Choosing a Web Designer for Your Small Business – What Actually Matters
If you’ve started looking for a web designer, you’ve probably noticed something straight away. There are a lot of options.
Agencies. Freelancers. DIY platforms. Templates. Big promises. Dramatic case studies.
It can feel noisy.
But when you strip it back, choosing a web designer for your small business comes down to a few practical things that genuinely matter.
1. Start With What the Website Needs to Do
Before colours. Before layouts. Before logos.
Ask one question:
What does this website actually need to achieve?
Generate enquiries? Book appointments? Sell products? Build credibility? Support networking conversations?
A good designer will talk about structure and outcomes early on. If the focus is purely visual from the beginning, something is missing.
Your website should support how your business works in the real world. Not just look impressive on a screen.
If you’re unsure, a structured session to clarify positioning and audience before design even begins can save a lot of rewriting later. That’s exactly why I offer a Website Clarity Session.
2. Look Beyond the Visual Design
Design matters. First impressions count.
But clarity matters more.
Is it obvious who the business is for?
Is the main message clear within seconds?
Is there a clear next step?
Is the navigation intuitive?
Structure comes before style. A well-designed website guides visitors naturally from interest to action.
If a designer talks about user journeys, positioning and above-the-fold messaging, you’re likely in safe hands.
3. Understand the Platform Decision
Many small business owners don’t realise how important the platform choice is.
For most service-based and growing businesses, platforms like Squarespace strike a sensible balance. Hosting, security and performance are integrated. Content is easy to update. SEO foundations are built in.
The alternative can sometimes mean unnecessary complexity, ongoing technical costs, or reliance on a developer for small changes.
The best platform isn’t the most powerful one on paper. It’s the one that fits your business realistically and can evolve with you.
If you’re weighing up options, you can read more about why I build small business websites on Squarespace
4. Be Clear on Costs and Scope
Website pricing varies for a reason.
Cost is usually influenced by:
Number of pages
Level of customisation
E-commerce or booking functionality
Copywriting support
SEO inclusion
Ongoing maintenance
For small businesses, a professionally built website typically sits somewhere between a simple starter package and a full agency build.
What matters most is transparency. You should understand what’s included, what isn’t, and how the site will be handed over.
A website should feel like an investment in growth. Not a financial mystery.
If you're wondering what a realistic budget looks like, you can see what a website typically costs.
5. Think About SEO From Day One
Search engine optimisation isn’t a bolt-on extra.
Clear page structure, relevant headings, mobile optimisation, page speed and thoughtful internal linking all influence how well your website performs locally.
If local customers matter to you, your site needs to clearly state who you serve and where you operate. That sounds obvious, but it’s often overlooked.
Strong SEO foundations built during the design stage are far more effective than trying to fix things later.
6. Local or National – Does It Matter?
Some business owners prefer working with someone nearby. Others are happy to collaborate remotely.
In practice, communication and understanding matter more than postcode.
A local designer may understand your regional market better. But clarity, capability and reliability are what make a project run smoothly.
Choose someone you feel comfortable speaking openly with. That tends to matter more than geography.
7. Startups vs Established Businesses
If you’re launching something new, clarity is everything.
New businesses often try to say too much. A good designer will help simplify the message, define the audience and map the structure before design begins.
Established businesses face a different challenge. Legacy messaging. Evolving services. Multiple audiences.
In both cases, the website should reflect where the business is now. Not where it was five years ago.
So What Actually Matters?
When choosing a web designer, ask yourself:
Do they understand my business model?
Are they asking thoughtful questions?
Are they focused on outcomes, not just appearance?
Do I feel confident they’ll guide the process properly?
A good website is not about trends. It’s about clarity, structure and steady growth.
If you’d like an honest conversation about whether your current site is working as hard as it should, you can book a free website review or simply get in touch for a straightforward chat.
No pressure. Just clarity.
