Which web designer does not know the dull, slightly helpless feeling when stumbling upon advertisements such as "Set up your own website – quickly and free." One quickly asks oneself the question: "Is my profession dying out? Will I even be needed in the future?" I have devoted myself to this question more intensively and would like to present you my findings on the subject.
A little journey into the beginnings of web design should be helpful to forecast future changes. Even though the profession of web designer did not at all follow a linear path. Since the emergence of the World Wide Web (WWW) around 1991, the technological, graphic and psychological demands on the web and its users have changed constantly - and with it the demands on the profession of web designer.
The beginnings of HTML and CSS
In the beginning, for example, no graphic elements were inserted at all. All websites were programmed in HTML. Web designers and web developers were still a single profession. Since 1996 stylesheets have been integrated, using CSS – so that ndividual design of the web pages was possible.
Being initially created as a tool for displaying written information, has now become an important platform for digital self-marketing for many companies. Today, websites have become an indispensable part of our professional and private everyday life.
The demand for quality is on the rise
Just a few years ago you could distinguish yourself by having a website at all. This has now become a standard for anyone who wants to offer their services or share their knowledge and experience. With this change, the role of the web designer became more and more important and was also divided into new categories. What used to be done by one person - namely uploading limited formatted texts to a web server - is now often done by an entire team. New job titles were added, such as UX designer, frontend and backend developer, graphic designer in the digital field and of course deb designer. Whereby the areas of responsibility of the individual professions depend strongly on the respective corporate structure.
Due to the steady growth of the WWW and technological progress, it became essential to make this technology accessible to everyone, no matter their skills.
Nowadays almost everyone has the opportunity to make themselves visible on the web. Information and data has grown so enormously that we almost only know how to use the Internet with the help of search engines.
We can now incorporate animations into our web browsers, as well as create videos, photos, motion graphics, parallax and make certain areas accessible to certain users. In addition, we can integrate third-party content (such as advertising) and let the user decide for himself what information is stored in his browser. Or we can create complex experiences such as browser games, or display information tailored to the individual user, such as online banking. Just to name a few possibilities.
Tediously writing every line of HTML for every new web page yourself is time consuming. As a programmer, I would recommend to save finished code snippets to reuse them - your specially created library. The drag-and-drop tool allows me to create websites even as an inexperienced user.
By now we distinguish between drag and drop tools (e.g. Wix or some WordPress plugins like page builder) and templates or themes (like those of WordPress ). Another difference here is the term CMS (Content Management System), where WordPress' market share is leading. Followed by Joomla, Drupal, Magento (eCommerce), PrestaShop (eCommerce) and other less known CMS.
As a user, I often need at least a basic understanding of programming if I want to create my website with a free CMS. Without this knowledge, basic functions are available to me, freedom when designing does not come easily to me. Now I can either be satisfied with the limited version, get into programming in detail, or pruchase a them, which I only have to fill.
Drag and drop
By using drag and drop tools such as Squarespace, Wix, Weebly I can even get more freedom with little to no expertise. At least at first sight. If I want to implement very specific designs or integrate more special functions (online shop, user area, etc.), then I quickly reach my limits, at least when it comes to the free versions. Furthermore, my website will only be shown ad-free and without a design branding for paid accounts.
There has bee a development in new specifications due to these requirements. On the one hand, there are specialized WordPress developers who only deal with WordPress and PHP. On the other hand, unfortunately, there are "web designers" who, offer lower-quality websites for too much money - using drag and drop tools.
At first glance, one could indeed say that the profession of web designer could die out in the next few years. You almost get the feeling that our expertise will soon no longer be needed. If everyone can create their own website or buy themes with little money - how can I as a web designer justify that a website can cost 1k euros, depending on its size? And do I even have to adjust my prices to remain competitive?
What do we as web designers do that these tools just can't do?
We create websites that are 100% aligned with the corporate brand. Our websites focus on the user and his experience. We empathy with our users, we forecast possible errors and prevent frustration before it arises. We keep the website up-to-date, manage its security and stay in personal contact with our customers.
While a template is tailored to a wider audience, I deal with my client and try to create something that is tailored to them. The websites we create for our clients are unique and free of third party branding. My customers know exactly what is tracked and stored within their website data, so that they can track and create their Cookie-Notice . Our customers get what they need. Sometimes this includes the creation of a complete corporate identity, sometimes just a landing page and sometimes even just some advice.
Domains, backend & responsive design
We webdesigners are familiar with domain hosting, know how to get dive into code and backend, can find and fix bugs. Very few programs offer a sufficiently mature use on mobile devices, which is of course insufficient in the long run with over 60 percent access from smaller screens.
What else do we look out for? SEO-optimized content, fast loading times, web-optimized pictures and videos, font pairings and sizes, legal background. Why does the flow of a website appear harmonious? How much text is too much? How do we arrange information in such a way that it is easily digestible for the reader - and thus reaches him at first place?
These are tasks we deal with every day. Tasks, which are foreign to beginners and are not covered by themes and page builders.
How do I deal with this personally?
Do I adjust my prices? No. My time and knowledge have not lost their value. Nevertheless I understand that there are customers who cannot (or do not want to) afford a website created by me. I think that's perfectly fine.
Especially as a new entrepreneur these are costs who might not be included in my calculation. I even recommend these customers to use such modular tools. Sit down for an afternoon, watch tutorials and create the website all by yourself. I offer my advice and explain the advantages and disadvantages: A website created by me That a website created by me first of all represent many costs, but also a payment method in the style of subscription can cause higher costs in the long run. I notice that the technical affinity is missing, I even offer to give short introductions to these tools.
We simply have to be aware that not everyone needs a professionally created website and can therefore use the tools we have already developed positively for us.
Websites are marketing tools and - depending on what services I offer with my company - non-customized websites may work as well.
And it is not uncommon that these customers reach out to me later on, when they have the financial means to get a professionally tailored website.
In these times - when almost all information is publicly available and accessible - this does not automatically mean that we have the time and patience to deal with it. The profession of tax consultant is not extinct, despite tools like WISO or Elster exist. Qute the contrary: we still need his professional advice.
Perhaps our profession will develop further away from the practical but advisory function. Maybe our future customers "develop" more websites themselves with the help of our expert guidance.
Anyone who works with technology cannot afford to stand still either, of course. Just as the profession of web designer has been constantly changing since its inception, it will have to adapt again and again in the future. We must constantly consider our value compared to automated programs and continue to expand it.
"Change" also means exciting opportunities for further development
We can specialize in different areas and focus more on the user and his experience, for example. Digital experiences are becoming increasingly individual. Who knows, maybe in the future we will see websites that look different on every device and for every user? Maybe our digital business cards will soon be holograms? VR and AR functions, which will certainly be integrated on the websites in the future, can be actively designed by us as designers. A website still has the basic idea of presenting information. There are no limits to our creativity how we communicate this information in the future. Let's keep this in mind when it comes to automated programs - we are ahead of this.
IT professions are still sought after, offering a promising future as well as good money - not only in Germany, but worldwide. To "actively shape our future" is far beyond an advertisment.