Discover the real work behind web design — from UX and branding to accessibility and responsive layouts. Learn how a great web designer solves problems and builds lasting digital solutions.

More Than Just Making Things Look Good

Ask someone what a web designer does, and they’ll likely say, “They make websites look nice.” While aesthetics are a part of it, they’re just the surface. Behind every polished page is a series of careful decisions: how the site works, how users feel using it, how content flows, and whether it helps achieve the client’s goals.

A web designer is part strategist, part creative, and part problem-solver — someone who blends design with technical skill to create websites that aren’t just attractive, but effective.

Let’s look at what that actually involves.

1. Visual Design & Branding

At the core of every website is its visual identity. This includes things like colour palette, typography, imagery, and layout. But more than just “looking nice,” good design communicates meaning. It tells users who you are before they read a single word.

Take this real-world example:

A client came to me with a website that hadn’t been updated in over a decade. The colours were dull, the fonts inconsistent, and the logo pixelated. Potential customers were bouncing off the site almost immediately. After reworking their branding — simplifying the palette, updating the fonts, and introducing consistent design elements — their bounce rate dropped by 35% within a month.

That’s the power of thoughtful, intentional visual design.

2. UX & UI: Designing for Humans

A good-looking site is useless if it’s frustrating to use. That’s where User Experience (UX) and User Interface (UI) come in. UX focuses on how people interact with a website — the flow of actions, the clarity of information, and the ease of use. UI is the visual layer that supports that journey.

For a client in the travel industry, I noticed visitors were getting stuck on the homepage. They couldn’t find the booking enquiry form, and many gave up before exploring tours. I restructured the layout, added a visible call-to-action button, and simplified the menu. Enquiries increased within two weeks.

Great web design anticipates user needs and removes friction.

3. Responsive Design: Building for All Screens

Today, over half of web traffic comes from mobile devices. That means websites must be responsive — adapting to different screen sizes and orientations without breaking or becoming unreadable.

I worked with a small retailer who noticed their online sales were stagnating, especially from mobile users. Their site looked fine on desktop but collapsed on smaller screens. After redesigning the layout to be fully responsive — with readable buttons, scaled images, and mobile-friendly menus — mobile conversions increased by 40%.

Responsive design isn’t a luxury anymore; it’s a necessity.

4. Accessibility: Designing for Everyone

Accessibility ensures that websites can be used by people with different abilities — whether they’re using screen readers, navigating by keyboard, or dealing with colour blindness or dyslexia.

One project involved a school that unknowingly used grey text on a light grey background, which was unreadable for many visitors. I revised their colour scheme, added proper contrast ratios, ensured keyboard navigation, and implemented alt text for all images. The result was a website that worked for everyone — not just some.

Making your website accessible isn’t just considerate — in many regions, it’s a legal requirement.

5. Skills Under the Surface

While much of a web designer’s job is visual and user-facing, there’s a technical layer that powers everything behind the scenes.

Some of these skills include:

• HTML & CSS to build and style page layouts.
• JavaScript basics to enable interactions.
• WordPress or other CMS knowledge for editable content.
• Image optimisation to improve loading speeds.
• SEO foundations to ensure search engines can read your site.
• Performance tuning for fast, lightweight pages.

One client insisted on a homepage made with huge high resolution images. I explained how this approach hurt SEO, slowed down load times, and wasn’t accessible. After rebuilding it with real text, proper heading structure, and optimised visuals, their Google ranking improved dramatically.

The tools may vary, but the thinking stays the same: clean, functional, user-focused design.

6. Problem Solving Every Step of the Way

A big part of web design is solving problems. Sometimes, it’s technical — fixing a layout bug or a plugin conflict. Other times, it’s strategic — helping a business reframe how it communicates online.

I’ve had clients who couldn’t articulate what made their brand different. Through careful questioning and design workshops, we uncovered their values and built a site that reflected not just what they did, but why they did it. The result? Clearer messaging, more confident marketing, and more conversions.

Every project presents its own set of puzzles. A good designer solves them quietly in the background — often before the client even knows they exist.

7. Why All This Matters

In the online world, your website is your handshake. It’s often the first impression someone has of your business — and that impression sticks.

Poorly designed websites:

• Lose trust.
• Confuse users.
• Miss sales.
• Look unprofessional.

Well-designed websites:

• Build credibility.
• Guide users to the right actions.
• Perform well on search engines.
• Are scalable and easy to manage.

8. What to Look for in a Web Designer

The best web designers combine creativity, empathy, and technical knowledge. They listen first, ask the right questions, and design with purpose. They don’t just make things look good — they make things work.

So when choosing a web designer, don’t just ask, “What will it look like?”
Ask: “How will it work? Who is it for? What does it solve?”

Final Thoughts

Web design is more than colours and code. It’s a process of translating business goals into online experiences — and making sure those experiences are intuitive, inclusive, and inspiring.

At Baxtersweb, I focus on websites that are built to last: clean, functional, fast, and easy for you to manage. If that sounds like what you’re looking for, let’s chat.