Choosing a web designer is a trust decision. You are handing over the front door of your business to someone you may have only met on a call. A few good questions, asked before you sign, will tell you most of what you need to know.
This guide assumes you have already decided to hire help. If you are still deciding whether to hire at all, read Hiring a Web Designer: Is It Worth the Cost? first. This post is part of our small business web design guide.
Know what you are choosing between
Most small businesses end up choosing between three types of provider. None is always best. Each fits a different need.
| Type | Often a good fit when | Watch for |
|---|---|---|
| Freelancer | You have a small, clear project and want direct contact | One person means one point of failure. Ask about backup if they are sick or busy. |
| Small agency | You want design, build, hosting and marketing in one place | Ask who actually does the work on your project. |
| Large agency | You are a bigger company with a complex site | More process and usually more cost than a small local business needs. |
| Template or DIY builder | Budget is tight and the site is simple | You do the work. See Custom Website vs Wix or Squarespace. |
Step 1: Get clear on what you need
Before you talk to anyone, write down what the site must do. How many pages, what action you want visitors to take, who writes the content, and who will update the site later. A written brief makes quotes easier to compare. How to Write a Web Design Brief has a template.
If you want to see what your needs may involve, our Website Cost Estimator lets you pick pages and features before you talk to anyone.
Step 2: Look at real work, not just screenshots
Ask for links to live sites, not just pictures. Then visit them on your phone. Check these things.
- Does the site load quickly?
- Is the phone number easy to tap?
- Is the text easy to read?
- Does it look different from the designer’s other sites, or are they all copies of one template?
- Does the site clearly say what the business does and where?
- Are the sites still online and working?
Prettiness matters less than function. A good designer builds sites that work for the client’s customers, not just the designer’s portfolio.
Step 3: Ask these 12 questions
1. Who will actually work on my site?
Some agencies sell with one person and hand the work to another. That is not always bad, but you should know who is doing what.
2. What do you need from me, and when?
Good designers have a clear list: text, photos, logo, login details, approvals. If they do not ask for anything, they either plan to invent it or do not plan ahead.
3. What is included in the quote?
Ask for a list. Pages, design rounds, content help, photos, forms, tracking, SEO setup, training, hosting. How Much Does a Small Business Website Cost? lists the questions that make quotes comparable.
4. What is not included?
This question catches the most surprises. Common gaps: writing, photos, extra revisions, moving old content, and ongoing updates.
5. How many rounds of revisions do I get?
Revisions should have a clear limit and a clear process. “Unlimited” sounds nice but often means the project drags on. A fixed number with a fair process usually works better.
6. What is the timeline, and what moves it?
You want stages with target dates, and a plain statement of what delays things, such as late content. See How Long Does It Take to Build a Website? for the stages.
7. Who owns the site, the domain and the content?
You should own your domain name and your content. Ask if you will have admin access to the site once it is done. Ask what happens if you leave. Some providers keep the site on their own account and charge a fee to move it. Get the answer in writing.
8. How will the site be built?
Ask what platform they use and why. Ask if you can edit the text yourself. Ask what happens if you need a feature later. A good answer is plain and does not hide behind jargon.
9. How will the site work on phones and load speed?
A good designer designs for phones first, not as an afterthought. Ask how they test it. Ask what they do about slow pages. See What Is Responsive Web Design?.
10. How will we know the site is working?
Ask what they set up to measure calls and form submissions. A site you cannot measure is hard to improve. They should also be able to tell you how they set up Google Search Console and analytics.
11. What happens after launch?
Ask about training, fixes for bugs, updates, backups and security. Find out what is covered, for how long, and what costs extra. See Website Maintenance After Launch.
12. Can I talk to a past client?
A confident provider will connect you with someone. Ask that client how communication went, whether deadlines were met and whether anything surprised them.
What a good designer asks you
Pay attention to the questions you get on the first call. A good provider will ask things like these.
- Who are your best customers, and how do they find you now?
- What do you want a visitor to do on the site?
- What do you like and dislike about your current site?
- Which competitors do you respect, and why?
- Who will write and approve the content?
- What will you do with new leads once they come in?
If the first call is all about their process and none of it about your customers, take note.
Red flags
- A price with no questions asked about your business.
- A promise of rankings or the number one spot on Google. No one outside Google can promise that.
- Pressure to sign today.
- No written scope or contract.
- They keep the domain or the hosting account in their name and will not discuss it.
- Portfolio sites that are broken, slow or missing.
- Vague answers about who does the work.
- Price far below everyone else, with no explanation of what is cut.
- No questions about your customers.
Green flags
- They ask about your customers, your goals and how you get work today.
- They explain trade-offs in plain language.
- They put the scope, timeline and responsibilities in writing.
- They tell you what they will not do.
- They show you how you will measure results.
- They are open about what they need from you.
- They are comfortable with you owning your domain and content.
How to compare quotes fairly
Put each quote in a grid. Do not just compare the bottom-line number.
| Question | Provider A | Provider B | Provider C |
|---|---|---|---|
| Number of pages | |||
| Who writes the content | |||
| Photos included | |||
| Revision rounds | |||
| Timeline | |||
| Hosting and updates | |||
| Who owns domain and site | |||
| Measurement set up | |||
| Support after launch |
Fill in the grid for each quote. Blanks tell you what to ask. A cheaper quote that leaves out writing, photos and support may cost more in the end.
Step 4: Read the contract
Do not skip it. Look for these items.
- What is delivered and when.
- What happens if the schedule changes.
- How changes beyond the scope are handled.
- Payment steps tied to progress.
- Who owns the final files, design and content.
- What happens if either side ends the project.
- Ongoing fees and what they cover.
If anything is unclear, ask for a plain-language explanation and get the answer in writing.
Local or remote?
Both can work. A local provider can meet in person and may know your market, which helps. A remote provider can work from anywhere and may have the skills you need. What matters is clear communication, a clear process and a track record you can check. Webfactory Media is based in Carlisle, PA and works with local businesses and with clients across the country remotely.
After you choose
Set up the project well. Agree on one point person on your side. Agree on how feedback will be given. Gather your content before the build starts, using What You Need Before Building a Website. Put the dates for your approvals on your calendar. Most delays come from late feedback and content, not from design.
Quick decision checklist
- I wrote down what the site must do.
- I looked at several live sites they built, on my phone.
- I asked the 12 questions and got clear answers.
- I have a written scope with dates and responsibilities.
- I know who owns my domain, my site and my content.
- I know what happens after launch and what it costs.
- I talked to at least one past client.
- I am not being pushed to sign today.
Short answers
Should I pick the cheapest quote?
Not by default. Price is one input. Compare scope, support, ownership and communication too. A low price can be fine when the scope is clear and complete. It becomes a problem when important parts are left out.
Do I need to meet in person?
No. Many projects run well over video calls and email. Pick the format that lets you communicate clearly.
How many providers should I talk to?
Two or three is enough. More than that tends to create confusion and delay. Use the same brief for each so the quotes line up.
Related guides
- Small Business Web Design: The Complete Guide
- Hiring a Web Designer: Is It Worth the Cost?
- How Much Does a Small Business Website Cost?
- How to Write a Web Design Brief
- Our web design service
Book your strategy call
Webfactory Media is a Carlisle, PA agency that also works with businesses across the country. If you want a clear plan for your website, book your strategy call and we will look at your site with you. You can also see how we work on our web design page.
