What to Look for When Choosing a Web Designer

Choosing a web designer feels like a minefield. Everyone claims they build “stunning, bespoke websites.” Everyone has a portfolio of nice-looking sites. And the prices range from £200 to £20,000 with no obvious explanation why.

So how do you actually tell who’s good, who’s just good at selling, and who’ll disappear the moment something goes wrong?

Here’s what to look for — and what to run from.

They Ask About Your Business Before They Talk About Design

The first conversation with a web designer tells you everything you need to know. If they immediately start talking about layouts, colours, and features, be cautious.

A good web designer starts by asking questions. Who are your customers? What problems do they have? How do people currently find you? What does success look like?

Your website exists to serve your business goals. A designer who doesn’t understand those goals will build something that looks nice but doesn’t work.

They Can Show You Results, Not Just Designs

A portfolio of pretty websites means nothing if none of those websites actually perform. Ask the designer: what happened after the site launched? Did enquiries go up? Did the client’s Google ranking improve?

Any designer can make something visually appealing. The ones worth hiring are the ones who can show you that their work made a measurable difference for their clients.

If they can’t point to any results — even anecdotally — that’s a warning sign.

They Explain Things in Plain English

The web design industry is full of jargon. Responsive design, CMS, SSL, DNS, SEO, schema markup, core web vitals — it’s enough to make your head spin.

A good designer doesn’t hide behind technical language. They explain what they’re doing and why it matters to you in terms you can understand. If you leave a conversation feeling confused or overwhelmed, that’s their failure, not yours.

You shouldn’t need a computer science degree to understand what you’re paying for.

They Build on a Platform You Can Control

Ask what platform they’ll build your site on, and what happens if you want to move on. Some designers build on proprietary systems that lock you in — if you want to leave, you lose everything and have to start from scratch.

A reputable designer builds on an open platform like WordPress, giving you full ownership of your site. They’ll provide training so you can make basic updates yourself. And if you ever decide to work with someone else, you can take your website with you.

If a designer won’t give you admin access to your own website, walk away.

They Talk About What Happens After Launch

Building the website is only half the job. What happens after it goes live matters just as much.

Ask about ongoing support. Who handles updates? What if something breaks? Is there a maintenance plan? What about SEO — will the site be set up to rank on Google, or is that “extra”?

A designer who builds your site and then disappears isn’t a partner — they’re a contractor who’s moved on to the next job. Look for someone who’s invested in the long-term success of your site, not just delivering a finished product.

Red Flags to Watch For

They can’t show you their own website. If a web designer’s own site looks outdated or unprofessional, what does that tell you about the work they’ll do for you?

They quote without asking questions. Anyone who gives you a price before understanding what you need is either guessing or selling a one-size-fits-all template.

They promise page one of Google. No one can guarantee Google rankings. Anyone who does is either lying or using tactics that could get your site penalised.

They’re unreachable. If it takes them a week to reply to your initial enquiry, imagine how responsive they’ll be when your site goes down on a Friday evening.

The price is suspiciously low. If someone quotes you £300 for a professional business website, you’re getting a template with your logo swapped in. That’s fine if it’s what you want — but don’t expect it to compete with a properly built site.

They want full payment upfront. A reasonable payment structure is typically a deposit (30-50%) to begin work, with the balance due on completion. Full payment before any work starts is risky.

The Right Fit Matters More Than the Biggest Portfolio

Ultimately, you’re hiring someone you’ll be working with closely for several weeks, and potentially relying on for years afterward. Technical skill matters, but so does communication, reliability, and a genuine interest in your business succeeding.

The best web designer for you isn’t necessarily the one with the most impressive portfolio. It’s the one who listens, explains things clearly, delivers what they promise, and is still there when you need them six months later.

Looking for a web designer who ticks all these boxes? We’d love to have a conversation about your project.