Hiring a web designer is a significant investment — and the wrong choice can mean a frustrating process, a mediocre result, or both. San Diego has no shortage of options, which makes choosing harder, not easier.
Here's what to look for, what questions to ask, and the red flags that should send you running.
Start With the Portfolio
Any designer worth hiring has a portfolio of live work — not just mockups or concept screens. Look at it carefully. Does their aesthetic match what you're looking for? Have they worked with businesses in your industry or adjacent to it? A designer who's built sites for therapists understands the need for warmth and trust. One who's worked with clinics understands the importance of clarity and compliance.
Don't just look at the visuals. Click around. Does the navigation feel intuitive? Does the site load quickly on your phone? Are the calls to action clear? A great-looking portfolio that's slow, confusing, or broken on mobile tells you everything you need to know.
Ask About Their Process
A good designer has a defined process — discovery, design, development, launch — and can explain it clearly. Be cautious of anyone who skips discovery (actually learning about your business, goals, and audience) and jumps straight into design. The best-looking site in the world won't convert if it's not built around your actual customers.
Good questions to ask:
- How do you learn about a client's business before you start designing?
- How many rounds of revisions are included?
- Who writes the copy — do you offer that, or do I provide it?
- What does the handoff look like when the site is live?
Get Clear on What's Included
Before you sign anything, nail down exactly what's in scope and what isn't:
- What's included: Design, development, copywriting, photography, SEO setup?
- What's not included: Hosting, domain registration, stock photography, ongoing maintenance?
- Who owns the files: You should own your website — the design files, the code, and everything on it. Full stop.
- What happens after launch: Is there a warranty period? What does ongoing support look like?
A clear, written scope of work protects both of you. If a designer resists putting the details in writing, that's a red flag.
Red Flags to Watch For
A few things that should give you pause:
- No portfolio of live, clickable sites
- No defined process — just "tell me what you want and I'll build it"
- Your site is locked to their proprietary platform, meaning you can't move it without starting over
- Vague or verbal-only agreements about what's included
- Promises that sound too good: "first page of Google in 30 days"
- No written contract or scope of work
The Right Fit Matters
Beyond skills and portfolio, you'll be working closely with this person through what can be an intensive process. They need to be communicative, responsive, and honest — including when they push back on ideas that won't serve you.
The designer's job isn't just to execute your vision. It's to make your vision better. If someone only tells you yes, find someone who will also tell you why.
"I have been working with Matt since 2017. He helped me build an extremely professional website that I am proud of. He made my website functional, easy to use, and aesthetically appealing. His work speaks for itself." — India Kern
If you're evaluating designers in San Diego, we'd love to be on your list. We'll be straight with you about what your project needs, what it'll cost, and whether we're the right fit.