A website is one of the most visible investments a business makes, and the agency you choose shapes everything from how it looks to how well it sells and how easy it is to change later. Portfolios only tell part of the story. These 15 questions help you compare agencies on what actually matters, and spot problems before you sign.
If you're still deciding between an agency, a freelancer and an in-house hire, start with agency, freelancer or in-house.
Before you ask: send the same brief
Give every agency the same brief, so you're comparing like with like. Our guide to writing a website brief includes a template.
Process and team
1. "What's your process, from first call to launch?"
Look for discovery, design, build, testing and launch stages, with clear points where you review and approve.
2. "Who will actually work on my project?"
Will you meet the designers and developers, or only a salesperson? Ask about their experience with projects like yours.
3. "How do you handle changes during the project?"
Every project changes. A good answer has a clear, fair process; see managing scope creep.
4. "How will we communicate, and how often?"
Weekly updates, a shared project space and one point of contact are good signs.
Evidence
5. "Can you show work similar to ours, with results?"
Case studies with real numbers, such as conversion rates, traffic or load times, are worth more than pretty screenshots.
6. "Can I speak to a past client?"
Confident agencies are happy to connect you.
Ownership and technology
7. "Who owns the domain, hosting, code and design files?"
The answer should be you. See our website handover checklist.
8. "Which platform would you recommend for us, and why?"
Beware agencies that recommend the same platform for every client. See Next.js vs WordPress and custom website vs website builder.
9. "Will I be able to update content myself?"
Ask for a demo of editing a page.
Quality
10. "How do you handle SEO, especially if you're replacing an existing site?"
Redirects, metadata and technical SEO should be part of the plan. A redesign without redirects can lose rankings; see 301 vs 302 redirects.
11. "How do you make sites accessible and fast?"
Look for WCAG 2.2 AA and Core Web Vitals in their process; see our accessibility checklist.
12. "How do you test before launch?"
Devices, browsers, forms, payments, accessibility and real users.
Money and support
13. "What exactly is included in the price, and what isn't?"
Content writing, photography, stock licences, plugins, hosting and training are common extras.
14. "What happens after launch?"
Warranty period, maintenance options, response times and how future changes are priced.
15. "How will we measure whether the site worked?"
An agency that talks about goals, baselines and results is thinking about your business, not just the build; see measuring website ROI.
Running the selection process
A simple timeline keeps it moving:
| Week | Step |
|---|---|
| 1 | Write the brief; shortlist 5–6 agencies from referrals, portfolios and reviews |
| 2 | Send the brief to 3–5; offer a short call to answer questions |
| 3–4 | Receive proposals; check references for your top two |
| 5 | Meet the finalists' actual team; agree scope and price |
| 6 | Sign and kick off |
Rushing this to save two weeks often costs months later.
Understanding pricing models
| Model | How it works | Best for | Watch out for |
|---|---|---|---|
| Fixed price | One price for an agreed scope | Clear, well-defined projects | Rigid change process; padded quotes |
| Time and materials | Pay for hours used | Evolving products | Budget drift without regular reporting |
| Retainer | Monthly fee for ongoing work | Continuous improvement after launch | Unused hours; unclear priorities |
| Fixed budget, flexible scope | Budget fixed, features swapped by priority | Most website projects | Needs good prioritisation |
Ask each agency which model they propose and why it suits your project.
What a good proposal includes
- A summary of your goals in their own words, showing they understood
- A recommended approach, not just a feature list
- Clear scope, assumptions and exclusions
- A timeline with milestones and your responsibilities
- Who will work on it, with relevant experience
- Price, payment schedule and what's included
- How changes are handled
- What happens after launch
A proposal that simply repeats your brief back with a price at the bottom suggests the agency hasn't thought about your business yet.
Questions agencies should ask you
Good agencies interview you too. Expect questions like: Who are your customers? What does success look like in a year? What's held you back so far? Who decides? What's your budget range? An agency that asks nothing is likely to build exactly what you said, not what you need.
Red flags
- They'll own your domain, hosting or code
- No discovery: a fixed price before understanding your business
- No relevant case studies or references
- Pressure to sign quickly, or prices that change after signing
- No mention of SEO, accessibility or testing
- No plan for support after launch
Comparing proposals
| Agency A | Agency B | Agency C | |
|---|---|---|---|
| Understanding of our goals | |||
| Relevant case studies | |||
| Process and communication | |||
| Ownership terms | |||
| What's included | |||
| Timeline | |||
| Support after launch | |||
| Price |
How Zelvorm answers these questions
We publish our process, show case studies with real numbers, and give clients ownership of what they pay for. Our AI features make the hard parts visible: a Launch Probability Cone instead of a guessed date, a Cost-of-Delay Clock on every decision and a Handover Twin after launch. Start with a free AI Project Blueprint for scope and timeline.
The short version
Send every agency the same brief, then ask about process, team, evidence, ownership, technology, SEO, accessibility, testing, what's included, support and how success is measured. Choose the agency that understands your goals and gives clear answers, not just the lowest price.
