Software & systems

Web content manager

Web content managers are responsible for the information that goes on a company's website.

Annual Salary

£25,000 to £55,000

Average UK salary in 2018 was £29,588 (source Office for Statistics)

Working hours

35 to 40

Future employment

There will be 3% more Web content manager jobs in 2024.
In your local area

What's it all about?

You’ll work on websites or company intranets.

Your day-to-day duties might include:

  • taking a lead role in maintaining and developing a site
  • attending meetings to plan and develop site content, style and appearance
  • using web content management systems (CMS)
  • analysing website usage statistics
  • writing reports for senior managers, clients and partnership organisations
  • carrying out quality assurance checks on content
  • reporting technical problems to IT support staff 

The type of content you might work on could include:

  • e-commerce, like online shopping or banking
  • product advertising and retail catalogues
  • local, national and international news reports
  • social media output
  • college and university websites
  • online public information and government services

In larger companies, you might manage an editorial team. You’ll have a more 'hands on' role in smaller organisations.



You may have an advantage if you do a degree in:

  • journalism
  • English
  • digital media
  • marketing

You'll usually need:

  • 2 to 3 A levels for a degree


You could take a college course, which may help you to get a trainee manager's job. Courses include:

  • Level 4 Diploma in Creative and Digital Media
  • Level 4 Certificate in Professional Marketing

You'll usually need:

  • 1 or 2 A levels, a level 3 diploma or relevant experience for a level 4 or level 5 cours


You could do a digital and technology solutions professional degree apprenticeship.

You'll usually need:

  • 4 or 5 GCSEs at grades 9 to 4 (A* to C) and college qualifications like A levels for a degree apprenticeship

Other Routes

There are no set requirements. You could start this career with a background in journalism, marketing or IT, or with business experience.

You’ll usually need experience of writing content, although not necessarily online. You could gain this by:

  • blogging or writing on social media
  • writing marketing materials or newsletters
  • volunteering for a student newspaper, charity or community group

Knowledge of web design, desktop publishing and photo editing will be useful. A portfolio of work to show employers would also be helpful.

You could also take a course that would teach you some of the skills needed for producing web content, like journalism, publishing, media and communications, or PR and marketing.

You may be able to work your way up from a digital content editor role. You'll find it easier to get work if you've got examples of your writing, like articles, blogs or freelance content work.

You'll also need to show you've got experience of:

  • managing content team staff
  • designing and managing a content strategy
  • writing style guides
  • assessing content to make sure it meets user needs
  • monitoring marketing campaigns like social media and online advertising
  • creating guidelines on copyright, privacy and web accessibility
  • agile project management
  • HTML, markdown, and web content management systems (CMS)
  • search engine optimisation (SEO) and web measurement tools like Google Analytics
  • building relationships with partners and stakeholders

£25,000 to £55,000

Starter salary: £25,000 to £28,000

Experienced salary: £32,000 to £40,000

These figures are a guide.

35 to 40

You’ll usually work 35 to 40 hours a week, Monday to Friday. You may sometimes need to work overtime to meet deadlines.

Most of your work will be office-based at a computer. There may be some out-of-office duties, like attending meetings with clients or partners.

You could progress into information management, search engine optimisation (SEO), technical web development or wider information planning and policy roles.

Skills required and how your skills match up

What skills are required?

You’ll need:

  • organisational skills and the ability to meet deadlines
  • financial management and negotiating skills
  • confident presentation skills
  • the ability to build relationships with clients and partners
  • an excellent grasp of English grammar, punctuation and spelling
  • the ability to write for a target audience
  • creative skills to find interesting ways to present information and to generate new ideas
  • attention to detail, for example when proofreading
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