Choosing a Web Design Agency: Questions to Ask Before Requesting a Quote
Choosing a web design agency should not come down to the prettiest portfolio or the lowest price alone. The right agency is one that tries to understand your business, clearly states what is and isn't included in its proposal, and stays reachable after the site goes live. This guide walks you step by step through the questions to ask before requesting a quote and the points to check when comparing proposals.
I'm İbrahim. Since we founded Diyojen in 2021, I've been at the table for most of our client meetings. Some of the questions in this article came from business owners who asked us directly, and others we learned from situations where we wished someone had asked sooner.
What do references and a portfolio tell you about an agency?
A portfolio shows what an agency is capable of, but on its own it doesn't tell you whether the agency will be a good fit for your business. When reviewing a portfolio, look beyond visual taste and check the following:
- Similar needs: Is there work for your industry or for a need similar to yours? A hotel website, an e-commerce site and a clinic site that takes appointments are very different projects.
- Are the sites still live: Check for yourself whether the sites listed as references actually load.
- Speed: With Google's free tool PageSpeed Insights, you can measure the speed of reference sites in a few minutes.
- Mobile use: Open the sites on your phone and see whether menus, forms and buttons work smoothly.
- Software capability: Does the agency only do design, or can it also handle custom software needs such as reservations, appointments or basic accounting?
At Diyojen, we openly share the work we've done across a range of fields, from boutique hotels to dental clinics and from construction companies to e-commerce sites, on our works page. Whichever agency you talk to, I recommend verifying that the projects in its portfolio are real and live.
What questions should you ask an agency before requesting a quote?
The questions to ask before requesting a quote are the ones that clarify the scope of the work and who is responsible for what. The list below is a checklist you can work through while taking notes during the meeting:
- Who will design the site and who will code it? It matters whether the work will be done in-house or outsourced.
- Ready-made theme or custom design? A ready-made theme is a template that is also used on other sites. A custom design is created from scratch for your brand.
- Who will prepare the copy and photos? Is the content expected from you, will the agency write it, and is a photo shoot included?
- How many revisions do you get? A revision is a round of changes requested before the design is approved.
- Will you be able to update the site yourself? An admin panel is the screen that lets you change text and images without technical knowledge.
- How many languages will the site have? For businesses serving international customers, a multilingual structure should be planned from the start.
- Are basic SEO settings included? Ask whether settings such as page titles, descriptions and a sitemap are part of the proposal.
- How will the process and delivery date work? Find out what will be expected from you at each stage.
- Is there support after launch? Ask who you will contact for bugs, updates and minor edits.
We explain the steps a project follows at Diyojen on our how we work page. An agency that can describe its process in writing is a good sign that the work will be carried out in a planned way.
Who should own the domain, hosting and source code?
The domain should always be registered in the business's own name, and ownership of the hosting, source code and accounts should be clearly stated in the contract. Your domain is your site's address on the internet and part of your brand. If you and the agency part ways one day, your access to these assets should continue without any issues.
| Asset | Whose name it should be in | Why it matters |
|---|---|---|
| Domain | The business's name | You keep control of your address. |
| Hosting account | The business's name, or with the agency under a written transfer clause | The site can be moved if you switch agencies. |
| Source code and design files | Delivery terms written into the contract | Another team can also develop the site. |
| Google Search Console and Analytics | The business's account, with the agency added as a user | Historical data is not lost. |
| Font and photo licenses | Whose name the license is in should be written down | Copyright problems are avoided. |
How should you compare website proposals?
Website proposals should be compared by scope, not by total price. The same figure can cover very different work at two different agencies. When you put proposals side by side, look for these items in each one:
- Number of pages and which pages will be built
- Whether it's a custom design or a ready-made theme
- Number of languages
- Whether content and photo preparation are included
- Number of revisions
- Whether hosting and domain fees are included, and the annual renewal cost
- Basic SEO settings and speed optimization
- Duration and scope of post-launch support
Don't assume an item is included if it isn't written in the proposal; ask, and get the answer in writing. If you're curious about measures of technical quality such as speed, Google's explanation of Core Web Vitals describes in plain terms the criteria a good site is judged by.
Which signs suggest you shouldn't work with an agency?
Agencies that quote a price without listening to your needs, promise guaranteed Google rankings, or don't give clear answers to ownership questions should be approached with caution. The main warning signs are:
- A promise of guaranteed first place: Google's own guide, Do you need an SEO?, clearly states that no one can guarantee a number one ranking on Google.
- A quote given without questions: An agency that doesn't ask about your business, your customers and your goals can't offer you a tailored solution either.
- Unclear ownership: Evasive answers about the domain or source code can cause problems later on.
- No written contract: If the scope, timeline and payment plan aren't in writing, resolving disagreements becomes harder.
- Hard to reach: An agency that is slow to respond even during the sales process may be even harder to reach after launch.
What should you expect from the agency after the site goes live?
Who is responsible for updates, backups, security and minor edits after the site goes live should be clear from the start. Launch isn't the end of a website; it's the moment it starts being used. As visitors use the site, it becomes clear which pages are working and which ones need improvement.
A heatmap is an analysis method that uses colors to show where visitors click on a page and how far they scroll. Tools like Yankee, Diyojen's own product, make it easier to see how the site is actually used. Ask your agency whether you can review the site together using this kind of data after launch.
If you're considering a new website and would like to talk through these questions together, you can take a look at Diyojen's web design service and start the first conversation by telling us about your needs.
In short
- Choosing a web design agency should involve weighing portfolio, scope, ownership and post-launch support together.
- Before requesting a quote, ask about the type of design, who is responsible for content, the number of revisions and the scope of support.
- The domain should be in the business's name; ownership of hosting, source code and analytics accounts should be written into the contract.
- Compare proposals item by item by scope, not by total price.
- Be cautious of agencies promising guaranteed Google rankings; Google clearly states that such a guarantee cannot be given.
Frequently Asked Questions
What is the most important criterion when choosing a web design agency?
The most important criterion is that the agency tries to understand your business and clearly states the scope in its proposal. Portfolio and price matter too, but making a decision before it's clear what is included, who retains ownership and how post-launch support will work can lead to problems later.
Can the domain be registered in the agency's name?
Registering the domain in the business's own name is the healthiest approach. The domain is your brand's address on the internet, and you need to keep control of it if you and the agency part ways. The agency can handle technical tasks as an authorized user on your account.
What is the difference between a ready-made theme and a custom design?
A ready-made theme is a template that is also used on other sites, while a custom design is created from scratch for your brand. A ready-made theme can be set up faster; a custom design fits your brand identity and specific needs better. The proposal should clearly state which one is being offered.
Can an agency guarantee first place on Google?
No, no agency can guarantee first place on Google. Google states this clearly in its guide on Search Central. A good agency explains the work it will do and the metrics it will track instead of offering guarantees.
Do you need to keep working with the agency after the website goes live?
Post-launch support is necessary for most businesses, but its scope should be defined from the start. If the contract states who is responsible for updates, backups, security and minor edits, the site can be used without problems for a long time.
