Understanding Tech Roles to Better Choose Your Experts

“I want it to work”: The Web Developer

This is often the first role that comes to mind. A web developer turns your idea into something concrete that works in a browser.

What they actually do:

• They build the features you need (forms, client portals, online payments, dashboards)
• They make sure everything works across different browsers and devices
• They fix bugs and keep your platform up to date
• They connect your site to your other tools (CRM, billing systems, databases)

The different types:

• Front-end: what your users see and interact with
• Back-end: the invisible “machinery” (databases, security, integrations)
• Full-stack: both

You need a developer if:

• You have a specific feature to build (calculator, booking module, automation)
• You need to connect your site to other systems
• You already have a design, but no one to make it functional

“I want it to be intuitive and pleasant”: The UX/UI Designer

The best code in the world is useless if your users don’t understand what to do on your site. That’s where the UX/UI designer comes in.

Two complementary dimensions:

• UX (User Experience): making the journey simple and logical
• UI (User Interface): making the interface clear and consistent with your brand

What they actually do:

• They analyze how your users (clients, employees, partners) will use your platform
• They design smooth flows from the homepage to the desired action
• They create mockups to visualize pages before development begins
• They work on readability, information hierarchy, and calls to action

You need a UX/UI designer if:

• Your users get lost or can’t find what they’re looking for
• You want to improve your conversion rates (more inquiries, sales, sign-ups)
• Your current site feels confusing or visually outdated
• You’re starting from scratch and want to think through the user journey before development

“I want real results”: Web Marketing Specialists

Many businesses think that once the site is live, clients will just show up. In reality, without a visibility strategy, even the best website stays invisible.

The different marketing profiles:

• SEO Specialist: works on your organic visibility on Google (content, technical structure, keywords)
• Advertising Specialist: creates paid campaigns (Google Ads, Meta, LinkedIn) to drive qualified traffic
• Social Media Manager: grows your community and brand awareness
• Digital Strategist: helps you prioritize the right channels based on your goals

You need a marketing specialist if:

• Your site exists but generates almost no inquiries
• You want a concrete plan to attract more clients
• You’re wondering where to invest (SEO, ads, social media, newsletters)
• You need KPIs to measure your results

“I want someone who orchestrates everything”: The Digital Project Manager

A digital project often involves multiple roles. Even for a “simple” website, you already have: a strategist, a designer, a developer, sometimes a copywriter and an SEO specialist. Without coordination, you lose time, budget, and clarity.

What the project manager does:

• They act as the bridge between you and the technical teams
• They clarify objectives, priorities, and scope
• They plan the phases, track timelines and budget
• They make sure what’s delivered truly matches your business needs

You need a project manager if:

• You don’t have the time or expertise to coordinate multiple specialists
• Your project involves different providers (freelancers, agencies, internal teams)
• You want someone who speaks both the business language AND the technical language

At Sengo, this is often our first point of contact with you: the person who structures your project and ensures every specialist is brought in at the right time.

“I want a solution that grows with my business”: The Solution Architect

When your project goes beyond a simple website and becomes a strategic platform for your organization, the solution architect steps in. They’re the one who ensures that what’s being built today can evolve with your future needs.

What they actually do:

• They analyze your current technology ecosystem (CRM, ERP, internal tools, databases)
• They design the overall architecture of your platform: how different systems will communicate with each other
• They anticipate your growth needs (capacity, security, performance)
• They recommend the right technologies based on your constraints (budget, internal team, regulations)
• They ensure the solution is maintainable over the long term

Real-world examples:

• An insurance company that wants a client portal connected to its quoting system, CRM, and claims management platform
• A public organization that needs to integrate multiple databases while complying with Law 25
• A company that wants to migrate from a legacy system to a modern platform without losing its data

You need a solution architect if:

• Your project involves multiple systems that need to “talk to each other”
• You need to handle large volumes of data or users
• You operate in a regulated industry (finance, insurance, healthcare, public sector)
• You want a platform built to last 5–10 years, not just 2
• You’ve already experienced performance or security issues in the past

At Sengo, the solution architect often gets involved from the very first discussions on complex projects. They’re the one who prevents you from building something that works… but can never evolve.

Freelancer, In-House, or Agency: Which Model Should You Choose?

Once you know which profile you need, the next step is deciding how to work with them.

Hiring a freelancer

• Best for a specific, time-limited need
• You retain control over coordination
• Less expensive in the short term

Hiring in-house

• Best if the need is recurring and strategic
• Requires time for recruiting, managing, and training
• A long-term investment

Working with an agency

• Best if you need multiple areas of expertise without managing coordination yourself
• You get access to a multidisciplinary team and proven processes
• You keep flexibility without the HR obligations

There’s no right or wrong answer. It all depends on your digital maturity, your internal resources, and the scale of your project.

How Sengo Helps You Identify the Right Profile

If you’re not sure which profile you need, that’s completely normal. Your job isn’t to understand the digital ecosystem — it’s ours.

At Sengo, we act as translators between your business needs and the right technology resources. We start from your goals (more sales, better client experience, automation, repositioning) and help you identify:

• The most suitable type of project (website, platform, custom tool, optimization)
• The key profiles to bring in (development, UX/UI, marketing, project management, architecture)
• A prioritized and realistic roadmap

Because we work with multiple platforms (Sitecore, Kentico, Contentful, Optimizely, Storyblok), we recommend the one that truly fits your needs — not the one we’d prefer to sell.

So, Who Should You Talk to About Your Project?

Here’s a simple rule:

• You’re not sure exactly what you need → Talk to a project manager or an agency
• You have a specific tool to build → Talk to a developer
• You want to improve the user experience → Talk to a UX/UI designer
• You want more clients through the web → Talk to a marketing specialist
• You need a complex, evolving platform → Talk to a solution architect

And if all of this still feels unclear, simply describe your project to us. We’ll tell you which profile is most relevant, and in what order to bring in the right resources.

Contact us or book a meeting →