The web designer's role in plain English
Think of a web designer as the architect of your website. Before anything is built, they work out what pages you need, what goes on each one, how visitors find their way around and what you want them to do: call, book, buy or send an enquiry. Then they design how it all looks, from the layout and colours to the fonts, buttons and images.
Many web designers, especially those working for small businesses, also build the site using a platform such as WordPress, Shopify or Squarespace, or by coding it directly. Others hand the design over to a developer to build.
What a web designer does day to day
- Discovery: learning about your business, customers, competitors and goals
- Sitemaps and wireframes: planning the pages and the layout of each one in simple sketches
- Visual design: creating the look of the site in a tool such as Figma, matched to your brand
- Responsive design: making sure every page works on phones, tablets and desktops
- User experience (UX): making it easy for visitors to find information and take action
- Accessibility: readable text, good colour contrast and layouts that work for everyone
- Building: turning designs into a working site, or working alongside a developer
- Testing and launch: checking forms, speed, links and devices before going live
Web designer vs web developer
| Web designer | Web developer | |
|---|---|---|
| Focus | Look, layout, user experience | Code, functionality, performance |
| Typical tools | Figma, website builders, CSS | HTML, CSS, JavaScript, PHP, databases |
| Main question | "Is this easy and appealing to use?" | "Does this work reliably and quickly?" |
| Best for | Brochure sites, small business sites, redesigns | Custom features, web apps, integrations |
For most small businesses, a web designer who can also build, or a small team that covers both, is the most efficient option.
The skills that make a good web designer
Design and layout
A strong eye for hierarchy, spacing and typography, so the most important information stands out and pages feel professional.
Understanding of conversion
Knowing where to put calls to action, phone numbers, reviews and trust signals so visitors become customers.
Content sense
Designing around real content rather than placeholder text. The words on a page do much of the selling.
SEO awareness
This is where many web designers fall short. Design decisions affect rankings: heading structure, page speed, image sizes, URLs and how pages link together. A web designer who understands SEO saves you from an expensive rebuild later. See our SEO friendly website checklist for what to look for.
Communication
Explaining choices in plain English, sticking to timelines and listening to feedback.
How to brief a web designer
A good brief gets you a better website, faster. Include:
- What your business does, who your customers are and where they are
- The main action you want visitors to take
- The pages you think you need
- Three websites you like and why, plus any you don't
- Your logo, brand colours and photos
- Any features you need, such as booking, payments or a blog
- Your budget and deadline
Freelance web designer or web design company?
A freelance web designer can be a great fit for a straightforward site. A web design company or small agency usually brings more skills under one roof, such as copywriting, SEO, hosting and support. Our guide on how to choose a web design company includes 12 questions to ask either way.
Types of web designer
- UI designers focus on the visual interface: buttons, typography, colour and spacing
- UX designers focus on the journey: how easily people find information and complete tasks
- Brand-led designers specialise in making a website feel like an extension of a company's identity
- Ecommerce designers specialise in online shops, product pages and checkouts (see our ecommerce web design guide)
- Small business web designers cover design, build, content and basic SEO, often all in one person or small team
Signs you need a web designer
- Your website looks dated or doesn't reflect the quality of your work
- It's slow or awkward to use on a phone
- People visit but rarely call, book or enquire
- You don't appear on Google for the services you offer
- You can't update it, or you're locked into a supplier who won't
- You've added new services or locations that aren't on the site
What a web designer usually doesn't do
Unless agreed up front, many web designers don't include ongoing SEO campaigns, Google Business Profile management, social media, paid advertising or regular content writing. Those are what keep a website bringing in customers month after month. Check exactly what's included before you start, or choose a team that covers both, like our £350 a month SEO package, which includes a free custom website worth £1,200–£3,000.
How much does a web designer cost?
Costs vary with experience, location and the size of the project. Our websites, designed and built with SEO and GEO included, start from £400, with online shops and bespoke projects quoted individually. Clients on our £350 a month SEO package get a bigger custom website, worth £1,200–£3,000, built free.
Looking for a web designer in Milton Keynes?
We design and build websites for trades, clinics, shops and service businesses across Milton Keynes, Bedford and beyond, each one optimised to rank on Google and to be understood by AI tools. Take a look at our web design in Milton Keynes service and some of the websites we've built.