Most businesses choose an agency by looking at its portfolio. The portfolio matters, but it shows you how the agency designs; it doesn't show what happens after launch, who will own the site, or who you'll reach when something breaks. Problems with agencies often come up in exactly that second group.
So ask the questions below at the quote stage, ideally in writing. Under each one we've noted what a good answer looks like. As an agency, we're ready to hear every one of them too.
Portfolio and reference questions
1. What's the most recent project you did for a business like mine in sector or size?
A good answer is one or two concrete examples and a few sentences on what was difficult in that project. It doesn't have to be the same industry; similar needs (bookings, listings, multiple languages) matter more.
2. Can I talk to the owner of one of the portfolio sites that are still live?
A good answer is a reference shared with that client's permission. It may feel awkward to ask, but former clients are the best way to learn whether an agency's relationships last.
3. Did your team design these, or were ready-made themes used?
Using a ready-made theme isn't a flaw in itself. We work with ready-made sites too. What matters is honesty. A good answer says clearly which parts are ready-made and which were adapted or custom-built.
Ownership and access questions
This section is the most important on the list.
4. Whose name will the domain and hosting be registered in?
A good answer: yours. The agency can get access for setup, but you should own the account.
5. When the project ends, what will I receive: site files, database, admin access?
A good answer is one where what gets handed over is written explicitly in the quote or contract. In some models the site stays on the agency's platform and moving it is limited; you need to know that up front.
6. If I want to work with another agency one day, how does that work?
A good answer is a calm, clear explanation: what gets handed over, how long it takes, whether it costs anything. If you can't get a clear answer, discuss the lock-in risk separately. We covered site ownership in detail in a separate post.
Technical platform and speed questions
7. Which platform will the site be built on, and why that one?
A good answer is based on your needs, not the agency's habits. Neither “we build everything on WordPress” nor “never WordPress” is an answer on its own.
8. Can I see the site's mobile speed score and Core Web Vitals at handover?
A good answer comes from an agency that puts this on its handover checklist. Guaranteeing a specific score may be hard, but refusing to measure isn't a good sign.
9. After launch, can I change content such as text, images and prices myself?
A good answer is a process where you're shown an admin panel and given a short walkthrough. Having to email the agency for every small change raises costs and lets the site go stale.
SEO and content questions
10. Which SEO settings will be in place at launch?
A good answer is a concrete list: page titles and descriptions, a sitemap, Search Console setup, image alt text, redirects. The sentence “we build SEO-friendly sites” doesn't say much on its own.
11. If you rebuild my current site, what happens to the Google rankings of the old pages?
This is a commonly skipped question in redesign projects. A good answer mentions a plan to redirect old URLs to new ones. Without it, part of the traffic built up over years can disappear quickly.
12. Who will write the copy?
A good answer is clear: you, the agency, or the agency for an extra fee? If it stays vague, the project can stall for weeks waiting for content.
Post-launch support and maintenance questions
13. Is there a free support period after launch, and what does it cover?
A good answer states the period and scope in writing. It also matters that it defines the difference between a “bug fix” and a “new request”.
14. Do you offer maintenance, and what's included in the monthly fee?
A good answer is itemised: updates, backups, security checks, small content changes, a support channel. The scope needs to be written down as much as the fee.
15. If the site goes down or gets hacked, who do I contact, how, and how quickly will I hear back?
A good answer includes a person or channel and a timeframe. “Message us and we'll take a look” isn't an answer.
Warning signs
Some signs need attention regardless of what the answers say:
- A quote with no scope, just a total price
- Promises nobody can keep, such as “guaranteed first page on Google”
- Insisting on registering the domain in the agency's name
- Avoiding a written quote or contract
- No written payment plan or delivery schedule
- Pressure instead of answers: “This price is only valid today”
If you want to compare agencies with freelancers, we weighed up the pros and risks of both models in a separate post. Whichever you choose, put the answers in writing; we listed useful contract clauses there as well.
Blog posts are for general information only and are not a substitute for legal, financial or technical advice.