There is more to a professional website design than just some pretty images; yes it goes way beyond just the look. It’s a combination of several things put together in hopes of creating the right mood that will cause a website visitor to become a website customer.
And I personally believe that it’s the job of the web designer to create that mood and make sure it flows throughout the site. Other words, if the client wants to add text or something else to the site, that will interrupt the flow of the site, the web designer should offer an alternative or explain to the client that it will break the flow of the site and could cause the sites conversion to not be as good as it could be.
A website design is a lot like creating a package for a product. A good package should grab your attention, tell about the product and get you to purchase that product.
When someone is creating the packaging for a product I am pretty sure they don’t just make it look pretty and allow the client to through some text on it and call it done.
While I’ve never created packaging for a product I’d think there is a lot of hand holding and communication back and forth between the client and the company creating the packaging. I’d even go so far as to say that the package creator’s reputation stands on the success of that package.
So why should a web design be any different?