What are the best terms to describe web development services?

We provide web design and development services to entrepreneurs and startups building sites with blogs, forums, streaming video, user ratings, e-commerce, and so on. Every time I say we focus on “back-end development” I get blank stares and I see that people don’t really understand what we do. Examples help but it would be great to find a solid label. What would be the better term to describe our services that would show we do programming-intensive work? “web programming”? “database programming”? something else?