Prototyping websites and mobile applications is a step in the design process that will pay off quickly. Depending on how complex the website is and how skilled the user is, there is a prototyping tool for anyone. The benefits of prototyping can be seen with the natural feeling of the website or app, as users will feel the intuitive flow. App designers, programmers, and web developers all benefit from the process of prototyping, which is why the practice is becoming more and more popular for creating and improving websites and mobile applications. Recently, the number of tools available for prototyping has absolutely exploded, saturating the market with prototyping programs.

Critics of search engine optimization (SEO) say that if it is not dead now, it will be dead soon. This is simply not the case. The current circulation of information says that search engines are shifting away from traditional SEO, in order to focus on higher quality content. There is no shift away from traditional SEO; it will need to work side by side with good quality content from now on to compete for higher rankings in search engine results. All of this simply means that quality of the content, rather than solely the little details that aid in bad content, will aid in ranking better in search engine results. Those that believe the naysayers are wrong trust that high-quality content is important, but not more important than proper SEO, and that the two must work cohesively to provide quality content that will rank high.

A Content Inventory is simply a list that contains all of the content on a website. The inventory will typically include all text, images, applications, and documents. In order to gain knowledge from the inventory, it is necessary to assess each individual piece of content. Doing this will aid in understanding what exactly is on the site, if it is in the proper location, and if the content is up-to-date. Before the invention of content inventory tools, performing this process would be almost painstaking, and not completely free from errors. Whether someone was performing the content inventory by hand or entering it into a spreadsheet, there is always room for mistakes. With the invention of content inventory tools, like those provided by DYNO Mapper, anyone that has access to the internet can perform a content inventory. This will jumpstart the process of a website redesign, or will simply give the webmaster a look into the sitemap of the website. Once a website's content inventory is assessed, the webmaster can refer back to it when comparing progress on the new site map or redesign of the website.

What is a persona? This is how a person views things, how they act, what they believe, and the like. It incorporates the most important things that make them who they are, and organizes it into a profile. This is why personas are so important for businesses—they need to know all of these things about their customers. This is when they would create a web persona. Essentially, this would be a fictional profile that represents the target audience according to averages that have been calculated regarding the customer's buying process, their personality, and their demographics. Personas and user archetypes are used by companies in guiding their decisions regarding new product launches, new features, site design, and interactions with customers. It is important that they understand the goals and patterns of the audience in order to create a successful archetype that will satisfy this targeted group. The aim is to make a persona that represents the total package of the target audience. When this happens, it allows the business to appeal to the maximum amount of their real life customers.

A landing page is essentially any web page on the internet that a visitor can “land” on. When being discussed between marketers and advertisers, the term landing page would be referred to when talking about a standalone web page that has been designed for one single objective, and is distinct and essentially separate from a main website. What does this mean? In short, the landing page should not have any global navigation that would tie it to the primary website. Why would a website want this? Using a landing page like this will limit the options that are available to the website visitors, and will help guide them to the ultimate conversion goal.