The web design industry is full of good people and bad actors. Here's how to tell them apart before you hand over money.
The 8 questions every small business should ask a web designer
Cut and paste this list into your first email to any web designer or agency. If they can't answer clearly, walk away.
1. Do I own the site outright when it's finished?
Right answer: yes, including domain, code, content, and admin logins. You should be able to move it to any host without their permission.
Red flag: "we host it for you" as the only option. That's a leash.
2. What's the fixed price, and what happens if scope creeps?
Right answer: a clear fixed price for the scope, and a rate for changes beyond that scope (usually $100–$200/hour).
Red flag: "depends on what you need" as the only answer after 30 minutes of discussion.
3. How long will it take, and what causes delays?
Right answer: a specific timeline (2–4 weeks for small business), a list of what causes delays (usually: you not sending feedback fast), and a plan for if you hit them.
Red flag: "a few weeks" without specifics. That means 3 months.
4. Can I see your last 3 client sites and talk to them?
Right answer: yes, here are three, feel free to reach out.
Red flag: portfolio is 5 years old or shows only concepts, no live client work.
5. How many rounds of revisions do I get?
Right answer: a specific number (1–3 rounds), with clear cost for extras.
Red flag: "unlimited" without a cap. That means the designer will burn out and you'll never finish.
6. Who owns the copy on the site?
Right answer: you do. Copy is either provided by you or written for you by them, but ownership transfers on payment.
Red flag: vague answers about content licensing.
7. What SEO is included?
Right answer: foundational on-page SEO (title tags, meta descriptions, alt text, sitemap, page speed). Not ongoing SEO campaigns — that's separate.
Red flag: promises to "rank you #1 on Google" for anything.
8. What happens if something breaks after launch?
Right answer: included fix window (usually 14–30 days), then either an hourly rate or a Care Plan for ongoing support.
Red flag: "we don't do maintenance" with no plan at all. You'll be stranded.
Warning signs beyond the questions
- They don't have a website of their own. Or it's outdated. Or it looks bad. Their site is their portfolio.
- They can't explain their process clearly. If they wing it, your build will wing it too.
- They quote wildly cheaper than everyone else. Usually means they'll cut corners or disappear.
- They pressure you into signing today. Real designers have work; they don't need to hard-sell.
- They don't ask you questions. A good designer wants to understand your business first.
What to expect at each price point
- Under $200: template swap, minimal customization, high risk
- $200–$500 (productised): real professional design in a locked scope
- $500–$2,000 (small freelancer): custom design for small business scope, ~2 weeks
- $2,000–$10,000 (agency): full custom, discovery, strategy, ~4–12 weeks
- $10,000+ (larger agency): e-commerce, integrations, ongoing partnership
The simplest decision framework
Ask yourself two questions:
- Do I need custom functionality (e-commerce, complex bookings, integrations)?
- Is my budget above $3,000?
If yes to both: hire an agency.
If yes to one: hire a freelancer with a real portfolio.
If no to both: pick a productised service with a locked scope and a fixed price. You'll get 90% of the outcome for 20% of the cost.
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