Choosing a web development agency is a significant decision. Your website is often your most important marketing asset, and the wrong choice can cost you months of time and thousands of pounds. This guide helps you navigate the selection process with confidence.
Understanding Your Needs First
Before evaluating agencies, clarify what you actually need. The best agency for a simple brochure site differs from the best for a complex web application.
Questions to Answer Internally
- What's the primary goal? Lead generation, e-commerce, brand presence?
- What functionality do you need? Content management, booking systems, integrations?
- Who will maintain the site? Internal team or ongoing agency support?
- What's your realistic budget? Including ongoing costs
- What's your timeline? Urgent launch or flexible?
Document these requirements before approaching agencies. Vague briefs get vague proposals.
Create a simple one-page brief document outlining your goals, required features, timeline, and budget range. This helps agencies provide accurate proposals and helps you compare apples to apples.
Types of Web Development Agencies
Freelancers
Best for: Simple sites, tight budgets, quick turnarounds
Pros: Lower costs, direct communication, flexibility Cons: Limited capacity, single point of failure, narrower skill set
Small Agencies (2-10 people)
Best for: SME websites, balanced budgets, relationship-focused projects
Pros: Personal attention, diverse skills, reasonable costs Cons: May lack specialists, capacity constraints during busy periods
Large Agencies (50+ people)
Best for: Enterprise projects, complex requirements, large budgets
Pros: Deep resources, specialists available, proven processes Cons: Higher costs, potential for junior staff on your project, less personal attention
Key Evaluation Criteria
Portfolio Quality
Look beyond aesthetics to functionality:
- Do their sites load quickly?
- Are they mobile-responsive?
- Do the designs serve business goals or just look pretty?
- Are clients similar to your business?
Don't just look at screenshots—visit the actual websites. Test them on your phone.
Technical Expertise
Ask about their technology stack:
- What platforms/frameworks do they use?
- How do they approach performance optimisation?
- What's their security track record?
- How do they handle hosting and maintenance?
Modern frameworks like Next.js and React offer significant performance and SEO advantages over older platforms. Ask how an agency stays current with technology trends.
Process and Communication
Understand how they work:
- What's their project management approach?
- How often will you receive updates?
- Who's your day-to-day contact?
- How do they handle changes and feedback?
- What happens if things go wrong?
References and Reviews
Always speak to previous clients:
- Was the project delivered on time and budget?
- How did they handle problems?
- Would you work with them again?
- What would you do differently?
Be wary of agencies who can't provide references.
Red Flags to Watch For
Suspiciously Low Quotes
If one quote is dramatically lower than others, question why. Either they've misunderstood the requirements, they'll cut corners, or they'll inflate costs later.
No Discovery Process
Good agencies invest time understanding your business before proposing solutions. If they jump straight to a quote without questions, they're guessing.
Ownership Concerns
Ensure you'll own:
- The website code
- The domain name
- All content and images
- Access to all accounts (hosting, analytics, etc.)
Some agencies retain ownership to lock you in. Avoid them.
Poor Communication During Sales
If they're slow to respond or unclear during the sales process, expect worse once they have your money. Sales is when agencies are most motivated to impress.
No Ongoing Support Options
Websites need maintenance. If an agency only does build-and-handover with no support options, you'll be stranded when issues arise.
Be especially cautious of agencies promising extremely fast delivery. Quality web development takes time. Rushed projects typically result in problems down the line.
Questions to Ask Agencies
About Their Process
- "Walk me through your typical project process"
- "How do you handle scope changes?"
- "What do you need from us to succeed?"
- "How do you ensure the project stays on schedule?"
About Their Team
- "Who specifically will work on our project?"
- "Do you use any contractors or offshore resources?"
- "What's your team's experience with projects like ours?"
- "Who's our main point of contact?"
About Technology
- "Why do you recommend this platform for our needs?"
- "How will you optimise the site for performance and SEO?"
- "What security measures are included?"
- "How easy will it be for us to make content updates?"
About After Launch
- "What support options do you offer?"
- "What's included in your maintenance packages?"
- "How do you handle emergency issues?"
- "What if we want to move to a different agency later?"
Evaluating Proposals
Compare Fairly
Ensure you're comparing like-for-like:
- Same features and functionality
- Same level of design customisation
- Same hosting arrangements
- Same support inclusions
A cheaper quote might exclude things others include.
Look Beyond Price
Consider total value:
- Agency expertise and reliability
- Post-launch support quality
- Long-term relationship potential
- Risk mitigation
The cheapest option often costs more in the long run.
Payment Terms
Standard arrangements vary, but typical structures include:
- 30-50% deposit to start
- Milestone payments during development
- Final payment on launch
Avoid agencies requiring 100% upfront. Also be cautious of those requiring nothing until completion—they may be desperate for work.
The Selection Process
Create a Shortlist
From initial research, identify 3-5 agencies that seem suitable. More than this becomes unmanageable; fewer limits your comparison.
Initial Calls
Schedule 30-minute discovery calls with each. Assess:
- Do they ask good questions?
- Do they understand your industry?
- Is the communication style a good fit?
- Are they genuinely interested in your project?
Detailed Proposals
Request formal proposals from 2-3 finalists. Allow 1-2 weeks for agencies to prepare thorough responses.
Final Interviews
Meet your top choice (ideally in person or video call) before committing. Meet the team members who'll work on your project.
Making the Decision
The best agency isn't always the cheapest or the one with the flashiest portfolio. Choose based on:
- Capability fit: Can they deliver what you need?
- Communication fit: Do you enjoy working with them?
- Value alignment: Do they care about outcomes or just outputs?
- Risk profile: What happens if things go wrong?
Trust your instincts. If something feels off during the sales process, it'll likely get worse.
Looking for a web development partner that prioritises performance and results? Our web development team builds sites designed to grow your business. Get in touch to discuss your project.