The Questions to Ask Your Designer Before You Commit (And the Green Flags That Signal a Strategic Partnership)
By Lucy Hoddinott, Bespoke Website and Brand DesignerChoosing a branding and website designer shouldn't feel overwhelming. It should be exciting! This is someone who's going to help shape how the world sees your business, create a visual identity that feels authentically you and build an online presence that works as hard as you do.
Yet for many business owners, the process does feel daunting. You scroll through portfolios, admire beautiful brands and websites, maybe check a few testimonials... and then you make a decision based largely on aesthetics and gut feeling. But this is a big project and usually a significant investment, so you need to feel completely confident in who you're working with.
Lucy Hoddinott, Founder of Lains Creative. Photography by Stories by Chloe
A stunning portfolio is important but it's just one piece of the puzzle when choosing a designer. It shows you what they can create but it doesn't tell you how they work, how they communicate or whether they will truly understand your business.
That's why asking the right questions is so important. The answers will help you find someone who's not just a talented designer but who can truly understand you and your business.
Question 1: Do you include any strategy work before designing?
This question gets to the heart of what kind of designer you will be working with. Are they purely aesthetic focused or do they think about how your brand and website will serve your business goals?
Most designers won't dive deep into strategy during a discovery call (it's an in depth process that happens once you're working together) but they should be able to explain how strategy fits into their approach.
Green flags to look for:
They mention strategy as part of their process. They should be able to explain that strategy comes before design and outline what that phase involves.
They can tell you how much time strategy takes. Even if it's a rough estimate ("We typically spend 1-2 weeks on discovery and strategy"), this shows they've thought through the importance of this phase.
Beautiful design is a huge element of your visual brand identity but without strategy it isn’t always going to be as impactful in the long term.
Question 2: What does your process look like?
Every designer should have a clear, structured process to ensure you feel supported every step of the way.
Green flags to look for:
Clear phases. Discovery, strategy, design, revisions, launch. Each phase should have a purpose and a timeline.
Realistic timelines. They give honest estimates based on project complexity and explain what happens at each stage.
They explain when they need your input. You know upfront when you'll need to review designs, provide content, or make decisions.
If a designer is vague about their process or can't give you a clear timeline then your project with them could be slightly confusing. This doesn’t mean you won’t get the end result you are looking for but it might be a slightly more chaotic process.
Question 3: What will you need from me before the project can begin?
This question helps you understand your role in the process and exactly what your designer will handle vs what your responsibilities will be.
Green flags to look for:
A clear list of deliverables. Organised designers know what they need upfront.
They explain why each item matters. Understanding the "why" helps you prioritise and gather the right information.
Timelines. You should clearly understand what and when you need to get these assets to your designer to ensure the project stays on track.
If a designer says "just send me whatever you have" without giving clear direction then you could experience delays. Clarity upfront saves time and frustration.
Question 4: How do you handle revisions?
This question reveals how collaborative the designer is and also helps you understand what's included in your package and what might cost extra.
Green flags to look for:
Clear revision policy. They tell you how many rounds are included and what constitutes a revision versus a scope change.
They encourage feedback but offer expert guidance. They listen to your input but aren't afraid to push back if a change won't serve your goals.
If the designer is unsure then this could cause confusion towards the end of your project or could end up costing you more money than you realised.
Question 5: What's included after the project launches?
Your relationship with your designer shouldn't end the moment your brand or website goes live. Understanding what post launch support is offered helps you plan for the transition from the designer to you.
Green flags to look for:
Post launch support. Whether it's a week of fixes, a follow up call or a support package.
Training or documentation. The designer teaches you how to make updates, add content or use your brand assets correctly through training sessions or detailed brand guidelines.
Transparent about what's included. You know exactly what you're getting and what costs extra.
Post launch support ensures any issues are caught and fixed quickly as well as making sure you feel confident using your new website.
Question 6: Do I have full ownership and access to make changes after launch?
This is a crucial question that often gets overlooked until it's too late. You need to understand who owns your brand assets and website and what control you will have over them once the project is complete.
Green flags to look for:
You own everything. Your logo, brand colours, fonts, website content. Everything should belong to you once the project is paid for.
Full admin access to your website. You can log in, make changes and manage your site without needing your designer for every small update.
Honest about platform limitations. They're transparent about what you can change yourself and what might require technical help.
Your brand and website are business assets so it’s most likely you will want to own them outright.
Finding the Right Fit
Choosing a branding and website designer isn't just about finding someone with the prettiest portfolio or the lowest price. It's about finding a strategic partner who understands your business, communicates clearly and delivers work that can actually help your business to grow.
The right designer will make you feel guided, confident and excited about your project. They will welcome these questions because they know their process, they are confident in their work and they want to ensure you're a good fit too.
For more insights on what to look for in a designer, check out my recent Instagram post on green flags.
