Web development is the back-end of the website, the programming and interactions on the pages.
The benefit to custom software is the simple fact it provides features off-the-shelf software doesn’t. Designing an application with your organization’s needs in consideration implies an increased level of productivity.
If you have a software application designed to increase productivity or address an internal need, the cost of it is offset by the promise of increased efficiency. If your organization has a need unique enough to warrant for custom software, then customizing a solution rather than settling for an off-the-shelf application becomes a smart course of action.