Hiring a web designer is one of the most consequential decisions a small business owner makes. The result will represent your business to every potential client who searches for you online. Done well, it becomes your best salesperson. Done poorly, it becomes the reason qualified buyers click away to a competitor.
The problem is that almost every web designer on the internet looks credible at first glance. Slick websites, glowing testimonials, and impressive-sounding portfolios are table stakes. This guide gives you a framework to cut through that and find someone who will actually deliver what your business needs.
Start With the Output, Not the Person
Most people evaluate web designers by reading about them. Their story, their process, their values. This is largely useless. What matters is the output.
Before any conversation with a designer, look at five to ten sites they have built for businesses similar to yours. Not their best work cherry-picked for their portfolio page. Recent work. Load those sites on your phone. How fast do they load? Are they easy to navigate? Do they have a clear call to action above the fold? Would you trust them if you were a buyer?
If the answer to any of those questions is no, move on. A designer who cannot build what you are looking for does not become capable of it because they gave you a compelling sales pitch.
Ask These 5 Questions Before Signing Anything
1. What happens after launch?
Many designers disappear the moment the site goes live. You discover a bug three weeks later and get no response. Ask explicitly: what is included post-launch, for how long, and what does support cost after that period? Get the answer in writing.
2. What does SEO setup look like specifically?
Almost every designer will tell you their sites are SEO-friendly. Ask them to explain exactly what that means. Which SEO plugin do they use? Do they set up Google Search Console? Do they configure metadata for every page? Submit a sitemap? Set up schema markup? If they give you vague answers, the SEO setup will be vague too.
3. Will I be able to update the site myself?
You should be able to add a blog post, update your services, or change a phone number without calling a developer. If the designer is building on a platform or in a way that creates ongoing dependency, that dependency has a cost. Make sure you understand it upfront.
4. What platform are you building on and why?
WordPress, Shopify, Webflow, Wix, custom code: each has different implications for your long-term cost, SEO ceiling, and flexibility. A designer who recommends a platform without asking about your goals first is recommending what they know, not what is right for you. Read our WordPress vs Shopify comparison before this conversation so you can evaluate their recommendation critically.
5. When do I pay?
The industry standard is 50% upfront and 50% on completion. The problem with this model is that you are paying thousands of pounds before seeing a single pixel. Some designers now offer a PostPay model where you see the complete design before paying anything. If financial risk is a concern, it is worth specifically looking for designers who offer this. Read how PostPay web design works so you know what to ask for.
Red Flags to Walk Away From
No portfolio or only generic templates. Anyone can buy a template and put it in a portfolio. If you cannot see sites they have built for real businesses, you have no evidence they can do what they claim.
Guaranteed Google rankings. No ethical designer or SEO agency guarantees specific rankings. Google does not allow it and anyone who claims otherwise is either naive or dishonest.
Pressure to decide quickly. Legitimate designers have project pipelines. They do not need your project so urgently that they are creating artificial scarcity. Take the time you need.
No contract. A handshake agreement for a $3,000 project is a risk you do not need to take. A proper contract specifies deliverables, timeline, revision rounds, payment terms, and what happens if things go wrong. If a designer resists a contract, that tells you something important.
What Should a Website Actually Cost?
Understanding fair pricing before you start talking to designers prevents you from being either overcharged or lured by a price so low it cannot possibly deliver what you need.
A professional small business website built by a competent freelancer starts at $1,500 to $2,500 for a five to eight page site. Agencies with teams and project management charge $5,000 to $15,000 for the same scope. Enterprise builds go higher. Read the full breakdown in our 2026 website cost guide.
For a personalised estimate based on your specific project, use the free website cost calculator at iDesignyour.site. It takes two minutes and gives you a realistic ballpark before any conversation with a designer.
The Shortcut
The fastest way to find a good designer is a warm referral from someone whose website you admire. Ask them who built it and whether they would use them again. A genuine referral from a satisfied client is worth more than any portfolio or testimonial on a designer website.
If you do not have a referral, use the criteria in this guide as your filter. Most designers will not survive all five questions. The ones who do are worth a serious conversation.