Want to know if a web designer is any good? Watch what they ask you. A designer who shows up with templates and starts moving things around without asking questions is a red flag. A designer who asks thoughtful, specific questions understands that your website is about your business, not about showing off design skills.
Here are the questions a good designer should ask. If yours isn't asking these, it might be time for a conversation.
About Your Business
Before designing anything, your designer needs to understand what you actually do.
- What problem do you solve for your customers?
- How long have you been in business?
- What's your competitive advantage?
- Who are your top three competitors and what do you do differently?
- What's your company culture and values?
- Are you the decision-maker or do you need to consult others?
About Your Goals
A good designer wants to know what success looks like. They're not just building a website—they're helping you achieve a business outcome.
- What's the main goal for your website? (Generate leads? Sell products? Build authority?)
- What does a successful outcome look like in specific numbers? (10 leads per month? €20,000 in sales per year?)
- What are your secondary goals?
- How will you measure whether the website is working?
- What happens if this website is a huge success?
- What would failure look like?
About Your Audience
Your website isn't for you—it's for your customers. A good designer asks about them.
- Who is your ideal customer? (Demographics, psychographics, income level, pain points)
- How do they currently find solutions? (Google? Referrals? Social media? LinkedIn?)
- What's their biggest concern or objection when deciding to work with you?
- What language do they speak? (Technical jargon? Everyday language? What tone resonates?)
- Are they on mobile or desktop when searching for you?
- Do you have any customer testimonials or success stories?
Prepare answers to these questions before your first meeting with a designer. Designers who understand your business goals and target audience from day one build better websites faster. This preparation saves time and leads to better outcomes.
About Your Content
Content drives everything. A good designer wants to know what you have to work with.
- Do you have existing content, brand materials, or a logo?
- Who will be responsible for creating new content?
- Do you want a blog? How often would you update it?
- Do you have customer testimonials, case studies, or success stories?
- What key messages need to be front and centre on your site?
- What's the story your website needs to tell?
About Your Maintenance
Your designer should think about life after launch. How will you manage your website?
- Will you be updating content yourself or hiring someone?
- Do you want the site built in WordPress, Webflow, Wix, or custom code?
- What level of technical knowledge do you have?
- Will you need ongoing support after launch?
- How often do you want to update your website?
- Do you plan to grow your site with new sections or features later?
Be brutally honest about your budget range upfront. A good designer will adapt their approach to deliver the best possible result within your budget rather than upselling features you cannot afford. This transparency leads to better projects and stronger working relationships.
About Your Technical Needs
Different business goals require different technology. A good designer asks.
- Do you need e-commerce? (If yes, how many products?)
- Do you need to integrate with your CRM, email marketing, or accounting software?
- Are there SEO requirements? (Want to rank for specific keywords?)
- Do you need a membership area or restricted content?
- Are there compliance or security requirements? (GDPR, PCI for payments?)
- Do you need multi-language support?
About Your Budget and Timeline
Money and time matter. A designer should understand your constraints.
- What's your budget? (Be honest—a good designer will work with what you have)
- When do you need this live?
- Is there flexibility on timeline or budget?
- Are there seasonal considerations? (When do you need to launch for maximum impact?)
- Are there planned improvements you might make after launch?
About Your Current Situation
If you have an existing website, your designer should understand what's working and what's not.
- Do you currently have a website? If yes, what's working and what's not?
- What feedback do your customers give about your current online presence?
- Are you getting any leads or enquiries from your current website?
- What would frustrate you if we replicated it in the new design?
- Do you have analytics from your current site?
Designers who never ask about your competitors are a red flag. If they don't research who you're competing against, they cannot design a website that stands out in your market. Good designers always analyse the competitive landscape first.
Red Flags: Questions They DON'T Ask
If your designer isn't asking these types of questions, be cautious:
- They don't ask about your goals or success metrics
- They show you templates before understanding your business
- They don't ask about your target audience
- They don't ask about budget or timeline constraints
- They jump straight to design aesthetics without discussing strategy
- They don't ask about your content or technical needs
- They assume they know what you need without asking
- They treat your website like a design portfolio piece rather than a business tool
Assuming the designer already understands your industry. Even experienced designers need you to explain what makes your specific business different and who your ideal customers actually are. Don't assume—communicate clearly.
The Discovery Process Should Feel Like a Conversation
A good discovery call isn't interrogation—it's a conversation. Your designer should listen more than they talk. They should take notes, ask follow-up questions, and show genuine interest in understanding your business.
After a discovery call with a good designer, you should feel like they understand your business, your customers, and what you're trying to achieve. You should feel confident they know how to help you.
What information should I prepare before meeting a web designer?
You should have clear answers about your business, goals, audience, and budget. Our guide on how to write a web design brief covers everything you need to prepare.
How do I know if a web designer is the right fit for my project?
A good fit designer asks thoughtful questions, listens carefully, and understands your business. Learn more in our article on what to watch out for in web design contracts.
Not Sure If You're Asking the Right Questions?
Our guide to writing a web design brief covers the information you should have ready. And our guide to choosing a web designer covers the other questions you should be asking them.
Find a Designer Who Asks the Right Questions
A good designer listens first and designs second. Let's have a conversation about your project.
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Founder of Web Design Ireland. Helping Irish businesses make smart website investments with honest, practical advice.