Most advice on choosing a designer focuses on portfolio, which tells you what they can make look good but nothing about whether the site will work. The questions that actually separate agencies are about ownership, measurement and what happens after launch.
Questions worth asking
The answers to these tell you more than any portfolio.
- Who owns the domain, hosting and site when we are finished? The answer should be you
- How will we know whether the site is working? If the answer is not conversion tracking, be careful
- What happens if I want to leave? There should be no penalty and a clean handover
- Is the price fixed? Vague scope on a fixed-scope project usually means it is not understood
- Who writes the content? Many agencies quietly expect you to, and projects stall there
- What happens after launch — who handles updates, backups and security?
Answers that should concern you
Guaranteed first place on Google — nobody can promise this and Google does not sell positions. Ownership of your domain or hosting held by the agency. Lock-in contracts with exit fees. Reluctance to give a fixed price on a clearly defined scope. Pricing that only appears after a lengthy sales process.
Portfolio matters, but not the way people think
Look for sites in situations like yours rather than the most visually impressive ones. A stunning site for a fashion brand tells you little about whether they can build something that generates enquiries for a trade business. Ask what a site produced, not just what it looks like.
Cheap is expensive if it does not work
The cheapest quote is often a template with no strategy behind it, which is why it is cheap. A site that costs less and produces nothing is more expensive than one that costs more and produces enquiries. That said, expensive does not guarantee results either — ask how they will measure it.
Frequently asked questions
What should I ask a web designer before hiring?
Who owns the site, how success will be measured, whether the price is fixed, who writes content, and what happens after launch.
How much should a small business website cost?
It varies with scope. Be wary of both the cheapest quote and any price that only appears after a long sales process.
Should I use a freelancer or an agency?
Either can work. The important question is whether they will still be reachable in six months when something needs fixing.
Can anyone guarantee first place on Google?
No. Google does not sell organic positions, and any guarantee of a specific ranking should be treated as a warning sign.
Related reading
Related: What website automation costs, Why isn’t my website generating leads?
Worth reading: What makes a good website?, What lead generation costs
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