I've heard this story too many times. A business owner pays someone to build their website. Things start strong — maybe they see a mockup or two. Then communication slows down. Weeks go by. Emails go unanswered. Eventually, the "designer" disappears entirely, and the business owner is left with half a website, no files, and a lighter wallet.
It happens more than you'd think, especially in smaller markets where there's no shortage of people calling themselves web designers. So how do you avoid it? Here are the questions to ask and the signs to watch for before you hand anyone your money.
Ask to see their own website first
This should be obvious, but I'm amazed how often it gets skipped. If someone is selling web design services, their own website should be good. Not perfect, but clean, professional, and functional. If their site looks like it was built in 2015, or worse, they don't have one at all — that's your first red flag.
Look at their process, not just their portfolio
A nice portfolio means they've done good work before. It doesn't tell you what it's like to actually work with them. Ask about their process. How do they handle communication? What's the timeline? What do they need from you? When do you see drafts? What happens after the site launches?
A designer who can clearly explain their process is a designer who's done this enough times to have one. Someone who's vague or makes it up as they go is someone who's going to cause problems.
Get everything in writing
This is non-negotiable. Before any money changes hands, you should have a clear agreement that covers the scope of work (exactly what's included), the timeline (when you'll see drafts, when the final site is due), the payment schedule (how much upfront, when the rest is due), who owns the site when it's done, and what happens if either party needs to walk away.
If a designer doesn't use contracts, run. I don't care how talented they are. A contract protects both of you. Anyone who resists putting things in writing is someone who doesn't want to be held accountable.
Pay in milestones, not all upfront
A reasonable payment structure is something like 30-50% upfront to start, a payment at a midpoint milestone (like design approval), and the final payment on launch. If someone wants 100% upfront before showing you anything, that's a red flag. You're taking on all the risk while they have no incentive to finish.
Check how they communicate
Send them an email or message before you hire them. How long do they take to respond? Is the response thoughtful or generic? Do they ask good questions about your business, or do they just send a price list?
The way someone communicates before they have your money is the best-case scenario. It only goes downhill from there. If they're slow to respond during the sales process, imagine what happens when they're juggling multiple projects with your deposit already in the bank.
Ask what happens after launch
A website isn't done when it goes live. You'll need updates, changes, maybe new pages down the road. Ask the designer what their post-launch support looks like. Do they offer a maintenance plan? What's their turnaround time for small changes? Will they still respond to your emails six months from now?
The best designers build long-term relationships with their clients. The worst ones build the site, collect the check, and move on.
Trust your gut
If something feels off — if the price is suspiciously low, if the promises sound too good, if the communication feels like pulling teeth — listen to that instinct. There are plenty of good designers out there. You don't have to settle for someone who gives you a bad feeling just because they're cheap or available right now.
Your website is the face of your business online. It's worth taking the time to find the right person to build it.