitions of Common Website Features

Whether you’re an employee, business partner or client at Echo Web Solutions, we all follow the same playbook. The team at our digital agency in Peterborough values transparency and honesty, and will never throw around website common features without first explaining what they mean for you as a business. Jargon has no place at our digital agency, so put your trust in us to get the facts upfront and deliver tangible results.

View our complete common website features glossary for a detailed explanation of the most used website features. These website key terms will help you stay confident and in the know during the design, development and progression of your website.



About Page Bio/Team Page Section

An About Us page focuses on the best parts/highlights of your brand, giving customers an insight into your story. It should be informative and engaging.
Adding a “Meet the Team” bio page to your website is an effective way to show potential clients who they will be working with. It gives an accessible feel to your business.

Admin Financial Reporting

A financial report helps you price your products accurately, shows how your actual budget differs from a predicted one and indicates if you are actually making a profit.

Admin Packing/Pick Lists

Packing lists indicate items required to fulfil a single order. A pick list will provide one combined list for several orders, allowing you to gather the products needed to fulfill them. Pick lists are organised by category to expediate order picking and fulfillment.

Admin Restricted Access

Administrator access is defined as a level of access above that of a normal user. Admin with restricted access can do most things a full administrator can do but only for areas they have been assigned to manage.

AJAX Filtering

A WooCommerce plugin for offering products by featuring price and product categories. Allows users to quickly and easily filter according to their needs, speeding up the purchase process and improves conversion rate.

Author Pages on Blog

A user with an “Author” role can write, edit and upload files, publish and delete their own articles. An author page is used to provide a writer’s name and a brief description. This can be an asset when the author is an expert in their field, by building confidence, aiding SEO and showing authority within that sector.

Automation Based on Triggers

A trigger is an action that sets off an automation. For example, an automated email can be sent when a new user subscribes, or a purchase is made. Built in triggers range from users abandoned basket emails to a birthday greeting message.


Booking Systems

An online booking system is a software resource allowing potential customers to self-book and pay through a website. They enable users to make bookings at a time suitable for them, maximises reservations and allows for profitable up-sell “add-ons”.

An effective business logo is usually placed in a prominent position on the left hand side of the header. A good logo has a memorable design which is representative of the company’s brand identity. This helps to build confidence and leads to increased sales.


Case Studies/Portfolio Section

A case study is a way of illustrating how your business helped a person, or business, overcome a particular issue. It showcases your work, but puts the focus onto how your efforts were able to help the client.
A portfolio provides professional information about a company, or an individual. It presents a showcase of their work to website visitors.

A cookie policy is a pop-up declaration on your website that informs users of all the cookies that are active on your website. A cookie policy should also contain information on how your users can opt out of the cookies or change their settings. This is an essential website feature that helps protect user privacy. 

Company Blog

Is a regularly updated website or page. It’s purpose is to connect with a relevant audience to inform and explain news/business or industry updates. A blog helps to drive traffic to your website, convert that traffic into leads and build relationships with potential and existing customers.

CRM Integration

CRM, Customer Relationship Management is a system that results in increased profits for a business. It allows a business to manage the data and information within relationships by analysing the history of customers while nurturing leads.

Currency Switcher

Currency Switcher – Software which can convert prices on an eCommerce website from the default currency to that of the user, allowing them to checkout using their preferred option.

Customer Account

By creating an account customers can save payment methods along with billing and shipping addresses for a secure shopping experience with faster checkout. These password protected accounts allow the user, and the company, to access previous order history and current order status.

Customer Forms

These give your visitors an easy way to send a message directly from your website without the need to go into their emails, discouraging them from leaving your site temporarily and preventing them from being distracted by other websites. They are an effective way to collect personal details and help you to identify your audience.


Delivery Cut Off Countdown Timer

Lets you display shipping/delivery time information according to a company’s order/cut-off times and dates. It gives you the option to change these options when required.

Dynamic Shipping Price

Refers to prices that adjust, often automatically, to changes in supply and demand. The order for shipment is calculated dynamically based on what is in the basket during the checkout process.


Easy Reordering

A facility where past purchases are registered online and saved to the shoppers purchase history. The customer can check order history, click on the reorder button instead of searching through the whole website. This is extremely useful for items that are used frequently.

Embedded Maps

Google maps has a “shove or embed” map feature that provides users with the map’s HMTL code so that they can insert it into their website’s code. You can embed a map view image, street view or specific route directions.



Allows users to automate responses to frequently asked questions on websites. This is usually just a page, or set of pages, on a company website to deal with customers most common queries.


Geo IP Redirects

A Geo IP redirect is the action of automatically redirecting a website user by their country, state of city I.e their geolocation. It works by identifying a location from their IP address, matching it against a database.


Inventory Management Integration

A system which allows you to keep an exact record of what stock items you hold and where they are located within your store/warehouse. It can accurately track inventory stock in real time, from when an item is placed with your supplier through to when it arrives in the hands of the end user.

Inventory Reporting

An inventory report provides a summary of existing stock which allows a business to check the age of a product, review positive and negative sales trends and track returned items.


Knowledge Base

A centralised hub to organise, store and share all information relating to a company, as well as its services and products. It is a form of customer interaction that relieves a support team from repeatedly dealing with the same queries and removes the need for users to call a support contact number or email.


Landing Pages

A landing page is the first page a user “lands on” after clicking on an ad, or link, from a search engine etc. It is a stand alone page, specifically designed with a focus on receiving and converting traffic.

Language Options

Being able to choose from a selection of languages allows businesses to extend their reach and connect with a wider audience. Improves SEO as users can search for products in their native tongue.

Live Chat or Chatbot

Help and support via text-based conversation with a support team over the internet. Using live chat software embedded on a company’s website customers can send queries to a person (or a Chatbot) who replies in real time within a chat window.


Mega Menu

A mega menu is a type of expandable menu where multiple choices are displayed in a drop down format. They are an effective solution where you are faced with a large number of options and are a valuable tool in improving navigation of a website.

Minimum Order Value

The smallest value amount that may be purchased at one time. If an order is below the minimum order value, the customer cannot place the order.

Multilingual/International Websites

A multilingual website has content which has been translated into more than one language and users can opt for their preference.
An international website is one that is intended for an international audience.


Newsletter Sign-Up

Adding a newsletter sign up form to your website is an effective way of building connections with your users. Visitors to your website can elect to receive email updates about your business by entering their personal details, email address and clicking “subscribe”

Nice Customer Orders Emails

An order confirmation email is a transactional email which confirms that a customer order has been received and/or processed. This can be personalised or use unique text which fits the brand’s tone of voice, encouraging customers to come back and shop again.


One Click Checkout

Enables signed-in customers to purchase directly from a product page or basket, bypassing the need to go through checkout using information previously entered by the user.


Photo Galleries

Photo galleries are an online image library and a great way to introduce your customers to your company, the products/services you offer and previous work examples. Images also aid with SEO, when labelled correctly with captions and metadata, they create more content for search engines to index.

Pre-populated Forms

Instead of asking customers to fill out basic data repeatedly a pre-populated form uses previously held and remembered information copied from one form to another which appears once the user begins to type in a field box.

Privacy Policy

A privacy policy is a dedicated page on your website designed to inform users of how you track, store, share and use their personal information. This an essential website feature that’s outlined in privacy law. 

Product Page Videos

E-commerce pages with video convert more users than those without. They enhance customer experience and aid SEO. A product video can effectively demonstrate the benefits of a product, making it more attractive to the customer.

Product Reviews

Feedback and opinions of a particular product from a customer point of view. These reviews help prospective purchasers to get a clear idea of a product before committing to purchase.


Secure Download Area

The secure download area is a plugin which creates a secure customer restricted area on your site o easily manage files that belong to users.

Social Media Feeds

Are a continuously updating series of stories via a social media network such as Instagram, Facebook or Twitter. They consist of status updates, photos, videos and links to other sites which you feel may be of interest to your audience. It is a simple platform on which to share information and ideas and to increase interaction in an informal way.

Stock Level Checker

Shows items which are in stock at the present time. This allows a user to easily see if an item is available wherever they land. Can indicate out of stock or on sale items and flag up low stock products.

Store Finder

If an eCommerce website has physical stores or pick-up points, a store locator, can make it easy for users to find.

Subscription Payment Option

Recurring payments are automatically taken from a pre-registered account on a regular scheduled date. Subscription payments tend to be charged on a monthly, or annually basis and repeat until cancelled by the subscriber.


Upselling/Cross Selling Sections

Upselling is the practice of encouraging customers to purchase a higher value product than the one they were originally considering. This is often done by offering customer add ons, concentrating on products that already sell well or targeting seasonal products at appropriate times. Cross-selling pitches products in addition to what the customer is already interested in, i.e. if you buy a new phone a cross sell approach encourages you to purchase a case to protect it.

User Login & Account Area

A user account is an identity created for a person on a website. Users input their details on a website’s login form. The system authenticates the information and if correct grants them access to their account.


Unique Value Propositions (UVP) are used to make a business stand out from the competition by highlighting the things that make their company and its products more desirable.



Enables customers to add themselves to a waiting list for products that are showing as out of stock on an eCommerce site. When the item comes back into stock, the customer is notified automatically that the product is available for purchase.

Searching for information or a specific product within a website, making it easier for a user to find what they are looking for.

Wish List

Is a feature that allows customers to create a collection of desired products in their user account. It is used for items they may not want to purchase immediately but want to remember for future reference. A wishlist can be kept private or shared e.g for a gift suggestion list.

Wordpress Multi-sites

Multi-site is a WordPress installation which allows you to create and manage a system of multiple websites from a single dashboard. From here it is possible to make changes and update from one location.