Hiring the wrong person or team to build your website can be expensive and frustrating. You might end up with a site that looks average, loads slowly, doesn't show in search results, or simply doesn't bring you new clients.
The good news is that you don't need to be technical to hire well. You just need to know what to look for—and what questions to ask. This guide will walk you through how to evaluate freelancers and agencies so you can choose a partner who actually delivers.
1. Start with Your Goals, Not Just “I Need a Website”
Before you speak to anyone, get clear on what success looks like for you:
- Do you want more enquiries and booked calls?
- Do you want to sell products or packages online?
- Do you want a professional presence that builds trust?
A good freelancer or agency will ask you about your business goals, ideal clients, and current challenges before they start talking about colours and layouts. If someone jumps straight into "What pages do you want?" without understanding why, that's a warning sign.
2. Decide: Freelancer vs Agency—Which Is Right for You?
Both freelancers and agencies can produce excellent work. The question is which one fits your project and budget.
Why Freelancers Are Often the Better Choice:
- More affordable: Freelancers typically offer better value for small to medium projects because they have lower overhead costs than agencies.
- Direct communication: You work directly with the person building your website, not through account managers or middlemen. This means faster decisions, clearer understanding, and fewer misunderstandings.
- Personal attention: Freelancers can give your project their full focus. You're not competing with 20 other clients for attention.
- Deep specialisation: Many freelancers focus on specific types of websites or industries, meaning they've solved problems like yours many times before.
- Faster turnaround: Without layers of approval and bureaucracy, freelancers can move quickly and adapt to your needs in real-time.
- Better value: You get professional-quality work without paying for agency overhead, multiple team members, or unnecessary complexity.
When an Agency Might Make Sense:
- Very large projects requiring multiple specialists working simultaneously.
- Complex enterprise systems with extensive integrations and custom requirements.
- When you need ongoing support from a large team across different time zones.
For most small and medium businesses in South Africa—whether you need a brochure site, lead generation website, or e-commerce platform—a skilled freelancer offers the best combination of quality, value, and personal service. Many freelancers, like those at Ninja Tech Holdings, work as small teams when needed while maintaining the direct communication and affordability that makes freelancers so valuable.
3. Check Their Specialisation (It Matters)
Not all web professionals are the same. Some specialise in design and branding, others in development and performance, and others in marketing and conversion.
This is where freelancers often excel: Because they focus on specific niches, many freelancers develop deep expertise in particular types of websites or industries. They've seen the same challenges repeatedly and know what works.
Ask yourself:
- Do they regularly build the type of site I need (service website, e‑commerce, booking site, membership, etc.)?
- Do they understand my industry or audience (local services, B2B, creatives, etc.)?
- Have they worked with businesses similar to mine? (A freelancer who specialises in local service businesses will understand your needs better than a generalist.)
A specialist freelancer who has already solved problems similar to yours will move faster, make better decisions, and deliver better results than someone learning as they go—often at a fraction of the cost of an agency.
4. Review Their Past Projects in Detail
Never skip this step. A portfolio shows you how they think and what they value.
When reviewing past work, look for:
- Clarity: Can you quickly understand what each client does and who they serve?
- Consistency: Do layouts, spacing, and typography feel intentional and professional?
- Mobile view: Visit projects on your phone—do they still look good and work smoothly?
Bonus points if they share the results or outcomes of projects, not just screenshots. That shows they care about conversions, not only visuals.
5. Look at Reviews, Testimonials, and Reputation
Beyond pretty designs, you want to know what it's like to work with them. Check:
- Google reviews and ratings.
- Testimonials on their website.
- Social proof on platforms like Facebook, LinkedIn, or Clutch.
Pay attention to patterns in the feedback:
- Do clients praise communication and reliability?
- Do they mention hitting deadlines and staying on budget?
- Do they talk about real business results (more leads, more sales)?
A strong reputation is one of the best signals that you're dealing with a professional, not a gamble.
6. Evaluate How They Communicate (This Is Huge)
Even if someone is technically brilliant, poor communication can ruin a project. This is one area where freelancers often have a significant advantage.
When you work with a freelancer, you're communicating directly with the person doing the work. There's no game of telephone through account managers, no lost context, and no confusion about who understands your vision.
During the first call or email exchange, notice:
- Do they listen carefully and ask thoughtful questions?
- Can they explain things in simple language without making you feel stupid?
- Do they try to understand your priorities instead of forcing their favourite tools or trends on you?
- Do they respond promptly? (Freelancers often reply faster because they're not waiting for team meetings or approvals.)
You want a partner who can help where you have no idea what to do, guide you through decisions, and turn your ideas into a clear plan—not someone who expects you to know everything upfront. Many freelancers excel at this because they work directly with business owners every day and understand the challenges you face.
7. Ask About Process, Timelines, and Support
A reliable freelancer or agency will have a clear process for:
- Discovery and strategy.
- Design and revisions.
- Development, testing, and launch.
- Support and updates after go‑live.
Don't assume agencies have better processes: Many experienced freelancers have refined their processes over years of working directly with clients. They often have streamlined workflows that eliminate unnecessary steps and delays.
Ask them:
- What does your typical timeline look like for a site like mine?
- How many rounds of revisions are included?
- Who do I speak to during the project if I have questions?
- What happens after launch? (Many freelancers offer ongoing support and are more flexible than agencies.)
A good freelancer will have a clear process and timeline, and they'll be transparent about what's included and what happens after your site goes live.
8. Watch for Red Flags
Some warning signs to be careful of:
- Very low prices with promises that sound too good to be true (often template-based, low-effort builds).
- No written agreement or unclear scope.
- They can't show you live websites they've built.
- They blame "the algorithm" or tools for everything instead of taking responsibility.
Why Many Businesses Choose Freelancers
The best freelancers don't just build websites—they become trusted partners in your business. They understand that your website is an investment in your future, not just a project to complete.
When you work with a skilled freelancer, you get:
- Personal investment: Your success is their success. They're not just completing a task—they're building something that matters to you.
- Flexibility: Freelancers can adapt quickly to your needs, change direction when needed, and work in ways that fit your business, not their corporate structure.
- Long-term relationship: Many freelancers work with clients for years, learning their business deeply and providing ongoing value beyond just the initial project.
- Better value: You get professional-quality work without paying for agency overhead, multiple layers of management, or unnecessary complexity.
The right freelancer should feel like a guide and partner who:
- Asks smart questions about your goals and customers.
- Explains options and trade-offs in plain language.
- Helps you make decisions even when you have no idea where to start.
- Cares about your success, not just completing a project.
That's exactly how we work at Ninja Tech Holdings: we guide you through the entire process—from idea to live website—so you feel confident, not overwhelmed, at every step. As freelancers ourselves, we understand what it takes to build a business, and we bring that same dedication and personal attention to every project.