Comprehensive Web Designer Hiring Checklist
Section 1: Understanding Web Design Service Types
Determine which type of service you need:
Web Designer/Webmaster (primarily focused on appearance)
Web Design Company (established multi-person firm with diverse skills)
Web Development Company (focused on code and functionality)
Section 2: Business Stability Verification
Verify company structure and stability:
Ask how many people work for the company
Determine if they use W2 employees or contractors
Confirm workers are based in the United States (not offshore)
Verify how long they've been in business
Check if they have a proper corporate structure (LLC, etc.)
Confirm they charge appropriate sales tax (if applicable in your state)
Section 3: SEO Expertise Evaluation
Assess the designer's SEO knowledge:
Ask about their SEO experience and philosophy
Request examples of websites they've optimized
Verify they implement proper title tags (keyword-rich, not generic)
Examine their approach to strategic navigation structure
Confirm proper use of heading tags (H1, H2, H3)
Evaluate their keyword implementation strategy
Review their URL structure approach
Check their content quality standards (non-AI, substantial information)
Assess their internal linking strategy
Verify their understanding of backlink preservation
Run their reference sites through an SEO audit tool (should score above 75)
Section 4: SEO-Specific Questions
Ask these technical SEO questions:
"How will you structure the title tags and meta descriptions?"
"What's your approach to heading tags and keyword implementation?"
"How will you handle URL structures if this is a redesign?"
"What internal linking strategy will you implement?"
"How will you preserve our existing backlinks and SEO equity?"
"Can you show me examples of sites you've built that rank well?"
"What metrics do you track to measure SEO success?"
Section 5: Platform and Ownership
Clarify website platform:
Confirm if they use WordPress (preferred for SEO flexibility)
If using another platform, verify their technical SEO capabilities
Verify ownership arrangements:
Confirm you will own the website completely
Ensure domain purchased through direct domain seller (not Wix/Squarespace)
Verify domain will be registered in your name
Confirm you'll have access to domain login credentials
Ensure you'll have access to hosting account (billing and admin)
Verify you'll have WordPress admin access (or other CMS)
Section 6: Digital Asset Management
Clarify ownership and setup of digital assets:
Google Analytics (who sets up, who owns the account)
Google Search Console (who sets up, who owns the account)
Google Business Profile (who sets up, who manages)
Social media accounts (who creates, who has access)
Section 7: Updates, Maintenance, and Access
Understand ongoing support and maintenance:
Verify you'll have ability to make changes yourself
Clarify their update/maintenance service options
Understand their retainer plans (if applicable)
Confirm pricing structure for future updates
Verify process for software/plugin updates
Understand emergency support procedures
Clarify response times for urgent issues
Section 8: Red Flags to Watch For
Be alert to these warning signs:
Designer prioritizes aesthetics over function
Lack of knowledge about technical SEO elements
Proposing to change URL structures without redirects
Suggesting removal of substantial content
Using generic terms in navigation
Overreliance on JavaScript
Limited or vague examples of successful SEO work
Inability to explain their SEO approach clearly
No plan for preserving existing SEO value
Section 9: Other Considerations
Verify the designer understands and balances:
Visual appeal for visitor engagement
User experience and intuitive functionality
Technical soundness for search engines
Content-rich approach for ranking opportunities
Strategic site structure
Understand the potential financial impact:
Cost of losing SEO rankings
Cost of paid advertising if organic traffic diminishes
Potential cost of SEO recovery work