Hiring someone to build your website is a big decision. It's a real investment, it takes weeks of collaboration, and the result becomes the first impression your business makes on almost every potential client.
Yet most people choose a web designer based on a pretty portfolio and a gut feeling. Sometimes that works out! But sometimes, it leads to surprises, or a beautiful site that's impossible to update and never brings in a single inquiry.
Whether you're planning a new site for the new year or finally replacing the one you built yourself, here's how to choose a web designer who's the right fit, and exactly what to ask before you hire.
Start With What You Actually Need
Before you start comparing designers, get clear on what you're hiring for. Do you need a brand-new site, a redesign of the one you have, or both a brand and a website built together? Do you need help with copy, SEO, or email marketing, or just the design and build?
Your answers shape who's a good fit. A freelancer who only builds from your finished content is a very different hire than a studio that handles strategy, branding, and copy from the ground up. If you're still deciding whether to hire help at all, our post on why people pay others to build their Squarespace websites walks through the tradeoffs.
What to Look For in a Web Designer
A Portfolio That Looks Like Where You Want to Go
Look past whether a designer's work is pretty and ask whether it looks like the level you're trying to reach. Do their sites feel like they belong to businesses similar to yours? Do they look different from one another, or does every project follow the same template? A strong portfolio shows range and an understanding of each client, not just one signature style.
A Clear, Defined Process
A good designer can tell you exactly how a project unfolds, from the first questionnaire to launch day. If the process feels vague, the project usually will too. Clear steps, timelines, and checkpoints are what keep a project on track and keep you from feeling lost along the way.
Strategy, Not Just Design
Your website has a job: turning visitors into inquiries, credibility, selling, or whatever your goals look like. Look for someone who asks about your goals, your ideal clients, and how people currently find you. Design that isn't backed by strategy tends to look great and perform poorly.
A Platform You Can Manage
Ask what platform they build on and whether you'll be able to update the site yourself. Many service businesses love Squarespace for exactly this reason: it's easy to edit text, swap photos, and add blog posts without calling a developer every time.
10 Questions to Ask Before You Hire
Bring these to every discovery call. The answers will tell you more than any portfolio can.
1. What does your process look like from start to launch? You want a clear, step-by-step answer, not "we'll figure it out as we go."
2. Who writes the website copy? Some designers write it, some partner with a copywriter, and some expect you to provide it. Know before you sign, because copy is often the biggest source of delays.
3. What's included, and what costs extra? Ask about extra pages, revisions, stock photos, platform subscriptions you’re responsible for, and any add-ons so there are no surprises on your final invoice.
4. How many rounds of revisions are included? Every designer handles feedback differently. Understanding the revision process upfront keeps the project moving and expectations clear.
5. Will I be able to update the site myself? If the answer involves calling them for every small change, factor that into the true cost.
6. How do you handle SEO? At minimum, a new site should launch with SEO titles, meta descriptions, image alt text, and clean URLs. If you're replacing an existing site, ask about redirects too.
7. What's the timeline, and what do you need from me? Most delays come from missing content, so ask exactly what you'll be responsible for and when.
8. Who owns the website when it's finished? You should own your site, your content, and your domain once the project is paid in full.
9. What happens after launch? Ask whether training, support, or a post-launch check-in is included, and what ongoing help costs if you need it later.
10. Can I see work similar to my business? Examples from your industry, or businesses with similar goals, show they understand your clients.
The right designer won't just answer your questions.
They'll ask you better ones about your business, your clients, and your goals.
Red Flags to Watch For
A few warning signs are worth taking seriously. Be cautious of anyone who can't explain their process clearly, promises a full custom website in a few days, or gives you a quote without asking a single question about your business. The same goes for designers who don't offer a written contract, or who keep ownership of your site and files after you've paid.
Pay attention to communication, too. How quickly and clearly someone responds before you hire is usually the best preview of what working together will feel like.
How Much Should You Expect to Pay?
Website pricing varies widely based on scope, experience, and what's included. A simple template site, a fully custom build, and a brand-plus-website project are very different investments. For a realistic breakdown, our guide to the average cost of a 10-page website covers what drives pricing, and if you need a new brand too, how much branding costs walks through that side of the budget.
Rather than chasing the lowest quote, compare what's actually included. A cheaper site that needs to be rebuilt in a year usually ends up costing more.
Frequently Asked Questions
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It depends on what you need. Freelancers and small studios often offer more personal attention and direct communication, while larger agencies may offer a wider range of services under one roof. Focus on fit, process, and results rather than size.
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Timelines depend on the size of the site and whether branding and copy are included. Ask for a specific timeline upfront, along with what you'll need to provide to keep it on schedule.
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Not always, but your website will be stronger if your brand is clear first. Many designers offer brand and website packages together so both are built to match. Our post on what brand identity design includes explains what that involves.
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Have a rough budget, a sense of your goals, and a few websites you love. You don't need everything figured out, but knowing what you want your site to do makes every conversation more productive.
Looking for the Right Fit?
If you're planning a new website for the year ahead, I'd love to hear about your business. A discovery call is the easiest way to see whether we're a good fit, and you're welcome to bring every one of these questions.
