Most guides on this topic are generic. Here are the specific questions to ask, red flags to spot, and what actually predicts a good build — from someone who builds websites for a living.
Before you even look for a designer
Answer these three questions honestly, in writing:
- What outcome am I actually paying for? More bookings? More credibility? A refresh? Getting online for the first time?
- What's my real budget? Not what I hope. What I can actually spend.
- How much of my time can I give this project? Two hours? Twenty hours? Zero?
Every guide skips this. Every failed build starts here.
The 5 questions that predict quality
1. Can I see 3 sites you've built in the last 6 months?
Not 3 years ago. Not from their portfolio page. Real, recent, live builds.
Red flag: Portfolio pieces older than 12 months, or examples that all look identical, or a designer who can only show "work in progress" mockups.
2. What happens after the site is live?
You want to hear: hosting, backups, edit access, support hours, migration if you want to leave.
Red flag: Vague answers, "we'll figure it out," or ownership terms that keep you locked in.
3. How do you handle revisions?
You want to hear: a specific number of revision rounds, a defined scope, a plan for what happens if you're still unhappy.
Red flag: "Unlimited revisions" (unsustainable, leads to poor work) or "one round" with no fallback plan.
4. What's your delivery timeline, and what happens if you miss it?
You want to hear: specific timeline ("14 business days from intake") and a specific consequence if they miss it (refund, discount, priority delivery).
Red flag: "Depends on your feedback" (they're pre-blaming you), or timelines with no accountability.
5. Can you write me one specific paragraph about my business, right now?
Send a short brief. Ask them to write one paragraph of homepage copy on the spot. What comes back tells you everything about their attention to detail, English writing quality, and whether they actually read your brief.
Red flag: Generic copy that could be for any business.
The 3 red flags that predict a bad build
1. They ask for full payment upfront
Standard is 50% deposit, 50% on completion. Anyone asking for 100% upfront is either desperate or planning to disappear.
2. They can't quote a fixed price
For a small business website with defined scope, a good designer can quote a fixed price. "It depends" for a simple 5-page site means they don't have a process.
3. They don't ask you questions
A good designer asks 10–20 questions before quoting. Your business, your audience, your goals, your competitors. If the first email is just a quote with no discovery — they'll build a generic site.
The three tiers of designers (honest breakdown)
Freelancer ($200–$800)
Best-case: great value from someone hungry. Worst-case: ghosted at 60%. Ask for recent work references you can actually call.
Productised service ($197–$1,500)
Predictable scope, predictable price, predictable timeline. Locked design system so you can't obsess. Best for solo operators and small businesses.
Agency ($3,000–$15,000+)
Custom design, custom copy, real strategy, multi-page builds, e-commerce. Overkill for a simple small business site, essential for anything complex.
The one honest question to ask yourself
Do I want to hire someone to build me a website, or do I want a website?
Those are different things. If it's the second, buy a productised service. You'll have a live site in a week. If it's the first, be prepared for 6 weeks of decisions and meetings.
Ready to skip the hunt?
Order SiteInADay — $197 AUD, live in 24 hours →
Or apply for one of our 5 free monthly builds: The Founding 5.
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