diff --git a/convert.py b/convert.py
index e769081..bd52f70 100644
--- a/convert.py
+++ b/convert.py
@@ -3,7 +3,7 @@
 URL pattern is /convert/SOURCE/DEST , where SOURCE and DEST are the LABEL
 constants from the :class:`Protocol` subclasses.
 
-Currently only supports /convert/activitypub/webmention/...
+Currently only supports /convert/activitypub/web/...
 """
 import logging
 import re
@@ -78,4 +78,4 @@ def convert(src, dest, _):
 def render_redirect():
     """Redirect from old /render?id=... endpoint to /convert/..."""
     id = flask_util.get_required_param('id')
-    return redirect(f'/convert/activitypub/webmention/{id}', code=301)
+    return redirect(f'/convert/activitypub/web/{id}', code=301)
diff --git a/models.py b/models.py
index 87ac173..9a87395 100644
--- a/models.py
+++ b/models.py
@@ -387,13 +387,13 @@ class Object(StringIdModel):
         """
         assert '^^' not in self.key.id()
         id = self.key.id().replace('#', '^^')
-        return common.host_url(f'convert/{self.source_protocol}/webmention/{id}')
+        return common.host_url(f'convert/{self.source_protocol}/web/{id}')
 
     def actor_link(self):
         """Returns a pretty actor link with their name and profile picture."""
         attrs = {'class': 'h-card u-author'}
 
-        if (self.source_protocol in ('webmention', 'ui') and g.user and
+        if (self.source_protocol in ('web', 'webmention', 'ui') and g.user and
             g.user.key.id() in self.domains):
             # outbound; show a nice link to the user
             return g.user.user_page_link()
diff --git a/pages.py b/pages.py
index b76f77c..9b3b033 100644
--- a/pages.py
+++ b/pages.py
@@ -314,10 +314,10 @@ def nodeinfo():
                 # 'activeMonth':
                 # 'activeHalfyear':
             },
-            'localPosts': Object.query(Object.source_protocol == 'webmention',
+            'localPosts': Object.query(Object.source_protocol.IN(('web', 'webmention')),
                                        Object.type.IN(['note', 'article']),
                                        ).count(),
-            'localComments': Object.query(Object.source_protocol == 'webmention',
+            'localComments': Object.query(Object.source_protocol.IN(('web', 'webmention')),
                                           Object.type == 'comment',
                                           ).count(),
         },
diff --git a/protocol.py b/protocol.py
index fd165de..580074f 100644
--- a/protocol.py
+++ b/protocol.py
@@ -328,7 +328,7 @@ class Protocol:
 
         # send webmentions and update Object
         errors = []  # stores (code, body) tuples
-        targets = [Target(uri=uri, protocol='webmention') for uri in targets]
+        targets = [Target(uri=uri, protocol='web') for uri in targets]
 
         obj.populate(
           undelivered=targets,
diff --git a/tests/test_activitypub.py b/tests/test_activitypub.py
index 9404e3f..fb8fb65 100644
--- a/tests/test_activitypub.py
+++ b/tests/test_activitypub.py
@@ -244,7 +244,7 @@ class ActivityPubTest(TestCase):
             self.key_id_obj.put()
 
     def assert_object(self, id, **props):
-        return super().assert_object(id, delivered_protocol='webmention', **props)
+        return super().assert_object(id, delivered_protocol='web', **props)
 
     def sign(self, path, body):
         """Constructs HTTP Signature, returns headers."""
@@ -356,7 +356,7 @@ class ActivityPubTest(TestCase):
             headers={'Accept': '*/*'},
             allow_redirects=False,
             data={
-                'source': f'http://localhost/convert/activitypub/webmention/{convert_id}',
+                'source': f'http://localhost/convert/activitypub/web/{convert_id}',
                 'target': 'https://user.com/post',
             },
         )
@@ -448,7 +448,7 @@ class ActivityPubTest(TestCase):
             headers={'Accept': '*/*'},
             allow_redirects=False,
             data={
-                'source': f'http://localhost/convert/activitypub/webmention/{convert_id}',
+                'source': f'http://localhost/convert/activitypub/web/{convert_id}',
                 'target': orig_url,
             },
         )
@@ -573,7 +573,7 @@ class ActivityPubTest(TestCase):
             headers={'Accept': '*/*'},
             allow_redirects=False,
             data={
-                'source': f'http://localhost/convert/activitypub/webmention/{convert_id}',
+                'source': f'http://localhost/convert/activitypub/web/{convert_id}',
                 'target': 'https://tar.get/',
             },
         )
@@ -607,7 +607,7 @@ class ActivityPubTest(TestCase):
         args, kwargs = mock_post.call_args
         self.assertEqual(('https://user.com/webmention',), args)
         self.assertEqual({
-            'source': 'http://localhost/convert/activitypub/webmention/http:/mas.to/like^^ok',
+            'source': 'http://localhost/convert/activitypub/web/http:/mas.to/like^^ok',
             'target': 'https://user.com/post',
         }, kwargs['data'])
 
@@ -702,7 +702,7 @@ class ActivityPubTest(TestCase):
         args, kwargs = mock_post.call_args_list[1]
         self.assertEqual(('https://user.com/webmention',), args)
         self.assertEqual({
-            'source': 'http://localhost/convert/activitypub/webmention/https:/mas.to/6d1a',
+            'source': 'http://localhost/convert/activitypub/web/https:/mas.to/6d1a',
             'target': 'https://user.com/',
         }, kwargs['data'])
 
@@ -1328,7 +1328,7 @@ class ActivityPubUtilsTest(TestCase):
         self.assert_equals(AS2_OBJ, got.as2)
         mock_get.assert_has_calls([self.as2_req(id)])
 
-        self.assert_object(id, delivered_protocol='webmention',
+        self.assert_object(id, delivered_protocol='web',
                            as2=AS2_OBJ, as1=AS2_OBJ,
                            source_protocol='activitypub',
                            # check that it reused our original Object
diff --git a/tests/test_convert.py b/tests/test_convert.py
index 86983d6..ffb01d1 100644
--- a/tests/test_convert.py
+++ b/tests/test_convert.py
@@ -64,7 +64,7 @@ EXPECTED_AUTHOR_HTML = """\
 class ConvertTest(testutil.TestCase):
 
     def test_unknown_source(self):
-        resp = self.client.get('/convert/nope/webmention/http://foo')
+        resp = self.client.get('/convert/nope/web/http://foo')
         self.assertEqual(404, resp.status_code)
 
     def test_unknown_dest(self):
@@ -72,11 +72,11 @@ class ConvertTest(testutil.TestCase):
         self.assertEqual(404, resp.status_code)
 
     def test_missing_url(self):
-        resp = self.client.get('/convert/activitypub/webmention/')
+        resp = self.client.get('/convert/activitypub/web/')
         self.assertEqual(404, resp.status_code)
 
     def test_url_not_web(self):
-        resp = self.client.get('/convert/activitypub/webmention/git+ssh://foo/bar')
+        resp = self.client.get('/convert/activitypub/web/git+ssh://foo/bar')
         self.assertEqual(400, resp.status_code)
 
     def test_activitypub_to_web_object(self):
@@ -84,7 +84,7 @@ class ConvertTest(testutil.TestCase):
         with self.request_context:
             Object(id=url, our_as1=COMMENT).put()
 
-        resp = self.client.get('/convert/activitypub/webmention/https://user.com/bar?baz=baj&biff')
+        resp = self.client.get('/convert/activitypub/web/https://user.com/bar?baz=baj&biff')
         self.assertEqual(200, resp.status_code)
         self.assert_multiline_equals(EXPECTED_HTML, resp.get_data(as_text=True),
                                      ignore_blanks=True)
@@ -93,7 +93,7 @@ class ConvertTest(testutil.TestCase):
         with self.request_context:
             Object(id='http://foo').put()
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(404, resp.status_code)
 
     @patch('requests.get')
@@ -101,7 +101,7 @@ class ConvertTest(testutil.TestCase):
         mock_get.return_value = self.as2_resp(as2.from_as1(COMMENT))
         url = 'https://user.com/bar?baz=baj&biff'
 
-        resp = self.client.get(f'/convert/activitypub/webmention/{url}')
+        resp = self.client.get(f'/convert/activitypub/web/{url}')
         self.assertEqual(200, resp.status_code)
         self.assertEqual(CONTENT_TYPE_HTML, resp.content_type)
         self.assert_multiline_equals(EXPECTED_HTML, resp.get_data(as_text=True),
@@ -113,7 +113,7 @@ class ConvertTest(testutil.TestCase):
     def test_activitypub_to_web_fetch_fails(self, mock_get):
         mock_get.side_effect = [requests_response('', status=405)]
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(502, resp.status_code)
         mock_get.assert_has_calls((self.as2_req('http://foo'),))
 
@@ -124,7 +124,7 @@ class ConvertTest(testutil.TestCase):
             Object(id='http://bar', our_as1=ACTOR,
                    source_protocol='activitypub').put()
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(200, resp.status_code)
         self.assert_multiline_equals(EXPECTED_AUTHOR_HTML, resp.get_data(as_text=True),
                                      ignore_blanks=True)
@@ -135,7 +135,7 @@ class ConvertTest(testutil.TestCase):
         with self.request_context:
             Object(id='http://foo', our_as1=comment).put()
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(200, resp.status_code)
         expected = EXPECTED_HTML.replace(
             '\n<meta http-equiv="refresh" content="0;url=https://fake.com/123456">', ''
@@ -147,14 +147,14 @@ class ConvertTest(testutil.TestCase):
         with self.request_context:
             Object(id='http://foo', as2={'content': 'foo'}, deleted=True).put()
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(410, resp.status_code)
 
     def test_activitypub_to_web_delete_activity(self):
         with self.request_context:
             Object(id='http://foo', our_as1=DELETE_OF_ID).put()
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(410, resp.status_code)
 
     def test_activitypub_to_web_update_inner_obj_exists_redirect(self):
@@ -163,9 +163,9 @@ class ConvertTest(testutil.TestCase):
             Object(id='http://foo', our_as1=UPDATE).put()
             Object(id=UPDATE['object']['id'], as2={'content': 'foo'}).put()
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(301, resp.status_code)
-        self.assertEqual(f'/convert/activitypub/webmention/tag:fake.com:123456',
+        self.assertEqual(f'/convert/activitypub/web/tag:fake.com:123456',
                          resp.headers['Location'])
 
     def test_activitypub_to_web_delete_inner_obj_exists_redirect(self):
@@ -174,9 +174,9 @@ class ConvertTest(testutil.TestCase):
             Object(id='http://foo', our_as1=DELETE_OF_ID).put()
             Object(id=DELETE_OF_ID['object'], as2={'content': 'foo'}).put()
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(301, resp.status_code)
-        self.assertEqual(f'/convert/activitypub/webmention/tag:fake.com:123456',
+        self.assertEqual(f'/convert/activitypub/web/tag:fake.com:123456',
                          resp.headers['Location'])
 
     def test_activitypub_to_web_update_no_inner_obj_serve_as_is(self):
@@ -184,7 +184,7 @@ class ConvertTest(testutil.TestCase):
             # UPDATE's object field is a full object
             Object(id='http://foo', our_as1=UPDATE).put()
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(200, resp.status_code)
         self.assert_multiline_in("""\
 <div class="e-content p-name">
@@ -199,7 +199,7 @@ A ☕ reply
             Object(id='http://foo', our_as1=UPDATE).put()
             Object(id=UPDATE['object']['id'], as2={'id': 'foo'}).put()
 
-        resp = self.client.get('/convert/activitypub/webmention/http://foo')
+        resp = self.client.get('/convert/activitypub/web/http://foo')
         self.assertEqual(200, resp.status_code)
         self.assert_multiline_in("""\
 <div class="e-content p-name">
@@ -211,5 +211,5 @@ A ☕ reply
     def test_render_endpoint_redirect(self):
         resp = self.client.get('/render?id=http://foo%3Fbar')
         self.assertEqual(301, resp.status_code)
-        self.assertEqual(f'/convert/activitypub/webmention/http://foo?bar',
+        self.assertEqual(f'/convert/activitypub/web/http://foo?bar',
                          resp.headers['Location'])
diff --git a/tests/test_models.py b/tests/test_models.py
index 62c1676..0fdab56 100644
--- a/tests/test_models.py
+++ b/tests/test_models.py
@@ -109,11 +109,11 @@ class ObjectTest(TestCase):
 
     def test_proxy_url(self):
         obj = Object(id='abc', source_protocol='bluesky')
-        self.assertEqual('http://localhost/convert/bluesky/webmention/abc',
+        self.assertEqual('http://localhost/convert/bluesky/web/abc',
                          obj.proxy_url())
 
         obj = Object(id='ab#c', source_protocol='ui')
-        self.assertEqual('http://localhost/convert/ui/webmention/ab^^c',
+        self.assertEqual('http://localhost/convert/ui/web/ab^^c',
                          obj.proxy_url())
 
     def test_put(self):
diff --git a/tests/test_protocol.py b/tests/test_protocol.py
index 4007226..f94ed70 100644
--- a/tests/test_protocol.py
+++ b/tests/test_protocol.py
@@ -38,6 +38,7 @@ class ProtocolTest(TestCase):
 
     def test_protocols_global(self):
         self.assertEqual(Fake, PROTOCOLS['fake'])
+        self.assertEqual(Web, PROTOCOLS['web'])
         self.assertEqual(Web, PROTOCOLS['webmention'])
 
     @patch('requests.get')
diff --git a/tests/test_web.py b/tests/test_web.py
index 3b97c9b..c86fc9b 100644
--- a/tests/test_web.py
+++ b/tests/test_web.py
@@ -567,14 +567,14 @@ class WebTest(testutil.TestCase):
 
         self.assert_object('https://user.com/reply',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            mf2=self.reply_mf2,
                            as1=self.reply_as1,
                            type='comment',
                            )
         self.assert_object('https://user.com/reply#bridgy-fed-create',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            status='complete',
                            mf2=self.reply_mf2,
                            our_as1=self.create_reply_as1,
@@ -711,7 +711,7 @@ class WebTest(testutil.TestCase):
         mf2 = util.parse_mf2(html)['items'][0]
         self.assert_object('https://user.com/repost',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            status='complete',
                            mf2=mf2,
                            as1=microformats2.json_to_object(mf2),
@@ -769,7 +769,7 @@ class WebTest(testutil.TestCase):
 
         self.assert_object('https://user.com/like',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            mf2=self.like_mf2,
                            as1=microformats2.json_to_object(self.like_mf2),
                            type='like',
@@ -878,11 +878,11 @@ class WebTest(testutil.TestCase):
                            domains=['user.com'],
                            mf2=self.note_mf2,
                            type='note',
-                           source_protocol='webmention',
+                           source_protocol='web',
                            )
         self.assert_object('https://user.com/post#bridgy-fed-create',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            status='complete',
                            mf2=self.note_mf2,
                            our_as1=self.create_as1,
@@ -927,7 +927,7 @@ class WebTest(testutil.TestCase):
         self.assert_object(
             f'https://user.com/post#bridgy-fed-update-2022-01-02T03:04:05+00:00',
             domains=['user.com'],
-            source_protocol='webmention',
+            source_protocol='web',
             status='complete',
             mf2=self.note_mf2,
             our_as1=update_as1,
@@ -983,7 +983,7 @@ class WebTest(testutil.TestCase):
 
         self.assert_object('https://user.com/follow',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            status='complete',
                            mf2=self.follow_mf2,
                            as1=self.follow_as1,
@@ -1060,7 +1060,7 @@ class WebTest(testutil.TestCase):
 
         self.assert_object('https://user.com/follow#2',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            status='complete',
                            mf2=self.follow_fragment_mf2,
                            as1=self.follow_fragment_as1,
@@ -1121,7 +1121,7 @@ class WebTest(testutil.TestCase):
         as1 = microformats2.json_to_object(mf2)
         self.assert_object('https://user.com/follow',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            status='complete',
                            mf2=mf2,
                            as1=as1,
@@ -1186,7 +1186,7 @@ class WebTest(testutil.TestCase):
 
         self.assert_object('https://user.com/post#bridgy-fed-delete',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            status='complete',
                            our_as1=DELETE_AS1,
                            delivered=inboxes,
@@ -1245,7 +1245,7 @@ class WebTest(testutil.TestCase):
 
         self.assert_object('https://user.com/follow',
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            status='failed',
                            mf2=self.follow_mf2,
                            as1=self.follow_as1,
@@ -1311,7 +1311,7 @@ class WebTest(testutil.TestCase):
 
         # homepage object
         self.assert_object('https://user.com/',
-                           source_protocol='webmention',
+                           source_protocol='web',
                            mf2=ACTOR_MF2_REL_URLS,
                            type='person',
                            )
@@ -1335,7 +1335,7 @@ class WebTest(testutil.TestCase):
         }
         self.assert_object(id,
                            domains=['user.com'],
-                           source_protocol='webmention',
+                           source_protocol='web',
                            status='complete',
                            our_as1=expected_as1,
                            delivered=['https://inbox', 'https://shared/inbox'],
@@ -1614,7 +1614,7 @@ class WebProtocolTest(testutil.TestCase):
         args, kwargs = mock_post.call_args
         self.assertEqual(('https://user.com/webmention',), args)
         self.assertEqual({
-            'source': 'http://localhost/convert/ui/webmention/http:/mas.to/like^^ok',
+            'source': 'http://localhost/convert/ui/web/http:/mas.to/like^^ok',
             'target': 'https://user.com/post',
         }, kwargs['data'])
 
diff --git a/ui.py b/ui.py
index a9182c4..a00f246 100644
--- a/ui.py
+++ b/ui.py
@@ -1,6 +1,6 @@
 """Stub UI Protocol class, for objects created in the UI.
 
-Needed for serving /convert/ui/webmention/... requests.
+Needed for serving /convert/ui/web/... requests.
 """
 from models import User
 from protocol import Protocol
diff --git a/web.py b/web.py
index 461ed5c..42d07fc 100644
--- a/web.py
+++ b/web.py
@@ -42,7 +42,7 @@ class Web(User, Protocol):
 
     The key name is the domain.
     """
-    LABEL = 'webmention'
+    LABEL = 'web'
 
     @classmethod
     def _get_kind(cls):
@@ -227,6 +227,9 @@ class Web(User, Protocol):
 
         return html, {'Content-Type': common.CONTENT_TYPE_HTML}
 
+# 'webmention' is an old LABEL alias for 'web'
+PROTOCOLS['webmention'] = Web
+
 
 @app.post('/webmention')
 def webmention_external():
@@ -347,7 +350,7 @@ def webmention_task():
 
     obj.populate(
         domains=[g.user.key.id()],
-        source_protocol='webmention',
+        source_protocol='web',
     )
     if not inboxes_to_targets:
         obj.labels.append('user')
@@ -383,7 +386,7 @@ def webmention_task():
                 },
             }
             obj = Object(id=id, mf2=obj.mf2, our_as1=update_as1, labels=['user'],
-                         domains=[g.user.key.id()], source_protocol='webmention')
+                         domains=[g.user.key.id()], source_protocol='web')
 
         elif obj.new:
             logger.info(f'New Object {obj.key.id()}')
@@ -399,7 +402,7 @@ def webmention_task():
             }
             obj = Object(id=id, mf2=obj.mf2, our_as1=create_as1,
                          domains=[g.user.key.id()], labels=['user'],
-                         source_protocol='webmention')
+                         source_protocol='web')
 
         else:
             msg = f'{obj.key.id()} is unchanged, nothing to do'