But it doesn't matter. What he needs to understand is that there's absolutely no shame whatsoever in the "web dev" role precisely because it covers so many different levels of ability. He sees his own skills as lacking and therefore concludes that his title is a title of shame, whereas what he should be thinking about is the fact that a lot of real bad-ass coders share that title. Get better at what you do and what you're interested in, rather than chasing what you think sounds cool to others but you have no actual interest in.
OP, I know a guy who spent a couple of decades as a C/asm bad-ass and was recently forced to learn some HTML/CSS/JS in order to put a web front-end on a project. He's completely hooked and I don't think he's going back. There literally is no level of expertise implied by the term "web dev."