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Once you’ve narrowed down a shortlist of web design agencies, the real work of vetting begins. This is where a lot of businesses either get it wrong (going with whoever seems friendliest on the sales call) or overcomplicate it (writing a 40-page RFP for a five-page website). Here’s a more useful middle path.
Don’t just look at whether the sites are visually appealing — click through them. Are they fast? Do they work well on mobile? Is the navigation intuitive? A portfolio full of screenshots can hide a multitude of real-world usability problems that only show up when you actually use the site.
Reviews are useful for spotting patterns — repeated complaints about missed deadlines or poor communication are a real signal. But be skeptical of agencies with suspiciously uniform five-star reviews and no critical feedback at all; that’s sometimes a sign of incentivized or filtered reviews rather than an honestly earned reputation.
For most small and mid-sized business projects, a formal RFP is overkill — a clear conversation about goals, budget, and timeline gets you further, faster. RFPs make more sense for larger organizations, government entities, or complex multi-stakeholder projects where a documented, comparable process is genuinely needed.
Ask for a reference you can actually contact, not just a portfolio link. Ask what happens if the timeline slips — a serious agency will have a real answer, not deflection. Ask how revisions and scope changes are handled, since this is where a lot of client relationships sour later. These are the same fundamentals we cover in our broader guide to choosing a web design company.
Is it reasonable to ask for references?
Absolutely — a legitimate agency should be able to connect you with at least one past client willing to speak honestly about their experience.
Should I be worried if an agency doesn’t have a formal RFP process?
Not necessarily — a formal RFP process matters more for large or complex projects. For most small and mid-sized businesses, a clear conversation is often more useful than paperwork.
David Celestin is a diplomat, creator and entrepreneur. You can access his articles here, or his community here. You can also visit his store here. And don't forget to book your business consultation with his team.
David Celestin is a diplomat, creator, and entrepreneur, founder of DAVIDCELESTIN.COM, a platform for individuals to learn, grow, and help each other and which is all about strategies and tools to help you! Our ultimate goal is to empower individuals.
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