Your website is often the first impression prospects have of your business. A poorly designed site costs you conversions, credibility, and growth. A well-designed one builds trust and drives action. Hiring the right web designer—whether freelancer or agency—is one of the highest-impact decisions you can make. But the market is crowded, quality varies widely, and the hiring process can feel opaque.
Key Takeaways:
- Choose freelancer, agency, or platform based on project complexity and budget
- Evaluate portfolios by live sites, not just mockups or screenshots
- Define scope, revisions, and IP ownership in a signed contract before work starts
- Never pay 100% upfront—use milestone-based payments
This guide covers everything you need to know: freelancer vs agency vs platform, how to evaluate portfolios, technical skills to verify, pricing expectations, project scope, contract essentials, and red flags to avoid.
Freelancer vs Agency vs Platform
Freelancer
Pros: Lower cost, direct contact with the designer, flexibility, often faster for simple projects
Cons: Single point of failure, limited capacity, may lack dev or strategy support
Best for: Smaller sites, landing pages, design-only work, tight budgets, straightforward projects
Agency
Pros: Full team (design, dev, strategy), redundancy, process, accountability, broader expertise
Cons: Higher cost, potentially more layers, minimum project sizes
Best for: Complex sites, redesigns, ongoing support, when you want strategy + execution, larger budgets
Platform (Fiverr, Upwork, 99designs, etc.)
Pros: Large talent pool, competitive pricing, escrow, reviews
Cons: Quality varies wildly, communication overhead, less accountability, transactional feel
Best for: Very small projects, design contests, when you're comfortable vetting heavily
For a deeper comparison, see freelancer vs agency. Many businesses start with a freelancer for a simple site and graduate to an agency for a full redesign or ongoing support.
Portfolio Evaluation
A portfolio tells you more than a resume. Here's what to look for:
Relevance
- Industry: Have they designed for your sector? B2B, ecommerce, SaaS—each has different conventions
- Project type: Landing pages vs full sites vs apps—match to your needs
- Scale: Sites with similar complexity to yours
Quality Signals
- Visual design: Clean, modern, on-brand? Or generic templates?
- UX: Can you navigate easily? Are CTAs clear? Does it feel intuitive?
- Technical execution: Does the site load fast? Work on mobile? No broken links or janky interactions?
- Consistency: Do multiple projects show a consistent level of quality, or is it hit-or-miss?
Case Studies Over Screenshots
Prefer designers who explain the problem, approach, and outcome—not just show pretty pictures. Case studies demonstrate strategic thinking and client collaboration.
Live Sites Over Mockups
Anyone can make a pretty Figma mockup. Insist on seeing live sites. Check them on your phone. Test forms and interactions. Mockups hide implementation gaps.
Technical Skills Checklist
Depending on your needs, verify:
- Design tools: Figma, Sketch, or Adobe XD—industry standard
- Responsive design: Mobile-first, breakpoints, touch-friendly
- CMS experience: WordPress, Webflow, Shopify, etc.—if you need to edit content
- Accessibility: WCAG basics, semantic HTML, contrast ratios
- Performance: Image optimization, lazy loading, Core Web Vitals awareness
- Handoff: Can they export specs for developers? Or do they also develop?
If you need design + development: Ensure they have dev skills or a dev partner. A design-only freelancer will leave you finding a developer separately—coordination overhead and potential quality gaps. Many web development agencies offer full-service design and build.
Pricing
Pricing varies enormously by scope, geography, and experience.
Rough ranges (2026):
- Landing page: $500–$3,000 (freelancer) to $2,000–$8,000 (agency)
- Small business site (5–10 pages): $2,000–$8,000 (freelancer) to $8,000–$25,000 (agency)
- Mid-size site (custom design, CMS): $8,000–$25,000 (freelancer) to $25,000–$75,000 (agency)
- Ecommerce, custom apps: $15,000–$100,000+
What affects price:
- Number of pages and templates
- Custom design vs template customization
- CMS and integrations
- Copywriting and content (included or separate?)
- Revisions included
- Ongoing support/maintenance
Get a detailed scope and quote. Use our project pricing calculator to sanity-check estimates. Many design teams use AgencyPro and similar tools to scope projects and share proposals through branded client portals. If a quote seems too good to be true, it often is—either scope is thin or quality will suffer.
Project Scope
Define scope before signing. Ambiguity causes scope creep and disputes.
Include:
- Number of pages and template types
- Design deliverables (wireframes, mockups, revisions)
- Development scope (CMS, integrations, forms)
- Content: who provides it? Copywriting included?
- Revisions: how many rounds? What's a "round"?
- Timeline and milestones
- What's NOT included
- Post-launch: training, warranty, support?
Use a scope of work or scope of work generator to document this. Our guide on preventing scope creep applies directly to web projects—fixed price + vague scope is the main cause of conflict.
Contract Essentials
Before work starts, get a signed agreement that covers:
- Scope: Deliverables, pages, revisions, exclusions
- Timeline: Start date, milestones, launch date
- Payment: Deposit, milestone payments, final payment. Never pay 100% upfront
- Revisions: Number of rounds, what constitutes a round, cost for additional
- IP ownership: When does it transfer? Upon final payment? Upon delivery?
- Kill fee: What if you cancel mid-project?
- Warranty: Post-launch bug fixes—how long? What's covered?
- Support and maintenance: Is it included? At what cost?
Use a design contract or freelance contract as a starting point. Adapt for web-specific terms. Don't skip the contract—handshake deals lead to scope creep and payment disputes.
Red Flags
- No live portfolio: Only mockups or "coming soon"—walk away
- Unwilling to share references: Every good designer has happy clients
- Vague about process: "We'll figure it out" = scope creep waiting to happen
- No contract or refuses contract: Professional designers use contracts
- 100% upfront payment: Standard is 30–50% deposit, rest on milestones
- Overpromising: "We'll rank you #1 on Google" (that's SEO, not design—and it's unrealistic)
- No revision policy: Unlimited revisions = project that never ends
- Poor communication during sales: If they're slow or unclear now, it won't improve
- Template-heavy portfolio: Same structure for every site—may not customize for you
Conclusion
Hiring a web designer is an investment in your brand and growth. Take time to evaluate options: freelancer vs agency vs platform. Review portfolios critically—live sites, relevant experience, case studies. Verify technical skills. Get clear scope and pricing. Use a solid contract. And watch for red flags.
The right designer will understand your goals, ask good questions, and deliver a site that works for your users and your business. The wrong one will cost you time, money, and rework. Use this guide to make an informed choice, and you'll be well-positioned for a successful partnership and a website you're proud of.