Years ago (early 90s), building a website was an incredibly time-consuming and complex process. You designed a site in Photoshop, chopped it up and converted it to HTML; it was highly skilled, meticulous, technical work.
The majority of the time, effort and expense of the website was spent on graphics and production. Marketing and message was secondary (or was the responsibility of the client, not the web designer); the site was designed to show off the business. Web design was the purview of graphic artists and coders.
This is how many people (including designers) view web design and the role of the web designer; let’s call this “Traditional Web Design.”