I've been in this industry for over 12 years. I've seen clients spend $3,000, $5,000, even $10,000 on websites that never generated a single lead. Not because the designers were bad people — but because the clients didn't know what questions to ask, what to look for, or what they were actually paying for.
This post is the guide I wish every small business owner had before they hired anyone to build their website. If a friend came to me tomorrow and said "I need a website for my business, how do I find the right person?" — this is exactly what I'd tell them.
Start With What You Actually Need
Before you talk to a single designer, get clear on three things:
- What is this website supposed to do? Get leads? Book appointments? Sell products? Each of these requires a different approach.
- Who is your customer? Where are they, how old are they, and what do they need to see before they trust you enough to contact you?
- What does success look like in 6 months? More calls? More bookings? Higher-quality clients? Know the goal so you can measure whether the site is working.
A good designer will ask you all of these questions. If they don't — that's your first red flag.
Where to Find a Web Designer
Your options range from freelance platforms to local agencies to referrals. Here's my honest take on each:
Referrals from people you trust
Still the best source. If someone whose business you respect has a website you like, ask who built it. A designer with a proven track record in your industry or community is worth paying a premium for.
Their portfolio
Every serious designer should have a portfolio of real work they've done for real clients. Not mockups. Not concepts. Actual live websites you can visit. Click through them. Do they load fast? Do they look good on your phone? Do they have clear calls to action? The quality of their past work is the most honest preview of what you'll get.
Freelance platforms (Fiverr, Upwork)
Can work for very basic needs, but vet carefully. Read reviews, look at actual portfolio work, and be very specific in your brief. The risk of getting a generic template with your logo on it is real at the lower price points.
Local agencies
Good for ongoing relationships and local market knowledge. Often more expensive but can be worth it if you need long-term support. Ask specifically about who on their team will actually be working on your project — not just who's in the sales meeting.
Questions to Ask Before You Hire Anyone
These questions will tell you everything you need to know within one conversation:
- "Can I see examples of websites you've built for businesses like mine?" Industry experience matters. A designer who has built sites for restaurants understands what food businesses need in a way that a generalist might not.
- "Will I own the website files and can I host it anywhere I want?" You should always own your website outright. If the answer is complicated, walk away.
- "Do you write the copy or is that my responsibility?" Many designers don't write copy — and many business owners can't write effective web copy either. Find out upfront so there are no surprises.
- "What does the revision process look like?" How many rounds of changes are included? What happens if you want edits after launch? Get this in writing.
- "How will this site be found on Google?" If they have no answer or give you a vague response, that's a problem. Basic SEO should be part of every professional web project.
- "What's the timeline and what do you need from me to hit it?" Projects stall when clients don't deliver photos, copy, or feedback on time. A good designer will tell you exactly what they need and when.
One question that tells you everything: "What makes a website successful — and how will we know if this one is?" If they can't answer that confidently, they're thinking about the build, not the result. You need someone thinking about the result.
Red Flags to Watch For
- They give you a price before asking about your business
- No written contract or scope of work
- Can't show you live examples of past work
- Promises first-page Google rankings immediately
- The only communication is through a project management tool — no calls, no real conversation
- They own your domain or hosting instead of you
- No post-launch support or handoff plan
The Complete Checklist
Before you hire — check every box
One Last Thing
The best web designer for your business isn't necessarily the most expensive one or the most technically impressive one. It's the one who genuinely understands your business, communicates clearly, and cares whether the website actually works for you — not just whether it looks good in their portfolio.
That combination is rarer than it should be. But when you find it, it's worth every penny.
Want to see if we're the right fit?
Book a free 30-minute discovery call. I'll ask the right questions, you'll leave with clarity, and there's zero pressure to move forward unless it makes sense for both of us.