How to choose the right website designer for your business

Your website is often the first impression potential customers have of your business. A well-designed site builds trust, enhances your brand, and helps convert visitors into customers.

Here’s the thing: many people think choosing a web designer is just about comparing quotes.

If the proposals look similar on paper — “X pages, X collections, X products, copywriting” — they assume the work will be the same. But just like two hairdressers can both offer a “cut and colour” and deliver wildly different results, two designers can deliver completely different websites, experiences, and outcomes.

But how do you find the right website designer to bring your vision to life? Here’s what to look for so you’re not just comparing apples to apples.

1. Define Your Goals and Needs

Before reaching out to designers, get clear on what you need. Ask yourself:

• Do you need an eCommerce site, portfolio, or service-based website?

• What platform do you prefer? (e.g., Shopify, Squarespace, custom-built)

• What features are essential? (e.g., booking system, online store, blog)

• What’s your budget and timeline?

• Are you comfortable with technology?

• Do you need a lot of guidance and support?

Look for someone who can translate your brand identity beautifully and build the site structure to support it, from strategy and SEO through to conversion paths and customer flow. One without the other means you’ll have wasted your money on an underperforming site.

2. Evaluate Their Own Website

A designer’s website is their shopfront. If it’s clunky, confusing, bland or outdated, that’s a red flag. Ask yourself:

• Is it visually appealing and easy to navigate?

• Does it clearly explain their services and process?

• Were you able to find the information you needed quickly?

• Did it make you feel confident about their skills?

3. Look at Their Portfolio

A designer’s past work will tell you a lot about their style, versatility, and experience. Check their portfolio for:

• Websites that have a clean and user-friendly layout

• A variety of styles (or a signature style that matches your brand)

• Do they make you feel something? Evoking an emotional response is what we’re looking for to build a connection.

• Mobile responsiveness

• Experience with your preferred platform (Shopify, Squarespace, Wordpress etc.)

4. Consider Their Location (If It Matters to You)

While working with a designer remotely is common, some businesses prefer a local connection. If you’d like to work with someone in your area:

• Check if they’re based in your city or region (e.g., Brisbane, South-East Queensland)

• See if they offer in-person* consultations or workshops

• Consider whether time zones and communication preferences align

A local designer might have a better understanding of your target market and business landscape.

*it is usually more efficient for clients and designers to work on website design projects remotely rather than have in-person meetings; however, depending on the situation, we are flexible on this. Good tech can offer many benefits over traditional in-person communication.

5. Read Testimonials and Reviews

The best insight into what it’s like to work with a designer comes from their past clients.

• Positive testimonials on their website

• Google or social media reviews

• Case studies showcasing real results

• Can you contact past clients for a reference? I’m not sure why some studios are against this, but I know my past clients wouldn’t mind if you slid into their DM.

6. Ask About Their Process

This is where you’ll start to see the real difference between designers.

Do they have a clear process? Can they explain how the project flows from concept to launch? Will they provide training and support afterwards?

A great designer will guide you with care, clarity, and attention to detail. No matter how comfortable you are with tech, no one wants to be thrown a set of logins and ghosted.

7. Ensure They Understand Your Industry

It’s not essential, but hiring a designer with experience in your industry is a bonus. They’ll already understand your audience and the challenges you face, which can make the process smoother and remove friction in the buying process.

Better yet, look for a designer who also brings real-world business experience to the table. For example, my background as a small business accountant and consultant means I can approach web design from both the creative and commercial angles:

• I design with ROI in mind – every feature, layout, and call-to-action is there to serve your business goals, not just look good.

• I speak ‘numbers’ as well as ‘design’ – so we can talk about your site in terms of value, sales, and customer flow, not just images and colours.

• I see the bigger business picture – meaning I can flag opportunities (or pitfalls) you might miss, from pricing strategy to customer journey gaps or process automation.

A website built through a business lens is backed by ideas and strategies that can strengthen other parts of your business, from niche refinement, pricing tweaks, product offers, and process improvements. The result? A smarter, more efficient business and a site that helps you grow. And who’s going to say no to that?

8. Discuss Pricing and Deliverables Upfront

You’ll get the best solution for your budget if you are transparent about your actual project budget (even if it’s a range). Once you are sent a proposal, make sure you’re clear on:

• The total cost (and whether it’s a fixed rate or hourly)

• What’s included (design, development, SEO, copywriting)?

• Additional costs (maintenance, hosting, updates)

9. Prioritise Communication and Compatibility

Beyond skills, you want a designer who listens to your needs and communicates well. Consider:

• How responsive they are to emails or messages

• Whether they explain things in a way you understand

• If their working style aligns with yours

10. Trust Your Gut Feeling

At the end of the day, choosing a web designer is also about how comfortable you feel working with them. Did they take the time to understand your business? Do they seem genuinely invested in your success? A designer who aligns with your values and vision will make the entire process smoother and more enjoyable.

Final Thoughts

Choosing the right website designer isn’t just about finding someone with great skills—it’s about finding a partner who understands your vision and can bring it to life. Take the time to research, ask questions, and trust your instincts. A great designer will not only create a beautiful website but also ensure it’s functional, user-friendly, and aligned with your business goals.

Need help finding the right designer? Let’s chat about your project!