When someone searches for a web designer, they’re usually reacting to friction. The site feels outdated, leads aren’t coming in, or the business has outgrown whatever was thrown together early on. The mistake most people make at this stage is assuming the problem is visual. It rarely is.
A website isn’t failing because it isn’t pretty enough. It fails because it doesn’t help a visitor understand what you do, who it’s for, and why they should take the next step—quickly. Design is only effective when it reduces uncertainty. If your site requires explanation in a sales call, the design isn’t doing its job.
One of the biggest things to look for in a web designer is how they talk about decision-making. A strong designer doesn’t start with colors, fonts, or trends. They start with questions: Who is visiting this site? What problem are they trying to solve? What would make them feel confident enough to move forward? If those questions aren’t being asked early, you’re likely paying for surface-level execution.
Another overlooked factor is positioning. Many businesses end up with websites that look fine but sound exactly like everyone else in their market. Generic headlines, vague service descriptions, and stock language don’t just blend in—they actively erode trust. The right designer helps you say less, not more, while still being unmistakably clear. Clarity is what separates a site that gets bookmarked from one that gets closed.
It’s also worth paying attention to how a designer thinks about longevity. A good website isn’t something you redo every year. It should be flexible enough to grow with your business—new offers, new audiences, new priorities—without needing a full rebuild. That requires structure, not just aesthetics.
Finally, the best signal is how the process feels. Hiring a web designer shouldn’t feel like handing your business off to someone who disappears for weeks and returns with a “big reveal.” It should feel collaborative, grounded, and intentional. You should understand why decisions are being made, not just react to them.
If you’re looking for a web designer, don’t just ask to see past work. Ask how they think. The quality of the questions they ask will tell you far more than the portfolio they show.
