How to Choose a Web Designer (Without Getting Burned)

You've decided you need a website. Now you're comparing web designers and everyone's portfolio looks amazing. Their prices are all over the map. And you're not sure what half the technical jargon even means.

I get it. Choosing a web designer shouldn't feel like picking a car mechanic when you don't know anything about cars. But here's the thing: you don't need to be a tech expert to spot a good web designer. You just need to know what questions to ask and what red flags to watch for.

I'm going to walk you through exactly what to look for, what to avoid, and what you should actually be paying in Louisville. No fluff. No sales pitch. Just the straight truth from someone who's been doing this for over a decade.

What Actually Matters in a Portfolio

Most people look at portfolios wrong. They see pretty designs and assume that's what matters. It's not.

Here's what you should actually look for:

• Sites similar to yours: If you're a plumber, look for other service business sites. If they only show restaurant or retail sites, they might not understand your business model.
• Mobile responsiveness: Pull out your phone and check their portfolio sites. If they look broken or hard to use on mobile, that's a problem. 60% of your traffic will be mobile.
• Real business results: Good designers show metrics. "This site increased calls by 40%" or "Online orders went up 25%." If they only talk about how pretty it looks, that's a red flag.
• Case studies with context: Can they explain WHY they made certain design decisions? What problem were they solving? How did they measure success?

That statistic matters more than you'd think. A designer with decent technical skills and great communication will beat a technical genius who disappears for weeks every single time.

The Questions You Should Ask

Skip the generic questions like "What platforms do you work with?" Here's what actually matters:

1. "What's your typical timeline from start to launch?"

Most small business sites take 4-8 weeks. If they say 2 weeks, they're rushing. If they say 6 months, they're either overbooked or inefficient. Neither is good.

For reference, I typically get sites live in 1-2 weeks because I handle both the client communication AND the technical work. No handoffs. No ticket systems. But that's because I've streamlined the process.

2. "What happens after launch?"

This is where a lot of designers disappear. You need to know:

• Who handles hosting and domain management?
• What if something breaks?
• How do you make changes later?
• Do they charge hourly for updates or is it included?

If they hand you a site and walk away, you're on your own when problems come up. And trust me, problems will come up.

3. "How do you handle SEO?"

Don't expect them to rank you #1 on Google right out of the gate. That's not realistic. But they should understand basic on-page SEO like title tags, meta descriptions, mobile-first design, and page speed.

If they say "SEO is separate, we don't do that," be careful. Basic SEO should be built into every site from day one.

4. "Can I see references from past clients?"

If they hesitate or make excuses, that's a red flag. Good designers have happy clients who will vouch for them.

When you call those references, ask specific questions:

• Were they responsive when you had questions?
• Did they meet deadlines?
• Did the site actually help your business?
• Would you hire them again?

"But I Found Someone Way Cheaper"

Yeah, I know. You found someone on Fiverr or Upwork who will build your site for $500. Let me tell you what happens next.

One of three things:

1. You get what you pay for: A site that looks like a template, doesn't work on mobile, and gets zero traffic from Google.
2. The project drags on forever: They're juggling 20 other clients, communication is terrible, and deadlines don't exist.
3. They disappear after launch: Something breaks, you need a change, and they're gone. Now you're stuck with a site you can't update.

Here's the reality of what small business websites actually cost in Louisville:

• One-time project fees: $1,000 to $10,000 depending on complexity
• Monthly plans (design, hosting, updates included): $100 to $300/month
• Hourly rates (for freelancers): $20 to $199/hour

If someone quotes you way below these ranges, ask why. There's usually a catch.

Red Flags That Should Make You Run

I've seen some wild stuff over the years. Here are the warning signs that should make you walk away:

They Can't Explain Their Process

If they can't walk you through how they work, from discovery to launch, they don't have a process. That means your project will be chaotic and unpredictable.

Poor Communication Before You Even Hire Them

If they're unresponsive now, it won't get better after you've paid them. I promise.

Vague Proposals

Good proposals spell out exactly what you're getting:

• Number of pages
• Specific features (contact form, photo gallery, booking system, etc.)
• Timeline with milestones
• What happens after launch
• Total cost breakdown

If the proposal is one paragraph and a dollar amount, that's not a proposal. That's a guess.

They Don't Ask About Your Business Goals

Your website isn't art. It's a tool to help your business get business. If they only ask about your favorite colors and what you want it to look like, they're missing the point.

Good designers ask:

• Who are your customers?
• What action do you want visitors to take?
• What problems does your business solve?
• How do people currently find you?

No Client Testimonials or Reviews

Everyone has to start somewhere, but if they've been doing this for more than a year and have zero reviews or testimonials, something's off.

What You Should Actually Expect

Here's what working with a good web designer looks like:

1. Discovery call: They ask about your business, goals, and what you need the site to do.
2. Clear proposal: Detailed scope, timeline, and cost. No surprises.
3. Regular updates: You're not wondering what's happening. They check in with progress.
4. Your input matters: They listen to your feedback but also explain why certain things work or don't work.
5. Launch isn't the end: They handle the technical stuff, show you how to make basic updates, and stick around for support.

You shouldn't feel confused or in the dark at any point in the process.

The Louisville Advantage

I'm biased, but working with a local web designer in Louisville has real advantages:

• They understand the local market and your competition
• You can meet face-to-face if needed
• They know Louisville neighborhoods, landmarks, and search behavior
• Time zones aren't a problem

A designer in California might be great, but they don't know that Bardstown Road and Baxter Avenue are different areas with different customer bases. A Louisville designer does.

The Bottom Line

Choosing a web designer comes down to three things:

1. Can they show you results, not just pretty designs?
2. Do they communicate clearly and consistently?
3. Do you trust them to stick around after launch?

If you can answer yes to all three, you're probably in good hands. If any of those are a no, keep looking.

And if you're still trying to figure out whether you even need a website or comparing DIY builders versus hiring someone, I've written guides on those too.

At the end of the day, your website is an investment in your business. Don't cheap out on it. But don't overpay for features you don't need either. Find someone who gets your business, communicates clearly, and will still be around when you need them six months from now.

That's what you should look for. And if you want to talk about your specific situation, just call or text me. No pressure, no sales pitch. Just straight answers.