Website Development: An Expanding Industry with Diverse Professions
Website development is a modern field that has provided employment opportunities for many professionals. With the expansion of the internet across the entire country and practically the whole modern world, the industry has seen a rapid boom. This development has led to the creation of numerous new job positions, making it difficult for many to understand what each profession in our industry entails. The situation is further complicated by the fact that job titles are not strictly defined—each profession has multiple alternative names, and many roles overlap. Since most web agencies have smaller teams, many employees perform multiple functions. In the case of freelancers, all roles are combined into a single person.
In today’s article, I will describe the responsibilities of individual professions. By the end, you should have a clear understanding of who a graphic designer is, what a web developer creates, what tasks a SEO specialist handles, what an affiliate manager does, what a copywriter focuses on, who a PPC specialist is, and why a project manager has such a challenging role.
Graphic Designer (Graphic Designer)
A graphic designer is a creative professional who creates the visual design of websites. Their main tools are graphic programs such as Adobe Photoshop, Adobe Fireworks, or the open-source GIMP. A graphic designer translates the client’s vision of a website into a visual concept, which, once approved, is handed over to a web developer for implementation.
Web Developer (Web Developer)
The web developer profession has several alternative names. Depending on their skill set, a web developer might also be called a coder or PHP programmer. A web developer is responsible for programming and developing websites. They typically receive a graphic design in PSD format from a graphic designer and then code the website based on this design.
The final product of a web developer’s work is a fully functional website. For complex projects, a web developer’s role is divided into front-end and back-end development:
- Front-end developers use HTML, CSS, and JavaScript to create the visual appearance and simple interactive elements.
- Back-end developers handle integration with content management systems and complex functions using PHP, Python (and its frameworks), or JavaScript (and its libraries).
SEO Specialist / SEO Consultant (SEO Specialist, SEO Consultant)
A SEO specialist ensures that a website ranks highly in search engines. Their primary role is search engine optimization (SEO). Several years ago, only a few businesses had websites. Today, nearly every company has an online presence, leading to increased competition in search rankings.
A SEO specialist employs various methods to achieve high search engine rankings:
- Keyword Analysis – Identifying highly searched terms that best characterize the client’s industry.
- On-page SEO Optimization – Ensuring the website is SEO-friendly, eliminating duplicate content, adding original meta descriptions and titles, and optimizing website text.
- Off-page SEO Optimization (Link Building) – Evaluating and improving the backlink profile, registering websites in important directories, and developing a diverse set of backlinks.
- Social Media & Copywriting – Many SEO specialists also handle content creation and social media strategies.
Copywriter (Copywriter)
A copywriter specializes in writing engaging and persuasive content for websites. Their work includes:
- Writing compelling product descriptions
- Creating company introductions
- Developing blog content and articles
- Crafting ad and PR texts
A skilled copywriter naturally incorporates keywords into the text, attracting visitors and increasing conversion rates.
Affiliate Manager (Affiliate Manager)
An affiliate manager oversees commission-based systems for large e-commerce stores. These systems allow partners to place advertisements, banners, or text links on their websites and earn a commission per click or sale. An affiliate manager’s responsibilities include:
- Communicating with partners
- Monitoring and optimizing partner effectiveness
- Recruiting new partners
- Managing affiliate software
Project Manager (Project Manager)
A project manager leads the team in a web development company, acting as the link between company executives, clients, and the development team. Their responsibilities include:
- Negotiating contracts with clients
- Assigning tasks to team members
- Monitoring deadlines and quality
- Improving team efficiency and communication
A project manager is like a conductor managing an orchestra. They work under high pressure using tools such as Basecamp or Toggl.
Social Media Specialist / Social Media Manager (Social Media Specialist, Social Media Manager)
A social media specialist manages corporate and client social media accounts, ensuring regular, high-quality posts on Facebook, LinkedIn, Instagram, and Twitter. Their tasks include:
- Creating and managing profiles
- Engaging with followers
- Developing social media campaigns
- Monitoring engagement and statistics
PPC Specialist / PPC Consultant (PPC Specialist, PPC Consultant)
A PPC specialist manages pay-per-click (PPC) campaigns, a form of paid advertising where businesses pay for each visitor that clicks on their ad. PPC advertising platforms include Google Ads, Facebook Ads, and Heureka. A PPC consultant:
- Identifies optimal keywords
- Writes compelling ad copy
- Analyzes campaign performance
- Optimizes conversions and ROI
UX Designer / UX Specialist (UX Designer, UX Specialist)
A UX designer focuses on website usability and user experience. Their primary tasks include:
- Creating wireframes and prototypes
- Ensuring intuitive navigation
- Reducing bounce rates
- Improving overall user satisfaction
Email Marketing Specialist (Email Marketing Specialist)
An email marketing specialist develops email campaigns, including:
- Designing responsive HTML emails
- Creating engaging content
- Growing and managing subscriber lists
- Testing and optimizing email performance
Other Roles in Web Development Companies
In addition to these specialized roles, web development companies also have business owners, directors, HR specialists, secretaries, and accountants. One of the most unusual roles I encountered in a company was a “fisherman”—a person who visited the office twice a month to clean the fish tank.
Final Thoughts
This article provides a detailed overview of web development professions. Understanding these roles can help businesses choose the right professionals for their projects and ensure successful online growth.
And to conclude – here is a fantastic infographic!