How to Choose a Web Designer in the UK: What to Look For and Red Flags

Choosing a web designer in the UK can feel overwhelming. Search online and you will find agencies promising the world, freelancers on every platform, and offshore teams offering sites for £99. I am a freelancer myself, so I have a perspective on both sides. Here is what I would look for if I were hiring someone to build my business website — and what would make me walk away. The goal is not to find the cheapest option. It is to find someone who will build something that actually works for your business.

What to look for in a good web designer

• A portfolio of real, live websites — not just mockups or template demos
• Clear, honest pricing discussed upfront, not hidden behind a hard sell
• Genuine interest in your business goals, customers, and services
• Understanding of on-page SEO, mobile optimisation, and page speed

Red flags to watch out for

• No portfolio or only showing template demos — where is the real work?
• Prices that seem too good to be true (£50 websites are never good)
• Pressure to sign up immediately with 'limited time' offers
• Vague contracts with no clear deliverables or revision process
• Promises of guaranteed page-one Google rankings — nobody can guarantee that
• Fake testimonials or stock photos presented as real client work
• No mention of mobile design — over 70% of UK traffic is mobile
• They own your domain and will not transfer it if you leave

Questions to ask before you hire

• What is included in the price? (pages, revisions, hosting, SEO setup)
• How long will the project take from start to launch?
• Who owns the website, domain, and content after completion?
• What happens if I need changes after launch?
• Will the site be mobile-friendly and fast-loading?
• Can you show me examples of sites for businesses similar to mine?

Freelancer vs agency: which is right for you?

For most small UK businesses — tradespeople, consultants, local services, sole traders — a skilled freelancer offers the best value. You get direct communication, lower overhead, and a personal relationship. Agencies make sense for larger projects with complex requirements, but you will pay significantly more for a brochure site that a freelancer could build just as well. I publish my pricing openly because I think that transparency should be the norm, not the exception.

Trust your instincts. If a designer communicates clearly, shows real work, and answers your questions without pressure, that is a good sign. If something feels off — vague pricing, no portfolio, guaranteed Google rankings — walk away. Your website is too important to hand to someone who cuts corners. A good designer will welcome your questions, not dodge them.

What a fair contract looks like

A good web design agreement should list exactly what is included: number of pages, revision rounds, timeline, and who owns the domain and files on completion. It should not lock you into years of mandatory hosting or charge extortionate fees to transfer your site elsewhere. If the contract is vague or one-sided, treat that as a red flag equal to a bad portfolio. Always ask who owns the domain — you should.