Choosing someone to build your website feels high-stakes — because it is. Your website is often the first and most lasting impression customers get of your business. A bad choice can cost you months of time, thousands of dollars, and untold missed opportunities.
Here's how to find the right web designer without learning the hard way.
Look at Their Portfolio — But Look Closely
Every designer has a portfolio. The question isn't whether the sites look nice — it's whether they look like they'd attract customers. Pay attention to:
- Load speed — Open their portfolio sites on your phone. Do they load fast?
- Mobile experience — Resize your browser. Does the layout adapt cleanly?
- Clear calls to action — Can you easily figure out what each business does and how to contact them?
- Variety — Have they worked with different types of businesses, or does everything look the same?
A pretty website that doesn't convert visitors into customers is just an expensive brochure.
Ask About Their Process
A professional web designer should be able to explain their process clearly. Red flags include vagueness or skipping key steps. A solid process looks something like:
- Discovery — They ask about your business, your customers, and your goals
- Strategy — They plan the site's structure and content before touching design
- Design — They present mockups or prototypes for your feedback
- Development — They build the actual site
- Launch — They test everything and handle the technical launch details
- Handoff — They train you on managing the site and provide documentation
If someone jumps straight to "pick a template," consider that a warning sign. (Not sure if you even need a pro? Read our comparison of DIY vs. professional web design.)
Check for SEO Knowledge
A website that looks great but doesn't show up in Google is like a billboard in the desert. Your web designer should understand (at minimum):
- Title tags and meta descriptions
- Mobile-first design
- Page speed optimization
- Image optimization
- Basic schema markup
You want a designer who builds for both humans and search engines. If SEO is an afterthought, find someone else. (For a primer on what to expect, check out SEO Basics for Local Businesses.)
Understand What You're Paying For
Web design pricing varies wildly. Here's a rough guide:
- $500-1,500 — Template-based site with basic customization
- $2,000-5,000 — Custom design with strategic planning and SEO foundation
- $5,000-15,000+ — Full custom build with advanced features, content strategy, and ongoing optimization
Cheap isn't always bad, and expensive isn't always good. What matters is whether the price aligns with the scope of work and the designer's track record.
Questions to Ask Before Signing
- Will I own the website? — You should own your domain, your hosting account, and your code.
- What's included in the price? — Copywriting? Stock photos? SEO setup? Ongoing maintenance?
- What's the timeline? — A professional site takes 4-8 weeks. If they promise one week, worry.
- What happens after launch? — Who handles updates, security patches, and hosting?
- Can I see references? — Talk to past clients. Ask about communication, timelines, and results.
Red Flags to Watch For
- No contract — Always get the scope, price, and timeline in writing
- They don't ask about your business — If they jump to design without understanding your goals, they're building for themselves, not for you
- They can't explain their pricing — Vague invoices with lump-sum charges mean you don't know what you're getting
- They use proprietary platforms — If you can't take your site with you when you leave, you're locked in
The Right Fit Matters
Beyond skills and price, the right web designer is someone you can communicate with easily. This is a collaborative process that typically spans several weeks. Make sure you're comfortable with how they communicate and how responsive they are.
Looking for a web designer in Southeast Michigan? Check out our work or get in touch for a free consultation.