How to Choose a Web Designer: A Step-by-Step Guide for Business Owners

Choosing the right web designer matters more than the design itself. A great designer with average aesthetics will build a site that generates leads and grows with your business. A mediocre designer with flashy visuals will build something that looks nice in a portfolio but underperforms in the real world.

The challenge is that most business owners hire a web designer once every 3-5 years. You don't have the pattern recognition that comes from doing it repeatedly. And the industry doesn't make it easy. There are hundreds of thousands of web designers and agencies, ranging from solo freelancers on Fiverr to enterprise agencies charging six figures.

This guide gives you a systematic process for finding, evaluating, and hiring the right web designer for your business. Follow these 9 steps and you'll avoid the most expensive mistakes.

Step 1: Define What You Need Before You Start Looking

The most common mistake business owners make is contacting designers before understanding their own requirements. This leads to vague conversations, mismatched expectations, and wasted time on both sides.

Before reaching out to anyone, answer these questions:

What is your website's primary purpose?

• Generate leads (contact forms, phone calls)
• Sell products online (e-commerce)
• Build credibility and trust (portfolio, testimonials)
• Provide information (hours, location, services)
• Book appointments (scheduling integration)
• Some combination of the above

Be specific about the primary purpose. A site that tries to do everything equally usually does nothing well.

What pages do you need?

List them out: Homepage, About, Services (how many?), Contact, Blog, Portfolio, FAQ, individual location pages, etc. A 5-page site and a 25-page site are fundamentally different projects.

What functionality do you need?

• Contact forms
• Online scheduling/booking
• E-commerce (how many products?)
• Customer login/portal
• Content management (blog, news updates)
• Third-party integrations (CRM, email marketing, accounting)
• Search functionality
• Multi-language support

What's your realistic budget?

You don't need an exact number, but knowing whether you're in the $2,000-$5,000 range or the $10,000-$25,000 range determines what kind of designer is appropriate. Being honest about budget upfront saves everyone time.

What's your timeline?

A standard small business website takes 4-8 weeks. If you need it in 2 weeks, that's a rush job (expect to pay more). If you have 3 months, you have more options.

Having clear answers to these questions makes every subsequent conversation more productive.

Step 2: Decide Between Freelancer, Agency, and DIY

Each option has distinct advantages, and the right choice depends on your project scope, budget, and ongoing needs.

Freelancer ($1,500-$8,000)

Pros:

• Lower overhead means lower prices
• Direct communication (no account managers in between)
• Often more flexible on scope and timeline
• Personalized attention

Cons:

• One person means limited skill range (a great designer may be a mediocre developer)
• Availability issues (one person can only handle so many projects)
• Business continuity risk (if they close up shop, where does your support go?)
• Less formal processes (can be a pro or con)

Best for: Straightforward business websites, businesses under $500K revenue, projects under $5,000.

Agency ($5,000-$50,000+)

Pros:

• Team of specialists (designer, developer, SEO, copywriter)
• Established processes and project management
• Business continuity (the company survives individual employee turnover)
• Broader capabilities for complex projects
• Often includes strategy, not just execution

Cons:

• Higher prices (you're paying for overhead)
• You may not always work with the most senior people
• Less flexibility once a project is scoped
• Communication can be slower (more layers)

Best for: Businesses that need strategy + execution, e-commerce projects, businesses over $500K revenue, complex functionality requirements.

DIY (Website Builders)

If you're considering this path, read our comparison of DIY website vs professional design for an honest assessment.

For a detailed comparison of freelancers and agencies with specific scenarios, see web design agency vs freelancer.

Step 3: Evaluate Their Portfolio

Every designer has a portfolio. Here's how to evaluate it beyond "does it look nice."

What to Look For Beyond Aesthetics

Variety or specialization. Does the portfolio show range across industries, or deep expertise in your industry? Neither is universally better. A designer who has built 15 contractor websites understands your customers' needs. A designer with range may bring fresh perspectives.

Business results, not just pretty pictures. The best portfolios include metrics: "increased leads by 40%," "reduced bounce rate by 25%," "improved page speed from 6s to 1.8s." If a designer measures and shares results, they're focused on outcomes.

Live sites, not just mockups. Screenshots can be deceptive. Visit the actual live websites in their portfolio. Check:

• How fast do they load? (Use Google PageSpeed Insights)
• How do they look on your phone?
• Are the contact forms working?
• Is the content well-organized and easy to scan?
• Do the sites feel modern or dated?

Similar project scope. If you need a 15-page service business website, a portfolio full of single-page landing pages or massive corporate sites may not indicate relevant experience.

Consistency. Is every project in the portfolio high quality, or do they have 3 great pieces and 7 mediocre ones? Consistency matters more than peaks.

How to Check a Portfolio Effectively

1. Pick 3-5 sites from their portfolio
2. Visit each live site on both desktop and mobile
3. Run each through PageSpeed Insights (look for scores above 70 on mobile)
4. Test the contact form on at least one
5. Check the site's SEO basics (does it have proper title tags, meta descriptions, heading hierarchy?)
6. Note how old the sites are (a portfolio of sites built 4 years ago might not reflect current skills)

Step 4: Check Technical Competence

Design skills and technical skills are different things. A site can look beautiful but perform terribly. Verify technical competence in these areas.

Mobile Responsiveness

60% of web traffic is mobile. Ask: "How do you approach mobile design?" The right answer involves designing for mobile first or concurrently with desktop, not as an afterthought.

Check their portfolio sites on your phone. Not just whether they shrink to fit, but whether the experience is genuinely good. Can you easily tap buttons? Is the text readable without zooming? Do images load efficiently?

Page Speed

Slow sites lose visitors and rank lower in Google. Ask: "What's your approach to performance optimization?" Look for answers that mention:

• Image optimization and modern formats (WebP, AVIF)
• Code efficiency (not loading unnecessary scripts)
• Caching strategies
• Hosting recommendations
• Core Web Vitals awareness

A designer who doesn't mention speed or dismisses it as "good enough" is behind the curve.

SEO Foundations

Even if you're not hiring them for SEO services, your web designer should build an SEO-friendly foundation. Ask about:

• URL structure
• Heading hierarchy (H1, H2, H3 usage)
• Meta tags (title and description)
• Image alt text
• Schema markup
• Site speed (it's both a UX and SEO factor)
• XML sitemap generation
• Mobile-first design

A designer who says "we build it, then you can hire an SEO person" is building you a house without plumbing. SEO foundations need to be baked in from the start.

Accessibility

Web accessibility isn't just ethical, it's increasingly a legal requirement. Ask: "How do you handle accessibility?" Basic competence includes proper heading structure, alt text for images, keyboard navigation, and sufficient color contrast.

Step 5: Assess Communication Style

You'll work with this person or team for 4-12 weeks minimum, plus ongoing maintenance. Communication style compatibility matters.

During your initial conversations, evaluate:

• Response time. How quickly do they reply to your first inquiry? If it takes a week before the project starts, expect similar delays during the project.
• Clarity. Do they explain things in terms you understand, or hide behind jargon?
• Listening. Do they ask about your business goals, or jump straight to discussing features and design?
• Proactive communication. Do they offer suggestions and flag potential issues, or wait for you to direct everything?
• Honesty. Do they tell you when your ideas might not work, or agree with everything you say?

Red flag responses:

• "We can do whatever you want" (they should have opinions)
• Deflecting questions about process or timeline
• Making promises that sound too good ("We'll have your site ranking #1 in two weeks")
• Not asking about your business or goals

Green flag responses:

• "Based on what you've described, here's what I'd recommend and why"
• Asking clarifying questions about your customers and how they find you
• Being upfront about timelines and potential challenges
• Sharing examples of how they've solved similar problems

Step 6: Understand the Pricing Model

Web design pricing comes in several structures. None is inherently better, but you should understand what you're agreeing to.

Fixed Price

You agree on a scope of work and a set price before the project begins.

Advantages: Predictable cost, clear expectations, easier budgeting. Risks: Scope creep charges if you want to add features. Fixed price incentivizes the designer to work efficiently, which is usually good but can mean less flexibility.

Best for: Projects with a clearly defined scope and requirements.

Hourly Rate

You pay for actual time spent, typically with an estimated range provided upfront.

Advantages: Flexibility to adjust scope as the project evolves. You pay for what you use. Risks: Costs can exceed estimates. Requires trust that hours billed are accurate.

Best for: Projects where the scope isn't fully defined, or where you expect frequent changes.

Monthly Retainer

You pay a flat monthly fee for ongoing design, development, and maintenance services.

Advantages: Predictable monthly cost, ongoing support, continuous improvement. Risks: You may not always use the full retainer amount. Can feel expensive during slow months.

Best for: Businesses that need ongoing website updates, content changes, and continuous optimization.

Value-Based Pricing

Some designers price based on the projected value the website will create for your business rather than their time or effort.

Advantages: Aligns the designer's incentives with your business results. Risks: Higher upfront cost. Requires honest assessment of the website's business impact.

What to ask regardless of pricing model:

• What's included and what costs extra?
• How are revision rounds handled?
• What happens if the project goes over scope?
• Are there ongoing costs after launch (hosting, maintenance, licenses)?
• What's the payment schedule?

For more on what to expect in pricing, see how much does a website cost.

Step 7: Ask the Right Questions

Your conversations with potential designers should be structured, not casual. Here are the questions that reveal the most about a designer's quality and fit.

About their process:

• "Walk me through your typical project from start to finish."
• "How do you handle the discovery and strategy phase?"
• "What does your revision process look like? How many rounds are included?"
• "How do you handle feedback and changes?"

About your project specifically:

• "Have you worked with businesses like mine before?"
• "What challenges do you anticipate with this project?"
• "What would you recommend for my situation that I haven't mentioned?"
• "How would you approach making my site generate leads/sales?"

About the technical side:

• "What platform will you build on, and why?"
• "How will I make changes after launch?"
• "What happens to my site if we stop working together?"
• "Do I own the design and all the code?"

About support:

• "What kind of support do you offer after launch?"
• "What's your response time for urgent issues?"
• "What are your maintenance plans and costs?"

We've compiled a comprehensive list of the most important questions in our guide: questions to ask a web designer.

Step 8: Check References and Reviews

Don't skip this step. It's the most reliable way to predict what working with a designer will actually be like.

Where to check:

• Google reviews of their business
• Clutch.co for agencies (verified reviews with project details)
• LinkedIn recommendations for freelancers
• Case studies on their website (then contact those clients directly)

Ask references these questions:

• "Did the project finish on time and on budget?"
• "How was communication throughout the project?"
• "Were there any surprises or unexpected costs?"
• "How has their post-launch support been?"
• "Knowing what you know now, would you hire them again?"
• "What's one thing they could have done better?"

That last question is the most revealing. Every project has room for improvement. A reference who can't think of anything is either being diplomatic or wasn't very involved. A reference who gives a specific, minor criticism is being honest, and that's more trustworthy.

How many references: Ask for 2-3 references from projects similar in scope to yours. If a designer can't provide references, that's a significant red flag.

Step 9: Review the Contract Before Signing

A professional designer will provide a written contract or statement of work (SOW). If they don't, ask for one. No contract means no protection for either party.

The contract should clearly define:

• Scope of work (exactly what pages, features, and deliverables are included)
• Timeline (project milestones and expected completion date)
• Payment terms (amount, schedule, accepted methods)
• Revision policy (how many rounds, what counts as a revision vs. a scope change)
• Ownership (who owns the design, code, and content after launch)
• Hosting and domain (who manages these, what are the costs)
• Termination clause (what happens if either party wants to end the project)
• Post-launch support (what's included, for how long)
• Confidentiality (protecting your business information)

Watch for these contract issues:

• Designer retains ownership of code or design until full payment (reasonable as payment protection, but you should own everything once paid)
• No defined scope (invites misunderstandings)
• No kill clause (you should be able to end the project if it's going badly)
• Mandatory long-term hosting contracts tied to the design
• Vague language about what constitutes "completion"

For a detailed guide on what to look for and negotiate, see web design contract essentials.

Red Flags When Hiring a Web Designer

Walk away if you see these warning signs:

• No portfolio or only mockups (no live sites to review)
• Promises guaranteed Google rankings (no one can guarantee this)
• Won't provide references from past clients
• No contract or formal agreement offered
• Pressures you to decide quickly ("this price is only good today")
• Doesn't ask about your business goals, customers, or competitors
• Can't explain their process in clear terms
• Claims to do everything (design, development, SEO, copywriting, marketing, social media, video) at expert level. Specialists outperform generalists.
• Dramatically undercuts every other quote (you'll get what you pay for, and you'll likely pay more later to fix it)
• Insists on a platform that locks you in to their ongoing services

For a comprehensive list with explanations, read our guide on red flags when hiring a web designer.

Green Flags That Indicate Quality

Conversely, these signals suggest you've found someone worth hiring:

• They ask more questions than they answer in the first conversation. Understanding your business is the foundation of good design.
• They show you relevant examples from their portfolio and explain the strategy behind the design, not just the aesthetics.
• They push back on ideas that won't serve your goals. A designer who says "great idea" to everything is a yes-person, not a strategist.
• They have a clear, documented process with defined milestones and timelines.
• They talk about results, not just design. Lead generation, conversion rates, page speed, SEO -- these are signals of a designer who thinks like a business owner.
• They're upfront about costs, including ongoing expenses you should budget for.
• Their own website is excellent. If their site is slow, outdated, or poorly designed, that's their best-case showcase. Your project won't fare better.
• They provide a detailed proposal, not just a price. A thorough proposal demonstrates they've thought about your project specifically.

Your Selection Checklist

Use this checklist to compare finalists:

Portfolio Assessment:

• Reviewed 3+ live sites from their portfolio
• Sites load in under 3 seconds
• Sites look good on mobile
• Sites are in a similar scope to your project
• Portfolio demonstrates relevant industry or project type experience

Technical Verification:

• PageSpeed scores above 70 on mobile for portfolio sites
• Mobile experience is genuinely good (not just responsive)
• Designer demonstrates SEO knowledge
• Has a clear approach to accessibility

Communication Assessment:

• Responded to initial inquiry within 2 business days
• Asked questions about your business before pitching
• Explains concepts clearly without excessive jargon
• Proactively offers recommendations

Business Verification:

• Checked 2+ references
• Read online reviews (Google, Clutch, LinkedIn)
• Contract/SOW provided and reviewed
• Clear ownership terms for design and code
• Reasonable payment terms

Pricing:

• Pricing is transparent and detailed
• Understand what's included and what costs extra
• Ongoing costs after launch are clear
• Price is within your budget (not the cheapest, not the most expensive)

If a designer checks most of these boxes and you feel comfortable communicating with them, you've likely found a strong candidate. Trust your judgment -- the relationship matters as much as the resume.

For more on preparing yourself before meeting with designers, see our guide on how to prepare for a meeting with a web designer.