Design of the visual aspect of the website is then done in something other than HTML. While the content is being developed, the designer can concurrently begin working on the graphical aspects of the page layout. However they don't just start coding in hypertext markup language (HTML) but rather use other tools to layout the objects for approval by the client. Many web site designers use a tool like Adobe Photoshop to draw the image of the page and some even use a sketch pad. The reason is that it is much easier to make adjustments to the design using these tools than it is to redo the work once in HTML.

The development phase is where a website begins to come to life. This is where the coding is done in order to give page rendering instructions. Database interfaces (if applicable) are coded, pictures and icons inserted, content applied, and user testing started. It is not uncommon during this phase that minor adjustments will be made to get functionality and aesthetics just right. Your web designer will probably make minor adjustments free of charge but those that require a significant increase in man-hours will probably require renegotiation of deadlines and fees between you and the firm.

The website is opened up to the internet community. If your web application requires an initial load of data (such as products, prices, and descriptions) then it should take place before putting the site online. After it is online, your web designer will probably monitor for a short time responding to any unforeseen performance problems.