How to Choose a Web Agency: Ten Questions Worth Asking

Every agency says it's strategic, results-driven and client-focused. Those words carry no information. These questions do.

1. Who will actually do the work? Ask for names. A rotating cast of account managers is a flag.
2. What will you recommend against? A good partner can tell you what you don't need. If the answer is 'nothing', be careful.
3. How do you scope? Clear scope, stated assumptions and a defined deliverable beat a vague monthly retainer.
4. Who owns the work? You should own your domain, your content, your code and your analytics accounts, in writing.
5. What happens after launch? Who patches, who fixes, who answers the phone, and what does that cost?
6. How do you measure success? Expect business outcomes (enquiries, sales), not only rankings and traffic.
7. What platform will you use, and why? The answer should reference your needs and maintenance, not their preference.
8. Can I see how you think? Look for plain-English explanations, written audits and real examples, not just polished screenshots.
9. What do you need from me? Honest agencies are explicit about time, content and decisions.
10. What if it doesn't work? You want a clear, calm answer about how problems are handled.

Red flags

• Guaranteed rankings, guaranteed leads or 'number one' claims
• Fixed packages that ignore your actual situation
• Pressure to sign before anyone has looked at your site
• Lock-in contracts and hosting arrangements that hold your site hostage

How we answer these is laid out on our about page and in how we quote. If you're comparing options more broadly, see freelancer vs agency vs in-house.