Web designers are responsible for creating the look and feel of a website. They create logos, banners, and other graphics; determine where to put text; and structure a site's navigation. Designers need to think about download times as well as creating an attractive and functional site. They also work closely with the marketing team and branding experts to ensure that a site conveys a consistent image. The design function is frequently outsourced by smaller organizations that do not have the budget or inclination to maintain a website themselves.

Programmers turn the Web development team's concepts into a functioning site. They must know HTML, the basic coding language of websites, inside and out. Most are experts in the more sophisticated programming languages such as Java, JavaScript, CGI, and Perl. Programmers should also have experience with Web development tools such as Dreamweaver, Flash, and ColdFusion. These languages and tools enhance the capability of websites by adding animation, sound, interactive games, online forms, and e-commerce functions to otherwise flat pages.

Web developers come from a variety of backgrounds. Some have grown up with the Internet. Others have adapted skills from the offline world, such as brand management, desktop publishing, or journalism, and applied them online.