What to Look for When Choosing a Web Designer for Your Small Business
Your website is often the first impression people get of your business, so getting the right person to build it matters, but choosing a web designer can also feel like a minefield. There are so many options out there - agencies, freelancers, different platform specialists - and everyone’s promising you the world. How do you know who’s actually right for your business?
Start with Their Portfolio (And Actually Look at It)
This sounds obvious, but really look. Don’t just scroll through pretty screenshots - actually click into the websites they’ve built and use them.
Are they easy to navigate? Do they load quickly? Do they work properly on your phone? A designer might have a gorgeous portfolio, but if the websites don’t actually function well, that’s a problem.
Also, does their style align with what you want? If you love clean and minimal but their portfolio is full of bold and busy designs, you’re probably not a good match. And that’s fine - better to know now than after you’ve signed a contract.
Communication is Everything
Honestly, this might be the most important thing on this list.
You want someone who listens to what you’re saying, understands your goals, and can explain technical stuff without making you feel stupid. If your first interactions feel frustrating, confusing, or like you’re being talked down to - that’s a massive red flag.
Pay attention to how quickly they respond to your initial enquiry. How they explain their process. Whether they ask questions about your business or just launch into talking about what they do.
A good designer is part creator, part translator between your ideas and the technical world. If they can’t communicate clearly from the start, it’s not going to get better once you’re working together.
Understand Their Process (In Detail)
Ask them to walk you through exactly how they work. Not just “we have a consultation then build your site” - the actual timeline and steps.
Do they handle design, development, and content, or just parts of it? What do they need from you and when? How many revisions are included? What happens if you want changes after launch?
Also ask about post-launch support. Some designers hand over your website and disappear. Others offer ongoing support packages or are available for questions. Neither is wrong, but you need to know what you’re getting.
Understanding the process upfront helps you avoid surprises later - and ensures you’re not left with a half-finished website and no idea what to do next.
Look for Reviews and Ask for References
Testimonials on their website are great, but they’re obviously going to show you the good ones. Dig a bit deeper.
Check their Google reviews if they have them. Look at their LinkedIn recommendations. If possible, ask to speak to a past client directly.
What you’re looking for: Were they easy to work with? Did they stick to timelines? How did they handle problems or unexpected issues? Would the client work with them again?
These conversations give you the real picture of what it’s like to work with them - not just the polished marketing version.
Budget vs Value
Let’s talk money. Quality websites aren’t cheap, and cheap websites often come with headaches down the line.
But expensive doesn’t automatically mean better either. I’ve seen £10k websites that are overcomplicated nightmares and £2k websites that are perfectly fit for purpose.
What you’re looking for is value - someone who balances price, quality, and your actual needs. Think of it as an investment in your business, not just a cost.
Also be wary of anyone who won’t give you a clear price upfront or whose pricing structure is confusing. You should know what you’re paying and what you’re getting for it.
Ask About SEO and Performance
A beautiful website that no one can find on Google isn’t doing its job.
Ask potential designers how they handle basic SEO. Do they optimise page titles and descriptions? Set up proper alt text for images? Ensure the site loads quickly? Make sure it works properly on mobile devices?
These aren’t “nice to haves”, they’re essentials. A designer who builds these things in from the start is worth their weight in gold.
If they look confused when you ask about SEO or say “you can add that later yourself,” that’s not great. These foundations need to be built in, not bolted on afterwards.
Check Their Availability and Timeline
This is practical but important. When can they actually start? How long will the project take? Do their timelines work with yours?
If you need a website next month and they’re booked until autumn, you need to know that upfront. Similarly, if they can start immediately but your content won’t be ready for weeks, that’s something to discuss.
Being honest about timelines from the beginning saves everyone frustration later.
Trust Your Gut
At the end of the day, you’re going to be working closely with this person. If you like their energy, their ideas, and feel confident they ‘get’ your business, that matters as much as anything else.
Alternatively, if something feels off - even if you can’t quite put your finger on why - listen to that instinct. Maybe they’re perfectly good at what they do, but not right for you specifically. That’s valuable information.
Red Flags to Watch For
A few things that should make you pause:
Poor communication from the start (slow responses, unclear answers, making you feel stupid)
Unwilling to show you their process or give clear timelines
No contract or a vague, unclear contract
Pressure to sign up immediately or limited time offers that feel manipulative
Can’t provide references or examples of past work
Their own website is a mess (if they can’t do it for themselves…)
None of these things automatically disqualify someone, but they’re worth paying attention to.
The Bottom Line
Choosing a web designer doesn’t have to be overwhelming. With a bit of research, clear questions, and trust in your instincts, you can find someone who’s the right fit.
And remember - you’re not just buying a website. You’re investing in how your business shows up online. Take the time to find someone who makes that feel exciting rather than stressful.
If you’re considering working with me and want to chat about whether we’re a good fit, just hit reply. I’m always happy to have an honest conversation about what you need and whether I’m the right person to help.
No pressure, no hard sell - just an informal chat about your business and your website.
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