Recently, I built an ecommerce website for one of Nigeria’s biggest cake makers in the baking industry. I mean, she’s part of the top 3 in Nigeria. When we first talked about her website, she shared her displeasure on how the last web designer created a messy website despite spending thousands of naira, and she ended up abandoning the project.
Dear Business owners,
Hiring a web designer is a lot like choosing a partner for a major project. You need someone competent and dependable, not just the person with the lowest bid or the smoothest sales pitch.
Over the years I’ve built custom websites for businesses of all sizes, and I’ve also helped quite a few owners clean up the mess after a bad hire. If you’re about to pull the trigger on a new site, here are five things I always tell my clients before they sign anything.
1. Avoid designers whose only tool is #Wix, #Squarespace, or any drag-and-drop builder. Those platforms are fine for simple personal sites, but they become a cage as soon as your business grows. A serious designer works with flexible systems (#WordPress with custom development, Shopify for e-commerce, or fully bespoke code) so your site can evolve instead of forcing you to start over in two years.
2. Really look at their portfolio. Don’t just scroll pretty screenshots. Ask for live links, open them on your phone, test the speed, poke around. A portfolio only counts if the actual websites work well in the real world. I take this very seriously, that’s why I always share my #website portfolio (www.clipdigitalmarketing.com/websites) when having first time conversation with prospective clients.
3. Check references. Every good designer has happy clients willing to talk. Google reviews are helpful, but nothing beats a quick call or message to a past client. If someone can’t provide references, that’s a red flag.
In my business, it’s a culture for me to always ask for customer reviews. This boosts my credibility and authenticity that I don’t have to convince you much.
4. Beauty is table stakes. What matters is whether the site makes visitors feel confident, understand your offer immediately, and take action. Ask your designer how they approach #SEO, conversion-focused design, and clear messaging. A beautiful website that doesn’t generate leads or sales is an expensive brochure.
5. Professionalism shows up early. You should get a clear contract, a realistic timeline with milestones, and a defined process for revisions. If they can’t explain exactly how they’ll take you from kickoff to launch, keep looking.
A couple of bonus pieces of advice I give almost every new client:
→ Do not always fall for the cheapest option. A proper business website easily runs into four figures because of the strategy, research, UX planning, and custom design work required. The $100-$150 “deals” you see (especially from overseas providers playing on currency differences) almost always end in disappointment or outright scams.
→ Most web designers are not copywriters, SEO specialists, or branding experts. If you have the funds, budget for those roles separately if you want results, not just a pretty shell. But if your designer can handle those areas, grab them.
→ #Copywriting (the words that sell) is very different from content writing (the words that inform). Don’t let anyone blur those lines.
→ If someone offers you a “free” site, make sure everything is set up in your name and you own 100% of it. Never let them control the hosting or domain, or you’re one disagreement away from losing your entire online presence.
Do the homework upfront and you’ll save yourself a lot of time, money, and headaches. Your website is often the first (and sometimes only) impression people get of your business. Choose the person building it wisely.