Guide
How to choose a web agency: 20 questions to ask
Twenty questions that separate agencies that build websites that sell from those that build brochures, plus the answers to look for and the red flags that should end the conversation.
VAULT 33|27 · Updated 12 November 2026 · Reviewed 12 November 2026 · 3 min read
Results and process
| # | Question | A good answer |
|---|---|---|
| 1 | What business result will this website be measured on? | Enquiries, bookings or revenue, not "a modern look" |
| 2 | Can you show work for businesses like mine, and what it achieved? | Real examples, with results they can explain honestly |
| 3 | How do you research my customers and competitors? | A clear method, before any design |
| 4 | What does your process look like, step by step? | Defined stages, approvals and dates |
| 5 | Who will actually work on my project? | Named people, not "the team" |
Content and search
| # | Question | A good answer |
|---|---|---|
| 6 | Who writes the content? | Them, with your input, or a clear plan if you write it |
| 7 | How will you protect my current Google rankings? | A URL map and permanent redirects for every page that matters |
| 8 | How will each page be set up for search? | Titles, structure, internal links and structured data as standard |
| 9 | Will the site work in more than one language if we need it? | Correct structure and native-speaker review, not machine translation |
Quality and technology
| # | Question | A good answer |
|---|---|---|
| 10 | What speed will the site achieve on mobile, and how will you prove it? | Measured before launch, with Core Web Vitals targets |
| 11 | What accessibility standard do you build to? | WCAG 2.2 AA, tested with keyboard and screen readers |
| 12 | What platform will you use, and why? | A reason tied to your needs, not habit |
| 13 | How is the site secured and updated? | A clear maintenance plan |
Enquiries and data
| # | Question | A good answer |
|---|---|---|
| 14 | Where do enquiries go when someone fills in a form? | Into a CRM with the source, not only an inbox |
| 15 | Will calls, forms and chats be tracked? | Yes, with a way to see enquiries by source |
| 16 | How do you handle privacy and cookie consent? | Compliant setup, documented |
Ownership and money
| # | Question | A good answer |
|---|---|---|
| 17 | Who owns the domain, code, design and accounts? | You do, in your name |
| 18 | What happens if we stop working together? | You keep everything and can move freely |
| 19 | What exactly is included in the price, and what is not? | A written scope with exclusions listed |
| 20 | What does it cost after launch? | Clear hosting, maintenance and support costs |
Red flags
- Guaranteed rankings or a "special relationship" with Google. Google itself warns against this.
- The agency registers your domain or accounts in its own name.
- No plan for redirects when replacing an existing site.
- A price with no written scope.
- Portfolios full of beautiful sites with no word about results.
- Pressure to sign before you have seen a plan.
Ask us these same 20 questions. See how we work.
Sources
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