A web producer is a hybrid position that combines aspects of journalism, design, and marketing. Web producers are responsible for driving traffic to web pages, which means they must understand search engine optimization (SEO).
What the Job Involves
Web producers must go beyond expressing their particular style when designing or enhancing the look of a website. They must focus on the user experience and anticipate what the particular audience for a site wants to see and how they want to see it.
This means deciding how content is presented. Should the content appear as an article, a slideshow, a poll or a quiz? Should it be presented in video form? Web producers must consider the most effective ways for users to interact with a site to make that determination, and the choices they make must align with the site's brand and voice.
Some web producers play more of a technical role while others may be more heavily involved as content creators. How much content a web producer creates can vary from one job to another, but you'll find more opportunities if you're as comfortable editing and creating content as you are with web production and maintenance. If you don't see yourself mastering both roles, you should consider focusing on content creation for the web or gaining experience in web maintenance.
Gauging a Job Well Done
The more positive experiences users have on the site, the more likely they are to return. Repeat visits and the length of time visitors spend on those pages provide measures for how well a website is performing. This is key to successfully monetizing the site.
How to Become a Web Producer
You don't need a diploma for the job, but many schools offer degrees in web production. Because there's no formal education requirement, earning a degree will certainly help your resume stand out. But the bottom line remains that this a career in which experience can count as much as any degree. Starting as an intern—possibly while you're still in school—can be a perfect way to build a resume that will earn you that first paying job. Creating and maintaining your own website also provides an opportunity to showcase your skills.
Not only will you need solid writing skills to become a web producer, but you’ll also need to be comfortable creating content for the Web. You'll have to be familiar and proficient with certain programs such as Flash, HTML, and others, in addition to being able to demonstrate your ability to drive traffic to a site. You should learn how to track and decipher web metrics because web producers need to be able to measure the traffic coming to a site.
Websites are up 24/7, so you should be prepared to work long hours and be able to deliver results against the crunch of a tight deadline.