How to choose a web designer in the UK
Choosing the right web designer can make or break your online presence. This guide will help you ask the right questions, spot red flags, evaluate portfolios, understand pricing, and protect yourself with a proper contract.
The Quick Summary
Why choosing the right web designer matters
Your website is often the first impression potential customers have of your business. A well-designed site builds trust, generates leads, and helps you compete – while a poor one can actively harm your reputation and lose you business.
The web design industry has low barriers to entry, which means quality varies enormously. Some "designers" are hobbyists with basic template skills, while others are seasoned professionals who understand user experience, conversion optimisation, and search engine visibility.
This guide will help you tell the difference and find a web designer who will deliver genuine value for your investment. Whether you're looking for a freelancer or an agency, local or remote, the same principles apply.
What makes a good web designer?
Beyond technical skills, a good web designer should understand your business goals, communicate clearly, meet deadlines, and create a site that serves your customers – not just one that looks pretty. They should be honest about what they can and can't do, and recommend solutions that fit your needs and budget.
Questions to ask a web designer
These questions will help you assess professionalism, experience, and whether they're the right fit for your project.
"Can you show me examples of similar work?"
Ensures they have relevant experience for your type of project.
"Who will actually be working on my project?"
In agencies, the salesperson often isn't the person doing the work.
"What's your design and development process?"
A clear process indicates professionalism and predictable outcomes.
"What's included in the quoted price?"
Avoid surprises by understanding exactly what you're paying for.
"How do you handle revisions and changes?"
Understand the revision policy before you need to make changes.
"What happens after the site launches?"
Know your options for ongoing support and maintenance.
"Will I own the website and code?"
Ensures you can take your site elsewhere if needed.
"Can I speak to recent clients?"
References provide honest feedback about the working relationship.
"What platform do you recommend and why?"
Their reasoning shows expertise and whether they'll choose what's right for you.
"How do you handle project delays?"
Understand expectations if timelines slip on either side.
Pro Tip: Take Notes During Discussions
Keep written records of what's discussed, especially any commitments or promises. This helps avoid misunderstandings and gives you documentation if disputes arise later.
Red flags when choosing a web designer
If you encounter any of these warning signs, proceed with caution – or find someone else.
No portfolio or won't show examples
Any professional designer has work to show. No examples usually means inexperience or that previous clients weren't happy.
Extremely low prices
If it seems too good to be true, it probably is. Cheap work often means templates, offshore outsourcing, or cutting corners that cost you later.
No written contract
Professionals use contracts to protect both parties. No contract means no recourse if things go wrong.
Promising first page Google rankings
No one can guarantee search rankings. This is a common sales tactic that rarely delivers results.
Requiring full payment upfront
Standard practice is a deposit (25-50%) with the balance on completion. Full payment upfront gives you no leverage.
Poor communication from the start
If they're slow to respond or vague during sales, it only gets worse during the project.
Proprietary platforms with lock-in
Some designers use systems you can't take elsewhere. Ensure you can leave if needed.
Unwilling to explain their process
Experienced professionals can clearly explain how they work. Vagueness suggests disorganisation.
Pushing unnecessary features
Good designers recommend what you need, not the most expensive option. Watch for upselling.
No focus on your business goals
A good designer asks about your objectives, not just your aesthetic preferences.
How to evaluate a web designer's portfolio
A portfolio is more than pretty pictures. Here's how to properly assess the quality of a designer's work.
Check that portfolio sites are actually live
Click through and verify the sites still exist and work properly. Non-functional portfolio links are a red flag.
Test sites on mobile devices
Over 60% of web traffic is mobile. If their portfolio sites don't work well on phones, move on.
Run speed tests
Use Google PageSpeed Insights to check portfolio sites. Slow sites lose visitors and rank poorly in search.
Look for variety and specialisation
Variety shows adaptability, but also look for experience in your industry or project type.
Ask about their specific role
In agency portfolios, ask what they personally contributed. They may just be showing team work.
Evaluate the user experience
Is it easy to navigate? Can you find information quickly? Good design serves the user, not just looks pretty.
Check for SEO basics
View page source – are there proper titles, meta descriptions, heading structures? Basic SEO should be standard.
Contact the site owners
If possible, reach out to businesses in their portfolio. Ask about their experience working together.
Want to see our work? View our portfolio of websites for Welsh businesses.
View our servicesUK web design pricing expectations
Understanding typical prices helps you budget appropriately and spot quotes that are too good to be true.
Freelancer - Basic Site
Typical timeline: 1-2 weeks
Typically includes: 3-5 pages, template-based, contact form, basic SEO
Freelancer - Professional Site
Typical timeline: 3-5 weeks
Typically includes: 8-15 pages, custom design, CMS, training
Agency - Professional Site
Typical timeline: 4-8 weeks
Typically includes: Custom design, CMS, copywriting, SEO, project management
Agency - E-commerce
Typical timeline: 6-12 weeks
Typically includes: Online shop, payment integration, product setup, training
Remember: You Get What You Pay For
A £200 website will look and perform like a £200 website. If your online presence matters to your business, invest appropriately. The difference between a cheap site and a professional one is often thousands of pounds in lost leads and sales.
Get an instant estimate for your project.
Use our cost calculatorLocal vs remote web designers
Should you hire locally or cast a wider net? Here's an honest comparison.
Local Web Designer
Local businesses who value in-person relationships and local market knowledge.
Advantages
- +Face-to-face meetings possible
- +May understand your local market better
- +Can visit your premises if needed
- +Supporting a local business
- +Easier to build ongoing relationship
Considerations
- -Limited pool of designers to choose from
- -May have higher overheads
- -Location doesn't guarantee quality
Remote Web Designer
Businesses comfortable with digital communication who prioritise skills over location.
Advantages
- +Larger pool of talent to choose from
- +Often more competitive pricing
- +No geographic limitations
- +Can find specialists in your niche
- +Video calls work well for most discussions
Considerations
- -No in-person meetings
- -Time zone differences (if international)
- -May not understand local market nuances
Our view: The quality of communication and portfolio matters far more than geographic proximity. With video calls, screen sharing, and collaborative tools, location is rarely a barrier to successful projects.
Contract and ownership considerations
Never start a project without a proper written agreement. Here's what to look for.
Your web design contract should include:
- Detailed scope of work (pages, features, functionality)
- Number of design concepts and revision rounds included
- Timeline with key milestones and deadlines
- Payment schedule (deposit, milestones, final payment)
- What happens if the project scope changes
- Ownership of design, code, and content upon completion
- Hosting arrangements and ongoing costs
- Maintenance and support terms after launch
- Cancellation policy for both parties
- Confidentiality and non-disclosure terms
- How disputes will be resolved
- Signatures from both parties with dates
Critical: Website Ownership
Ensure your contract explicitly states that upon full payment, you own:
- •The design and visual elements
- •All code and source files
- •Content you provided or paid for
- •Domain name registration (in your name)
- •Hosting account access and credentials
Avoid proprietary systems that lock you in. You should be able to take your website to another provider if the relationship ends.
Freelancer vs agency: which is right for you?
Both freelancers and agencies can deliver excellent results. The right choice depends on your project complexity, budget, and preferences.
When to choose a freelancer
- Simpler projects: Brochure websites, WordPress sites, basic e-commerce
- Tighter budgets: Freelancers typically charge 30-50% less than agencies
- Personal service: Direct communication with the person doing the work
- Flexibility: Often more willing to accommodate specific requests
When to choose an agency
- Complex projects: Custom applications, large e-commerce, multiple integrations
- Multiple skills needed: Design, development, copywriting, SEO, photography
- Firm deadlines: Agencies have more resources to meet tight timelines
- Long-term support: Agencies are typically more stable for ongoing relationships
A middle ground: small agencies
Small agencies (2-10 people) often offer the best of both worlds: personal service, diverse skills, and reasonable pricing. They're large enough to handle most projects but small enough that you won't be passed to junior staff.
Frequently asked questions
Detailed answers to common questions about choosing a web designer.
What questions should I ask a web designer before hiring them?
Ask about their experience with similar projects, their design process, timeline expectations, what's included in the price, who will actually do the work, how revisions are handled, ongoing support options, and whether you'll own the final website and code. Also ask for references from recent clients and examples of sites they've built that are similar to what you need.
What are the red flags when choosing a web designer in the UK?
Red flags include: no portfolio or examples of work, unwillingness to provide references, extremely low prices that seem too good to be true, no written contract or vague terms, promising unrealistic results, poor communication during initial discussions, using only proprietary platforms you can't take elsewhere, and requesting full payment upfront with no milestones.
How much should a web designer cost in the UK?
UK web designer prices vary widely: freelancers typically charge £500-£3,000 for a small business website, while agencies charge £2,000-£15,000+. Expect to pay £25-75/hour for freelancers and £60-150/hour for agencies. Quality work rarely costs less than £500. Factor in ongoing costs for hosting (£50-500/year) and maintenance (£50-300/month).
Should I hire a local web designer or work with someone remote?
Both options can work well. Local designers offer face-to-face meetings and may better understand your local market, which is valuable for local businesses. Remote designers often have lower overheads and may offer better rates. The most important factors are portfolio quality, communication skills, and reliability – not location. Many successful projects are completed entirely remotely.
How do I evaluate a web designer's portfolio?
Look beyond aesthetics: check if their sites are mobile-responsive, load quickly (use Google PageSpeed Insights), have good SEO structure, and match the client's industry. Verify the portfolio sites are actually live and working. Look for variety that shows adaptability, but also ensure they've done work similar to what you need. Ask about their specific role in each project.
What should be included in a web design contract?
A good contract should include: detailed scope of work, number of pages and features, revision limits, timeline with milestones, payment schedule, ownership of design and code, hosting arrangements, maintenance terms, cancellation policy, and what happens if either party needs to make changes. Never start without a written agreement.
Who owns the website after it's built?
Ownership should transfer to you upon full payment – this includes the design, code, and content. However, some designers use proprietary systems or templates with licensing restrictions. Always clarify ownership in the contract. You should receive all source files, login credentials, and documentation. Avoid arrangements where you're locked in to a specific provider.
How long does it take to build a website?
Typical timelines: basic brochure site (1-2 weeks), professional business site (3-6 weeks), e-commerce site (4-8 weeks), complex custom sites (8-20+ weeks). Delays often come from waiting for client content and feedback, not the design/development work itself. Agree a realistic timeline upfront and understand what might cause delays.
What's the difference between a web designer and web developer?
Web designers focus on visual appearance – layout, colours, typography, user experience, and branding. Web developers write the code that makes the site function. Many professionals do both, especially for WordPress sites. For complex functionality (custom applications, integrations), you'll likely need a dedicated developer. For most small business sites, a designer who can build in WordPress or similar platforms is sufficient.
Should I use a freelancer or a web design agency?
Freelancers offer lower prices, personal service, and direct communication. Agencies provide more resources, diverse skills (design, development, SEO, copywriting), project management, and are often more reliable for ongoing support. Choose a freelancer for simpler projects with tight budgets; choose an agency for complex projects or when you need multiple services.
Looking for a web designer in Wales?
Web Cardiff is a Cardiff-based web design agency serving businesses across Wales. We offer transparent pricing, clear contracts, and websites you'll actually own. Let's discuss your project.
Summary: Choosing the right web designer
Do This
- Ask the right questions before committing
- Thoroughly evaluate portfolios beyond aesthetics
- Get everything in a written contract
- Ensure you'll own the finished website
- Budget appropriately for your business goals
Avoid This
- Choosing based on price alone
- Starting without a written contract
- Paying 100% upfront before seeing work
- Ignoring red flags during initial discussions
- Accepting vague scope or unclear deliverables
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