Some terms we use might be new to you. We won't waste your time with another “everything about tech” glossary. Instead, these are terms we actually use.

Web. AI. Marketing. Product Management. DO/IT. And Coaching, too. In the Ehven Consultants way!

Addon Care Feature

An Addon Care Feature is an optional recurring support capability that expands ongoing care.

Unlike implementation Features, Addon Care Features are generally not built into the project or engagement itself. They are usually delivered through our own care environments, processes, routines, and tooling. That means they often do not move with the implementation if the work leaves our ecosystem, though some may be made available by special arrangement at exit.

Addon Implementation Feature

An Addon Implementation Feature is an optional capability added to an implementation or engagement.

These Features are usually selected at initial buildout or added later through a scoped change. Because they are integrated into the project or engagement itself, they generally remain with that implementation even if it later moves to another provider.

Addon does not mean secondary or unimportant. It simply means the capability is not part of the base bundle.

API

API stands for Application Programming Interface.

In plain English, an API is a structured way for one system to exchange data or functionality with another. API’s are often what make integrations possible between websites, apps, CRMs, analytics systems, AI tools, payment systems, and many other platforms.

When we talk about API work, we are usually talking about reliability, structure, maintainability, and the ability to move information between systems without duct tape and wishful thinking.

Base Care Feature

A Base Care Feature is a foundational recurring support capability included in an ongoing care or continuity program.

These Features support health, stability, reporting, review, tuning, maintenance, and related ongoing responsibilities. They are generally delivered through our own environments, tooling, and operating processes, which means they usually do not travel with the implementation itself.

Base means included by default within the applicable care program, not billed as a separate per-Feature add-on.

Base Implementation Feature

A Base Implementation Feature is a foundational capability included in the implementation itself.

These Features are part of the standard starting position for the project or engagement. They are integrated once, and because they are part of the implementation rather than the recurring support wrapper around it, they generally remain with the implementation even if it is later moved to another provider.

Base means included as part of the applicable implementation model, not billed as a separate per-Feature add-on.

Care Kit

The Care Kit is the ongoing support layer of a Feature.

Depending on the Feature and the type of work involved, the Care Kit may include items such as licenses, tested updates, monitoring, tooling, operational routines, recurring reviews, meetings, reporting, or other support processes required to maintain the work properly over time.

In short: if the Build Package helps create the thing, the Care Kit helps keep it healthy.

Cloudflare

Cloudflare is a major infrastructure platform that can sit in front of websites, applications, and services to provide capabilities such as DNS, security controls, performance acceleration, caching, traffic filtering, SSL/TLS support, redirects, and related edge services.

We use Cloudflare extensively because it can improve security, speed, resilience, and control without forcing projects into brittle or overly custom arrangements.

Cloudflare is not the whole stack, of course. But in many modern projects, it is a very important piece of the perimeter and delivery story.

Core Feature

A Core Feature is the essential version of a Feature.

It covers the main mandate cleanly and directly, without piling on extra layers that belong in expanded or premium variations. Core Features are the practical baseline. They do the job they are meant to do without pretending to be every possible version of that job.

Most Base Features are Core Features.

DNS

DNS stands for Domain Name System.

DNS is the system that helps internet traffic find the correct destination when someone uses a domain name. It is part directory, part routing layer, and part control point.

When DNS is configured well, it quietly does its job. When it is configured poorly, interesting things happen, and by “interesting” we mean inconvenient, expensive, or on fire.

DNS is closely related to domain registrars and nameservers, but it is not the same thing.

Domain Name

A Domain Name is the human-friendly internet address used to reach a site, app, or other online service.

Examples include the primary name of a website, a subdomain used for a specific application, or a dedicated address used for email, staging, portals, or campaign destinations.

A domain name is an asset. It is not just a label. Ownership, access, DNS control, and renewal discipline all matter.

Domain Registrar

A Domain Registrar is the company through which a domain name is registered and renewed.

The registrar is usually where legal control, billing, and basic domain-management settings begin. It is often confused with DNS hosting or nameserver management, but those are related functions, not necessarily the same thing.

If domain ownership and access are not handled carefully, portability and continuity can get ugly very quickly.

Feature

A Feature is a discrete package of content experiences and/or functionality that is described, sold, delivered, and maintained as a unit.

Across our six Areas of Interest, projects and engagements are assembled from one or more Features. Each Feature can include up to seven sub-features: Demo, Build Package, Test Suite, Developer Guide, Success Kit, Care Kit, and Pricing Pair.

This structure helps us scope clearly, price transparently, maintain predictably, and reduce the chaos that comes from vague “phases” and blurry deliverables.

Hosting Provider

A Hosting Provider is the company or platform that runs the servers and core infrastructure on which a site, application, or service lives.

In practical terms, the hosting provider affects performance, security posture, maintenance options, support realities, deployment workflows, and sometimes portability.

“Host” is the everyday shorthand. “Hosting Provider” is the clearer and more useful term when decisions actually matter.

Nameserver

A Nameserver is the service that tells the internet where a domain’s DNS records are managed.

If a domain is the address, and DNS is the routing system, nameservers are the signposts that tell the wider internet which DNS source to trust for that domain.

This is one of those terms that sounds obscure until it breaks. Then everyone suddenly becomes very interested in nameservers.

Pricing Pair

A Pricing Pair is the two-part fixed pricing model attached to a Feature.

For projects, that usually means:

a one-time Implementation Price, and
a recurring Care and Maintenance Price

For coaching and similar engagements, the same logic applies with engagement-specific wording.

The point is simple: clear pricing for implementation, clear pricing for ongoing support, and far less ambiguity about what is included and what is not.

SEO, AEO, and GEO

SEO is Search Engine Optimization.
AEO is Answer Engine Optimization.
GEO is Generative Engine Optimization.

All three concern how discoverable, understandable, and useful your content is to the systems that now influence digital visibility. Traditional search engines still matter. So do AI-driven answer layers and generative systems that summarize, recommend, and route attention.

We use the broader grouping because modern visibility work is no longer just about ranking a page for a keyword and calling it a day.

Success Kit

The Success Kit is the stakeholder-facing guidance layer of a Feature.

It typically includes the instructions, references, enablement materials, and training-oriented resources that help client-side users, operators, or stakeholders work successfully with what has been delivered.

If the Developer Guide is for implementing the work, the Success Kit is for using it well.

Supercharger Feature

A Supercharger Feature expands on a Core Feature.

It may deepen capability, broaden coverage, improve support, increase control, or otherwise go beyond the essential baseline. In most cases, Supercharger Features are Addon Features rather than Base Features.

A Core Feature gets the fundamentals right. A Supercharger Feature pushes further where the project or engagement genuinely benefits from more.

Webhook

A Webhook is an automated message sent from one system to another when a specific event happens.

For example, a form submission, purchase, status change, or content update can trigger a webhook that sends information elsewhere for logging, workflow automation, notifications, CRM syncing, or AI processing.

If an API is a structured way to ask for information or actions, a webhook is often the automated knock on the door that says, “Something just happened.”

WordPress

WordPress is a widely used content management system and application platform.

It can serve as the backbone of anything from relatively straightforward publishing sites to far more advanced digital properties with custom content models, workflows, integrations, portals, e-commerce, automation, and more.

We use WordPress not because it is fashionable, but because it is mature, extensible, broadly supported, and capable of being implemented in ways that respect portability, maintainability, and real-world business constraints.