15 Questions to Ask a Web Designer Before You Sign, and What Good Answers Sound Like
A practical vetting guide for small business owners hiring a website designer, covering ownership, process, SEO, cost and what happens after launch.
Hiring a web designer is hard to evaluate from the outside. Portfolios all look nice, and everyone says they “do SEO.” The questions below separate people who build websites that work from people who build websites that look like they work.
For each question, here’s what a good answer sounds like and what should make you pause.
Ownership and control
1. Who will own the domain, website and content?
Good answer: “You will. The domain, hosting or platform account and all content are in your name, and I work through access you grant.”
Pause if: The designer registers the domain in their own name, or can’t explain how you’d move the site if you parted ways.
2. What happens if we stop working together?
Good answer: A clear explanation of what you keep (everything) and how a handoff works.
Pause if: There are transfer fees, proprietary page builders that only they can use, or vague talk about licenses.
3. Will I be able to make simple updates myself?
Good answer: An honest description of what you’ll be able to edit and how. Some changes are better left to a developer, and that’s fine if it’s explained.
Process and communication
4. Can you walk me through your process, start to finish?
Good answer: A few clear stages: discovery, planning, design, build, review, launch. You’ll know where your input is needed.
Pause if: It’s “send me your logo and we’ll get started.”
5. Who will actually do the work?
Good answer: A direct answer about who designs, who builds and who you talk to. Small teams and solo designers are completely fine. Honesty is what matters.
6. How many rounds of revisions are included?
Good answer: A specific number and a definition of what counts as a round.
Pause if: “Unlimited.” That usually means either rushed work or a surprise invoice later.
7. What do you need from me, and when?
Good answer: A list. Content, photos, logins, approvals, and realistic deadlines for each. Most project delays come from missing content, and good designers plan for it.
Results, not just looks
8. How will the site help customers find us?
Good answer: Specifics about page structure, a page for each core service, technical basics (speed, indexing, structured data) and how they research what your customers search for.
Pause if: “We’ll add keywords,” or a promise of first-page rankings.
9. Can you guarantee rankings?
Good answer: “No.” Nobody controls Google, ChatGPT or Copilot. A good designer will explain what they can do to improve your chances.
10. How will we know if the website is working?
Good answer: Analytics and Search Console set up, form submissions and phone clicks tracked as conversions, and a clear way to see which pages produce inquiries.
11. Can I see examples similar to my business, and what did you do on them?
Good answer: Real projects, with an honest description of their role. “I designed and built this” is different from “I helped with this.”
Pause if: Every result sounds spectacular but nothing can be verified.
Cost and timing
12. What exactly is included in the price?
Good answer: A written scope covering number of pages, features, revision rounds, copywriting and what’s extra.
13. What will it cost after launch?
Good answer: A clear list of ongoing costs: domain, hosting or platform subscription, any apps or plugins, and optional support. No surprises.
14. How long will it take?
Good answer: A realistic range, plus what could slow it down. Most custom small-business sites take a few weeks to a couple of months.
The question that reveals the most
15. What would you change about our current website, and why?
This one shows you how someone thinks. A strong designer will talk about your customers, the questions they ask, what’s missing and what’s getting in the way, not just colors and fonts.
Pause if: The answer is all aesthetics and no business.
A simple scorecard
When you’re comparing designers, rate each one from 1 to 5 on:
| Area | What you’re judging |
|---|---|
| Ownership | Will you control everything? |
| Clarity | Is the scope written and specific? |
| Thinking | Do they talk about customers and results? |
| Honesty | Do they avoid guarantees they can’t keep? |
| Fit | Have they done work like yours, and been straight about their role? |
The cheapest option and the flashiest portfolio are rarely the best. The best choice is usually the person who asks you the most questions.
