Which web designer doesn't know the sinking, slightly helpless feeling when you stumble across advertisements such as "Your own website - do it yourself quickly and free of charge!". It's easy to ask yourself the question "Is my profession dying out? Will I even be needed in the future?" I have looked into this question a little more closely and would like to share my findings with you.

A look into the past

A short journey back to the beginnings of web design should help us to find out how things could continue in the future. After all, the profession of web designer has by no means followed a linear path. Since the emergence of the WWW around 1991, the technological, graphical and psychological demands on the web and its users have constantly changed - and with them 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 and all websites were programmed in HTML, meaning that web designers and web developers were still a single profession. Only since 1996 have style sheets also been integrated with the help of CSS, making it possible to customize websites.

What was initially just a tool for presenting written information has now become an important platform for digital self-marketing for many companies. Today, it is hard to imagine our professional and private lives without websites.

The demand increases with the mass

While just a few years ago you could stand out by having a website at all, these have now become the standard program for anyone who wants to offer their services or share their knowledge and experience. With this change, the role of the web designer has become increasingly important and has also been subdivided into new sectors. What one person used to be able to do - namely upload limited formatted texts to a web server - is now often done by a whole team. New job titles have been added, such as UX designer, front and back-end developer, graphic designer in the digital sector and, of course, web designer. The areas of responsibility of the individual professions depend heavily on the respective company structure.

Javascript, PHP & Co.

Due to the constant growth of the WWW and technological progress, it became essential to make this technology accessible to the "average consumer".

Nowadays, almost everyone has the opportunity to make themselves visible on the web. The wealth of information has grown so enormously that we almost only know how to scurry through the Internet with the help of search engines.

Furthermore, other programming languages have joined the original combination of HTML and CSS. Javascript, PHP, Python (to name but a few), which should help us to give free rein to our creativity.

We can now embed animations in our web browsers, as well as videos, photos, changing graphics, create parallax, make certain areas accessible to certain users. We can also integrate external content (such as advertising) and let the user decide for themselves what information is stored in their browser. Or we can create complex experiences such as browser games or display information tailored to the individual user, such as online banking. To name just a few possibilities.

What do WordPress templates do?

Laboriously writing every line of HTML for every new website is time-consuming. As a programmer, I would keep code snippets that I have already written so that I can reuse them. In other words, "copy-paste" from my own library. The written form of the drag-and-drop tool, which I can use to create websites even as an inexperienced user.

We now differentiate between drag-and-drop tools (e.g. Wix or some WordPress plugins such as Page Builder) and templates or themes (such as those from WordPress). The term CMS (Content Management System) also makes a difference here, with WordPress leading the way with its market share. It is followed by Joomla, Drupal, Magento (e-commerce), PrestaShop (e-commerce) and other, less common CMSs such as TYPO3.

As a user, I often need at least a basic understanding of programming if I want to create my website with the help of a free CMS. Without this knowledge, basic functions are available to me, but freedom in design is not readily accessible to me. Now I can either make do with the limited version, get to grips with the programming or purchase themes that I just have to fill.

Drag-and-drop

Drag-and-drop tools such as Squarespace, Wix and Weebly, on the other hand, give me design freedom with little specialist knowledge. At least at first glance. Because if I want to implement very specific designs or integrate more specialized functions (online store, user area, etc.), then I quickly reach my limits here, at least as far as the free versions are concerned. In addition, my website is only displayed ad-free and without clear design branding with paid accounts, which function like a subscription.

These requirements have in turn led to the development of new specifications. Now there are specialized WordPress developers who only deal with WordPress and PHP, but unfortunately there are also "web designers" who offer low-quality websites for too much money by dragging and dropping.

What the change means for web designers

At first glance, it really does look as if our profession 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 now put together their own website or buy themes for little money, how can I as a web designer justify the fact that a website can cost me several thousand euros, depending on its scope? And do I have to adjust my prices to remain competitive?

What do we do as web designers that these tools can't do?

We create websites that are 100% aligned with the corporate brand. Our websites focus on the user and their experience. We put ourselves in their shoes, we track their potential errors and prevent frustration before it arises. We keep the website up-to-date, manage its security and are in personal contact with our customers.

While a template is tailored to a broader mass, I engage 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 in the footer area. With my websites, my client knows exactly what is being tracked and stored, so they can create their cookie notice with a clear conscience. 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 a piece of advice.

Domains, backend & responsive design

We web designers are familiar with domain hosting, know how to access the backend and can find and rectify errors. Very few programs offer sufficiently sophisticated use on mobile devices, which is naturally inadequate in the long term with over 60 percent access from smaller screens.

What else do we pay attention to? SEO-optimized content, fast loading times, web-optimized images 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 so that it is easily digestible for the reader - and therefore reaches them in the first place?

These are all topics that we deal with on a daily basis, which are foreign words for a layperson and are not easily covered by page builders and themes.

How do I deal with it 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 I have created. I think that's perfectly fine.

Especially as a new entrepreneur, these costs are often not factored in. I even recommend that these customers use such modular tools. Sit down for an afternoon, watch tutorials and create the website yourself. I offer my advice and explain the pros and cons. That a website created by me initially represents a lot of costs, but a subscription-style payment method can also result in higher costs in the long run. If I notice that the technical affinity is lacking, 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 use the ready-made tools to our advantage.

Websites are marketing tools and, depending on the services I offer with my company, "off-the-shelf" websites are also sufficient.

And it's not unusual for these clients to come back to me later when they have the financial means to get a professionally customized website.

A look into the future of web design

In an age in which almost all information is publicly accessible, this does not automatically mean that we have the time and patience to deal with it. Despite programs such as WISO or the online tool Elster, the profession of tax advisor has not died out. Quite the opposite! Despite everything, we still need their expert advice.

Perhaps our profession will also develop a little more away from the practical but towards the advisory function. That our future customers "develop" more themselves with the help of our expert guidance.

Anyone who works with technology cannot afford to stand still. Just as the profession of web designer has constantly changed since its inception, it will also have to keep adapting in the future. We must constantly consider what added value we can offer compared to automated programs and continue to develop this further.

Conclusion: Change means further development

We can specialize in different areas and focus more on the user and their experience, for example. Digital experiences are becoming increasingly individualized. Who knows, maybe in the future we will see websites that look different on every device and for every user? Perhaps our digital business cards will soon be holograms? VR and AR functions, which will certainly be integrated into websites in the future, can be actively shaped by us as designers. The basic idea of a website is still to display information. But there are no limits to our creativity when it comes to how we communicate this information in the future - and we have an advantage over automated programs.

IT professions are also still in demand and offer a promising future as well as attractive remuneration. Not only in Germany, but worldwide. It is not for nothing that we advertise "Actively shaping our future".