Choosing a web designer is one of the most consequential decisions a small business makes, and most business owners have no framework for evaluating their options. Here is a practical guide based on what actually matters.
Portfolio over promises
The most reliable predictor of what you will get is what they have already built. Ask to see recent work - not a curated "best of" gallery, but their last 5-10 projects.
Look for:
- Sites that load quickly and work well on your phone. - Designs that feel different from each other (not the same template with different colours). - Real Australian businesses similar in size to yours. - Sites that are clearly maintained and up to date.
If a designer cannot show you relevant recent work, that is a red flag.
Questions worth asking
Before you agree to anything, get clear answers to these:
- Who will actually do the work? (Junior, offshore team, or the person you are talking to?) - Do I own the website once it is built? (You should. If not, walk away.) - What happens after launch? (Hosting, updates, support) - What platform are you building on? (WordPress, Shopify, custom - each has tradeoffs) - Can you show me examples of websites you have built for businesses like mine? - What does your process look like from start to finish? - What do you need from me, and when?
Red flags to watch for
- Lock-in contracts on hosting or maintenance. You should always be free to leave. - No clear pricing upfront. "It depends" is acceptable to a point, but you should get a ballpark before any commitment. - Guaranteed page-one Google rankings. Nobody can guarantee that, and anyone who does is either lying or using tactics that will get you penalised. - No interest in understanding your business. A designer who jumps straight to mockups without asking about your customers and goals will build something that looks nice but does not work. - Extremely low prices. A $200 website is a template with your logo swapped in. It will not differentiate you, it will not rank, and you will end up paying someone else to rebuild it.
What to expect on pricing
In Australia in 2025-2026, reasonable pricing for a quality small business website looks something like this:
- Simple brochure site (5 pages): $750 - $2,000 - Business website with blog and SEO (10 pages): $2,000 - $5,000 - E-commerce store: $3,500 - $10,000 - Complex custom builds: $10,000+
Below these ranges, you are likely getting templates or offshore work. Above them, you may be paying for agency overhead. Neither is inherently bad - just know what you are getting.
The ongoing relationship
A website is not a one-off project. It needs hosting, security updates, content updates, and ongoing optimisation. Before you choose a designer, understand what happens after launch.
Ideal scenario: your designer offers transparent, month-to-month hosting and maintenance. You can leave anytime, your site is always yours, and there is a clear scope for what is included.
Worst scenario: you are locked into an expensive hosting contract, you do not own the code, and making changes requires paying through the nose. This is more common than you think. Read the terms.