Before you commit
20 questions to ask a web designer before you pay a deposit.
Plenty of good designers answer these well — this isn't a test only we can pass. It's a practical checklist to help you compare options and spot the gaps before you commit.
Business
Business questions.
1. How do you decide what pages my site needs?
Why it matters
The page structure should follow how your business actually makes money, not a generic template.
A reassuring answer sounds like
They ask about your services, customers and how people currently find you before suggesting a structure.
Worth pressing on if
They propose a fixed page list before understanding your business.
2. How will you learn how my business makes money?
Why it matters
A designer who understands your commercial model will make better structural and content decisions.
A reassuring answer sounds like
They want a conversation or a proper brief, not just a logo and some text.
Worth pressing on if
They don't ask any commercial questions at all.
3. Who is the site actually designed for?
Why it matters
A site built for the wrong audience can look good and still fail to convert.
A reassuring answer sounds like
They can describe your typical customer back to you in their own words.
Worth pressing on if
The answer is vague or generic ('everyone').
Design
Design questions.
4. Is this custom design or a template-led build?
Why it matters
Neither is wrong, but you should know which you're paying for and what flexibility that gives you.
A reassuring answer sounds like
A clear, honest answer either way, with examples.
Worth pressing on if
The distinction is dodged or the language is deliberately vague.
5. How are revisions handled?
Why it matters
Open-ended revisions sound generous but can drag a project out indefinitely for both sides.
A reassuring answer sounds like
A stated number of rounds or a clear process for feedback.
Worth pressing on if
'Unlimited revisions' with no process behind it.
6. Will I see the site on mobile before it launches?
Why it matters
Most visitors will be on a phone — it needs reviewing there, not just on a designer's monitor.
A reassuring answer sounds like
Mobile review is a normal, expected step in their process.
Worth pressing on if
Mobile is mentioned only if you specifically ask.
SEO
SEO questions.
7. Is SEO considered in the site's structure?
Why it matters
Structure set up badly at the start is harder to fix later.
A reassuring answer sounds like
They can explain, briefly, how URLs, headings and navigation are planned.
Worth pressing on if
SEO is treated as an unrelated add-on service with no link to the build.
8. What happens to my existing rankings during a redesign?
Why it matters
A careless redesign can lose visibility that took years to build.
A reassuring answer sounds like
They mention redirects and monitoring existing pages as part of the plan.
Worth pressing on if
No plan exists for pages that already rank.
9. Who sets up and has access to Search Console?
Why it matters
This is one of the most useful ongoing sources of data about your site, and you should have access to it.
A reassuring answer sounds like
You're given or retain access, ideally under an account you control.
Worth pressing on if
Access sits only with the designer, with no offer to share it.
10. How are redirects handled if the site's structure changes?
Why it matters
Old URLs need to point somewhere sensible or you lose traffic and rankings.
A reassuring answer sounds like
Redirect mapping is described as a standard part of a redesign.
Worth pressing on if
Redirects aren't mentioned at all.
Content
Content questions.
11. Who writes the copy?
Why it matters
Copywriting can be a significant amount of work and cost, whoever does it.
A reassuring answer sounds like
A clear answer on whether it's included, extra, or your responsibility.
Worth pressing on if
It's unclear until late in the project.
12. Who supplies the photography?
Why it matters
Stock photography, your own photos, or a paid shoot each have very different costs and results.
A reassuring answer sounds like
Options are explained with rough cost implications.
Worth pressing on if
Photography needs are only raised once the build is underway.
13. What happens if my content is late?
Why it matters
Content delays are one of the most common causes of project slippage.
A reassuring answer sounds like
A sensible, stated process rather than an implied penalty.
Worth pressing on if
No plan exists, or the tone becomes hostile as soon as you ask.
Technology
Technology questions.
14. What platform will the site be built on?
Why it matters
This affects how easily you can make changes later, and who else can work on it.
A reassuring answer sounds like
A plain-English answer with reasons it suits your project.
Worth pressing on if
The platform is proprietary and not clearly explained.
15. Can the site be moved to someone else later if needed?
Why it matters
You shouldn't be permanently tied to one designer or agency.
A reassuring answer sounds like
A straightforward yes, with an explanation of what that involves.
Worth pressing on if
Any suggestion that the site can only ever be hosted or maintained by them.
16. Who handles technical maintenance?
Why it matters
Security patches and platform updates need doing by someone, regularly.
A reassuring answer sounds like
A clear answer on whether it's included, optional, or your responsibility.
Worth pressing on if
Maintenance isn't mentioned until something breaks.
Ownership
Ownership questions.
17. Who owns the domain?
Why it matters
The registrant of the domain has practical control over it — see our full guide on this.
A reassuring answer sounds like
You're registered as the owner, or given clear access if they manage it.
Worth pressing on if
The designer registers it under their own details with no plan to transfer it.
18. Who owns the final website once it's paid for?
Why it matters
This should be set out in writing, not assumed.
A reassuring answer sounds like
A written answer, ideally in a contract, not just a verbal assurance.
Worth pressing on if
Ownership is described vaguely or only after you ask directly.
Money
Money questions.
19. What is the full first-year cost, including hosting, maintenance and any SEO?
Why it matters
The headline build price is rarely the total cost of running the site.
A reassuring answer sounds like
A written breakdown covering the likely ongoing lines.
Worth pressing on if
Only the build cost is quoted, with everything else 'to be confirmed'.
20. What happens if I want to leave or stop the relationship?
Why it matters
You should know in advance what you keep and what it costs to walk away.
A reassuring answer sounds like
A clear answer on handover, exports and any exit process.
Worth pressing on if
Leaving is described as difficult, costly, or simply not addressed.
One last thing
A candidate who welcomes these questions is usually a good sign.
Most designers worth hiring will be happy to talk through all of this. Treat the conversation as normal due diligence rather than a confrontation, and you'll learn a lot about how the working relationship will actually feel.
For the wider picture, see how to choose a web designer, what a web design contract should cover, and who owns your website. If you're preparing to brief a designer, our web design brief guide may help too.
Before you ask
Asking the right questions, answered plainly.
Want to put these to us directly? Get in touch.
Next step
Ready to compare properly?
We're happy to answer all twenty.
Bring us this list. We'll answer plainly, including the bits that aren't a perfect sales pitch.