A business website is not only a visual project. It has to communicate value, load quickly, work across devices, support search visibility and make important actions easy. Choosing a web partner therefore requires looking beyond screenshots in a portfolio.
Define the job the website must do
Decide whether the primary goal is lead generation, ecommerce, bookings, credibility, recruitment or information. Identify the highest-value user journeys and the pages required to support them. A design process should begin with those decisions, not with colours and animation.
Evaluate content and information architecture
Ask who is responsible for copy, page structure, photography, migration and redirects. Many redesigns underperform because old content is copied into a new theme without improving the information architecture or search intent.
Make performance and accessibility requirements measurable
Discuss Core Web Vitals, responsive behaviour, image optimisation, semantic markup and accessibility. Ask how performance will be tested before launch and what happens when third-party scripts or heavy media are introduced.
Protect SEO during redesigns
If the site already receives search traffic, URL changes need redirects, metadata should be reviewed and important pages must not disappear accidentally. A redesign should include a migration checklist rather than treating SEO as a plugin installed at the end.
Clarify ownership and maintenance
Confirm access to hosting, domain, analytics, CMS administrator accounts, design files and source code. Ask what ongoing maintenance includes and whether you can move providers without rebuilding the site.
What to confirm before you hire
- Primary conversion goals defined
- Content responsibilities and migration plan clear
- Mobile, speed and accessibility requirements included
- SEO redirect and metadata plan included
- CMS and account ownership documented
- Post-launch support and update process agreed