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You’ve got budget, a timeline, and big expectations. But hiring the wrong website agency can cost you months of delay, wasted spend, and a final product that looks good but underperforms.
Too often, businesses go in trusting the pitch only to discover the team isn’t who they met, the scope isn’t what they thought, and the results don’t deliver. Once the site’s live, fixing things is harder and more expensive. And starting over is painful.
This guide gives you seven smart questions to ask before you sign anything. They’ll help you spot red flags early, compare agencies clearly, and avoid expensive missteps.
Why it matters for your business
This isn’t about pixels and platforms. It’s about:
- ROI: A site that confuses users or loads slowly bleeds potential leads and sales.
- Trust: If your website looks dated or breaks on mobile, people won’t believe you’re credible.
- Efficiency: The right structure means smoother marketing, easier updates, better data.
- Growth: Your site should grow with you, not need rebuilding in a year.
Getting this right is a strategic move, not a technical one. Your website is one of your hardest-working business assets. Treat it that way.
Key Tip: If an agency promises results before they understand your customer or your funnel, be cautious. You can’t guarantee outcomes until you understand the problem. Smart agencies ask questions before they pitch solutions.
The 7 Questions
1. What exactly is included in the scope?
“Website design and build” means different things to different agencies. Always ask for a breakdown. Does it include:
- Copywriting?
- Mobile responsiveness?
- SEO setup (not just a plugin)?
- CMS training?
- Analytics and tracking?
- Hosting or domain setup?
Real example: A local business thought SEO was included, only to find out it meant “we added a plugin.” They had to pay a second agency to fix it.
2. Who’s doing the actual work?
The person who pitches the project might not be the one building it. You need to know who’s on the tools.
Ask:
- Who will be my main point of contact?
- Who’s designing and developing the site?
- Can I meet them before we start?
If you can’t speak directly with the people doing the work, that’s a sign of trouble. You’re hiring expertise, not just a sales process.
3. How do you define success, and when should I expect to see results?
A beautiful site that doesn’t convert isn’t a success. Ask what metrics they’ll focus on: load speed, lead generation, bounce rate, engagement, conversions.
Also, be realistic about timing. A new site might go live in eight weeks, but results (especially from SEO) take longer.
Good agencies will talk about early indicators, set baselines, and explain when to expect traction.
4. Who owns what when it’s finished?
You should own your website outright. That means:
- Your domain
- Your hosting account
- Your CMS (and logins)
- All content and design files
- Any integrations or tools set up for you
Too many businesses have been stuck when an agency controlled their logins, hosting, or site code. Make sure ownership is clear in writing.
5. How do we communicate and manage the project?
You want structure, not chaos. Ask:
- How often will we meet?
- How do you handle feedback rounds?
- What happens if timelines slip?
- What tools do we use to track progress?
Agencies that run projects well can show you their process. If they say “we keep it casual” or “we’ll just email as needed,” push for more detail.
6. What do you need from me, and when?
Many delays come from the client side: missing content, slow feedback, unclear decisions.
Ask:
- What assets do you need from us?
- When do you need them?
- What happens if we’re late?
The more clarity you have upfront, the smoother the build will be. And if you’re not ready with content, consider getting help writing it. A strong agency will offer that too.
7. What happens if we need to pause or part ways?
Sometimes priorities shift. Sometimes fit isn’t right. You need to know:
- What’s the cancellation policy?
- Will we get a refund for unused work?
- Do we get all the work done so far?
This isn’t pessimism, it’s professionalism. If an agency doesn’t have a clean exit process, be wary.
Objections you might hear (and what they really mean)
“Don’t worry, we’ll sort that as we go.” = No process.
“This package is standard for everyone.” = Not strategic.
“We just need a logo and we’ll start building.” = No discovery, no clarity.
“We can’t share who’s on the team.” = Outsourcing, or high turnover.
If something feels vague or rushed, press for answers.
What to do now
Here’s your checklist before you sign anything:
- Ask all seven questions and listen closely to the answers.
- Request the full scope in writing, with line items.
- Meet the actual people doing the work.
- Confirm timelines, responsibilities, and metrics.
- Make sure you own everything once the site is live.
Hiring a web agency is a big decision. These questions will help you make it with eyes open.
And if you want a second opinion before signing anything, get in touch. We’re always happy to review a scope or chat through your options, no strings attached.
