I had a web master do a web site for my business. I gave him the basic information about my business. He did independent research into my industry to put in things to enhance the site. He edited what I wrote to make it sound a little more like advertizing copy while still keeping my style of writing. He had a theme and kept that theme throughout the site using words and visuals that adheared to the theme. Once the site was up, he followed the traffic statistics and tried to improve the site to improve the traffic. He watched for security breaches. He made the site accessible for people with visual impairments.