You’ve been staring at DIY website builders for months, haven’t you? Squarespace, Wix, WordPress themes all look so promising in the demos. But deep down, you know you need professional help.
The thought of hiring a web designer feels overwhelming though. What if they don’t understand your vision? What if it costs more than you budgeted? What if you end up with a gorgeous website that doesn’t actually help your business grow?
Here’s the thing: after 20 years of designing websites for entrepreneurs just like you, I’ve seen what happens when you choose the right designer versus the wrong one. The difference isn’t just dramatic. It’s often the make-or-break factor for online business success.
Let me walk you through exactly how to find, evaluate, and work with a web designer who’ll create a website that actually grows your business, not just sits there looking pretty.
Before You Start: Know What You Really Want
Before you even start looking for a designer, you need to get crystal clear on what you want your website to accomplish. This isn’t about what it should look like. You should consider what it should DO for your business. What are your expectations once you have the website?
Answering that can help you figure out if a web designer is right for you, and it can help any potential web designer figure out if you’re right for them.
Believe it or not, I turn down more than half of the inquiries I get for website designs because I don’t want to just work with anyone. I want to work with clients that are going to be a great fit for both of us. Knowing your expectations for your website is a big part of that.
Ask yourself these questions:
- Do you want more leads? More sales? Enhanced credibility?
- Who exactly is your ideal client or customer?
- What action do you want visitors to take when they land on your site?
- What’s your realistic budget for this investment? (Quality custom work typically starts around $2,500)
I know, I know. You probably want to skip straight to the fun stuff like colors and fonts and making some pretty slide show that doesn’t do anything but look cute.
But here’s why this matters: a web designer who doesn’t ask about your goals first is basically a decorator, not a problem-solver.
I say this all the time:
Artists make Art. Designers solve problems.
Red Flags: Warning Signs to Avoid when hiring a web designer
Let’s talk about the warning signs that should make you run, not walk, away from a potential web designer.
The biggest red flag? When they lead with “Which template do you like?” or start showing you pretty designs without understanding what you’re trying to accomplish. This tells you they’re more interested in making something that looks nice than solving your actual business problems.
Other red flags include:
- Focusing only on appearance without discussing functionality
- Promising unrealistic timelines (quality websites take 6-12 weeks minimum)
- Can’t explain their problem-solving process
- Doesn’t ask what you want your website to accomplish
- Won’t discuss how they measure website success
- Poor communication during your initial conversations
Here’s a personal pet peeve. If a designer asks you to choose from templates before understanding your business goals, they’re essentially asking you to pick your solution before they understand your problem. That’s backwards, and it’s not how professional problem-solving in web design works.
Green Flags: Signs You’ve Found a Winner when Hiring a Web Designer
So what should you look for instead? Here are the signs that you’ve found a designer who actually gets it:
They ask about your business goals FIRST.
Before they show you anything pretty, they want to understand what you’re trying to accomplish. They ask questions like “What do you want visitors to do when they find your website?” and “How will you measure success?”
They dive deep into why you want a website, to make sure they’ll create a website that will move you closer to your goals.
They explain their problem-solving process.
Good designers can walk you through how they approach challenges. They might say something like, “I had a client in a similar situation who needed more qualified leads, so we restructured their homepage to focus on their ideal client’s biggest pain point.”
Or they might say, “Ah, I bet you’re paying too much for your ads right now because you don’t have an optimized landing page for that ad.” (this just happened during a recent call with a potential client!)
They focus on functionality, not just aesthetics.
Sure, your website should look professional, but a great designer talks about strategy before they talk about style. They understand that a beautiful website that doesn’t convert visitors is just an expensive digital brochure.
Website design isn’t just about cute features. Don’t get me wrong. I love cute features. I went to art school, so I’m big on aesthetics. However, 20+ years of designing websites for clients has taught me you’re probably not imagining perfect font combinations and aesthetic backgrounds when you are shelling out the big bucks for your website.
No, you’re probably imagining what you expect your website to do for you. Maybe it’s sales, or leads, or growing your list, or any number of things.
If you find a designer that doesn’t ask about that, they’re not a pro. They’re still in amateur mode.
They understand both design AND marketing principles.
A good web designer will know about conversion rates, user experience, and how design choices impact business results. As with the example I shared earlier, did you know your ads cost more if the landing page isn’t well designed and optimized? Well, it’s true, as I’ve learned with several clients over the years.
A designer who doesn’t understand marketing principles is not going to get you closer to your goals.
Better Questions to Ask When Hiring a Web Designer
Forget “Can I see your portfolio?” (we’ll get to why in a minute). Instead, ask questions that reveal how they think and work:
- “How do you approach solving business problems with design?” This reveals whether they’re strategic thinkers or just pretty-picture makers.
- “Can you walk me through how you’ve helped similar businesses achieve their goals?” Even if they can’t show you specific websites (more on that below), they should be able to explain their problem-solving process.
- “What’s your process for understanding what I want my website to accomplish?” This shows whether they have a systematic approach or just wing it.
- “How do you measure success for a website project?” Great designers think about results, not just deliverables.
- “What happens after the website launches?” Websites need ongoing care. Make sure they’re not just going to disappear after launch day.
The Portfolio Question (And Why It’s Complicated)
There are three reasons why I have a love hate relationship with portfolios.
As a brand new graphic designer over 30 years ago, I was obsessed with always keeping my portfolio up to date. Same when I went full time with website design 20 years ago. I loved working on my portfolio.
But as I grew and learned more about marketing and problem solving, I realized you couldn’t really see the fullness of what I had done by looking at it. There was a lot that happened behind the scenes, invisibly making the website better, even if you couldn’t include a mockup in your portfolio.
Then I started getting really big clients who made me sign papers saying they would not be in my portfolio. I almost didn’t take those jobs, but those jobs helped me to learn and grow in ways I wouldn’t have otherwise.
Here’s something most people don’t realize: some of the best web designers can’t show you all their work.
Why? NDAs (non-disclosure agreements), white-label projects, confidential business websites, and ongoing client relationships. I’ve worked on projects for major corporations, sensitive business launches, and competitive industries where showing the work publicly would violate agreements or harm client relationships.
This doesn’t mean they’re hiding poor work. It often means they’re professional enough to be trusted with confidential projects.
Gotta be honest. It kills me inside to not be able to put some of these great projects I’m super proud of on my portfolio.
The second reason why portfolios alone are complicated is this:
I’ve had many clients over the years at one point or another decide to save money by having their teenage nephew who “really knows computers” try to “fix” something, and now the project is all jacked up. Or they go in there themselves and change a few things.
Sometimes websites for a group mean an entire group of people are going in there, and the website doesn’t quite look the way it did on launch day.
I suppose this is the nature of websites. We aren’t carving in stone. Because technology is always changing, if a site hasn’t been maintained by the website owner, and they didn’t hire me or someone else to maintain it, they website will not look the same for long.
Finally, no to website projects are the same.
Sure, we use similar techniques for websites, and in some niches or industries the overall approach might be the same. But how I choose to approach a website usually is based on business goals and the content I am given.
If you tell me you want a website just like this one I made for Client A, full of beautiful photography and thoughtful content, then you give me three blurry vertical photos and scant content and vague answers when I ask for more details so I can write content to fit, it absolutely will not look the same because I’m not working with the same raw materials.
Here’s a better approach
Instead of just asking to see portfolios, ask them to explain how they solved problems for businesses similar to yours. A good designer can walk you through their thinking process and results without necessarily showing you the actual website.
That said, they should be able to show you some examples of their work, even if it’s not their complete portfolio.
What to Expect when Hiring a Web Designer: Realistic Timelines and Investment
Let’s talk about realistic expectations, because this is where a lot of hiring relationships go wrong.
Timeline-wise, quality websites take time:
- Simple business site: 6-8 weeks
- E-commerce or complex functionality: 8-12 weeks
- Highly custom projects: 12+ weeks
Anyone promising you a custom website in 1-2 weeks is either lying or planning to use a template (which isn’t custom).
Budget-wise, professional work is an investment:
- Basic business websites: $2,500-$5,000
- E-commerce sites: $5,000-$12,000
- Complex custom features: $10,000+
I know those numbers might make you gulp, but remember: this is an investment in your business growth. A website that actually converts visitors into clients will help you succeed.
How to Prepare for Success when Hiring a Web Designer
Want to make your website project go smoothly and get better results? Here’s how to prepare:
Get your content ready.
This is the biggest project delay. Have your written content, photos, and brand materials organized before you start. Most designers will work with you on this, but the more prepared you are, the faster things go.
If you’re not sure about how to create content for your website, I have some resources to help you, including my book Better Words.
Define your brand personality.
Are you friendly and approachable? Professional and authoritative? Creative and quirky? Your designer needs to know so they can match the design to your personality.
As a web designer, I find it helpful to get links of websites you really like, especially if you say what it is about that website you find compelling.
Set realistic expectations.
Great websites are collaborative efforts. Be prepared to provide feedback, answer questions, and trust your designer’s expertise.
And when I say “provide feedback” I don’t mean to ask everyone including Great Aunt Bertha what they think of how it looks. Many, many website projects get derailed when people who have no stake in the business, and no understanding of optimized design get involved and give opinions based on vibes, instead of facts.
Plan your timeline.
Don’t launch your website the week you’re going on vacation or during your busiest season. Give yourself time to learn the system and make adjustments. Seriously. You don’t want your website launch to be Cyber Monday either.
Communication: The Secret to Success
Here’s what 20 years has taught me: the best website projects happen when there’s great communication between client and designer.
Be specific about your vision. Instead of saying “I want it to look modern,” say “I want it to feel professional but approachable, like having coffee with a trusted advisor.”
Ask questions when you’re confused. Good designers want to educate you, not keep you in the dark.
Provide feedback promptly. Projects stall when designers are waiting for your input.
Trust their expertise. You hired them for a reason. When they make recommendations, listen.
Stay involved but don’t micromanage. There’s a difference between being engaged and being a helicopter client.
Why Function Beats Fashion Every Time when hiring a web designer
Let me be blunt about something: pretty websites that don’t work are expensive mistakes.
I’ve seen gorgeous websites that get zero inquiries. I’ve also seen simple, clean websites that generate six-figure businesses. The difference isn’t how they look. It’s how well they accomplish business goals.
When evaluating designers, pay attention to whether they talk about strategy or just aesthetics. Do they ask what you want your website to accomplish, or do they jump straight to color schemes?
The best designers understand that your website is a tool for business growth, not just a digital business card.
Making Your Decision
Ready to pull the trigger on hiring a web designer? Here’s a simple framework.
You’re probably ready if:
- Your DIY attempts aren’t generating the results you need
- You need more leads or sales from your online presence
- Your time is more valuable than the money you’d save doing it yourself
- You want professional credibility
- You have a budget that allows for quality work ($2,500+ investment)
- You’re serious about business growth
Three or more “yes” answers? It’s time to hire a professional.
What Happens Next
Once you’ve found the right designer, the real work begins. Expect a collaborative process where you’ll be actively involved in decisions, feedback, and content creation.
The best client-designer relationships feel like partnerships. You bring the business expertise and vision; they bring the technical skills and strategic thinking. Together, you create something that works.
Remember: you’re not just hiring someone to make your website look nice. You’re hiring a problem-solver who understands that websites should work as hard as you do.
Ready to Explore Working Together?
If this approach resonates with you, and you want a website that focuses on results rather than just looking pretty, I’d love to chat about your project.
My design process starts with understanding your unique business goals, not with choosing templates. I ask tough questions about what you want to accomplish because I believe your website should be a strategic business tool, not just a digital brochure.
Some of my best work is confidential due to NDAs and client agreements, but I’m happy to walk you through my problem-solving process and share results (without violating any confidentialities, of course).
Ready to have a conversation about what your website could accomplish for your business? Let’s schedule a virtual coffee chat. No tech jargon, no pressure – just an honest conversation about your goals and how we might work together to achieve them.
