How to Choose a Web Designer for Your Small Business: 10 Questions to Ask

Before the questions, know who you're talking to. Most small business web designers fall into one of three buckets, and the right questions to ask depend on which one you're evaluating.

Most small business owners ask "how much" and "when can it be ready." Those are not the questions that protect you. These are.

1. Who actually does the work?

With agencies, the senior designer pitches you and a junior actually builds your site. That's not necessarily bad, but you should know. With freelancers, ask if they outsource development overseas (some do without telling you).

2. What happens after launch?

"Launch is just the start" is a marketing line. The real question: who's responsible for hosting, security updates, content changes? At what cost? If the answer is "we charge $100/hour for changes," budget for that.

3. Who owns the domain?

The domain should always be in your name, not the agency's. If they "manage it for you" on their account, that means they technically control it. Run.

4. What's the cancellation policy?

For ongoing maintenance plans, look for "30 days notice" or "cancel anytime." Avoid 12-month or 24-month contracts on a $100/month maintenance plan. That's a red flag for an agency that retains by lock-in, not by service.

5. Can I see a real project from start to finish?

Don't just look at the portfolio piece. Ask: "How long did this take from kickoff to launch? How many revision rounds? Was it on budget?" The honest answer separates real designers from people whose Dribbble looks great but who don't actually ship.

6. What's NOT included in this price?

Stock photos, content writing, hosting, SSL, domain, email setup, post-launch edits, SEO optimization. Each one is a place where surprise bills come from. Get it in writing what's in vs out.

7. How do you handle revisions?

"Reasonable" or "as many as needed" is meaningless. Real answers: "two rounds of revisions on design, one round on copy" or "unlimited revisions until you sign off." Vague answers mean fights later.

8. Will the site be mobile-optimized?

In 2026, this should be assumed. If it's not in the proposal, get it in writing. 60%+ of local search traffic is mobile.

9. What's the payment schedule?

50/50 deposit and final is industry standard for project work. 100% upfront is a red flag. Net-30 invoicing on a recurring plan is fine. Anything that asks for the full project fee before they show you a draft is risky.

10. Can I talk to two recent clients?

Not testimonials. Two phone numbers of clients you can actually call. If they hesitate or "let me check with them and circle back" turns into days, that's the signal.

• No website of their own, or one that clearly hasn't been touched in years. Designers who can't keep their own site fresh aren't going to keep yours fresh either.
• Vague pricing. "It depends, let's talk" is fine for complex projects, but for a 5-page small business site, anyone who can't give you a ballpark in the first conversation is either fishing for what you'll pay or doesn't know how to scope work.
• Pressure tactics. "We have one slot left this month, sign by Friday" is sales nonsense. Real designers have a calendar.
• Big upsell on the first call. You asked about a website, they're proposing a website + branding + SEO + social media package. They're trying to anchor high. Stick to your scope.
• No process documented. If you ask "what does the project look like week by week?" and they wing the answer, they wing the project too.
• Bad communication during sales. If they take 3 days to respond to your initial inquiry, that's the response speed during the project. Multiply by 5x once you've signed.

• Honest scoping. They tell you what's outside the scope before you have to ask.
• Real, recent portfolio work. Not just "here's our best from 4 years ago." Last 6 months of work, ideally for businesses like yours.
• A clear contract. Plain English, scope defined, ownership defined, cancellation defined.
• Quick, clear responses during the sales conversation. If pre-sales is fast, the project will be too.
• They turn down work. Good designers say no to projects outside their wheelhouse. If they say yes to everything, that's a warning.
• Real references. Two phone numbers, no friction. They've delivered enough to have happy clients willing to take your call.

These don't show up in standard "how to hire" articles. They matter most.

• "What happens if you go out of business?" Solo freelancers do close shop. Where does your site live? Who handles renewal? Have a plan.
• "What happens if I want to leave?" Make sure the site code, content, and domain can come with you. "We'll work something out" is not an answer.
• "Will you put a credit on the footer?" Some agencies require "Designed by [agency]" links. Optional and respectful is fine. Required and prominent is a free advertising tax on you.
• "What's your response time on critical issues?" If your site goes down on a Saturday morning, what happens? Get a real answer.