What should you look for in a web design agency?
Look for clear answers, relevant work and a process you can see. Good design matters, but it's the easiest part to judge and the least likely to go wrong. Timelines, copy, ownership and support are where projects come unstuck.
Pick an agency whose way of working fits yours. If you want quick decisions and direct contact, a team built around account managers and monthly meetings may frustrate you, however good the work.
How to choose a web design agency, step by step
Use this method with every agency on your shortlist, and compare the answers side by side.
- Write down the goal of the site and the one or two actions it must drive.
- Shortlist three agencies whose work includes businesses like yours.
- Open sites they've built on your phone. Check how fast they load and how easy they are to use.
- Ask who will design and build your site, and whether you'll speak to them directly.
- Ask who writes the copy. If it's you, plan time for it. If it's them, ask how.
- Ask how long a project like yours takes, and what usually slows it down.
- Ask for a fixed price and a written list of what's included and what isn't.
- Ask how they protect your rankings if you're replacing a site: URL mapping and redirects.
- Ask what tracking is set up, so you can see enquiries and sales from launch.
- Ask who owns the domain, the site and the content when the project ends.
- Ask what happens after launch: hosting, updates, small changes and how fast they reply.
- Speak to a current client if you can, and ask what working with them is like day to day.
What do good answers sound like?
Specific. A good answer names a person, a timeframe or a thing that's included. Vague answers are a sign the agency hasn't thought about it, or would rather not say.
- Who builds it: a named person, not the team.
- Timeline: a number, with what would make it longer.
- Price: fixed, in writing, with what's included.
- SEO: a clear plan for redirects and the technical basics at launch.
- Ownership: you own it, and they'll hand everything over if you leave.
What warning signs are worth checking?
None of these rule an agency out on their own, but each is worth a direct question before you sign.
- A price that changes after the quote, with no clear reason.
- No examples of live sites you can visit.
- The domain or site registered in the agency's name rather than yours.
- Promises of first place on Google. Nobody can guarantee rankings.
- Long contracts tied to hosting or maintenance you can't leave.
- Slow replies before you've signed. They rarely speed up after.
Agency, freelancer or website builder?
Each has a place. A website builder suits a very simple site you're happy to run yourself. A freelancer can be a great fit for a focused project, if they cover design, build and copy. An agency suits businesses that want a team covering the site and what comes after, such as SEO and ads.
The questions above work for all three. Our guide to agency vs freelancer vs in-house goes into the trade-offs.
Does it matter if the agency is local?
Less than it used to. Most website projects run well over video calls and messages. A local agency helps if you want to meet in person, or if local knowledge matters for your market. Choose on how they work first and location second.