The most important thing when hiring a web designer isn't their portfolio. It's who owns the files when the project ends, what you'll pay every month after launch, and how changes work going forward. Ask the right seven questions upfront and you'll know in one conversation whether they're a good fit.
Why a portfolio tells you less than you think
Every web designer has polished screenshots. The layouts look modern, the logos are clean, the photos are crisp. But a portfolio only shows you what a site looks like, not whether it loads fast, ranks on Google, or still works a year after launch without a support contract.
Before you hire, you need answers to things no screenshot can show: who controls the hosting, what you actually own when the contract ends, and whether the designer has a real process for handing the site off. Those details matter more than any case study.
Seven questions to ask before you hire
| Question | What a good answer sounds like |
|---|---|
| Who owns the files and code when the project is done? | Clear confirmation that you receive all source files and can take them anywhere, no strings attached. |
| What do I pay monthly after launch, and what happens if I stop? | A specific dollar amount, what it covers, and a straight answer about whether your site stays live if you cancel. |
| What platform do you build on, and can I move it later? | A clear platform name (WordPress, Webflow, custom HTML, etc.) and an honest explanation of how portable it is. |
| How long will the project take from kickoff to launch? | A timeline with milestones, not just "a few weeks." Plus a real answer about what causes delays. |
| Do you handle basic SEO setup, or is that extra? | A yes or no with specifics: page titles, meta descriptions, sitemap, and load speed. If it's extra, what does it cost? |
| How do you handle revisions and feedback rounds? | A defined number of revision rounds, what counts as a round, and how feedback gets submitted. |
| Can I see a site you built that's similar to what I need? | A live working URL, not just a screenshot, for a project that's close in type to yours. |
A few of these need more context:
On file ownership: Some designers build on platforms where the files are never truly yours to export. Others deliver source files you can hand off to any developer. The difference matters the moment you want to switch designers or hosts. If the answer is vague, ask again. If they still can't confirm you own everything outright, that tells you something.
On monthly fees: "Hosting" means different things. Some agencies bundle everything into a monthly retainer that includes maintenance and updates. Others charge bare-minimum hosting and bill hourly for every change. Neither is wrong, but you need to know which model you're signing up for. More importantly, ask what happens to your site if you stop paying. Does the content disappear? Can you export it? Can you hand it off to someone else?
On SEO: Many designers treat SEO as a completely separate engagement. That's fine. But a site that launches without proper page titles, a submitted sitemap, and basic speed optimization is already starting behind. Confirm what's included before you sign. For a fuller picture of what SEO involves after launch, see our guide on what local SEO actually covers.
Red flags that show up early
A confident, experienced designer answers these questions without hesitation. Watch out for:
- Vague or evasive answers on file ownership. A legitimate designer can say "yes, you own everything" without a paragraph of qualifiers.
- Unusually low project pricing tied to a long-term subscription. A $300 website that requires a $150/month platform fee for three years isn't a bargain. Run the math before you commit.
- No written handoff process. Verbal promises about how things work after launch aren't worth much six months later. Ask to see it documented.
- Portfolios with no live URLs. Screenshots can be anything. If they can't show you a live site, ask why.
There's also a simpler signal: how fast do they reply to your first email? A designer who's slow to respond before they have your money will be slower once they do. Response speed is a service preview.
What the process should look like
A professional web design project for a small business typically runs four to eight weeks and covers discovery, design mockups, development, a review round, and launch. You should expect a kickoff questionnaire, regular check-ins, and a clear point where you approve the design before development begins.
After launch, you should receive login credentials, a brief walkthrough of how to make basic updates, and documentation of where everything lives. If none of that is mentioned, ask for it. See our page on how we approach website builds to understand what a full-service process looks like. For a realistic sense of what you'll pay, our guide on small business website costs breaks it down by project type.
Looking for a straight-talking web team in the St. Louis area? We'll walk you through the whole process before you commit to anything.
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