You don’t need to become a web expert to hire one well. You need a clear process: what you need the site to do, who you’re comparing, what to ask, and how you’ll decide.

This post is a working checklist — the steps I’d want if I were hiring someone for my own business. If you want the “what to watch out for” version (red flags, portfolio pitfalls, relationship fit), see the companion guide on choosing a web designer.

Step 1: Write a one-page brief before you talk to anyone

Most hiring problems start with a vague ask (“I need a new website”). Designers then guess, and quotes become apples-to-oranges.

Before outreach, write down:

  • Hard constraints: Launch date, budget ceiling, platform preference (or “open”)
  • Success signal: How will you know it worked? (form fills per month, phone calls, completed checkouts)

You can still change your mind later. The br

If you’re unsure, ask each candidate: “Given this brief, would you recommend a template build, a custom design, or fixing what I already have?” Honest answers save money.

Browse real work, not just marketing pages. My portfolio is one example of what to look for: live sites you can click through, not only mood boards.

Step 3: Shortlist three options (not ten)

More quotes rarely mean a better decision. They usually mean more noise.

Aim for three providers who:

    Process and timeline

    1. What does your discovery process look like before design starts?
    2. How many revision rounds are included, and what counts as a revision?
    3. What’s a realistic timeline from signed agreement to launch for a project like mine?
    4. What do you need from me each week so we don’t stall?

    After launch

    Criterion Weight idea What “5” looks like
    Fit to brief High Clear plan for your goals, not a generic package speech
    Process clarity High Written phases, owners, and decision points
    Portfolio proof High Live sites that work well on mobile and load reasonably fast
    Communication High Prompt, plain-language replies; asks good questions
    Price realism Medium Transparent inclusions; no mystery add-ons
    Post-launch pl

    Step 7: Run a tiny paid trial when risk is high

    For larger projects — or when you’re rebuilding something business-critical — a short paid discovery or homepage prototype can de-risk the relationship. You learn how they communicate under real work, not sales mode.

    Keep it scoped: discovery workshop, sitemap, and one key page concept. Then decide whether to proceed.

    Common decision traps (quick list)

    • Choosing on price alone without matching scope
    • Hiring for visuals only and igan
    		 Medium Training + path for maintenance

    Total the scores. If the cheapest quote wins on price but loses hard on process and proof, that’s useful information — not a bargain.

    Step 6: Read the contract like an operator, not a fan

    Before you sign, confirm in writing:

    • Deliverables and page count
    • Payment schedule tied to milestones (not 100% upfront for a full custom build)
    • Who owns domain, hosting, design files, and CMS access
    • Revision limits and change-order process
    • Timeline assumptions (what happens if content is late)
    • Cancellation / pause terms

    If the designer “owns” your domain or hosting in a way that traps you, walk away. That detail alone is worth more than a glossy mockup.

    1. How do you hand off training (video, live call, written guide)?
    2. What’s your support window after launch, and what happens after that?
    3. If I need ongoing updates/security, what do you offer (or recommend)?

    Proof

    1. Can you share two live sites similar in scope to mine?
    2. What went wrong on a past project, and how did you handle it?

    You’re not looking for perfect answers. You’re looking for specific ones.

    Step 5: Score proposals with a simple rubric

    When quotes arrive, score each provider 1–5 on the same criteria. Weight what matters most to you.

  1. Have live sites in a similar complexity band to yours
  2. Communicate clearly in the first reply
  3. Can explain process without drowning you in jargon

If someone can’t describe how discovery → design → build → launch → handoff works in a few plain sentences, keep looking.

Step 4: Ask the same interview questions to everyone

Copy these into an email. Compare answers side by side.

Scope and ownership

  1. What’s included in the quoted price — and what isn’t?
  2. Who designs and who builds? Will I work with you directly?
  3. Do I own the domain, hosting account, and theme/license at the end?
  4. Is this custom design, a heavily customized template, or a light template setup?

ief keeps every conversation grounded in the same facts.

Step 2: Decide what kind of help you actually need

Not every project needs the same type of provider.

Situation Usually a better fit
Simple brochure site, clear brand, low ongoing change Experienced freelancer or strong template + setup
Custom layout, integrations, growth path on WordPress Freelancer or small studio with real portfolio depth
Multi-stakeholder project, heavy project management Agency (expect higher overhead)
Existing WordPress site that’s messy or slow Webmaster / maintenance-first specialist, then redesign if needed
  • Business goal: What should the site change in the next 12 months? (more inquiries, bookings, online sales, credibility for a specific audience)
  • Must-have pages: Home, about, services, contact — plus anything critical (booking, shop, member login, blog)
  • Content reality: Do you have copy and photos ready, or does that need to be created?
  • Who updates the site after launch? You, a staff member, or a care plan?