Quick Summary: To select a good web design firm you need to get some measurable results from case studies, an open and transparent design process beginning with a discovery phase, clarity regarding cost and what is included in the work (scope), and adequate help after launch. Some red flags would be that the firm does not have a portfolio, has no discovery phase, sends identical proposals to each new client, and cannot speak about mobile, SEO, or accessibility as part of their standard practice.
Choosing the right web design company can determine the course of your business for the next three to five years. When you make a great choice you will end up with a website that brings leads, establishes trust, and grows along with your company. On the flip side, when you choose poorly it can cause wasted time and money as well as the lost opportunities of spending several months on a project that does not meet expectations.
The problem is that there are many companies that appear to be very alike at first glance. Their portfolios show beautiful designs. They send professional looking proposals. Many promise to produce something amazing. It’s only once you’ve signed the agreement that you realize which company was truly better (or worse). Unless you know what Questions to ask before agreeing to hire an agency.
10 Questions to ask before hiring
1. “can i see some examples of case studies showing measurable results?”
A portfolio shows how a website looks. Case studies show how much it produced. Inquire about specific numbers: traffic increase by 30% after launch, improved conversion rates by 25%, increased page speeds by 20%, decrease in bounce rates. Companies that track performance think differently than those that only care about aesthetic appeal.
When they only show you screenshots and don’t include any performance data; inquire as to why they didn’t. What they say will tell you a lot about their values.
2. “what is your typical design process?”
Be listening for the words “discovery,” “research,” etc. An agency that takes the time to learn about your business, your audience, and your goals before creating a solution has created websites based on evidence. An agency that gives you a proposal after sending you just one phone call to discuss is simply speculating.
An ideal process is a series: research/strategy/wireframe/design/development/testing/launch. Each step informs the others. Skipping steps causes problems that build upon each other through-out the entire project.
3. “who will actually work on my project.”
Principals of agencies often are involved in sales meetings however they may not always be working on the project. Ask who will be designing your site, developing it, and who will be your point of contact during the duration of the project. Are the developers in-house or outsourced? Either way is okay; however, you should know either way.
4. “how will we create content?”
Content — all the text, images, video, etc. — is typically the main area where most projects come to a grinding halt. Ask if they would expect you to supply all content, if they offer copy writing services, and what will happen to the timeline if you fall behind providing content. Any agency that addresses content issues pro-actively in your initial meeting are agencies that have worked on enough projects to recognize common bottlenecks.
5. “what is the recommended technology stack for my project and why did you recommend it?
Your potential agency should use the technology that best fits your project needs. They shouldn’t push their favorite platform simply because it’s easy to implement. Instead, they should make recommendations based upon functionality and performance. Additionally, the agency should be prepared to describe their reasoning behind their suggested technology in terms that you can easily understand.
6. “How does your company plan to integrate Search Engine Optimization (SEO) within the initial build of my website?”
SEO is a very important aspect when developing a new website. While it can certainly be done afterwards, integrating SEO into the original build ensures that search engines can crawl your website efficiently and effectively. Therefore, it is essential that your potential agency takes this into consideration early in the development process. You should ask them about how they will accomplish this using elements such as clean URLs, header hierarchies, page loading speeds, mobile first designs, schema markup, etc.
7. “What items are included in the quoted price and what services are billed separately?”
While some agencies may include certain features or services in their base price others may charge additional fees for these same items. As such, make sure you have clarity on what is included and what isn’t so there aren’t any surprise charges down the road.
8. “After launching my website, what kind of ongoing support/maintenance does your company offer?”
Since a website is an evolving entity that will require periodic updates and/or adjustments, it is crucial to select an agency that provides continued assistance after the launch of your website. They should outline clearly what types of services they will provide (e.g., bug fixing), for how long they will continue to support your website (warranty), and if they have maintenance packages available.
9. “Would it be possible to get a detailed timeline outlining key milestones throughout this project?”
Having a detailed timeline helps keep everyone on track and creates opportunities to identify issues earlier rather than later. A detailed timeline typically outlines specific steps including start dates for each step and due dates for completion.
10. “What happens if I’m unhappy with the design at the end of the project?”
Every client/agency partnership will encounter disagreements at some level. Having a clear understanding upfront of how many design revisions are allowed (and how those revisions are defined), how a disagreement would be resolved (is there a satisfaction guarantee?), and under what conditions would either party walk away from the agreement will save both parties considerable headache down the line.
Red Flags to Be Aware of
The top rated agency might still be able to cause some concerns regarding red flag type behavior.
There is no portfolio or case study. Every agency has to start at some point, however, if an agency has been in operation over one year and can’t produce evidence of their previous work there is something wrong.
The same proposals for each client. The proposal you were given could have been distributed to any company in any industry with just changing the name, then the agency didn’t take into consideration your unique circumstances.
No Discovery Phase. Designing before researching (the Discovery Phase) results in designs created from assumptions instead of data. In addition to being the number one indicator of a poor outcome; it also shows that the agency does not understand how important the Discovery Phase is.
Resistance when trying to get references. Clients who have had a positive experience with an agency are always willing to provide a reference. When an agency does not want to connect you with its past clients, this raises a question about why.
Mobile, Accessibility, and SEO are never mentioned. These are non negotiable baselines by now in 2026. If none of these topics come up during the conversation; the agency is behind.
Green Flags That Signal a Great Agency
Rather than red flags, some behaviors suggest that your agency really cares about what happens with your website
Agencies ask more questions than you do in the first conversation and are trying to understand your business before proposing solutions.
When agencies push back on ideas it shows they care enough about your results to give honest feedback. When an agency always agrees with everything you say, you’re not getting expertise from them — you are just getting conflict avoidance.
Agencies offer transparent pricing with no hidden fees. A proposal should clearly explain what is included, what isn’t, and additional work costs.
Agencies will provide post-launch support options because websites need ongoing maintenance to continue delivering results.
Agencies care about your business goals beyond design trends. Agencies ask about conversions, lead generation, revenue etc… Not which colors you like.
We believe in every principle listed above because we practice them. See how we work and decide for yourself. View our process → | See our portfolio →
For the complete picture, read our Complete Guide to Custom Web Design in 2026.
Frequently Asked Questions
Remote agencies can do great work. The most important things are whether the agency can communicate effectively with you and have enough time zone overlap that you’re able to talk at the same times as they are, and if they have some level of process so that you can know what’s going on and when. If an agency has a solid project management process and a consistent schedule for checking in with you then working remotely is just fine.
It can help, but it’s also not required. Any agency that knows how to do a good job through their project discovery process should be able to learn about your specific industry fast. Industry expertise isn’t nearly as important as an agency’s experience with the type of project that you want them to do (i.e. e-commerce, SaaS, brochure sites).
Most small businesses spend somewhere in the neighborhood of $5,000 to $15,000 for a professionally built custom site. To get a better idea of where your costs might fall take a look at our website pricing page.
