Web design
Choose a web designer by checking real past work, asking how they handle mobile, speed, SEO and your data, and reading what happens after launch. Clear, specific answers in writing are a good sign. Vague promises about rankings are not.
By Look North Digital · Published
You will get better answers if you know what you want the website to do. A designer can help you shape this, but they can't guess it. Spend half an hour on the basics first.
Think about results, not looks. A clinic might want more booked appointments. A tradesperson might want more quote requests from nearby towns. Write that down in one sentence.
Past work is the best evidence you have. Ask to see live websites, not only screenshots. Open them on your phone as well as a computer.
Google's own advice on hiring a search professional is useful here too. It suggests asking for examples of previous work, how long the business has been running and how they will communicate with you. The same questions work for a web designer.
Most visitors will see your site on a phone. Ofcom reports that UK adults spend about four and a half hours online a day, and most of that time is on a smartphone. Google also uses the mobile version of a site for indexing and ranking.
So ask how the designer builds and tests for mobile, speed and accessibility. You don't need to understand every detail of the answer. You are listening for a clear process and named tools, not vague reassurance.
| Question to ask | A good answer sounds like | A warning sign |
|---|---|---|
| How do you make the site work on phones? | We design for small screens first and test on real phones as well as desktop. | We make a desktop site and it shrinks down. |
| How do you check page speed? | We test key pages with PageSpeed Insights and aim for good Core Web Vitals. | Speed depends on your hosting, nothing we can do. |
| How do you handle accessibility? | We work towards WCAG 2.2 level AA, the main web accessibility standard, and check keyboard use and colour contrast. | No answer, or it's not needed for small businesses. |
| What platform will you build on, and why? | A clear reason linked to your needs, such as easy editing or a booking system. | We always use the same thing, whatever you need. |
| Can I edit text and photos myself? | Yes, and we will show you how, or we offer edits as part of support. | Every change has to go through us at an hourly rate, with no clear price. |
SEO (search engine optimisation) means helping your site show up in Google for the right searches. A new design can help, but a careless move can lose traffic you already have. This is one of the most common problems with redesigns.
Google's guidance on site moves is clear. Map each old web address to its new one. Use permanent redirects, which send visitors and Google from an old address to the new one. Keep those redirects for as long as possible, and generally for at least one year.
Also ask about Google Search Console. This is Google's free tool that shows how your site performs in search. You should be an owner of your Search Console account, not just a guest on the designer's.
Be cautious if a designer promises first place on Google or a set number of leads. Google says no one can promise a number one ranking, and it warns against anyone claiming a special relationship with Google. An honest designer will explain what they will do, not promise what Google will do.
Your website will probably collect personal data, such as names and emails from an enquiry form. Under UK GDPR (the UK's main data protection law), you must tell people what you collect, why, how long you keep it and who you share it with. The ICO, the UK's data protection regulator, says this information must be concise, clear and easy to find.
If your designer hosts the site or handles enquiry data for you, they are acting as a processor. The ICO says there must be a contract that covers how they handle that data, keep it secure and delete or return it at the end.
Cookies need care too. The ICO says you must explain what cookies do and get consent before setting non-essential ones, such as most advertising cookies. Simply carrying on browsing does not count as consent. Rules in this area have been changing, so ask the designer how their cookie banner works and check the ICO's latest guidance.
A website needs looking after once it is live. Software needs updates, backups need checking and small changes come up all the time. Ask about this before you sign, because it affects your monthly costs and your peace of mind.
Ask what happens if you decide to leave. You should be able to take your domain, content and accounts with you. A clear answer now saves stress later.
| Topic | What to ask |
|---|---|
| Hosting | Who hosts the site, and what is included in the monthly fee? |
| Updates and security | Who updates the software and plugins, and how often? |
| Backups | How often is the site backed up, and how quickly can it be restored? |
| Changes | How do I ask for a change, and how fast will you respond? |
| Accounts | Will my domain, Search Console and Analytics be in my name? |
| Leaving | If I move to another provider, what will you hand over and is there a fee? |
Most web designers are honest and want your project to go well. Still, a few patterns are worth watching for. One on its own may have a good reason, so ask about it. Several together are a reason to look elsewhere.
We design custom small business websites, redesigns of existing sites, online shops and booking websites. We follow our ACCC Framework: Attract, Convert, Capture and Compound. Every site is built for mobile and speed, and we handle redirects when we replace an existing site. Hosting, updates and support come through our monthly Website Care plan.
We are happy to answer every question in this guide in writing before you decide. See our pricing page for packages, or tell us about your project through our quote form.
Two or three quotes is usually enough to compare. Ask each one the same questions so you can compare like with like. Look at what is included, not only the price.
A local designer can be easier to meet, but it is not essential. Many projects run well over video calls and email. What matters more is relevant experience, clear communication and good support after launch.
Either can do excellent work. A freelancer may be more flexible, while an agency may cover more skills and holidays. Ask who will actually work on your site and who you contact when something goes wrong.
No. Google says no one can promise a number one ranking. A good designer can build a site that follows Google's guidance, but rankings depend on many things outside their control.
It should set out the pages and features included, the timeline, the costs, who supplies content and how many rounds of changes you get. It should also cover hosting, support, data protection and what happens if either side ends the agreement.
It depends on the designer. Some include copywriting and photo sourcing, and others expect you to supply them. Ask early, because late content is one of the most common reasons projects slow down.
Ask how they will keep your current search traffic. They should list your existing pages, set up permanent redirects to the new ones and check Google Search Console after launch. Google recommends keeping redirects for at least a year.
UK service providers have a duty under the Equality Act 2010 to make reasonable adjustments for disabled people. Building to WCAG 2.2 level AA is a sensible target. It also tends to make the site easier for everyone to use.
Keep reading
More on the same subject, and where we can help with it.
Next step
Tell us about your business and what the website needs to do. We will come back with a fixed price and a clear plan.
We use cookies that are essential for this site to work. With your consent, we may also use analytics cookies to understand how the site is used. See our cookie policy for details.