Hiring the wrong web designer is an expensive mistake. Not just financially — you'll lose weeks or months of time, end up with a site that doesn't reflect your brand, and face the prospect of paying someone else to fix or replace what you got. It happens more often than most people admit.
This guide covers what to look for, what questions to ask, and the warning signs that should make you walk away — regardless of how good the price looks.
Start with the portfolio
A web designer's portfolio is the single most important thing to evaluate. Not their website, not their testimonials page, not their Instagram — their actual work. Look for:
- Real, live sites you can visit and test, not just screenshots
- Variety — can they adapt their style, or does everything look the same?
- Sites similar to what you need — e-commerce if you're building a shop, service sites if you run a service business
- Mobile experience — visit their portfolio sites on your phone
- Load speed — does the site load quickly? This tells you about their technical quality
If a designer can't show you at least three live sites, that's a problem. Either they're new to the field, they build on locked-down platforms you can't visit, or the sites aren't good enough to show. None of these are reassuring.
Ask who actually does the work
At agencies, especially larger ones, the person who sells you the project is rarely the person who builds it. You might meet a charming account manager, but your site gets handed to a junior developer three weeks in. This isn't always bad — but you should know who you're actually working with before you sign anything.
Ask directly: "Who will be my main point of contact? Who will be designing and building the site?" If they're evasive or the answer involves multiple handoffs, factor that into your decision.
Red flags to walk away from
Warning signs
- No real portfolio or only screenshots (not live sites)
- Guaranteed page 1 Google rankings — nobody can promise this
- Vague pricing with lots of "it depends" and hidden monthly fees
- Pressure to sign a contract quickly before you've had time to think
- They retain ownership of your domain or website files
- No written contract or scope of work
- Can't explain their process when asked
- Reviews that sound templated or are only on their own website
- Unusually low prices with no clear explanation of why
Questions to ask before hiring
Your pre-hire checklist
Freelancer vs. agency: which is right for you?
Both can produce excellent work. The difference is in process, cost, and risk:
Freelancers
Typically lower cost, more direct communication, and you know exactly who's working on your site. The risk is capacity — a single person can only juggle so many projects, and if they get ill or overloaded, your timeline slips. Vet them carefully and check references.
Small agencies
More structured process, often a small team with complementary skills (designer, developer, copywriter). Usually more expensive than a solo freelancer but less than large agencies. The sweet spot for most small-to-medium businesses.
Large agencies
Bigger overheads mean higher costs. Not necessarily better output — and often slower, with more bureaucratic approval processes. Better suited to large corporate projects with complex requirements.
The Aistrion difference: We're a small studio — you work directly with the people building your site. Fixed prices, transparent process, and a two-week delivery guarantee. No account managers passing messages between you and the people doing the actual work.
Ownership: the non-negotiable
Before you sign anything, confirm that you will own your domain name and all website files outright on completion. Some designers and agencies use this as leverage to keep you paying them indefinitely — if you try to leave, you lose your site.
This is particularly common with agencies that host your site on their own infrastructure and retain the source files. If a dispute arises, or you simply want to move on, you're left with nothing. Insist on full ownership in writing before the project begins.
Price: what to expect in 2026
For a professional brochure site (5–8 pages), expect to pay £1,500–£6,000 depending on complexity and who you hire. E-commerce sites start from around £3,000. Custom web applications can reach £15,000–£50,000 or more.
Be wary of quotes significantly below this range — they usually involve minimal customisation, offshore work with communication problems, or hidden ongoing costs. The cheapest option almost never ends up being the cheapest outcome.