How to choose a website designer

Written By yazmin patten

If you’ve reached the point where DIYing your website just isn’t cutting it anymore - first of all, this is actually a great thing. That means your business is growing, your goals are bigger, and you’re ready to look the part online. But with so many designers out there (and so many different styles, prices, and promises), how do you actually choose the right one?

Here’s what to look for when you’re searching for a website designer who’ll bring your brand to life - without the stress.

1. Make sure they understand small businesses

A good designer will do more than make your website look nice - they’ll understand what it means to run a small business. That means designing with purpose: making it easy for clients to contact you, book your services, or buy your products.

Ask questions like:

  • “How do you design websites that convert visitors into clients?”

  • “Will I be able to update my site myself afterwards?”

  • “How can we make my brand stand out against competitors?”

A website designer who works with small businesses (and especially service-based ones) will be used to balancing great visuals with practical features.

2. Check what platforms they specialise in

There’s no “one-size-fits-all” platform - and your designer should know that.

If you’re looking for something easy to manage yourself, Squarespace is brilliant for small business owners who want a clean, professional site without constant maintenance. If you run an online shop or plan to sell products, Shopify is often the better option because it’s built for e-commerce.

A good designer will be honest about which platform suits you best. They’ll explain the pros and cons of each, rather than trying to fit you into their preferred system.

3. Look for a strong portfolio (and notice the variety)

It’s not just about how pretty their work looks - pay attention to how each project fits the brand it represents.

A great website designer will tailor every project to the business, not just repeat the same layout with new colours. Browse their portfolio and ask:

  • Does each design feel unique to the brand?

  • Is their work consistent and polished?

  • Do they design in a style that fits the vibe of your business?

If you’re a service-based business in Portsmouth, you want a designer who can create something clean, functional, and unique - not a cookie-cutter template.

4. Read the testimonials and reviews

Reviews are gold. They tell you not just what the designer delivered, but how they worked.

Look for comments about communication, timelines, and after-care. A good website designer will be organised, responsive, and transparent throughout the process - not just at the start.

If you can, ask for real examples of their work in action. For instance, does a past client’s website look professional and easy to navigate? Are they still using it? That’s a sign it’s working well.

5. Make sure they consider your brand identity

Your website isn’t just a digital brochure - it’s a reflection of your brand.
A good designer will look beyond layout and colour, and dive into how your business feels to your audience.

They should ask questions like:

  • What message do you want your brand to communicate?

  • Who are your ideal clients or customers?

  • What do you want people to do when they land on your homepage?

If your designer understands your story, they can create a website that connects emotionally and visually - one that feels you from start to finish.

6. Ask about SEO and mobile design

Even the most beautiful website won’t work if it can’t be found.

Your designer doesn’t have to be a full-blown SEO expert, but they should understand the basics: how to use keywords, meta descriptions, alt text, and clean structure to help your site show up on Google.

And don’t forget mobile. Around 70% of website traffic now comes from phones - so make sure your designer builds mobile-first, not as an afterthought.

7. Think about support after launch

You don’t want to be left in the dark once your site goes live.

Ask what happens after launch:

  • Will they show you how to make small edits yourself?

  • Do they offer maintenance or update packages?

  • Will they be available for future tweaks or redesigns as your business grows?

A designer who offers post-launch support shows they genuinely care about your long-term success - not just ticking off another project.

8. Go with someone who feels like the right fit

This one matters more than most people think. You’ll be sharing ideas, feedback, and brand details for weeks - so find someone whose communication style feels easy and natural.

You don’t have to know exactly what you want (that’s what a designer helps with), but you should feel comfortable asking questions and confident that they get your vision.

Final thoughts

Choosing the right website designer is about more than finding someone creative - it’s about finding someone who understands your goals, your audience, and your business.

A good designer will make the process simple, collaborative, and - dare I say it - fun. They’ll help you create a website that feels like you, but elevated: professional, strategic, and ready to grow with your business.

If you’re a small business owner in Portsmouth looking for a Squarespace or Shopify website designer, I’d love to help bring your vision to life.

✨ Get in touch here and let’s build something beautiful - and functional - together.

yazmin patten