Ten years ago, the term “webmaster” defined a very specific role with a fairly narrow scope of responsibilities. Creating, editing, and managing websites was handled by those with experience in HTML, server administration, and security protocols. As content management systems (CMS) like WordPress gained popularity, the primary duties that webmasters were responsible for became more approachable to everyday users. Spinning up a hosting instance, installing software, and creating content became increasingly easier. Enter website managers.
While the specific skills of a traditional webmaster were becoming less and less necessary, the growth of the available toolsets and extensions for less specialized users expanded dramatically. Fast forward to the present. Website management has become a multifaceted role involving technical proficiency, content creation, user experience optimization, and digital marketing.
If you browse the job listings on LinkedIn, you’ll see many different titles for roles that focus on website creation, development, updates, maintenance, and strategy. Titles like:
- Website Manager
- Manager of Digital Delivery
- Web Development Manager
- Web Production Specialist
- Web Strategist
The job responsibilities listed in the position descriptions are similar but vary based on the specific company’s needs. Some want website managers to focus on digital marketing, while others want strong coding skills. The variations are broad, often sweeping, from coordinating content to performance monitoring, analytics, and customized software development. These are all things that require technical expertise and understanding of the website or CMS itself but are wildly different in skill set.
The Webmaster, Evolved
The term “marketing” can be further defined into several specialties and easily definable sub-groups—Print, Digital, Content, etc. Website management, however, still seems to encompass a large range of expectations. And it doesn’t have the same subsets as other general skillset categories. These expectations build on the foundational principles of what traditional webmasters once provided.
Modern webmasters must understand the architecture of the website to perform the specialties demanded of them with excellence. Drag-and-drop assembly tools, modular builders, and prebuilt e-commerce software are incredible assets; however, they still demand that the user know and respect the implications of utilizing them. There are risks of software conflicts, performance downgrades, and user experience frustrations that can all occur if implemented without care for the underlying infrastructure.
Website Managers, Expanded Responsibilities
Website managers and administrators need to have a foundational knowledge of the supporting components of code. Hosting, software, and content consumption overlap in many ways in the structure of even simple websites.
For example, a Website Manager, who we’ll call Jill, is responsible for managing the company website. After every weekly meeting, she is responsible for updating the company’s website with information about their products. Jill publishes a few photos, some content on how the product is constructed, and possibly a video of the product in use. Adding the content and imagery to the page is easy enough, but she also needs to consider the following:
- the size of the images so that they display correctly on both desktop and mobile
- the weight of the image files, so the server does not struggle to grab too large a file
- the browser’s loading process, so that the page loading time does not lag
- alternative text for images, for accessibility needs
- where the video is hosted, so the end user is not routed away from the page after viewing
- the level of resources the host is using to serve the page so the site does not lag
- the proper content structure, so indexing is SEO-friendly
- providing meta descriptions, so that search engine results are attractive and descriptive
- utilizing internal or backlinks, so visitors continue browsing/reading the site
- optimizing the content for search engines and any company keyword strategies so that she can track and report on analytics
All of this before moving on to any other additional integrations or connections that will be utilized.
Being a modern webmaster often carries along with it the weight of educating others on these sorts of best practices. At times, you will need to advocate for a change or practice others might find meaningless or unimportant. Some at Jill’s company might see these considerations as low weight, but there are implications on the bottom line regarding company branding and cost considerations for infrastructure. Regardless of the job description, website managers must have a foundational knowledge of many best practices outside their immediate role.
Publishing a single page of content is a small portion of what typically encompasses a website manager’s job responsibilities. Let’s take that one example and agree that a seemingly standard responsibility has many underlying technical components. Now, we get a real sense of how the modern webmaster must think.
Website Managers, Breadth and Scope
The following is a generalized list of a typical website manager’s duties. Many current job descriptions for ‘Website Manager’ list these points as part of the role responsibilities. These are not exhaustive. Based on our earlier example, you can see how many require a much broader knowledge of website functionality. In addition to executing these duties, there is the added complexity of updated practices, effectiveness of preferred software, and internal company strategies or goals.
Note: This list is a compilation. Most job descriptions surveyed are customized to what the company defines as its website management needs. These responsibilities are often divided into one or more specialized roles and provided by more than one person.
- Website Maintenance and Technical Oversight
- Ensuring website uptime and performance.
- Managing domain registration and hosting services.
- Implementing security measures to protect against malicious code and threats.
- Updating and troubleshooting website functionality, including plugins and integrations.
- Content Management and Creation
- Developing a content strategy aligned with organizational goals.
- Creating and curating high-quality, engaging content.
- Optimizing content for search engines (SEO) to improve visibility.
- Managing multimedia assets such as images, videos, or downloadable files.
- User Experience (UX) Optimization
- Conducting usability testing and gathering feedback for continuous improvement.
- Implementing responsive design for access across devices.
- Monitoring website analytics to track user behavior and preferences.
- Improving website navigation and accessibility for better user experience and interaction.
- Digital Marketing and Promotion
- Using social media channels to grow brand presence and drive traffic.
- Implementing email marketing or other campaigns to nurture leads and retain customers.
- Monitoring and analyzing key performance indicators to measure campaign effectiveness.
- Collaborating with stakeholders to ensure marketing efforts align with business objectives.
The core responsibilities of website managers and administrators overlap with those of a traditional webmaster. However, the modern role includes a broader range of responsibilities. In addition to delivering content, UX optimization, or digital marketing, they must also have technical proficiency and the ability to understand how their duties affect the stability of the website architecture at large.
The Modern Webmaster
While vastly expanded from the traditional webmaster role over the last decade, the roles of website managers, admins, or strategists still require the same foundational understanding of how a website works holistically. The explosive growth of website tools and platforms has made owning and using a website more accessible to individuals with varying levels of expertise. This, however, has not diminished or reduced the importance of the underlying technical functionality that supports your online presence.
