Who Does What? Understanding Roles in Web Development
Building a website isn’t a solo mission. Whether you’re launching a basic brochure site or a full-scale e-commerce platform, it’s a team effort involving multiple professionals with distinct roles and responsibilities. But unless you’ve done it before, you might find yourself asking:
- Who is involved in the web development process?
- What is the client’s role?
- When should each person be brought into the project?
- How do all these roles interact?
In this blog, we’ll walk you through each key role involved in website development and how responsibilities are typically divided. Whether you’re a business owner preparing for your first website or a marketing lead managing your fifth redesign, this guide will help you understand what to expect—and how to get the best results.
If you’d like an overview of the entire web development process, read our guide: How a Website Gets Built: The Full Process Explained
Why Understanding Roles Matters
Web projects can get messy without clear role definitions. Missed deadlines, inconsistent branding, bloated scopes, broken functionality, and ineffective SEO often trace back to a simple problem: not knowing who was responsible for what.
Clarity saves time, money, and headaches. It also improves collaboration, ensuring that your project moves forward in a structured and successful way.
The Core Web Development Team: Who’s Who
Let’s break down the core team members typically involved in a modern web development project, including how they contribute, when they’re involved, and what they need from others.
👤 Client / Stakeholders
Role: Vision Holder, Decision-Maker, Content Contributor
The client—whether an individual business owner or an internal team—is at the centre of the process. You provide the goals, approvals, and critical context needed to shape the site.
Responsibilities:
- Define business objectives and project goals
- Share brand guidelines and existing assets
- Provide or review content
- Give feedback and sign-off on key milestones
Your role is not just to approve designs—it’s to offer context only you can give. What do your customers need? What drives conversions? What industry regulations apply?
👉 Pro tip: Clients in regulated sectors (e.g., real estate in Vancouver or health care in Alberta) must also verify that their content meets relevant standards (e.g., BCFSA guidelines or Health Information Act compliance).
📋 Project Manager
Role: Conductor, Communicator, Risk Manager
The Project Manager (PM) ensures everything runs smoothly. They oversee timelines, manage team communication, and make sure deliverables meet expectations.
Responsibilities:
- Coordinate between team members and the client
- Track deadlines and budgets
- Flag scope changes and blockers early
- Maintain a central point of communication
At Rose Agency, our PMs also serve as strategic partners, helping you translate business goals into actionable milestones and keep the project on target.
🎨 UX/UI Designer
Role: Architect of Experience and Aesthetics
UX (User Experience) and UI (User Interface) designers craft the user journey and visual layout of your website. Good design isn’t just pretty—it guides users toward meaningful actions.
Responsibilities:
- Design wireframes, mockups, and user flows
- Ensure accessibility (AODA or WCAG standards)
- Create mobile-responsive and intuitive interfaces
- Align visuals with your brand identity
For example, a UI designer building a tourism website for a business in Banff might prioritise large imagery and scrollable maps, while a UX designer for an industrial site in Delta may focus on easy-to-access safety documentation.
💻 Web Developer
Role: Builder and Coder
Once the designs are finalized, developers bring them to life. Front-end developers handle layout and interactions. Back-end developers ensure forms, databases, e-commerce functions, and integrations work as intended.
Responsibilities:
- Build responsive, functional web pages
- Ensure cross-browser compatibility
- Connect APIs and third-party tools (like CRMs or booking engines)
- Optimise for performance (fast loading, minimal downtime)
In Vancouver and other parts of BC, developers must also factor in data residency requirements if working with government contracts or public sector clients.
🔍 SEO Specialist
Role: Visibility Maximizer
A website without search engine visibility is like a billboard in the forest. SEO specialists make sure your site is structured and written to attract search traffic—and rank well.
Responsibilities:
- Conduct keyword research and competitor analysis
- Optimise meta tags, URLs, alt tags, and internal linking
- Monitor technical SEO (site speed, mobile usability, schema markup)
- Develop strategies for content clusters and backlinks
When SEO isn’t baked in early, you often have to redo large portions of your site later. That’s why we involve SEO professionals at the strategy and wireframe stage—not just after launch.
✍️ Content Strategist / Copywriter
Role: Storyteller and Message Shaper
Strong content is what drives conversions, engages visitors, and improves SEO. A skilled content strategist ensures your messaging is clear, persuasive, and aligned with business objectives.
Responsibilities:
- Define content hierarchy and site structure
- Write or edit compelling page content, blogs, and CTAs
- Develop tone of voice and messaging framework
- Collaborate with SEO and design for alignment
For example, a copywriter working on a site for a Calgary-based logistics firm might focus on clarity, professionalism, and trust, while a site for a Vancouver food brand may use more playful or expressive language.
🧪 QA Tester
Role: Quality Control Expert
Before your site goes live, it needs to be tested across browsers, devices, and user scenarios. QA testers make sure everything functions as intended and fix bugs before they become problems.
Responsibilities:
- Test on desktop, mobile, and tablet across platforms
- Check for broken links, form errors, and design glitches
- Ensure accessibility compliance
- Review performance metrics and loading times
Good QA testers are thorough and meticulous—they simulate real-world usage to uncover what automated testing tools often miss.
📷 Photographers, Videographers, and Visual Content Creators
Role: Brand Image Builders
At Rose Agency, we believe in involving photographers, videographers, and visual content creators early in the process—not just at the end. Why?
Because visual storytelling is integral to user engagement, especially on homepages, landing pages, and product pages.
Responsibilities:
- Shoot on-brand visuals that align with page layouts
- Capture lifestyle or team photography for authenticity
- Film explainer or brand videos for homepage hero sections
- Provide content that supports both storytelling and SEO
In Western Canada, we’ve helped clients across industries—like an Edmonton-based manufacturer or a Vancouver public service nonprofit—use custom visuals to elevate their message and stand out from competitors relying on generic stock images.
How These Roles Work Together
Website development is not a linear process. These roles overlap and interact throughout the project. Here’s a typical workflow:
- Discovery & Planning:
Client, Project Manager, Content Strategist, and SEO Specialist align on goals. - Design Phase:
UX/UI Designer drafts wireframes → Content Strategist aligns messaging → Client provides feedback. - Development Phase:
Web Developer builds the site → SEO ensures structure and performance → QA begins early testing. - Content Integration:
Copy, images, and video are loaded into CMS → Content is checked for tone, accuracy, and SEO. - Final QA & Launch:
QA Tester does full sweep → PM coordinates feedback loop → Site goes live!
Common Pitfalls (and How to Avoid Them)
Even with a strong team, missteps can happen. Here are a few common issues:
❌ Undefined Roles
Solution: Clarify who does what from day one, including who approves and who provides.
❌ Late Content Delivery
Solution: Assign a content lead early. Don’t wait until the site is fully designed.
❌ Skipping SEO Until Launch
Solution: Involve SEO from the strategy phase so technical structure supports visibility.
❌ Using Placeholder Visuals
Solution: Book your photoshoots and video production early in the design process.
When to Bring in a Web Agency
If reading this feels overwhelming, that’s normal. Managing these roles individually is tough, especially when you’re also running a business.
That’s where a full-service digital agency like Rose Agency can help.
We bring together all the experts—from content creators to developers—under one roof. With clear timelines, defined roles, and project management support, we ensure your project is executed efficiently and with purpose.
We specialize in websites for industrial, commercial, and public sector clients in Western Canada. Whether you’re in logistics, health services, construction, or B2B sales, we help you make digital work for your business.
🚀 Let’s Build Something Together
Need a website that works hard for your business?
Contact Rose Agency—a digital marketing agency offering:
- Website design & development
- Social media content publishing & engagement
- Online advertising (Google & Social Media PPC)
- Photography & videography
- Strategic brand partnerships
- Research & trend reports
We work with clients in the Lower Mainland, Calgary, Edmonton, and across Western Canada.
📞 Let’s talk about your next project: Contact us