Key Responsibilities and Required Skills for Web Coordinator

🎯 Role Definition

The Web Coordinator is responsible for day-to-day website operations, content publishing, basic front-end updates, performance and quality assurance, SEO and analytics monitoring, and coordination between content owners, designers, developers and external vendors. This role ensures that web content is accurate, accessible, on-brand, search-optimized, and delivered on schedule while continuously improving UX and conversion performance through data-driven recommendations.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Coordinator or Marketing Assistant transitioning to digital responsibilities
Content Specialist or Copywriter with CMS publishing experience
Junior Web Administrator or Website Assistant who supports site maintenance

Advancement To:

Senior Web Coordinator / Senior Website Manager
Web Manager or Digital Content Manager
Digital Marketing Manager / E-commerce Manager

Lateral Moves:

Content Strategist
SEO Specialist or Organic Search Manager
UX/Conversion Optimization Specialist

Core Responsibilities

Primary Functions

Manage the content lifecycle in the CMS (e.g., WordPress, Drupal, Sitecore): create, edit, schedule, review and publish pages, blog posts, landing pages and resource assets while maintaining metadata, taxonomy and tagging for discoverability and analytics accuracy.
Act as the central coordinator between marketing/content teams, design, product and engineering to scope web requests, prioritize backlog items, and drive projects from briefs through delivery using project management tools (Jira, Asana, Trello).
Implement on-page SEO best practices for title tags, meta descriptions, header structure (H1–H3), schema markup, canonicalization and internal linking to increase organic traffic and SERP visibility.
Monitor site performance and uptime (page speed, Core Web Vitals) and coordinate optimization tasks with developers and third-party vendors to improve load times and mobile performance.
Maintain site content queues, editorial calendar and version control, enforcing brand voice, style guide compliance and regulatory requirements (privacy statements, legal disclaimers).
Configure and maintain web forms, lead capture flows and integrations with CRM/marketing automation platforms (e.g., HubSpot, Marketo, Salesforce) to ensure accurate lead routing and attribution.
Deploy tracking and measurement tags via Google Tag Manager and maintain accurate event taxonomy for conversions, micro-conversions, downloads and outbound clicks.
Produce weekly/monthly analytics dashboards and insight reports (Google Analytics / GA4, Adobe Analytics) to measure traffic, conversion funnels, campaign performance and recommend data-driven improvements.
Perform QA and functional testing for new content, templates and features across browsers and devices, documenting issues and coordinating fixes with developers and QA engineers.
Execute routine maintenance tasks including redirects (301/302), sitemap updates, robots.txt management and broken link remediation to preserve SEO equity and user experience.
Support A/B and multivariate testing programs by preparing variants, QA’ing experiments (Optimizely, VWO), and working with analysts to interpret results and implement winning experiences.
Ensure web accessibility compliance (WCAG 2.1 AA) by reviewing content, images and templates for alt text, semantic HTML, keyboard navigation and color contrast; coordinate remediation activities.
Manage permissions and user roles within the CMS, onboarding content publishers and training stakeholders on publishing standards and workflows.
Coordinate localization and international site content updates, liaising with translation vendors and regional teams to ensure consistent messaging and correct hreflang implementation.
Maintain and update digital asset libraries (images, video, downloadable PDFs) and ensure assets are optimized for web (file formats, compression, responsive sizes).
Create and maintain documentation: publishing guides, SOPs, release notes and knowledge base articles for internal teams and external agencies.
Assist in backlog grooming and sprint planning; translate marketing and business requirements into technical tickets with acceptance criteria, dependencies and QA steps.
Troubleshoot site incidents, prioritize severity, communicate status to stakeholders and coordinate incident resolution with IT and vendor support teams.
Oversee third-party web integrations (payment gateways, analytics, CDNs, chatbots) and evaluate new vendor capabilities for fit and security compliance.
Monitor competitor sites and web industry trends to propose enhancements that improve engagement, conversion and retention metrics.
Drive content governance by enforcing taxonomy, URL structure, canonicalization and template standards across web properties.
Prepare and maintain monthly budget tracking for web projects, vendor retainer activity and ad hoc development requests when required.
Work with creative and UX teams to implement responsive layouts, content templates and component libraries that support consistent branding and scalable content delivery.
Coordinate web launches and promotional campaigns, ensuring tracking, redirects, creative assets and QA checklists are completed before go-live.

Secondary Functions

Provide editorial support for press releases, event pages and resource hubs; ensure content is edited, proofed and optimized for web consumption.
Support marketing campaigns by building and QA'ing landing pages, applying UTM parameters and coordinating with campaign managers for trafficking and measurement.
Conduct periodic content audits to identify stale or duplicate content and recommend consolidation, refreshes or archival to improve SEO and usability.
Assist with basic HTML/CSS edits and template tweaks to resolve layout issues or content presentation problems when developer resources are limited.
Serve as the webmaster contact for ad hoc analytics requests, conversion reporting and ad-hoc data pulls to support product and marketing decisions.
Train and support internal content contributors on CMS workflows, upload guidelines, accessibility requirements and best practices for SEO-friendly writing.
Maintain relationships with external agencies and contractors for design, development and SEO services, ensuring scopes and SLAs are met.
Participate in cross-functional stand-ups and sprint retrospectives to continuously improve delivery cadence and operational processes.

Required Skills & Competencies

Hard Skills (Technical)

Content Management Systems (strong experience with WordPress, Drupal, Sitecore or similar CMS platforms).
On-page SEO: metadata, headings, structured data (schema), canonical tags and redirect management.
Web analytics: Google Analytics / GA4, Adobe Analytics, goal/funnel setup, segmentation and report building.
Tag management: Google Tag Manager and experience implementing event tracking and conversion pixels.
Basic front-end skills: HTML5, CSS3 and light JavaScript familiarity for troubleshooting layout/content issues.
A/B testing and experimentation platforms (Optimizely, VWO, Google Optimize) and interpretation of test results.
Familiarity with accessibility standards (WCAG 2.0/2.1) and practical techniques to remediate issues.
Familiarity with SEO tools: Screaming Frog, SEMrush, Ahrefs, Moz or similar for audits and monitoring.
Familiarity with CMS workflows, versioning, and user role/permission management.
Experience with image and basic design tools (Adobe Photoshop, Illustrator, Figma) to prepare assets and communicate with designers.
Basic knowledge of CDN, caching, and performance optimization concepts (Core Web Vitals, page speed optimization).
Experience integrating web properties with CRMs and marketing automation platforms (HubSpot, Marketo, Salesforce).
Familiarity with release management and basic ticketing systems (Jira, Asana, Trello).
Experience with content governance, taxonomy design, and metadata strategy.

Soft Skills

Strong written and verbal communication, able to translate technical issues into business-friendly updates.
Excellent attention to detail and editorial judgment for web copy, images and metadata.
Proven stakeholder management and ability to coordinate cross-functional teams and vendors.
Analytical mindset: able to interpret metrics and make prioritized recommendations.
Project and time management: able to manage multiple requests, deadlines and launch schedules.
Problem solving and troubleshooting under pressure during incidents and launches.
Collaborative team player who can facilitate alignment between marketing, product and engineering.
Customer-centric thinking with a focus on user experience and conversion improvement.
Adaptability to new tools, platforms and shifting business priorities.
Initiative and ownership: takes responsibility for driving tasks to completion and improving processes.

Education & Experience

Educational Background

Minimum Education:

Associate degree or equivalent experience in Marketing, Communications, Web Development, Information Technology, or a related field.

Preferred Education:

Bachelor’s degree in Marketing, Communications, Digital Media, Computer Science, Web Design or related discipline.

Relevant Fields of Study:

Marketing, Communications, Digital Media
Web Development, Computer Science, Information Systems
UX / Human-Computer Interaction, Graphic Design

Experience Requirements

Typical Experience Range:

2–5 years of progressive experience in website administration, digital content coordination or web operations.

Preferred:

3+ years managing enterprise or multi-site CMS implementations, demonstrated SEO results, and experience with analytics-driven optimization. Experience working with cross-functional squads and enterprise ticketing systems is a plus.