Updated on September 13, 2025
Choosing a web designer involves much more than finding someone who creates attractive layouts. You need someone who understands your business goals and can build something that converts visitors into customers while performing well in organic search.
Evaluate Their Actual Work
Skip the polished screenshots in portfolios. Visit live websites they’ve built and spend time clicking around each site. Test them on your phone, check how quickly pages load, and navigate through different sections. Pay attention to whether the sites feel intuitive or require guesswork to find basic information.
Load time reveals technical competence. If their client sites take more than three seconds to load on mobile, they may not understand modern performance standards. Mobile responsiveness shows they design for real users, not just desktop mockups. Clear navigation indicates they think about user experience, not just visual appeal.
Don’t assume they handled every aspect of impressive sites in their portfolio. Some designers focus purely on visual design while developers handle functionality, content strategists write copy, and SEO specialists optimize for search engines and users. Understanding their specific role helps you evaluate whether their skills match your needs.
Understand Their Process
Experienced web designers follow systematic processes that prevent costly mistakes and timeline delays. They should clearly explain how they learn about your business goals, target audience, and competitive landscape before starting design work.
Some designers create wireframes and basic structural layouts before developing visual mockups. This approach often produces better results because it separates content planning from aesthetic decisions. Others jump straight into visual designs, which can work for simple sites but may lead to structural problems later.
Their revision process matters significantly. Unlimited revisions sound appealing until you realize they may rush initial work knowing they can fix problems later. Structured revision rounds with clear feedback guidelines typically produce better results than open-ended revision policies.
Post-launch support separates professional designers from hobbyists. Websites require ongoing updates, security patches, and occasional troubleshooting. Designers who disappear after launching sites leave clients vulnerable to technical problems and security issues.
Clarify Investment and Scope
Pricing conversations reveal professionalism and planning skills. Flat fees work well for clearly defined projects, while hourly rates make sense for ongoing relationships or projects with uncertain scope. Both approaches can produce good results if the designer explains their reasoning clearly.
Revision policies significantly impact final costs. Some designers include two revision rounds in their base price, while others charge for all changes beyond minor tweaks. Understanding these boundaries prevents surprise expenses and scope creep.
Hidden costs often emerge after contracts are signed. Hosting, domain registration, SSL certificates, premium plugins, stock photos, and ongoing maintenance can add hundreds or thousands to project costs. Professional designers outline all potential expenses upfront rather than mentioning them during the project.
Written agreements protect both parties by clearly defining deliverables, timelines, payment schedules, and revision policies. Verbal agreements lead to misunderstandings and disputes that damage working relationships and project outcomes.
Ensure Technical Competence
Visual design attracts visitors, but technical implementation determines whether they stay and convert. Slow-loading sites drive away potential customers before they see your beautiful design. Search engines penalize sites that provide poor user experiences, regardless of their visual appeal.
Your designer should understand heading structure and how H1, H2, and H3 tags organize content for both users and search engines. Image optimization affects both loading speed and accessibility—properly sized images with descriptive alt text improve performance while helping visually impaired users understand your content.
Mobile-first design has become essential rather than optional. More people browse websites on phones than desktop computers, and Google prioritizes mobile-friendly sites in search results. Responsive design that adapts to different screen sizes is now a basic requirement, not a premium feature.
Site architecture affects both user experience and search engine crawling. Logical URL structures, internal linking strategies, and XML sitemaps help search engines understand and rank your content. Poor technical setup can undo months of content marketing and SEO efforts.
Platform migrations require special expertise. Moving from WordPress to Shopify, or any platform change, involves technical challenges that can harm search rankings if handled incorrectly. Experienced designers plan redirects, preserve valuable content, and minimize SEO disruption during transitions.
Look for Strategic Thinking
Skilled web designers ask probing questions about your business before proposing solutions. They want to understand your revenue model, target customer demographics, competitive advantages, and primary conversion goals. This information shapes design decisions that support business objectives rather than just looking impressive.
User journey mapping reveals sophisticated thinking. Designers who ask about your sales process, customer pain points, and desired user actions can create websites that guide visitors toward specific outcomes. Sites built without this understanding may win design awards but fail to generate business results.
Content strategy discussions separate strategic designers from purely visual ones. They should ask who will create website copy, how frequently you plan to add new content, and what kind of content management capabilities you need. Sites launched without content plans often sit incomplete for months.
Brand consistency questions show attention to detail and professional experience. Whether you have established brand guidelines or need help developing visual identity, good designers ensure your website aligns with other marketing materials and business goals.
Establish Clear Communication Channels
Project communication affects both timeline and final results. You should know who will manage your project day-to-day and how often you’ll receive updates. Some agencies assign project managers while individual designers handle communication directly.
Response time expectations prevent frustration and delays. Professional designers typically respond to emails within 24-48 hours during business days and provide estimated timelines for more complex questions or requests.
Feedback processes should be clearly defined. Some designers prefer consolidated feedback via email, while others use project management tools or scheduled calls. Understanding their preferred communication style helps prevent miscommunication and project delays.
Direct access to decision-makers speeds up project timelines. If your project requires approval from multiple stakeholders, ensure the designer understands your internal approval process and plans accordingly.
Plan for Long-term Success
Website launches mark the beginning of ongoing digital marketing efforts, not the end of web development work. Security updates, plugin maintenance, content additions, and performance optimizations require ongoing attention from technically competent professionals.
Backup systems protect against disasters, hacking attempts, and accidental content deletion. Professional designers implement automated backup solutions and test restoration procedures before launching sites.
Analytics setup enables data-driven improvements after launch. Google Analytics, conversion tracking, and other measurement tools should be configured during development rather than added as afterthoughts.
Training and documentation help you manage routine content updates independently. Good designers provide guidance for adding blog posts, updating business information, and making minor content changes without requiring ongoing technical assistance.
Making the Right Choice
The best web designers combine technical skills with strategic thinking and clear communication. They ask thoughtful questions about your business, explain their process clearly, and provide realistic timelines and budgets for your project.
Your website serves as a 24/7 sales representative that either builds confidence in your business or drives potential customers to competitors. The designer you choose will significantly impact your online success for years to come.
Take time to evaluate portfolios thoroughly, ask detailed questions about processes and pricing, and ensure their approach matches your business goals. The right web designer becomes a valuable partner in growing your business rather than just a vendor who delivers a finished product.
If you need help with your next website project, contact Garrett Digital. We’d be happy to discuss your needs and determine whether we’re a good fit.
