How to Choose a Web Designer

The short answer

Choose a web designer based on ownership, clarity, and what happens after launch — not on price or portfolio looks alone. The three things that most often go wrong are: the client doesn't own their site, the scope was never written down, and nobody is responsible once the site goes live. Every question below exists to prevent one of those outcomes.

1. Will I own my website and domain outright?

This is the single most important question, and you should ask it first. Some designers register the domain in their own name or build on a proprietary platform you can't take with you. If you ever want to switch, you're stuck rebuilding from scratch.

A good answer: "Yes — the domain is registered in your name, and you get full access to the files and hosting account." Anything vague here is a red flag.

2. What exactly is included, in writing?

"A website" means wildly different things to different people. Get the page count, revision rounds, whether copywriting is included, whether images are licensed, and what happens if you want a page added mid-project. Ambiguity at the proposal stage becomes a change order later.

3. How is my site built — and can it grow?

You don't need to know the technical stack in detail, but you should know whether you can add pages later, whether it's mobile-first, and whether it can support things you might want next: online booking, a store, a calculator, a customer portal. A site that can't grow becomes a rebuild.

4. Is SEO included, or is it extra?

A beautiful site nobody can find is a brochure. Basic on-page SEO — proper titles, meta descriptions, heading structure, fast load times, a sitemap, and schema markup — should be part of any competent build. Deeper ongoing work (content strategy, link building, local SEO) is legitimately a separate service. What you want to avoid is a designer who treats all SEO as someone else's problem. If you're unclear on where the line sits, our guide to SEO vs. AEO vs. GEO breaks down what each layer actually covers.

5. Will my site be built to be found by AI search?

This question barely existed three years ago and is now essential. A growing share of customers ask ChatGPT, Gemini, or Google's AI Overviews for recommendations instead of scrolling search results. Sites that are structured clearly, marked up with schema, and written to answer real questions get cited by those tools. Sites that aren't, don't. Ask whether the designer builds with answer engine optimization in mind.

6. How long will it take, and what do you need from me?

Most small business sites take three to eight weeks. The honest answer includes what you owe: content, photos, logins, feedback within a set window. Projects rarely stall because of the designer — they stall waiting on the client. A designer who tells you that upfront is being straight with you.

7. What happens after launch?

Websites are not appliances; they need updates, security patches, backups, and occasional fixes. Ask whether support is included for a period, what a maintenance plan costs, and how quickly you can expect a response when something breaks. "You're on your own after launch" is a valid business model — just know that going in.

8. Who writes the content?

Content is the most common reason projects run late. Clarify whether you're writing it, they're writing it, or you're collaborating. If they're writing it, ask to see writing samples — design skill and writing skill are unrelated, and weak copy will undercut a great design.

9. How do you measure whether the site worked?

A thoughtful designer will talk about outcomes: form submissions, calls, bookings, time on page. Someone who only talks about aesthetics is telling you they think of your site as decoration rather than as a tool that has a job to do.

10. Can I talk to two past clients?

Testimonials on a website are curated. A five-minute call with an actual client is not. Ask whether the project stayed on budget, whether communication was steady, and whether they'd hire the designer again.

Red flags worth walking away from

• No written scope or contract. This protects you far more than it protects them.
• Guaranteed #1 rankings. Nobody can guarantee this. It's the clearest sign of a sales pitch over substance.
• Full payment demanded upfront. A deposit is standard; 100% before any work is not.
• You can't get a straight answer on ownership. Covered above, and worth repeating.
• Pressure to decide today. Good designers have a pipeline and don't need to rush you.

What about price?

Price matters, but it's the last filter, not the first. A $500 site that you don't own, can't update, and nobody can find is more expensive than a $2,000 site that brings in customers for five years. Judge cost against what the site is expected to return. We break the numbers down in what a small business website actually costs.

If you're evaluating designers right now and want a second opinion on a proposal you've received, we're happy to look at it with no obligation. Get in touch — even if you end up hiring someone else.