Design Is a Job

The web is made of content. Design is what holds all that content in place.

A good marketer works for your audience. A bad marketer works for your advertisers. A good marketer will work with you to put together the best possible experience for your customers.

Information designers flesh out the structure and underlying principles of the site, i.e., the blueprints (thus the architect thing). This is generally borne out in wireframes, also known as page schematics.