How to choose a web designer: 5 questions to ask before you hire

A website is one of the few business expenses that should pay for itself. But most owners hire on price and portfolio looks alone — then end up with a site that's pretty and silent. These five questions sort the designers who build assets from the ones who just build pages.

1. "How do you measure whether the site worked?"

A good answer talks about outcomes — calls, form fills, bookings, sales — not "it'll look modern." If a designer can't tell you how they'd know the site succeeded, they're selling decoration, not results.

2. "Who actually does the work?"

Some shops sell you on a senior portfolio, then hand the build to a junior or an offshore template factory. Ask who designs it, who writes the copy, and who you'll talk to. You want one accountable person who understands your business — not a relay race.

3. "What do you need from me, and when?"

Projects stall on the client side more than the designer side — missing photos, slow approvals, no content. A pro will tell you exactly what they need and when, so the timeline is real. Vague answers here mean a vague (and late) project.

4. "What happens after launch?"

A site isn't "done" at launch — it needs hosting, updates, security, and the occasional change. Ask what's included, what costs extra, and who to call when something breaks. "You're on your own" is a red flag.

5. "Do you write the words, or do I?"

Copy is what actually converts — design just frames it. Find out whether writing is included, guided, or entirely on you. Plenty of beautiful sites flop because nobody owned the words.

Four quick red flags

• No clear, written scope or timeline.
• Can't explain how the site will bring in customers.
• Locks you out of your own domain, hosting, or content.
• All template, no questions about your business.

The takeaway

Hire for outcomes and ownership, not just looks. The right partner asks about your customers before they ever talk about colors — because the goal isn't a website. It's more business.