Choosing a web designer is one of those decisions that feels simple until you have three quotes in front of you that look nothing alike. One offers a site in a week, one wants a discovery workshop, and one talks mostly about rankings. This guide explains what to ask, what to look for and which warning signs to take seriously, so you can compare suppliers on something more useful than the headline figure.
Be clear on what you need before you ask anyone
You will get better quotes, and better websites, if you can explain a few things up front:
- What the site has to achieve. More phone calls, online bookings, product sales or quote requests.
- Who your customers are and where they are based.
- Which services or products matter most to your business.
- What you already have. A domain, an existing site, a logo, photos, written content.
- What you will need to update yourself, such as opening hours, news or a product range.
Write this down on a single page. Any designer worth hiring will ask about these things anyway, and if one does not, that tells you something. Google gives similar advice when hiring an SEO: a good supplier should ask questions about what makes your business unique, who your competitors are and how your customers find you.
Look at real work, then ask about results
A portfolio shows what a designer's work looks like. It does not show whether it works. When you look at examples, ask:
- Can I see sites you built that are live now?
- What was the business trying to achieve, and what happened after launch?
- Could I speak to one or two past clients?
Then visit those live sites on your own phone. Are they quick to load? Is it obvious what the business does? Can you find the phone number in a couple of seconds? If the designer's own website struggles with these basics, be cautious.
Questions worth asking every supplier
Who will own the domain, hosting and content?
Your domain name should be registered to your business, with login details you hold. Ask who controls the hosting account and whether you can move the site to another provider later. Some arrangements make it hard or impossible to leave without starting again.
What platform will you use, and why?
Common options include WordPress, hosted builders and custom-coded sites. Each has trade-offs in flexibility, upkeep and speed. A good designer will explain why their choice suits your business rather than defaulting to whatever they always use.
How will I update the site?
If you need to change opening hours or add a new service, can you do it yourself? Is training included? Who do you contact when something breaks?
What about speed, mobile and accessibility?
Google uses the mobile version of your site for indexing and ranking, known as mobile-first indexing. Ask how the designer tests on phones, how they measure page speed against Google's Core Web Vitals, and which version of the Web Content Accessibility Guidelines they work to.
Who writes the words?
Many projects stall because nobody has written the page content. Find out whether copywriting is included, whether you are expected to supply it, and who checks it for accuracy.
What happens to my existing Google rankings?
If you already have a website, changing page addresses without proper redirects can lose the visibility you have built up. Ask how the designer handles redirects when a site moves. Google's guidance on site moves with URL changes explains the process.
What is included after launch?
Ask about security updates, backups, hosting, support response times and what counts as an extra. Get this in writing.
How to compare quotes fairly
Quotes vary because the work varies. When you compare them, line up the same items side by side:
- number and type of pages
- who provides the content and photos
- design approach (template or bespoke)
- functionality such as bookings, payments or forms
- basic SEO setup, such as page titles, Search Console and redirects
- accessibility and speed testing
- training and handover
- ongoing hosting, maintenance and support
A lower quote that leaves out content, redirects or support may end up costing more once you add those back in. A higher quote should be able to explain what you get for the difference.
Red flags to take seriously
Claims of instant or certain rankings
Google is direct about this. In its guidance on hiring an SEO it states plainly that nobody can ensure a number one ranking on Google, and warns about anyone claiming a special relationship with Google or offering "priority submit". The same applies to web designers who bundle in search claims.
Unsolicited emails telling you your site is broken
Google advises treating unsolicited emails about search engines with scepticism. Plenty of outreach is genuine, but a message that opens with alarming claims and pushes for a quick decision deserves a careful look.
Vague answers about what they will do
If a supplier will not clearly explain the work, the platform or who owns what, keep asking until you understand. Google notes that you are ultimately responsible for the actions of companies you hire to work on your site.
Requests for full access before you have agreed anything
For an early review, someone only needs to see your site. Google suggests granting only read access to Search Console at the audit stage, not full control.
No contract or written scope
A short written agreement covering scope, timescales, ownership and support protects both sides.
Questions to ask yourself after the meeting
- Did they ask about my business, or only talk about themselves?
- Do I understand exactly what I will get?
- Will I own my domain, content and site?
- Could I explain their plan to someone else?
- Did they treat my existing rankings and customers with care?
If the answer to most of these is yes, you are likely in good hands.
Talk to us
We build websites for small businesses around the job the site has to do, with speed, mobile and accessibility treated as basics rather than extras. If you are comparing options, have a look at our website development and SEO pages, or get in touch for a straight conversation.
Frequently asked questions
Should I use a freelancer or an agency?
Either can work well. Freelancers can be flexible and personal; agencies may have more people to cover different skills. Judge each on their work, their questions and their clarity about ownership and support.
How long does a small business website take to build?
It depends on the number of pages, the content and how quickly decisions are made. Content is often the slowest part, so having your words and photos ready helps.
Can I build the site myself instead?
Yes, many small businesses start with a website builder. Google's own guidance says that if you run a small local business you can probably do much of the SEO work yourself, starting with its SEO starter guide.
What should be in the contract?
Scope of work, timescales, who supplies content, ownership of the domain and content, support terms and how changes are charged.
Do I need SEO as well as a website?
A well-built website includes basic SEO foundations. Ongoing SEO, such as content and local search work, is a separate decision based on how competitive your market is.