The words we use, explained simply.
If you've never worked with software, AI or an agency before, this page is for you. Every term on this site is explained here in one or two sentences. On any page, hover or tap a dotted word to see its meaning.
Terms you'll see on this site
Missed-call text-back
When a call goes unanswered, the system instantly texts the caller so they are not lost.
Human-in-the-loop
A person checks or steps in at key moments. The AI never makes the final decision on its own.
AI Growth Triangle
The three areas AI helps a small business: winning back time (TIMEBACK), getting more enquiries (LEADFLOW) and keeping clients (STAYPOWER).
ABCD Roadmap
Our four-stage advisory process: Audit, Build, Connect, Deploy.
POWER PIVOT
Dr Priya's framework for growing a business: capture leads, automate follow-up, systemise delivery and keep customers.
Claude Cowork
A feature of the Claude desktop app that can work through files and tasks on your computer alongside you.
GoHighLevel
The all-in-one business software we build on. It stores your customers, sends texts and emails, books appointments and runs automations. One login instead of ten tools.
HighLevel
Short for GoHighLevel: the all-in-one business software we build on (contacts, messaging, bookings and automations in one place).
speed-to-lead
How fast you respond after someone enquires. The faster the reply, the more likely they buy.
done-for-you
We build it and run it. You do not touch the technology.
done-with-you
We build it together in a live session, so you learn it as it is set up.
sub-account
A separate workspace inside the platform for one client or one business, with its own contacts and automations.
white-label
Software set up under your own brand name and logo, so your clients see your business, not ours.
deliverability
Making sure emails land in the inbox rather than the spam folder.
enrichment
Filling in missing details about a contact (phone, email, company size) from public sources.
reactivation
Messaging past customers who have not bought in a while to bring them back.
onboarding
The steps a new customer goes through after saying yes: welcome, setup and first results.
nurture
A planned series of follow-up messages sent over days or weeks to people who have not decided yet.
warm-up
Sending a few emails a day from a new address at first, so email providers learn to trust it.
snapshot
A ready-made template of pages, automations and settings we install into your account, so you do not start from a blank screen.
pipeline
A board that shows every enquiry and which stage it is at: new, contacted, booked, won.
workflow
A rule the software follows automatically, for example: 'when a form is submitted, send a text within 10 seconds'.
funnel
A series of web pages that takes a visitor from first click to a purchase or booking.
retainer
A fixed monthly fee for ongoing work.
latency
The pause between a caller finishing a sentence and the AI replying. Under a second sounds natural.
opt-in
When someone gives permission to receive your messages, for example by entering their number.
voice AI
Software that answers phone calls in a natural, human-sounding voice, asks questions and books appointments.
Privacy Act
Australia's privacy law. From 10 December 2026 businesses must tell people when significant decisions about them are made automatically.
Claude
An AI assistant made by Anthropic (similar to ChatGPT). We use it to draft, summarise and analyse.
Stripe
A service for taking card payments online.
TYFCB
'Thank You For Closed Business': the BNI form members fill in to report money earned from a referral.
SaaS
Software as a Service: software you pay for monthly instead of buying outright. Many of our agency clients resell software this way.
MRR
Monthly Recurring Revenue: income that repeats every month, like subscriptions.
CRM
Customer Relationship Management software: a shared address book that also remembers every call, message and booking with each customer.
BNI
Business Network International: a worldwide network of local business referral groups (chapters) that meet weekly.
ICP
Ideal Customer Profile: a description of the type of business or person you most want as a client.
AEO
Answer Engine Optimisation: getting your business mentioned when people ask AI tools like ChatGPT for recommendations.
ROI
Return on investment: what you get back compared with what you paid.
KPI
Key Performance Indicator: the one or two numbers you track to know it is working.
DFY
Done for you: we build it and run it.
API
A way for two software tools to talk to each other automatically.
VA
Virtual Assistant: a remote worker who handles admin, marketing or customer tasks online.
lead
A person who has shown interest (filled in a form, called or messaged) but has not bought yet.
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