What to Look for in a Web Designer (And What to Avoid)

What a strong portfolio actually shows

Anyone can buy a theme, load a pre-built layout, and add some text and images. That's a website, but it's not design, and it comes with no identity, no distinction, and no voice of its own. A web designer worth hiring shows it in a few specific ways.

Their own site is a proof of skill. Look for something responsive, streamlined, and easy to navigate, not overly simple, which is often a sign the designer produces cookie-cutter work.

They can show real case studies, not just screenshots. A designer who explains the problem a past client had and how the finished site solved it is thinking about outcomes, not just visuals.

They work in more than one tool. Someone comfortable across JavaScript, a CMS, and basic design software can build and launch faster, without waiting on someone else to finish an image or a header.

They hand off something you can actually run. Ask what CMS they use and whether you, or someone on your team, can update text, publish a blog post, or swap an image without calling them first.

Red flags that mean walk away

A designer's own portfolio will tell you more by what's wrong with it than what's right.

No live links, only screenshots. Designers proud of their work link to it. If every project is a static image with no live URL, ask why.

Portfolio links that go to dead or 404 pages. Click through. A link to a site that no longer exists usually means that client's project didn't hold up, and it means the designer hasn't bothered to update their own portfolio either.

Sites that aren't responsive. Pull up their past work on your phone. If you have to pinch, zoom, or scroll sideways to read it, that's the same experience they'll build for you.

No designer credit in the footer of past work. Most designers sign their finished sites. If a site in their portfolio has someone else's name in the footer now, or none at all, that's often a sign the original client didn't keep them on.

What happens after launch

Most web designers finish the site and move on, which leaves updates, content, optimization, and images entirely up to you. That's worth asking about directly before you hire someone: what happens the day after launch?

I bill monthly instead of a lump sum, and I stay on after the site goes live. Hosting and email are included, and so is ongoing SEO content, site optimization, and marketing automation, the kind of work that keeps a site working for a business instead of just existing. Being local makes that ongoing relationship easier too, since we're not coordinating across time zones for something that should take a five-minute call.

Common questions

How can I tell a real designer from someone flipping themes?

Look at their own site first, since it's a proof of skill, then ask for real case studies instead of screenshots. A designer who can explain the problem a past client had and how the site solved it is thinking about outcomes, not just visuals. Tool range matters too.

What are the red flags that mean walk away?

No live links, only screenshots. Portfolio links that go to dead or 404 pages. Past work that isn't responsive when you pull it up on your phone. And no designer credit in the footer of past sites, which often means the original client didn't keep them on.

What should I ask about what happens after launch?

Ask directly: what happens the day after the site goes live? Most designers finish and move on, leaving updates, content, and optimization to you. Also ask what CMS they use and whether you can update text, publish a post, or swap an image without calling them first.

Does hiring local actually matter?

It makes the ongoing relationship easier. I stay on after launch, billing monthly with hosting, email, SEO content, and automation included, and being local means we're not coordinating across time zones for something that should take a five-minute call. That's the work that keeps a site working for a business.