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.
Freelancer advantages:
- Often more affordable for smaller projects.
- You usually communicate directly with the person doing the work.
- Can be very specialised (e.g. only WordPress, only Shopify).
Agency advantages:
- Access to a team (design, development, copy, SEO, strategy) instead of one person doing everything.
- More likely to have defined processes and long-term support.
- Better suited for bigger or more complex projects.
If you're a small business needing a solid brochure or lead-gen site, a good freelancer or small agency like Ninja Tech Holdings can be ideal. For larger custom systems, consider a more established agency team.
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.
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.)?
A specialist who has already solved problems similar to yours will move faster and make better decisions than someone learning as they go.
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. 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?
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.
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.
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?
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.
Choosing a Partner Who Feels Like a Guide, Not Just a Vendor
Ultimately, the right freelancer or agency should feel like a partner in your business. They should:
- Ask smart questions about your goals and customers.
- Explain options and trade-offs in plain language.
- Help you make decisions even when you have no idea where to start.
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.