When vetting a web developer, asking the right questions can help you understand how they approach your project. Their answers can reveal whether they understand your vision, how strong their technical expertise is and whether they can build a secure, responsive website that delivers a strong user experience (UX).
Questions to ask your web developer
Ask potential web developers the following questions to determine whether they’re the right strategic partner for your business.
1. Has the web developer worked on projects with similar goals?
Describe in detail what you want from your website, and ask the developer to repeat it back to you. Clear goals help developers design a site that actually supports your business objectives.
Riley Williams, founder of web design firm Wolf of the Web, emphasized the importance of defining your website’s purpose from the start. “Is it purely a lead-generation website? Or are you looking to improve brand awareness by having an online presence?” Williams said. “It could be multiple reasons, but knowing [that] information can help us design and optimize a website that works for their business.”
Remember that e-commerce sites require a different set of web design skills than “brochure” sites, which aim to share information, not necessarily sell products. That difference matters as online sales keep growing. Online sales accounted for 16.4 percent of total U.S. retail sales in the third quarter of 2025, with e-commerce revenue growing about 5 percent year over year, according to the U.S. Census Bureau. That makes a functional online store increasingly critical for retail growth.
If a potential developer has little experience setting up an online store, that’s a red flag. Limited hands-on experience can lead to delays as they learn new tools and workflows.
A brochure site is primarily designed to generate sales leads, not direct sales. As an example, orthodontists, driving instructors and professional services firms often use brochure websites. 2. What’s the web developer’s research process like?
Your developer should take time to understand your business so they can design a website that supports your goals, not just looks good.
Ask questions about their research process, such as:
- Do they understand your business model and priorities?
- Have they identified your target audience?
- Do they understand what your audience expects from your website, for example, whether visitors want to purchase items, download information or research products?
- Are they familiar with accessibility standards, such as the Web Content Accessibility Guidelines (WCAG), to ensure they’re creating an accessible e-commerce website that all users can navigate?
- Do they understand your brand, and can they help you tell your brand’s story?
- Can they work within your existing brand guidelines?
If your developer doesn’t understand your business, you may end up with a website that feels disconnected from your brand, mission and goals.
Think of website design as a form of marketing. You wouldn’t hire a marketing agency that didn’t understand your customers, so apply the same standard when choosing a web developer.
3. How long does one web development project take to complete from start to finish?
Timelines vary by developer and project scope, but you should have a clear understanding of how long the build will take before work begins. A developer who can’t explain their timeline (or why deadlines matter) may not be the right fit.
Ask for a realistic completion date and the milestones you’ll hit along the way. Find out how delays are managed and what happens if the launch date changes. Clear expectations upfront make it easier to stay on budget and keep your business plans on track.
When hiring a web development professional, consider using one of the
best freelance developer websites. Freelancers often charge less than agencies, but they may take longer to complete projects depending on their workload and availability.
4. What services does the web developer provide?
Many developers bundle web design with related services, so it’s important to understand exactly what’s included in their scope of work. Ask what they handle directly and what you’ll need to manage yourself.
Consider questions like:
List the services you need and confirm the developer can deliver, or identify where you’ll need additional support.
5. What does the web developer’s SEO strategy look like?
Search engine optimization (SEO) affects how easily customers can find your website. It touches everything from site structure and page speed to content and design choices that help your pages rank in search results.
Ask your developer about their SEO experience and how they plan to approach your site. How will they help people find your business in search results? Do they conduct keyword research and follow technical SEO best practices, such as clean site architecture and optimized metadata? If SEO isn’t part of their process, you may need to plan for additional support.
Modern SEO also depends on performance metrics like Core Web Vitals, which Google uses to evaluate page load speed, interactivity and visual stability. Your website should attract visitors, keep their attention and successfully convert leads into customers. If people can’t find your site, none of that happens.
An effective small business
SEO strategy often focuses on specific, lower-competition keywords. For example, a furniture store might target niche searches like "four-seat gray corner sofa" instead of broad terms like "sofa."
6. Can I make edits without the web developer?
Your website shouldn’t be a static snapshot in time. It should grow and change as your business evolves. It’s also not practical (or cost-effective) to rely on a developer for every small update. Ask whether you’ll be able to add pages, update content and make basic edits on your own. Have them walk you through the platform they plan to use and confirm you’ll have the access you need for routine changes.
Aaron Henry, founder and managing director of marketing and web specialist firm FoundEast, emphasized the importance of choosing the right content management system (CMS) early in the process to enable easy updates and edits.
“One of the most important issues we deal with and prepare our web development clients for is which CMS to implement — such as Adobe Experience Manager, WordPress, or a custom HTML CMS,” Henry explained.
However, planning properly for internal website updates is crucial. Henry noted many companies fail to plan for their internal technical capabilities or the potential need for external support.
“We see companies make decisions at the beginning without fully considering the implications — such as whether they have an internal team member that is technically proficient enough to use the CMS; if they do have someone proficient, are they prepared for a handoff if that person leaves; and if they don’t have a person or a team, are they prepared for the recurring cost of maintaining an outside developer or agency.”
7. Does the web developer offer content marketing services?
Some developers offer content marketing services alongside design and development, while others stick strictly to building the site. Ask any potential developer what content work they handle and whether it fits your broader marketing plan.
Well-planned content can help people find your site, understand what you offer and feel confident doing business with you. Search engines also tend to favor sites that publish clear, helpful information, which can improve your visibility over time.
That said, you may not need this service if you already have a content strategy in place or work with a social media manager, marketing agency or in-house team that handles content creation.
8. Can I contact the web developer’s other clients?
If you want an honest perspective on what it’s like to work with a developer, ask for job references and reach out to past clients. Firsthand feedback can help you understand how the developer communicates, handles challenges and delivers on deadlines.
You can also look for positive customer reviews on platforms like Google or Yelp to see how other clients describe their experience. Consistent positive feedback is a good sign, while repeated complaints about missed deadlines or poor communication can be a red flag.
9. What is the web developer’s expectation of my involvement?
Before starting a web design project, decide how involved you want to be. Do you want to review every decision, or would you rather hand off most choices to the developer? Make sure your developer understands your preferences and can adjust their process to match.
According to Tyneshia Dise, owner of the Innovative Design Group, scope creep is a risk when roles and objectives aren’t clearly defined. “Without clear objectives and a way of working together, clients often request additional features or changes,” Dise explained. “This leads to delays, increased costs and client frustration.”
Dise noted that clearly defining your involvement level from the outset can help avoid these issues. “[Defining your role] allows both you and the developer to stay focused on the original plan, reducing the risk of scope changes and ensuring a smoother project outcome.”
10. What does the web developer charge for a project of this scope?
Developers charge different rates depending on the project’s scope, complexity and their experience level. Before you start conversations, set a realistic website budget and determine the maximum you’re willing to spend.
Price shouldn’t be your only deciding factor. Paying more for a well-built site often costs less in the long run than hiring a cheaper developer and paying for fixes later.
Peter Malick of the business development agency InboundAV emphasized the importance of establishing a realistic budget early. “If your business is larger, you will be looking at a significant investment to do it right,” Malick pointed out. “Think $10,000-plus for a small website appropriate for a solopreneur and $40,000-plus for a more substantial build. Add in custom programming, and your budget will likely reach six figures.”
When
negotiating with freelancers or developers, ask them to propose a rate first. If it aligns with your budget, you'll both start the project with clear expectations and mutual confidence.
11. Does the web developer outsource work or handle it in-house?
Some web developers offer a full range of services in-house, while others outsource certain tasks, such as content creation, social media marketing or specialized development work. Outsourcing isn’t necessarily a red flag, as it’s common in web projects, but you should understand who will be working on your site.
Ask whether any work will be subcontracted and how the developer manages outside partners. Poor communication between a developer and subcontractors can lead to delays, unexpected costs or inconsistencies in quality. You should also confirm that subcontractors sign non-disclosure agreements (NDAs) to protect your business data and intellectual property.
If a developer outsources work, research their partners and ask about their qualifications and experience so you know who is contributing to your project.
12. What assets must I provide to the web developer?
Your developer will need branding assets and guidelines, including logo files, fonts and color palettes. You’ll also need to decide who is responsible for additional content, such as website copy, photos, illustrations and other graphics. Some developers and agencies can create these materials for you, but that work will typically be reflected in your project cost.
Malick emphasized how important it is to keep assets and feedback moving throughout the project. “Without an efficient flow of assets and feedback, your new site will suffer,” Malick cautioned. “Many design teams will include a clause in their agreements that ensures the flow of information. Ignore that requirement, and the project will be paused, and the launch will be delayed by months.”
13. What is the project timeline?
Project timelines can shift as requirements change, but delays still affect your budget and launch plans. The longer development takes, the more you’re likely to spend, and a delayed launch means missed opportunities to attract and convert customers online.
Before signing with a developer, agree on the following:
- Key project milestones
- Target dates for each milestone
- The planned launch date
- How you’ll communicate throughout the project (tools, meetings and feedback cycles)
Dylan Forde of Harmonic Designs highlighted the importance of breaking timelines into phases. “We always break them down into phases, varying on project type and complexity,” Forde explained. However, Forde cautioned that client delays can slow progress. “This is why it is my opinion that a client should be ready to provide content as needed and be available for reviews when requested to ensure speedy delivery.”
Ashish Thakkar, SEO and web design lead at developer JVW, stressed that consistent communication is key. “We also request our clients to put up everything on email after we’ve discussed things on the phone so that we have everything on record,” Thakkar explained. “This helps keep everything clear and simple.”
Michael Lorenzana of Southtown Web Design and Digital Marketing agreed that early preparation helps keep timelines on track. “Clients can help streamline development by setting clear objectives and delivering content and branding assets early on,” Lorenzana noted. “Regular updates keep the project on track and ensure the website aligns with their vision.”
14. Does the web developer offer custom and template websites?
Some developers build fully custom websites, while others rely on prebuilt templates. Understanding the difference can help you balance budget, performance and flexibility.
- Template websites: Templates are typically faster and less expensive to launch, but they can come with trade-offs. Many themes include extra features and code you may never use, which can slow down your site. Templates often rely on multiple plug-ins, which can break or conflict over time. And because many businesses use the same themes, your site may look similar to competitors.
- Custom websites: Custom sites are built specifically for your business and typically include only the features and code you actually need. Experienced developers can create lean, efficient builds that load faster and scale more easily. The downside is cost and time, as custom development usually requires a larger investment and longer build cycle.
Whichever approach you choose, make sure your developer is comfortable working with both templates and custom builds and can explain the pros and cons for your specific goals.
Discuss your website's About page with your developer to explore ways it can build trust and familiarity with visitors. 15. How many design revisions does the web developer include?
A developer’s job is to translate your ideas into a functional design, and the first draft may not match your vision perfectly. That’s normal; describing design preferences can be tricky, and it often takes a few iterations to get everything right.
Many developers and agencies include a set number of design revisions in their contracts. Before signing an agreement, confirm how many revision rounds are included and what additional changes will cost. Clear expectations upfront can help you avoid surprise fees and keep the project moving forward.
16. Does the web developer charge by milestone, hourly, or a fixed fee?
Pricing models vary, and the structure you choose can affect both your budget and how the project unfolds. If pricing isn’t spelled out, an initial estimate can shift dramatically once work begins. It’s essential to ask how you’ll be billed before you sign anything.
Consider these common pricing options:
- Hourly pricing: You have greater flexibility if you work with someone who charges by the hour. However, frequent changes increase the likelihood of cost overruns, particularly if you change your mind frequently.
- Fixed fees: Working with a web developer who charges a fixed price can help you stay on budget and on time. However, because the developer is watching the clock, they may spend less time on specific aspects of your website so they hit their time and budget targets. They may have scheduled another project to start right after yours.
- Milestone pricing: Charging by milestone is a happy medium between hourly and fixed fees. You can be a little more flexible with the project’s scope while keeping an eye on your budget.
Forde shared how his agency approaches pricing with clients. “We have only ever approached the ‘be prepared for’ side twice,” Forde shared. “The latter pricing is to account for unexpected complications on our own end (on very custom projects, it’s possible we could simply underestimate the time required to build a feature or other costs, such as API access and hosting), as well as some scope creep. Other than that, once we have the finalized work order, we make it clear that any additions or changes need to be quoted separately.”
