Web design and development involves three levels:

* Web management
* interaction design (navigation support, homepage layout, templates, search, etc.)
* content design (the actual writing on the pages, as well as the design of any other media types used to communicate content as opposed to site interaction)

Just as in a hamburger, the middle layer is the most tasty and attracts the most attention, including much of my own work on Web usability. I have come to realize that the outer two layers are more important in many ways: users only care about content (in other words, no, the medium is not the message; the message is the message) and the usability of a website is more a function of how it is managed than of how good its designers are.

From 1997, but still surprisingly relevant.