Think of your website as your digital office. It’s where prospects interact with your brand, where clients go for resources, and where your marketing efforts often culminate. But behind that polished homepage is a complex web of infrastructure that can feel like a foreign language—DNS, CMS, A Records, MX Records… what does it all mean?
If you’ve ever been frustrated by tech jargon or found yourself at the mercy of your IT provider, this article is for you. Knowing these terms will help you avoid being taken advantage of, allow you to ask the right questions, and empower you to make informed decisions about your digital presence. We’re breaking down the key website-related terms every financial planner should understand, so you can confidently manage your online presence.
DNS stands for Domain Name System. DNS is like the internet’s phonebook. It's a network of servers that help translate domain names into IP addresses. When someone types in your website (e.g., yourfirm.com), DNS translates that human-friendly name into an IP address that tells their computer what to show on their computer screen. Without DNS, users would have to remember long numerical IP addresses to visit websites.
Understanding DNS ensures you can communicate effectively with your IT provider, troubleshoot basic issues, and avoid unnecessary confusion. It’s not just about keeping your website and emails running; it’s about having control over your digital presence and making informed decisions.
Your DNS provider is the service where you manage your domain name settings. This can be your domain registrar (such as GoDaddy, Google Domains, or Namecheap) or a separate DNS hosting provider (such as Cloudflare or AWS Route 53). Your DNS provider controls how your domain connects to different services by managing DNS records like A Records, CNAMEs, and MX Records.
A good DNS provider should offer fast response times, redundancy to prevent downtime, strong security measures like DDoS protection, and easy-to-use management tools. Providers with a global network of servers can enhance reliability and speed, ensuring that users around the world can access your website seamlessly.
If your DNS provider settings are incorrect or misconfigured, your website or email services may not function properly. Choosing a reliable DNS provider ensures your domain remains accessible and secure.
Your web host is where all of your website’s files and data are stored. It’s like renting space on the internet.
Not to be confused with a DNS hosting provider. Yes, both use the word 'host,' but they serve different purposes. Your DNS host manages how your domain connects to different services, while your web host is responsible for storing and serving your actual website files.
Common hosting providers include GoDaddy, Bluehost, SiteGround, and WP Engine. Hosting plans vary based on factors such as shared vs. dedicated hosting, server performance, security features, and scalability. When choosing a web host, consider factors like uptime guarantees, customer support, and the ability to scale as your business grows.
The quality of your hosting affects your website speed, security, and reliability. A slow or unreliable host can lead to frustrated visitors and lost business. Choosing the right hosting plan ensures your website remains fast, secure, and accessible to your clients.
A server is a powerful computer that hosts your website and serves it to visitors when they type in your domain name (thanks to DNS). While a web host provides the infrastructure and services needed to keep your website running, a server is the actual machine that processes and delivers website content.
A server can be shared (multiple websites on one server, ideal for low-traffic sites), dedicated (just your site, recommended for high-traffic businesses needing maximum control), or cloud-based (distributed across multiple locations for reliability and scalability). Your web host typically owns and manages the server, but businesses with high-performance needs may opt for dedicated or self-managed servers. If your website receives under 5,000 monthly visitors, shared hosting may be sufficient. For websites with 5,000–50,000 visitors per month, a cloud-based or VPS hosting plan is recommended. High-traffic websites with over 50,000 visitors per month should consider dedicated servers or enterprise cloud hosting for optimal performance and security.
Your server type impacts your website’s performance and security. Dedicated and cloud servers generally offer better performance than shared hosting.
A CMS is software that allows you to create and manage your website content without needing to code. Popular CMS platforms include WordPress, Squarespace, TwentyOverTen, and Wix.
Understanding where you can update your website is crucial. You don’t go to your web host—you go to your CMS. If your CMS is outdated or difficult to use, updating your website becomes a hassle, and security vulnerabilities may emerge. A user-friendly CMS ensures that you can efficiently manage content, keep your site secure, and make timely updates without technical barriers.
An A Record (Address Record) is a DNS setting that maps your domain name to an IP address. There are two main types:
Standard A Record: Directs a specific domain (e.g., yourfirm.com) to an IP address.
Wildcard A Record: Directs all subdomains (*) to a single IP address, allowing any subdomain to resolve without needing individual records.
If your A Record is incorrect, visitors won’t be able to access your website.
A subdomain is an extension of your main domain, used to organize different sections of a website or host separate services. For example, blog.yourfirm.com is a subdomain of yourfirm.com. Businesses often use subdomains for blogs, client portals, regional sites, or even testing environments.
Subdomains function as independent parts of a website, allowing different teams or departments to manage their own sections while still being tied to the main domain. They can also be used for marketing purposes, creating targeted landing pages like promo.yourfirm.com or special event pages such as conference.yourfirm.com.
From an SEO perspective, search engines treat subdomains as separate entities, which can be beneficial if you want to rank for different keywords or target different audiences. However, it also means that subdomains do not always share the SEO authority of the main domain, so their content strategy should be managed carefully.
Subdomains allow you to separate and manage content more effectively without needing an entirely new domain name. They provide flexibility in organizing your website, supporting different business functions, and optimizing for specific audiences.
A CNAME (Canonical Name) Record is used to connect subdomains to external services. Instead of pointing to an IP address, a CNAME Record maps one domain name to another domain name.
For example:
The subdomain, blog.yourfirm.com, might have a CNAME Record pointing to yourfirm.wordpress.com if the blog is hosted on WordPress. But it would still show "blog.yourfirm.com"
The subdmain, help.yourfirm.com, might point to yourfirm.zendesk.com if customer support is handled through Zendesk.
If your CNAME record is misconfigured, your blog or other website services may not work properly. Understanding the difference between CNAME and A Records helps ensure that domains and subdomains are correctly configured, preventing accessibility issues.
MX (Mail Exchange) Records determine where emails sent to your domain (e.g., info@yourfirm.com) should be delivered. These records define which mail servers are responsible for receiving emails on behalf of your domain. When switching web hosts, MX Records are often overlooked, leading to email disruptions. If not updated properly, your emails might still attempt to route through the old server, causing failed deliveries or long delays.
Incorrect MX Records can lead to lost or undeliverable emails, disrupting communication with clients and prospects. Always verify MX Records when changing hosts to ensure email continuity and avoid downtime.
SSL (Secure Sockets Layer) encrypts data transferred between your website and visitors, ensuring security. Websites with SSL display “https://” instead of “http://” and often show a padlock in the address bar.
Encryption is the process of converting data into a secure format that can only be accessed by authorized parties. It protects sensitive information such as login credentials, financial transactions, and client data from cyber threats like hacking or data breaches.
For financial firms, encryption is especially critical because they handle confidential client data, including Social Security numbers, account details, and investment information. A breach of this data can lead to financial loss, identity theft, and severe reputational damage.
Google prioritizes secure sites, and without SSL, browsers may warn visitors that your site is unsafe, potentially causing them to leave.
At Kalli Collective, we specialize in helping financial planners navigate the complexities of digital marketing so they can focus on what they do best—serving their clients. With expertise in website development, branding, and marketing strategy, we provide financial professionals with the tools they need to grow their businesses online.
If you found this guide helpful, join us every Monday for AUM - Ask Us Marketing™, a live session where we answer your marketing questions, share insights, and help financial advisors make the most of their online presence.
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