10 Questions to Ask Before Hiring a Freelance Web Designer

Hiring a freelance web designer is a significant investment—not just financially, but in time, energy, and the future success of your online presence. Choose the right designer, and you'll get a website that drives business results for years. Choose poorly, and you might end up with a expensive mistake that needs to be rebuilt from scratch.

The good news is that asking the right questions upfront can dramatically improve your chances of making the right choice. These 10 questions will help you evaluate expertise, assess fit, and ensure alignment before committing to a freelance web designer.

Question 1: Can I See Your Portfolio and Case Studies?

This might seem obvious, but it's the foundation of your evaluation.

What to Look For

Variety and Relevance

Does their portfolio show diverse projects or just one style repeated? Do they have experience with businesses similar to yours? A designer who's built e-commerce sites for retail businesses understands different requirements than one who's only done service business brochure sites.

Quality Over Quantity

Ten excellent projects mean more than fifty mediocre ones. Look for:

• Visual polish and professional design
• Sites that load quickly and work well
• Thoughtful UX and intuitive navigation
• Mobile responsiveness and cross-browser compatibility

Recent Work

Web design evolves rapidly. A portfolio of sites from 2015 isn't reassuring in 2025. Look for recent projects that demonstrate current skills and modern approaches.

Case Studies, Not Just Screenshots

The best portfolios include case studies that explain:

• The client's challenge or goal
• The designer's approach and solution
• Measurable results (traffic increase, conversion improvements, etc.)

Red Flags to Watch For

• No portfolio or reluctance to share work
• Only template-based sites with minimal customization
• Outdated designs that look like they're from a different era
• No explanation of process or results, just pretty pictures
• Work that's visually impressive but performs poorly (slow loading, poor mobile experience)

Follow-Up Questions

• "Can you walk me through your favorite project and why you're proud of it?"
• "Do you have experience with businesses in my industry?"
• "Can I contact any of these clients for references?"

Question 2: What is Your Design and Development Process?

A professional freelance web designer should have a clear, proven process—not just winging it on every project.

What a Good Process Includes

Discovery Phase

• Understanding your business, goals, and target audience
• Competitive research
• Requirements gathering
• Sitemap and information architecture planning

Design Phase

• Wireframes or mockups for review
• Opportunities for feedback and revision
• Approval before development begins

Development Phase

• Regular progress updates
• Staging site for review
• Testing across devices and browsers

Launch Phase

• Pre-launch checklist
• Training on how to manage content
• Smooth transition from staging to live

Post-Launch

• Support period for bug fixes
• Ongoing maintenance options

Why This Matters

A clear process means:

• You know what to expect at each stage
• There are defined points for feedback and revision
• The project stays organised and on track
• You're not surprised by unexpected steps or costs

Red Flags

• "I just start designing and see where it goes"
• Vague descriptions without clear stages
• No mention of feedback loops or client involvement
• Inability to articulate how they handle revisions or changes

Follow-Up Questions

• "How do you handle scope changes or new requirements mid-project?"
• "What happens if I don't like the initial design direction?"
• "How often will you update me on progress?"

Question 3: What Technologies and Platforms Do You Specialize In?

Not all web technologies are created equal. Understanding what tools and platforms a designer uses reveals a lot about the kind of website you'll get.

Modern vs. Outdated Approaches

Modern Platforms (Good Signs):

• Next.js, React, or other modern frameworks
• Webflow for design-forward sites
• Payload CMS, Sanity, or other headless CMS solutions
• WordPress with modern development practices
• Shopify for e-commerce

Outdated Approaches (Red Flags):

• Sites built with outdated page builders that are slow and difficult to maintain
• Legacy platforms that are no longer actively maintained
• Custom CMS solutions that lock you into dependence on that specific designer
• Resistance to modern technologies without good reason

Matching Tech to Your Needs

Different projects need different solutions:

For Marketing Sites: Next.js or Webflow offer excellent performance and SEO

For E-commerce: Shopify or WooCommerce provide robust, proven solutions

For Content-Heavy Sites: Payload CMS or WordPress offer flexible content management

For Complex Applications: Next.js or React-based solutions provide the needed functionality

A good designer will recommend the right tool for your specific needs, not just whatever they're most comfortable with.

Follow-Up Questions

• "Why do you recommend [specific platform] for my project?"
• "What are the long-term maintenance requirements of this technology?"
• "Will I be locked into using you for updates, or can other developers work on this platform?"

Question 4: How Do You Handle SEO and Performance?

A beautiful website that no one can find or that loads slowly is a failed website. SEO and performance should be built in from the start, not added as an afterthought.

SEO Fundamentals

A competent web designer should address:

Technical SEO:

• Proper heading hierarchy (H1, H2, H3, etc.)
• Semantic HTML markup
• XML sitemap generation
• Robots.txt configuration
• Structured data / schema markup
• Mobile-friendliness
• Page speed optimisation

On-Page SEO:

• Optimized title tags and meta descriptions
• Clean URL structure
• Image alt text and optimisation
• Internal linking structure

Content Strategy:

• Understanding of keyword research
• Guidance on content organization
• SEO-friendly content recommendations

Performance Optimization

Your designer should prioritize:

Core Web Vitals:

• Largest Contentful Paint (LCP) - How quickly main content loads
• First Input Delay (FID) - How quickly the site becomes interactive
• Cumulative Layout Shift (CLS) - Visual stability during loading

Optimization Techniques:

• Image optimisation and modern formats (WebP, AVIF)
• Code minification and compression
• Browser caching strategies
• Content Delivery Network (CDN) usage
• Lazy loading for images and videos

Red Flags

• "SEO is something you add after the site is built"
• "Performance doesn't really matter"
• "Google will just find your site automatically"
• No mention of mobile optimisation
• Unfamiliarity with Core Web Vitals or page speed tools

Follow-Up Questions

• "How do you approach SEO for new websites?"
• "What page speed scores should I expect?"
• "How will you ensure my site ranks well in local search?"

Question 5: What's Included in Your Pricing?

Web design pricing can be opaque. Getting clarity upfront prevents unpleasant surprises later.

What Should Be Included

Design Work:

• Custom design (not just a template with your logo)
• Specified number of design revisions
• Design for all key page types (home, about, services, blog, contact, etc.)

Development:

• Front-end development (HTML, CSS, JavaScript)
• CMS setup and configuration
• Responsive design for all device sizes
• Cross-browser testing

Content:

• Clarify who's responsible for content creation (you or them)
• Image sourcing and optimisation
• Copywriting (if included) or content formatting (if you're providing)

Essential Features:

• Contact forms
• Google Analytics setup
• SEO basics (meta tags, sitemap, etc.)
• Social media integration

Launch:

• Domain and hosting setup (or assistance with your existing setup)
• SSL certificate configuration
• Testing and quality assurance
• Training on how to use the CMS

What's Often Extra

Be clear about these potential additional costs:

• Logo design or branding work
• Professional photography or custom illustrations
• Copywriting and content creation
• E-commerce functionality
• Complex integrations (CRM, payment systems, etc.)
• Ongoing maintenance and updates
• Marketing services (Google Ads, email marketing, etc.)

Hidden Costs to Watch For

• Hosting and domain fees (often marked up significantly)
• "Revision fees" for reasonable feedback
• Separate charges for mobile responsiveness (this should be standard)
• Ongoing licensing fees for themes or page builders

Follow-Up Questions

• "Can you provide a detailed breakdown of what's included?"
• "What would be considered out of scope and charged separately?"
• "Are there any ongoing costs beyond hosting?"
• "What happens if the project takes longer than expected—do costs increase?"

Question 6: How Do You Handle Revisions and Feedback?

How a designer handles feedback often determines whether a project is enjoyable or miserable.

What a Good Revision Process Looks Like

Defined Revision Rounds

Most designers include a specific number of revision rounds:

• 2-3 rounds of feedback on design mockups
• 1-2 rounds on the developed site
• Clear distinction between revisions and scope changes

Structured Feedback Process

• Specific methods for providing feedback (shared document, tool like Figma comments, etc.)
• Timelines for incorporating feedback
• Consolidated feedback rather than dribs and drabs

Collaborative Approach

• Designer explains the reasoning behind design decisions
• Open to feedback but also provides professional guidance
• Finds solutions that address your concerns while maintaining design integrity

Scope Creep vs. Legitimate Revisions

There's a difference between:

Legitimate Revisions: "I'd like the button colour to be blue instead of green"

Scope Changes: "Can we add an e-commerce shop?" (when the original project was a brochure site)

A professional designer will:

• Welcome revisions within the agreed scope
• Clearly communicate when something is a scope change
• Provide quotes for scope additions before proceeding
• Not nickel-and-dime you for minor tweaks

Red Flags

• Unlimited revisions (sounds good but often means amateur designer who lacks confidence)
• Defensive responses to feedback
• Charging for every tiny change
• No clear process for how feedback is provided and incorporated

Follow-Up Questions

• "How many rounds of revisions are included?"
• "What's your typical timeline for incorporating feedback?"
• "How do you distinguish between revisions and scope changes?"
• "What happens if we're just not aligned on the design direction?"

Question 7: What Happens After the Website Launches?

Launching a website isn't the end of the relationship—it's often just the beginning.

Immediate Post-Launch Support

Bug Fixes

Most designers include a post-launch support period:

• 30-90 days for bug fixes
• Resolution of issues that existed at launch (not new feature requests)
• Browser compatibility problems
• Mobile responsiveness issues

Training

You'll need to know how to:

• Add and edit content
• Upload images and media
• Create new pages or blog posts
• Update plugins or perform basic maintenance

Good designers provide:

• Recorded video tutorials specific to your site
• Written documentation
• Live training session(s)
• Follow-up support for questions

Ongoing Maintenance Options

Websites need ongoing attention:

Technical Maintenance:

• Software updates (CMS, plugins, frameworks)
• Security monitoring and updates
• Performance monitoring
• Backup management
• Uptime monitoring

Content Updates:

• Adding new pages or blog posts
• Updating existing content
• Adding new features or functionality
• Design tweaks and improvements

Maintenance Arrangements:

• Ad-hoc hourly support (pay as you go)
• Monthly retainer for regular maintenance
• Annual maintenance packages
• Training you to handle it yourself

Ownership and Access

Clarify from the start:

You Should Own:

• The domain name (registered in your name/business)
• The website source code
• All design files
• Content and images

You Should Have Access To:

• Hosting account credentials
• CMS admin access
• Analytics accounts
• Any third-party services (email, forms, etc.)

Red Flags

• No post-launch support period
• Ongoing fees required just to keep the site running (beyond standard hosting)
• Ownership questions ("Well, I built it, so it's my code")
• Refusal to provide source files or credentials
• Lock-in to expensive ongoing maintenance contracts

Follow-Up Questions

• "What's included in post-launch support?"
• "What are my options for ongoing maintenance?"
• "Will I own the website and have full access to everything?"
• "Can I take the site to another developer in the future if needed?"

Question 8: Do You Have Client References or Testimonials?

Third-party validation provides insight that a portfolio can't.

What to Look For in Testimonials

Specific, Not Generic

Generic: "Simon did a great job. We're very happy."

Specific: "Simon delivered our website two weeks ahead of schedule, and we saw a 45% increase in contact form submissions in the first month. His SEO work helped us rank #1 for our primary keyword within three months."

Specific testimonials tell you what the designer actually excels at.

Addresses What Matters to You

If communication is important, look for testimonials that mention responsiveness and clarity.

If technical expertise matters, look for testimonials that discuss problem-solving and modern approaches.

Talking to Past Clients

If the project is significant, ask to speak with 1-2 past clients:

Questions to Ask:

• "How was the designer to work with?"
• "Did they deliver on time and on budget?"
• "How did they handle challenges or setbacks?"
• "Would you hire them again?"
• "What could they have done better?"

Red Flags

• No testimonials or reluctance to provide references
• Only testimonials from years ago
• Generic praise without specifics
• References who seem coached or overly scripted

Follow-Up Questions

• "Can you provide contact information for 2-3 recent clients?"
• "Are there any clients whose projects were similar to mine?"
• "Have you ever had a project that didn't go well? What happened?"

Question 9: What's Your Availability and Timeline?

Timing can make or break a project.

Realistic Timelines

A typical small-to-medium business website takes:

• Discovery & Planning: 1-2 weeks
• Design: 2-3 weeks
• Development: 3-4 weeks
• Content & Revisions: 2-3 weeks
• Testing & Launch: 1 week

Total: 8-12 weeks for a full custom site

Simpler sites might be faster; more complex sites might take longer.

Beware of Unrealistic Promises

If a designer promises a custom website in 2-3 weeks, they're likely:

• Using templates with minimal customization
• Cutting corners on quality
• Over-promising and will miss deadlines
• Not fully understanding the scope

Factors That Affect Timeline

Designer's Availability:

• Are they juggling multiple projects?
• When can they actually start?
• What's their capacity for your project?

Your Availability:

• Can you provide content promptly?
• Are you available for feedback meetings?
• Do you have decision-making authority or need approvals?

Project Complexity:

• Number of pages and features
• Custom functionality requirements
• Content creation needs
• Integration requirements

Communication Expectations

Clarify:

• How often will you receive updates?
• What's the typical response time for questions?
• Preferred communication methods (email, Slack, phone, video calls)
• Scheduled check-in meetings or ad-hoc as needed?

Red Flags

• "I can start tomorrow and finish next week" (for a complex project)
• Vague timelines without specific milestones
• Inability to commit to any timeline
• Already overbooked but promising to squeeze you in

Follow-Up Questions

• "When could you realistically start my project?"
• "What's a realistic timeline based on my requirements?"
• "What could cause delays, and how do you handle them?"
• "How many other projects will you be working on simultaneously?"

Question 10: How Do You Ensure the Website is Accessible and Mobile-Friendly?

In 2025, accessibility and mobile optimisation aren't optional—they're essential.

Mobile-First Approach

More than 60% of web traffic comes from mobile devices. Your designer should:

Design for Mobile First

• Start with mobile layouts, then expand to desktop
• Ensure touch-friendly interfaces (buttons, forms, navigation)
• Optimize images for mobile load speeds
• Test on real devices, not just browser simulations

Responsive Design Fundamentals

• Fluid layouts that adapt to any screen size
• Readable typography on small screens
• Appropriately sized tap targets
• No horizontal scrolling required

Accessibility Compliance

Web accessibility ensures people with disabilities can use your website. It's also increasingly a legal requirement.

WCAG 2.1 Level AA Standards

Your designer should address:

Visual Accessibility:

• Sufficient colour contrast for readability
• Text that can be resized without breaking layout
• Alternatives to colour-only information

Keyboard Navigation:

• Full site functionality without a mouse
• Visible focus indicators
• Logical tab order

Screen Reader Compatibility:

• Semantic HTML markup
• Alt text for all images
• Proper heading hierarchy
• ARIA labels where appropriate

Forms and Interactions:

• Clear form labels and error messages
• Accessible date pickers and custom controls
• Keyboard-accessible dropdown menus

Why This Matters

Legal Compliance - In many jurisdictions, inaccessible websites face legal risk

SEO Benefits - Many accessibility practices (semantic HTML, alt text, etc.) also improve SEO

Broader Audience - Accessible websites serve more people effectively

Better UX for Everyone - Accessibility features often improve usability for all users

Testing and Validation

Ask how they test for:

• Mobile responsiveness across devices and screen sizes
• Accessibility using automated tools and manual testing
• Cross-browser compatibility (Chrome, Safari, Firefox, Edge)
• Performance on slower connections

Red Flags

• "Everyone uses desktop anyway" (demonstrably false)
• "Accessibility isn't necessary for my industry"
• No mention of responsive design
• Testing only on one device or browser
• Unfamiliarity with accessibility standards

Follow-Up Questions

• "How do you test for mobile responsiveness?"
• "What accessibility standards do you follow?"
• "What browsers and devices will you test on?"
• "How do you handle accessibility for custom interactive features?"

Making Your Decision

After asking these 10 questions, you should have a clear picture of:

✓ The designer's technical expertise and modern approach ✓ Their process and how they'll manage your project ✓ Communication style and how they handle feedback ✓ Pricing structure and what's included ✓ Timeline and availability ✓ Post-launch support and ongoing options ✓ Client satisfaction and reputation

Trust Your Instincts

Beyond the answers, pay attention to:

Communication Quality - Are they clear, professional, and responsive?

Enthusiasm - Do they seem genuinely interested in your project?

Honesty - Are they upfront about what they can and can't do?

Partnership Approach - Do they see themselves as a collaborator or just a vendor?

Cultural Fit - Will you enjoy working with this person?

The Right Freelance Web Designer for You

The right freelance web designer is someone who:

• Has proven expertise in modern technologies
• Follows a clear, professional process
• Communicates clearly and honestly
• Provides transparent pricing
• Prioritizes SEO and performance
• Offers reasonable post-launch support
• Has satisfied clients willing to vouch for them
• Fits your timeline and budget
• Makes you feel confident in their abilities

Ready to Find Your Freelance Web Designer?

If you're looking for a freelance web designer in the UK who can answer these questions confidently and deliver exceptional results, I'd love to talk about your project.

I specialize in modern web technologies (Next.js, Webflow, Payload CMS), SEO-first development, and building websites that drive real business results. I've worked with businesses from small Bristol startups to iconic events like Bristol Balloon Fiesta.

Get in touch to discuss your project. I'm happy to answer these questions and any others you might have. Let's build something great together.