Why the Responsibility for Websites is Moving Out of IT
When the first corporate sites appeared, they were built by a handful of IT guys who had a knack for code and a love for the new medium. Those pioneers were often the only ones who could get a site up and running; they knew the quirks of the server, the idiosyncrasies of browsers, and the frustration of debugging a broken link. Because they were the only ones with that skill set, ownership fell naturally into IT’s hands.
Fast forward to today and the picture looks very different. The web has become a core communication channel - think intranet pages that deliver policy updates, dashboards that show key metrics, public sites that nurture leads and build brand. Those functions align more closely with marketing, public relations, and corporate communications than with systems administration. As a result, many firms are handing ownership to the communications department. The change feels intuitive now: a website is essentially a communication tool, and communications people are trained to understand audiences, craft messages, and manage brand consistency.
Another factor is the evolution of technology itself. Early web development required a lot of manual coding, hand‑crafted HTML, and a deep understanding of server configurations. Modern content management systems (CMS) like WordPress, Drupal, and SharePoint abstract most of that complexity. The average marketer can log in, add a page, adjust a few images, and hit publish without touching a line of code. IT no longer needs to be the gatekeeper for every change; instead, they serve as a support team, ensuring the platform stays secure, performs well, and integrates with other enterprise systems.
The cultural shift is also important. In the 1990s, IT was seen as the gatekeeper of information technology. That gatekeeping role made IT the natural authority for all digital assets. Today, however, many organizations recognize that the people who understand customer needs, who can translate strategy into stories, and who can measure engagement are the ones who should steer the web. When communication staff take over, they bring a different mindset: they ask what the audience wants, how to shape that experience, and how to keep the site alive with fresh content.
Not all firms have moved smoothly. Some IT leaders feel that relinquishing control reduces their influence and may even threaten their roles. In a few cases, IT departments still hold the keys to publishing, creating a bottleneck. That resistance is often rooted in a perception that owning a website grants power over corporate messaging. When this dynamic exists, it can stall innovation, slow down updates, and leave the site looking stale. The modern approach is to view web ownership as a shared responsibility: IT provides the platform and security, while communications owns the content and strategy.
There are also tangible benefits to this transition. By placing a communications professional at the helm, firms see higher engagement rates, improved consistency across channels, and a clearer alignment with corporate goals. Moreover, the move frees up IT to focus on infrastructure projects, system integrations, and data security - all critical in a world where cyber threats are constantly evolving.
In short, the shift is not just a trend; it reflects a logical realignment of skills and responsibilities. As the web becomes an integral part of the business, those who can tell stories, engage audiences, and drive traffic will naturally take the lead.
What the New Web Team Looks Like Today
The composition of a modern web team has changed dramatically. In the early days, you might have seen a single IT specialist, a graphic designer, and perhaps a copywriter. Now, the majority of people you’ll find working on a website are from communications, marketing, or even product teams. Women make up about 70 percent of those attendees at recent workshops - a notable shift from the male‑dominated IT crowds of the past.
Communications staff are the natural fit for intranet projects because the internal site is all about delivering information to employees. Their job is to ensure clarity, accessibility, and relevance. For public-facing sites, marketing specialists add a strategic layer: they design the user journey, optimize for SEO, and craft content that converts visitors into leads or customers. When the marketing lens is combined with a strong communication foundation, the result is a site that feels cohesive and purpose‑driven.
Graphic designers still have a role, but it’s more focused on brand consistency than on pixel‑perfect layouts. Today’s CMS tools often provide ready‑made themes that designers can tweak rather than build from scratch. Designers concentrate on creating visual hierarchy, choosing color palettes that align with brand guidelines, and ensuring that images and icons enhance the message rather than distract from it.
Writers and editors are in high demand. The web is text‑heavy, and it requires concise, engaging copy that reads quickly. Editors ensure that content stays on brand, follows style guides, and complies with accessibility standards. They also work closely with SEO specialists to incorporate keywords naturally, improve readability scores, and keep content up‑to‑date.
Marketing people who are enamored with flashy animations or overly complex user interfaces often backfire. Flashy design can be distracting, load‑time heavy, and non‑responsive. Instead, marketers who understand that e‑commerce success comes from a clear narrative and a frictionless checkout process can add real value. They bring data‑driven insights, segment audiences, and test landing pages to drive conversions.
IT continues to play a critical support role. While the day‑to‑day publishing decisions move to communications, IT still handles server maintenance, user access control, data backups, and integration with other enterprise applications. For instance, when a new HR system rolls out, IT ensures that the intranet pulls the correct employee data. When a new CRM is introduced, IT guarantees that the web forms sync seamlessly.
Because of the cross‑functional nature of the new web team, there are often overlapping responsibilities. This overlap can create friction if roles are not clearly defined. To avoid confusion, many organizations adopt a simple RACI matrix - defining who is Responsible, Accountable, Consulted, and Informed for each task. This clarity ensures that everyone knows their duties and who to turn to when questions arise.
The key takeaway is that the modern web team is less about technical expertise alone and more about blending storytelling, design, data, and technology. When these elements converge, the website becomes a living, breathing asset that serves both internal and external audiences.
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