My early work in web production was primarily in visual design. In recent years as I have expanded my skillset I have also taken on user experience design roles that require my information architecture skills as well as user research and user testing.
User Experience (UX) is where I spend most of my time in web and mobile development. Designing/Creating/Architecting/Planning the product all involves working on how the user will experience the product.
On a whim, I recently responded to a LinkedIn question, “Can [your business] make it in your industry without a website?”. I answered with a partially qualified “Yes, you can survive without a web site”.