A visitor forms an opinion about your website in about 50 milliseconds, faster than a blink. And 75% of users say they judge a company’s credibility on its website design alone.
Choosing a web designer is closer to choosing an architect than choosing a supplier. You live with the decision for years.
What the wrong choice costs you
Pick the wrong web designer and you end up with:
- Poor user experience and low conversion rates
- Weak search engine performance
- Difficulty in making updates
- Lack of mobile responsiveness
- Security vulnerabilities
- Accessibility problems
The right web designer gives you a site that brings in work, looks like your business and is easy to use.
Questions to ask a potential web designer
1. “How do you approach understanding our business and goals?”
Best answer: “We start with interviews, including your front-line staff and, where possible, some of your clients. We can’t write a page until we know what your visitors need to find out and what you need the site to do.”
Red flag: “Just send us your brand guidelines and a list of websites you like. We’ll use the copy from your current site and update anything you want to change.”
Why it matters: A designer who starts with your business builds a site that says what your business does. Content and what the visitor needs come before the look.
2. “Can you walk me through your design process?”
Best answer: “We start with user research and personas, then wireframes and prototypes we test with real users. Every design is drawn for desktop and mobile together. SEO, accessibility and conversion optimisation are part of that work, not a later pass. You sign off at each stage.”
Red flag: “We’ll show you some templates, and you can pick the one you like best. Then we’ll customise it with your logo and colours.”
Why it matters: A design process built around your audience produces a site for them. A template produces the site everyone else already has.
3. “How do you approach Search Engine Optimization (SEO)?”
Best answer: “SEO runs through the whole build. We start by checking how the site ranks now, so those rankings survive the move. Keyword research sets the site structure and the content plan. Pages are written to rank and to sell. Heading structure, schema markup and meta tags are done as part of the build.”
Red flag: “We’ll add some keywords to your content before launch and install an SEO plugin.”
Why it matters: Search has to shape the build while the decisions are still cheap to change. A designer who leaves it until the end hands you a site nobody can find.
4. “How do you ensure the website is accessible to all users, including those with disabilities?”
Best answer: “Every site we build follows WCAG guidelines, aiming for at least AA compliance. That covers colour contrast, keyboard navigation, alt text on images, heading structure and ARIA attributes where they are needed. We run accessibility audits and test with assistive technologies. It makes the site usable for people with disabilities, and easier for everyone else at the same time.”
Red flag: “We can look into specific accessibility features if required.”
Why it matters: Accessibility is a legal requirement in many jurisdictions, and it widens the number of people who can use the site.
5. “What is your approach to mobile responsiveness?”
Best answer: “We design mobile first. Your current traffic gives us the desktop and mobile split before anything is drawn. Designs are built and tested across device sizes and orientations, and mobile load times get their own pass.”
Red flag: “Our WordPress theme is responsive, so it should work on mobile.”
Why it matters: Mobile traffic beats desktop on most sites now. A site that is awkward on a phone loses those visitors, and the rankings with them.
Team Composition and Project Management
6. “Can I meet the team who will be working on my project?”
Best answer: “Yes. We’ll set up a meeting with the people who will actually be on your project, usually the project manager, lead designer, lead developer and content strategist.”
Red flag: “Our team is currently busy with other projects, but I can share their bios with you.”
Why it matters: Meeting the team shows you what they know and how they talk to you. It also stops the sales pitch being delivered by people you never see again.
7. “How many similar projects has your team worked on together?”
Best answer: “Our core team has worked together on more than 50 projects like yours in the past three years. Staff turnover is low, so the working relationships and the process are already there.”
Red flag: “We assemble custom teams for each project based on the specific requirements.”
Why it matters: A team that has shipped together already knows how to hand work between themselves. A team assembled for your job learns that on your time.
8. “What’s your project management approach?”
Best answer: “We work in sprints, with a check-in and something to look at after each one. You get a login to the project management software, so you can see where things stand without asking. There is room for changes without the budget drifting.”
Red flag: “We’ll touch base weekly to discuss progress.”
Why it matters: A project with a defined process finishes on a date you were told. One without it finishes when it finishes.
Technical Capabilities and Integration
9. “What content management system (CMS) do you recommend and why?”
Best answer: “We usually recommend WordPress, because it bends to most content structures and your team can use it without training. We also build on Webflow or Shopify. Which one we suggest depends on how complicated your content is, how many people need logins and what your team is comfortable with.”
Red flag: “We only work with [specific CMS] because it’s the best.”
Why it matters: The CMS decides how easily you can change the site yourself for the next five years. The right one fits your content, not the designer’s habits.
10. “How do you handle integrations with other systems (CRM, marketing automation, etc.)?”
Best answer: “We start with what you already run and what has to talk to what, then write an integration plan covering data flow, API limits and security. We have connected sites to Salesforce and HubSpot, Marketo and Mailchimp, Shopify and WooCommerce. Every integration is tested and documented, so the next person can maintain it.”
Red flag: “We can add any integrations you need. Just let us know what systems you use, and we’ll figure it out.”
Why it matters: If the website and the CRM do not talk to each other, somebody in your office retypes every enquiry by hand.
11. “How do you approach website security?”
Best answer: “Security is built in at several layers:
- Secure coding practices to prevent common vulnerabilities like SQL injection and cross-site scripting.
- Regular updates of all software, including the CMS, themes, and plugins.
- Implementation of strong password policies and two-factor authentication.
- Use of SSL certificates for all sites.
- Regular security audits and penetration testing.
- Setup of automated backups with easy restore options.
- Employee training on security best practices. We also provide ongoing security monitoring and maintenance as part of our support packages.”
Red flag: “We install a security plugin that takes care of everything.”
Why it matters: A breach costs you your customers’ data and your name with them. Layered security stops most attempts, and backups get you back up when one gets through.
12. “How do you ensure fast loading times?”
Best answer: “Speed is part of the build, not a fix at the end. That means:
- Efficient coding practices and minimising HTTP requests.
- Image optimisation and lazy loading.
- Browser caching and content delivery networks (CDNs).
- Minification of CSS, JavaScript, and HTML.
- Database optimisation for dynamic content. We use tools like Google PageSpeed Insights and GTmetrix to measure and improve performance. We also set performance budgets at the beginning of the project and continuously monitor to ensure we meet these targets.”
Red flag: “We use a caching plugin to speed up the site.”
Why it matters: Google counts page speed in its ranking algorithm, and visitors leave a slow site before it finishes loading.
Content Strategy and Creation
13. “What’s your approach to content strategy and creation?”
Best answer: “We start with an audit of the content you already have and what your audience is trying to find out. That produces a content plan tied to your business goals and your search targets:
- Defining key messages and tone of voice
- Creating a content calendar
- Developing a mix of content types (blog posts, case studies, videos, infographics, etc.)
- Establishing a workflow for content creation, review, and approval
We can write the content ourselves, or work alongside your team or your existing writers. Either way the site has to say what you do and why somebody should buy it.”
Red flag: “We’ll just take the content from your old site and make it fit the new design.”
Why it matters: People buy from the words on the page. A new design with the old site’s copy poured into it reads the same way it always did.
14. “How do you optimise for conversions?”
Best answer: “Conversion Rate Optimisation (CRO) is in the design from the start, beginning with a conversion goal for every page:
- Designing clear and compelling calls-to-action (CTAs)
- Implementing persuasive copywriting techniques
- Using heatmaps and user session recordings to understand user behaviour
- Conducting A/B tests on key elements like headlines, CTAs, and form designs
- Optimising page load times to reduce bounce rates
- Clearing the path from landing on a page to completing the action
After launch we keep watching conversion rates in Google Analytics and Hotjar, and change the pages that underperform.”
Red flag: “We place contact forms and phone numbers prominently on the site.”
Why it matters: A good-looking site that produces no enquiries has cost you money and returned nothing. Conversion work is what turns the visits into leads.
Post-Launch Support and Maintenance
15. “What kind of support and maintenance do you offer after the site launch?”
Best answer: “Launch is the start of the work, not the end of it. Support after launch covers:
- 24/7 monitoring for uptime and security issues
- Regular software updates (CMS, plugins, themes)
- Daily off-site backups with easy restore options
- Monthly performance reports and recommendations
- Ongoing SEO monitoring and optimisation
- A dedicated support team for quick resolution of any issues
We offer various support packages to fit different needs and budgets. All packages include a guaranteed response time for support requests. We also provide training for your team on how to manage and update content on the new site.”
Red flag: “We offer 30 days of support after launch. After that, you can contact us if you need help, and we’ll bill hourly.”
Why it matters: A site left alone for a year is a site with out-of-date software and no backups. Somebody has to keep it patched.
16. “How do you handle future updates and redesigns?”
Best answer: “We build in modules, so sections and pages can be added later without a rebuild. That means:
- Thorough documentation of the site structure and custom features
- Use of version control systems for all code
- Implementation of a staging environment for testing updates
- Regular check-ins to discuss your evolving business needs
For a bigger update or a redesign, we start with how the current site is performing and what has changed in the business, then keep what is working and change what is not.”
Red flag: “We can make updates as needed. For redesigns, we’d start from scratch with a new project.”
Why it matters: Your business will change. A site built to be added to changes with it. A site built as a one-off gets rebuilt from scratch.
17. “How do you measure and report on the website’s performance?”
Best answer: “Measurement and reporting cover:
- Setting up comprehensive Google Analytics tracking, including goal tracking and event tracking
- Implementing additional tools as needed (e.g. heatmaps, user recordings)
- Creating custom dashboards for easy monitoring of key metrics
- Providing monthly performance reports with analysis and recommendations
- Quarterly strategy sessions to review performance and plan improvements
The numbers we report are the ones tied to your goals, whether that is traffic growth, engagement, conversion rates or a figure you already track. We can feed your existing reporting tools as well.”
Red flag: “We can set up Google Analytics for you to track visits.”
Why it matters: Without measurement you cannot tell whether the site is earning its money, or which page is losing you enquiries.
Business Practices and Pricing
18. “What’s your pricing structure, and what’s included in your quotes?”
Best answer: “One price, written down, covering:
- All design and development work
- Content creation or migration (as agreed)
- Project management
- Testing and quality assurance
- Training for your team
- 30-day post-launch support
We work to a fixed price for the whole project, billed against milestones, so you know the budget before we start. Support and maintenance packages are separate and optional. For what websites cost, see ‘How much does a website cost?‘
Ask for the breakdown and you get it line by line, with what each line buys.”
Red flag: “We charge an hourly rate. We’ll give you an estimate, but the final cost will depend on how long the project takes.”
Why it matters: A quote that lists what is included is a quote you can hold someone to. An hourly estimate is not a price.
19. “How do you handle changes in project scope?”
Best answer: “Requirements change mid-project. When they do:
- Clear documentation of the original project scope
- A formal change request process
- Impact analysis for each proposed change (on timeline, budget, and other features)
- Written approval from you before implementing any changes
Small changes are usually absorbed at no extra cost. Bigger ones come with a written estimate of the extra time and money before anyone starts on them.
Red flag: “We’re flexible and can make changes as we go along.”
Why it matters: Without a change process, the extra work turns up on the final invoice instead of in a conversation.
20. “What’s your policy on intellectual property rights?”
Best answer: “On final payment you own the work we made for you, the designs, the code and the content, apart from anything licensed separately such as stock images. You get the source files and the documentation.
Where we use our own tools or code libraries, we keep those, and you get a perpetual, royalty-free licence to use them in your website.
We will sign a reasonable non-disclosure agreement if you need one.”
Red flag: “We retain ownership of all work we produce, but you can use it for your website.”
Why it matters: If you own the files you can change designer without rebuilding the site.
Company Values and Culture
21. “How do you stay updated with the latest web design trends and technologies?”
Best answer: “We keep up through:
- Regular team training sessions
- Attendance at industry conferences and workshops
- Subscriptions to leading web design and development publications
- Active participation in relevant online communities
- Ongoing experimentation with new technologies in internal projects
What one person learns gets passed round the team, so it turns up in the next project instead of staying with one developer.”
Red flag: “We’ve been doing this for years, so we know what works.”
Why it matters: Web design changes quickly. A team that stopped learning five years ago will build you a site from five years ago.
22. “What’s your approach to sustainability and accessibility in web design?”
Best answer: “Sustainability and accessibility are both part of the build:
Sustainability:
- Optimising for energy efficiency (e.g. minimising server requests)
- Using eco-friendly hosting providers where possible
- Designing for longevity to reduce the need for frequent rebuilds
Accessibility:
- Following WCAG guidelines (aiming for at least AA compliance)
- Regular accessibility audits
- Testing with various assistive technologies
Both make the site better for everyone using it. If you have your own sustainability or inclusivity targets, we can build to those.”
Red flag: “We can add some accessibility features if required by law.”
Why it matters: Accessibility rules are tightening, and a site that already meets them does not need retrofitting later.
Portfolio and References
23. “Can you show me examples of websites you’ve created for businesses similar to mine?”
Best answer: “Yes. There are several projects in your industry in the portfolio, and we can walk you through them, including what went wrong and what the numbers did afterwards. The case studies give traffic, engagement and conversion figures, and we can show you features close to the ones you need.”
Red flag: “Here’s a link to our portfolio page. Take a look when you have time.”
Why it matters: Work in your own sector shows whether the designer understands the job before you pay them to learn it.
24. “Can you provide references from past clients?”
Best answer: “Yes. We can give you contact details for past clients who have agreed to act as references, picked to match your project on size, industry or requirements. Ask them about the quality of the work, how we communicated and whether we hit the dates.”
Red flag: “We have testimonials on our website you can read.”
Why it matters: A phone call with a past client tells you what the testimonial page leaves out.
Working Relationship
25. “How do you prefer to communicate during the project?”
Best answer: “How we communicate on every project:
- A kick-off meeting to align on goals and expectations
- Weekly progress updates via email or your preferred method
- Regular video calls for more in-depth discussions and presentations
- A project management tool where you can see real-time progress and leave comments
- A dedicated project manager as your main point of contact
If you would rather have more updates or fewer, say so and we will work that way.”
Red flag: “We’ll be in touch when we need something from you.”
Why it matters: Most project delays start as something nobody mentioned for three weeks.
26. “What do you need from me to make this project successful?”
Best answer: “What we need from you:
- Clear communication of your goals, preferences, and any constraints
- Timely feedback on designs and other deliverables
- Prompt provision of necessary content (if you’re supplying it) or availability for content interviews
- A designated point person on your team for decision-making
- Openness to our professional recommendations, even if they challenge initial assumptions
You know your business and your industry better than we do. We will show you how to give feedback we can act on, and set a timeline around when you are actually available.”
Red flag: “Just give us your logo and some basic info, and we’ll take care of the rest.”
Why it matters: Projects stall on the client side as often as the agency side, usually waiting on content or a decision.
This is an important decision
The answers tell you how a web designer actually works, what is in the price, and who you will be dealing with for the next few months.
The designer worth hiring is the one who:
- Understand your business goals and target audience
- Has work in your industry you can look at
- Demonstrates expertise in design, development, and digital marketing
- Communicates clearly and values collaboration
- Prioritises ongoing performance and continuous improvement
- Aligns with your company values
What to do next
Why BubbleHub Media?
Put those questions to BubbleHub Media and these are the answers you get.
- One team for the lot. Web design, SEO, PPC and photography, so you are not briefing four suppliers and refereeing between them.
- Plain answers. We can go as deep as CSS Grid, and we can tell you what it means for your site in a sentence.
- Design decisions backed by numbers. Analytics and search data shape the pages, not just taste.
- Straight talk. You are told where the project stands, and what anything extra will cost before it is built.
- We stay on after launch. The site keeps being worked on once it is live.
If any of those answers is one you want in writing from us, Drop us a line.
