You’ve decided you need a professional website for your business. Smart move. But now you’re facing dozens of designers, all claiming to be the best, all with different prices and all promising amazing results.
How do you know who to trust? How do you avoid paying £10,000 for a £2,000 website? How do you make sure your designer actually delivers what they promise?
The answer is asking the right questions before you commit. Most small business owners hire the first designer they find, sign a contract without reading it properly and then regret it when the project drags on for months or the final product doesn’t match what was promised.
This guide gives you 15 essential questions to ask every website designer before you pay a deposit. These questions help you spot red flags early, compare quotes properly and choose a designer who’ll actually deliver what your business needs.
In this guide I’ll cover:
- Pricing and payment questions to avoid hidden costs
- Timeline questions to get realistic expectations
- Technical questions about ownership and control
- Process questions to understand how they work
- Red flags that signal you should walk away
Why These Questions Matter
Most website designers rely on information asymmetry. They know more about web design than you do and some take advantage of that knowledge gap to overcharge, overpromise or underdeliver.
Asking direct questions levels the playing field. A good designer will answer clearly and honestly. A dodgy one, will dodge, deflect or give vague responses. The questions themselves filter out bad fits before you waste money. These questions make you an informed buyer.
Pricing & Payment Questions
1. What’s your pricing structure and what’s included?
Why this matters:
Some designers quote £2,000 upfront but charge extra for basic features like mobile optimisation, contact forms or SEO setup. Others include everything in one transparent price.
What you’re listening for:
Clear breakdown of what’s included versus what costs extra. If they can’t give you a straight answer, that’s a red flag.
Red flags:
- “It depends” without explaining what it depends on
- Refusing to provide any estimate until after a lengthy discovery process
- Vague statements like “we’ll discuss pricing once we understand your needs”
Good answer:
“My starter package is £1,500 and includes 5 custom pages, mobile design, SEO setup, one year hosting and one round of revisions. E-commerce costs extra because it requires payment gateway setup and product configuration.”
2. Do you charge per hour or per project?
Why this matters:
Hourly billing can spiral out of control if the project takes longer than expected. Project-based pricing gives you cost certainty.
What you’re listening for:
Whether they take on financial risk (project pricing) or pass it entirely to you (hourly pricing).
Red flags:
- Hourly rates with no project cap
- Estimates that vary wildly (£2,000-£8,000 range)
- Charging hourly for revisions that should be included
Good answer:
“I charge per project, not per hour. You pay a fixed price regardless of how long it takes me. This way you know exactly what you’re spending upfront.”
3. What payment terms do you offer?
Why this matters:
Paying 100% upfront is risky. The designer has no incentive to finish quickly or fix problems. But paying 100% at the end is risky for the designer, so most won’t accept it.
What you’re listening for:
Reasonable split that protects both parties. Standard is 50% deposit, 50% before launch.
Red flags:
- Demanding 100% payment before starting work
- No refund policy if they fail to deliver
- Vague terms about when final payment is due
Good answer:
“I require £300 deposit for starter packages and £1,500 deposit for premium packages. I also offer payment plans where you can split the cost into monthly instalments if that helps with cash flow.”
4. What happens if I need changes after launch?
Why this matters:
Some designers charge £100 per hour for minor text changes. Others include post-launch support for a reasonable period.
What you’re listening for:
Clear policy on what’s included versus what costs extra after launch.
Red flags:
- No post-launch support offered
- Expensive hourly rates for tiny changes
- Holding your website hostage unless you pay monthly fees
Good answer:
“You get 7 days of post-launch technical support for bug fixes. After that, minor content updates are £50 per hour or you can update the site yourself. I provide training so you’re not dependent on me for small changes.”
Timeline & Process Questions
5. How long will my website take to build?
Why this matters:
Some designers quote 2 weeks and deliver in 12 weeks. Others are realistic upfront about timelines.
What you’re listening for:
Specific timeline based on your project scope, not vague estimates.
Red flags:
- “It depends on how quickly you provide content” (passes responsibility to you)
- Refusing to give any timeline estimate
- Promising unrealistic speed (3 days for complex site)
Good answer:
“Based on what you’ve described, 3-4 weeks from deposit to launch. That assumes you provide content within the first week. If content arrives late, the timeline extends accordingly.”
6. What’s your process from start to finish?
Why this matters:
You need to know what happens when. A clear process means fewer surprises and delays.
What you’re listening for:
Step-by-step explanation of discovery, design, development, revisions and launch.
Red flags:
- No clear process explained
- Process that requires excessive meetings or approvals
- Unclear about who does what and when
Good answer:
“Week 1: Discovery call and content gathering. Week 2: Design ideas and your feedback. Week 3: Development and Testing. Week 4: Revisions and launch. You’ll have clear milestones and know exactly what to expect at each stage.”
7. How many revision rounds are included?
Why this matters:
One revision round is standard. Unlimited revisions sounds good but often leads to scope creep, project delays and increased costs.
What you’re listening for:
Specific number of revision rounds with clear process for requesting changes.
Red flags:
- No revisions included
- “Unlimited revisions” (usually means project never ends)
- Charging for every tiny change
Good answer:
“One round of revisions is included. You review the design, give me all your feedback in one go and I implement the changes. Additional revision rounds are available for £200 if needed.”
8. What do you need from me to get started?
Why this matters:
If they need 47 things from you before starting, the project will drag on. Good designers make the process manageable.
What you’re listening for:
Reasonable list of content, images and information you’ll need to provide.
Red flags:
- Expecting you to do all the work
- No guidance on what content they need
- Unclear about file formats or specifications
Good answer:
“I’ll send you a content questionnaire to complete. You’ll need your logo, any existing branding guidelines, text for each page and high-quality images. If you don’t have professional photos, I can source stock images or recommend a photographer.”
Technical & Ownership Questions
9. Will I own the website after it’s built?
Why this matters:
Some designers retain ownership and charge monthly fees forever. Others build it, hand it over and you own it completely.
What you’re listening for:
Clear statement about who owns the files, design and code.
Red flags:
- Monthly fees just to keep your site online
- Refusing to transfer ownership
- Locking you into long-term contracts
Good answer:
“Once the project is paid for, you own everything. All files, all design work, all content. You can host it wherever you want and hire anyone to maintain it. You’re not locked into working with me.”
10. What platform will you build my site on?
Why this matters:
Some platforms like Shopify are easy to update yourself. Others (custom code and proprietary systems) require hiring a developer for every tiny change.
What you’re listening for:
Platform that matches your time, technical skills and business needs.
Red flags:
- Building on proprietary platform only they can update
- Using outdated technology (Flash, old PHP versions)
- Recommending expensive platforms for simple needs
Good answer:
“I build on WordPress because it’s user-friendly, flexible, widely supported and you can update content yourself. For e-commerce, I use Woo Commerce which integrates seamlessly with WordPress. You’ll never be locked into using only me for updates.”
11. Where will my website be hosted?
Why this matters:
Some designers bundle hosting and charge £100/month for £5/month hosting. Others let you choose your own hosting provider.
What you’re listening for:
Transparent hosting arrangements with reasonable costs.
Red flags:
- Forcing you to use their overpriced hosting
- Not disclosing hosting costs upfront
- Refusing to transfer site to your preferred host
Good answer:
“I include one year of hosting and security in my packages. After that, you can continue with my hosting or transfer to any hosting provider you prefer. I’ll help with the transfer either way.”
12. Will my website be mobile-friendly?
Why this matters:
Over 60% of web traffic is mobile. If your site doesn’t work on phones, you’re losing customers.
What you’re listening for:
Confirmation that responsive design is standard, not an expensive add-on.
Red flags:
- Charging extra for mobile optimisation
- Building desktop-only sites in 2026
- Not testing on actual mobile devices
Good answer:
“Every website I build is fully responsive. That means it works on desktop, tablet and mobile. Mobile optimisation is included in all packages, not an add-on.”
Experience & Portfolio Questions
13. Can I see examples of websites you’ve built for businesses like mine?
Why this matters:
A designer who’s built 50 e-commerce sites knows e-commerce. A designer who’s only built brochure sites will struggle with your online shop.
What you’re listening for:
Relevant portfolio examples that match your industry and requirements.
Red flags:
- No portfolio to show
- Only showing template demos, not actual client work
- Portfolio full of outdated designs from 2015
Good answer:
“Here are three websites I’ve built for service-based businesses like yours. This one was for a consultant, this one for a coach and this one for a poet. I can walk you through what worked well for each.”
14. Do you have references or testimonials I can check?
Why this matters:
Previous clients tell you what working with this designer is actually like. Did they meet deadlines? Communicate well? Deliver quality work?
What you’re listening for:
Willingness to provide contact details for past clients.
Red flags:
- Refusing to provide any references
- Only showing anonymous testimonials with no verification
- All testimonials from years ago
Good answer:
“Absolutely. Here are testimonials from recent clients on my website. I can also connect you directly with 2-3 clients if you’d like to ask them about their experience working with me.”
15. What happens if you can’t finish my project?
Why this matters:
Life happens. Designers get sick, have emergencies or go out of business. You need a backup plan.
What you’re listening for:
Professional approach to risk management and client protection.
Red flags:
- No contingency plan
- Keeping all files on their personal computer with no backups
- No refund policy if they can’t deliver
Good answer:
“All project files are backed up in the cloud. If something happens to me, you’ll still have access to everything.”
Questions About SEO & Performance
Bonus Question: What SEO setup is included?
Why this matters:
A beautiful website that nobody can find on Google is useless. Basic SEO should be standard, not a £2,000 add-on.
What you’re listening for:
Clear explanation of what SEO work is included in the base price.
Red flags:
- No SEO included at all
- Promising page 1 Google rankings (impossible to guarantee)
- Charging thousands for “SEO setup” that should be basic
Good answer:
“I include technical SEO setup: fast loading speeds, mobile optimisation, proper page titles, meta descriptions and sitemap submission to Google. This gives you a solid foundation. Ongoing SEO content and link building are separate services if you want them later.”
How to Use These Questions
Before the Discovery Call
Send these questions via email to filter out unsuitable designers. Anyone who refuses to answer or gives evasive responses isn’t worth your time.
During the Discovery Call
Ask follow-up questions based on their answers. If something doesn’t make sense, ask them to explain it in plain English.
After the Call
Compare answers across multiple designers. Who was most transparent? Who seemed genuinely interested in your success versus just making a sale?
Red Flags That Mean Walk Away
Even if a designer answers all these questions, watch for these warning signs:
Pressure tactics:
“This price is only available if you sign today” or “I have three other clients waiting for your slot.”
No contract:
Professional designers use clear contracts that protect both parties.
Bad communication:
Taking days to respond to emails or being difficult to reach before you’ve paid is a preview of what’s coming.
No clear scope:
If they can’t tell you exactly what’s included and what costs extra, you’ll end up with surprise bills.
Defensive responses:
Getting annoyed when you ask questions about pricing, timelines or process shows they’re not confident in their service.
Good Answers vs Bad Answers: Quick Reference
| Question | Good Answer | Bad Answer |
| What’s your pricing? | £1,500 for starter package including X, Y, Z | “It depends, we’ll need to discuss your needs” |
| How long will it take? | 3-4 weeks based on your scope | “Depends how fast you provide content” |
| Do I own the website? | Yes, once paid you own everything | “We retain ownership, you pay monthly to use it” |
| What platform do you use? | WordPress, for you to update yourself | “Our proprietary system, you’ll need us for updates” |
| Is mobile design included? | Yes, all sites are fully responsive | “Mobile version is an extra £800” |
What Happens After You Ask These Questions
Best case scenario:
The designer answers clearly, you feel confident about their approach and you move forward with someone who’ll actually deliver what they promise.
Likely scenario:
Half the designers you contact won’t answer properly. They’ll dodge, deflect or give corporate non-answers. Cross them off your list immediately.
Worst case scenario:
You realise nobody in your price range offers what you need. In this case, either adjust your budget or adjust your requirements. At least you know before paying a deposit.
My Answers to These Questions
Since I’m encouraging you to ask tough questions, here are my answers for transparency:
Pricing: £1,500 starter (5 pages), £4,750 premium (10 pages, e-commerce, content writing)
Payment: £300 deposit Starter, £1,500 Premium, remainder due before launch. Payment plans available.
Timeline: 2-3 weeks for starter, 3-4 weeks for premium
Ownership: You own everything once paid. No monthly fees to keep your site online.
Platform: WordPress with Woo Commerce for shops
Process: Discovery call → Design → Development → Revisions → Launch
Revisions: One round included
SEO: Technical SEO included (speed, mobile, meta tags). Ongoing content SEO available separately.
Hosting: First year included
Mobile: Fully responsive on all packages
Support: 7 days post-launch for bug fixes
You can see my full package details, portfolio and client testimonials on my services page.
So… in answer to the 15 Questions to Ask Before Hiring a Website Designer
The designers who answer clearly and confidently are the ones worth working with. The ones who dodge, deflect or get defensive are showing you exactly what working with them will be like.
If you’re looking for a designer who answers these questions with transparency: I specialise in websites for small businesses and side hustles. Transparent pricing from £1,500, realistic 2-4 week timelines, no hidden fees. Get in touch!
Ready to Have Your Website Built?
- Fill out this quick form (takes 1 minute): Website Enquiry Form
- We’ll chat about your project on a quick call (no obligation)
- I’ll review your info
- If it’s a fit, I’ll build your site in 2 to 4 weeks
Book your free consultation here now: Website Enquiry Form
Or have a quick question? WhatsApp me