What does it mean to work with website / CMS, and which freelancers can help?

By Carsten Bjerregaard, Addcapacity.com

A website and its related content management system (CMS) are, in practice, a central platform for communication, sales, customer service, and data-driven business development. The field spans technical architecture, integrations, content structure, user experience, and performance optimization. Modern CMS platforms increasingly support omnichannel communication, personalization, and automation across marketing, commerce, and internal processes. Typical specialists include CMS developers, frontend developers, UX designers, technical project managers, SEO specialists, and content managers. Commonly used platforms include WordPress, Umbraco, Drupal, Shopify, Contentful, Sanity, Sitecore, and HubSpot CMS, alongside tools such as Google Analytics 4, Tag Manager, and Figma.

1. What is website / CMS?

Working with websites and CMS platforms is not only about publishing content. It involves structuring digital experiences so that content, functionality, data, and user journeys work together across the organization. In many companies, the CMS platform acts as a link between marketing, sales, customer service, and IT. The field includes technical setup, information architecture, frontend development, integrations, and governance around content. At the same time, the market has shifted from traditional monolithic CMS platforms toward more modular and API-based solutions. This has increased the demand for specialists with broader cross-functional skills. In practice, the critical factor is rarely the platform itself, but how effectively the solution supports workflows, scalability, and long-term digital ambitions.

Core focus areas

• Information architecture and structure
• Frontend and user experience
• Integrations and data layers
• Content models and governance
• Operations, security, and performance

A practical example is a B2B company migrating from a legacy CMS to a headless solution in order to reuse content across its website, partner portal, and mobile platforms without duplicating editorial work.

2. How does website / CMS fit into a modern organization, and which value metrics and KPIs are important?

Today, websites and CMS platforms are closely connected to both commercial objectives and organizational efficiency. The platform is no longer used solely by marketing departments, but also by HR, sales, customer service, product teams, and compliance functions. As a result, governance, workflows, and integration capabilities have become increasingly important. KPIs are rarely limited to traffic alone. Many organizations instead focus on lead quality, conversion rates, time-to-publish, organic visibility, performance metrics, and engagement within specific user journeys. Technical factors also play a larger role than before. Site speed, Core Web Vitals, security, and data quality influence SEO, user experience, and overall digital performance. In practice, this requires continuous prioritization between business needs, technical debt, and editorial flexibility.

Typical KPIs and objectives

• Conversion rates and leads
• Organic visibility and traffic
• Site speed and performance
• Editorial efficiency
• User journey engagement

A common scenario involves companies significantly reducing the time from campaign idea to publication by standardizing content blocks and workflows in the CMS platform instead of manually building new templates every time.

3. Which tasks can consultants help with within this field?

Freelance specialists are often brought in when organizations lack specific expertise, need additional capacity, or require temporary specialist knowledge during projects and transformations. The assignments range from technical implementation to strategic advisory work. Some consultants primarily focus on backend development and integration architecture, while others specialize in UX, SEO, content structure, or governance. In practice, the most successful projects create value when technical and editorial tracks are developed in parallel rather than sequentially. Many organizations underestimate how much content structure and editorial processes affect the overall solution. As a result, freelance specialists are often used as connectors between marketing, IT, design, and business stakeholders during both implementation and ongoing development.

Typical consulting tasks

• CMS implementation and migration
• UX and frontend design
• Technical SEO optimization
• System integrations
• Governance and workflows

One example is an international company hiring an external Umbraco specialist and a UX designer to consolidate multiple local websites into one shared platform while still supporting localized editorial adaptations.

4. Which tools are typically used by specialists in this field?

The choice of tools depends heavily on organizational complexity, integration requirements, and internal capabilities. WordPress and Shopify remain widely used in small and mid-sized companies, while larger organizations often work with Umbraco, Sitecore, Drupal, or headless platforms such as Contentful and Sanity. In addition, analytics and design tools play an important role in daily operations. Many teams collaborate closely across development, UX, and marketing, which increases the need for tools that support collaboration and rapid iteration. In practice, tool selection is often less about functionality alone and more about governance, flexibility, integration capabilities, and ownership of data.

Common platforms and tools

• WordPress and Umbraco
• Shopify and HubSpot CMS
• Contentful and Sanity
• Figma and Adobe XD
• Google Analytics 4

A practical example is companies combining a headless CMS with React or Next.js to improve performance while giving marketing teams greater flexibility in content management.

5. Who typically leads website / CMS initiatives, and what background do they have?

Responsibility for website and CMS initiatives varies significantly between organizations. In marketing-driven companies, ownership often sits with a digital marketing manager, head of digital, or web manager. In more technically complex organizations, IT or product teams usually play a larger role. Many larger companies now work with cross-functional teams where marketing, UX, development, and data specialists are all involved in prioritization processes. The individuals leading these initiatives often combine business understanding with technical insight and stakeholder management experience. In practice, hands-on experience with governance and balancing competing internal priorities is often more valuable than deep specialist expertise in every discipline.

Typical lead roles

• Web manager
• Digital marketing manager
• Product owner
• Head of digital
• Technical project manager

One example is organizations where a product owner acts as the bridge between marketing, development, and leadership to prioritize campaigns, technical improvements, and compliance requirements.

6. Who is typically involved in daily execution and delivery, and what are their roles?

The daily operation and development of websites and CMS platforms usually involve multiple disciplines. Developers handle templates, integrations, and performance optimization, while UX designers and graphic designers focus on user experience and visual structure. Content managers, copywriters, and SEO specialists ensure the quality of content, metadata, and visibility. In larger organizations, these roles often work together within sprint-based workflows or structured release processes. At the same time, friction frequently arises between the need for rapid publishing and the requirements for governance, security, and technical stability. Clear roles and decision-making processes therefore become essential for efficient day-to-day operations.

Typical operational roles

• Frontend developers
• UX designers and graphic designers
• SEO specialists
• Content managers
• Copywriters

A common scenario is SEO specialists and developers collaborating closely on technical improvements to reduce load times and improve visibility in organic search results.

7. Which specializations exist within website / CMS?

Website and CMS work has evolved into a highly specialized field where many consultants focus deeply on specific disciplines. Some specialize in enterprise platforms and integration architecture, while others focus on conversion rate optimization (CRO), technical SEO, or frontend performance. The rise of headless CMS and composable architecture has also increased demand for API expertise and modern JavaScript frameworks. In addition, governance, accessibility, and data security have become more important in larger organizations. In practice, the combination of technical understanding and business insight is often what creates the most value, especially in projects involving many stakeholders and interconnected systems.

Typical specializations

• Headless CMS
• Technical SEO
• CRO and performance optimization
• Accessibility and compliance
• API and integration architecture

An example is specialists focused on accessibility and WCAG compliance within public sector organizations, where compliance requirements and user experience are closely linked to technical implementation.

How to quickly connect with strong candidates for your needs

Freelance specialists within website and CMS are often used as a flexible extension of existing teams. This gives organizations rapid access to specialized expertise without lengthy recruitment processes. Many companies also experience closer collaboration and lower overall costs compared to traditional agency setups.

Addcapacity.com helps clarify the specific need, including role definition, responsibilities, technical competencies, and relevant experience. Based on this, three relevant candidates are typically identified who match both the required expertise and the scope of the project and organizational setup. The dialogue is non-binding and can often begin quickly.