Why This Decision Matters More Than You Think
Your website is your highest-leverage marketing asset. A bad agency choice costs 2-3x the original price when you have to redo it. That is not hypothetical. 60% of the websites we rebuild at Integrity are less than 2 years old. The original agency delivered something that looked fine but did not generate leads, was not optimized for search, or fell apart technically.
"The question I wish every client asked their previous agency: 'Who specifically will be doing the work on my site?' Most agencies sell you on the sales team and then hand your project to a junior developer or an overseas contractor. When the person building your site has never talked to you, the result shows." - Matt Russell, Co-Founder & Creative Director
Agency Evaluation Scorecard
Use this scorecard when evaluating agencies. Score each criterion 1-5, multiply by weight, and compare totals.
| Criteria | Weight | What to Look For |
|---|---|---|
| Portfolio quality (your industry) | High | Sites in your vertical with clear results |
| Team transparency (who does the work) | High | Named team members, in-house vs outsourced |
| SEO included in process | High | Not an afterthought or upsell |
| Client reviews/references | High | 20+ Google reviews, willing to share references |
| Content ownership | High | You own your site, domain, and all assets |
| Discovery/strategy phase | Medium | They ask questions before quoting |
| Post-launch support | Medium | Maintenance plan, not "you are on your own" |
| Clear pricing/scope | Medium | Written proposal with deliverables |
| Platform recommendation rationale | Medium | Recommends based on your needs, not their preference |
| Communication process | Medium | Defined cadence, project management tool |
Red Flags vs Green Flags
| Red Flag | Green Flag |
|---|---|
| Guaranteed page 1 rankings | Shares realistic timeline and benchmarks |
| $500-$1,000 for a "custom" site | Transparent pricing with clear scope ($3K+) |
| No portfolio or will not share references | Published portfolio with results |
| No discovery phase, jumps to design | Strategy and research before mockups |
| Outsources to unnamed overseas team | Named in-house team with bios |
| Template site sold as custom | Explains platform choice and approach |
| Reports full of vanity metrics | Reports on leads, conversions, revenue |
| Will not give you admin access | You own everything, full admin access |
| 12-month mandatory contract | Project-based or short initial term |
| "We handle everything, do not worry" | Transparent process with client involvement |
"When I rebuild sites from other agencies, the technical issues I find most often are: unoptimized images slowing load times by 3-5 seconds, no schema markup at all, broken mobile layouts that were never tested on real devices, and hardcoded content that the client cannot edit. These are basic errors that a professional agency should not make. Fixing them after the fact typically costs $2,000-$5,000." - Matt White, Web Developer
What a Web Design Agency Should Cost
| Project Type | Budget Range | Timeline | What Is Included |
|---|---|---|---|
| Basic small business site (5-8 pages) | $3,000-$8,000 | 4-6 weeks | Design, development, basic SEO, mobile responsive |
| Custom WordPress site (10-20 pages) | $8,000-$25,000 | 8-12 weeks | Custom design, SEO strategy, content, training |
| Ecommerce store | $10,000-$50,000 | 10-16 weeks | Product setup, payment integration, shipping |
| Enterprise/complex site | $25,000-$75,000+ | 12-24 weeks | Custom functionality, integrations, multi-language |
| Monthly maintenance | $100-$500/mo | Ongoing | Updates, security, backups, minor changes |
If an agency quotes under $2,000 for a "custom" business website, they are using a template with minimal customization, outsourcing to low-cost labor, or both. That is not necessarily bad for very simple sites, but it is not custom, and it is not going to perform like a site built by professionals who understand your business.
8 Questions to Ask Every Agency
- Can I see sites you have built in my industry? If they have never built a site for a business like yours, they will be learning on your project.
- Who does the actual work? Get names. Ask if the team is in-house or outsourced.
- What is included after launch? Updates, security, training, support. "Nothing" is not acceptable.
- How do you handle SEO? SEO should be part of the build process, not an afterthought. Ask what specific SEO work is included.
- What platform do you recommend and why? The answer should be based on your needs, not their preference. If they only build on one platform, they will recommend it regardless.
- What is your process and timeline? A clear process (discovery, design, development, testing, launch) indicates professionalism.
- Can I see your Google reviews? 20+ reviews with a 4.5+ rating is a good signal. Fewer than 10 is a concern.
- What happens if I want to leave? You should own everything: domain, hosting account, code, content, and design files.
In-House vs Freelancer vs Agency
Each option has its place. Here is when each makes sense.
- Freelancer: Good for a single project with a clear scope and a budget under $5,000. Risk: single point of failure. If they get busy or disappear, your project stalls.
- Agency: Best for businesses that need strategy plus execution. A team brings multiple skill sets: design, development, SEO, and content. More expensive but more reliable and more capable.
- In-house hire: Makes sense when you have enough ongoing work to justify a full-time salary ($5,000-$10,000+/month). Most small businesses do not have that volume.
Our recommendation: agency for the build, with training so your team can handle day-to-day updates. See our web design services or check our pricing page.
Frequently Asked Questions
How much does a small business website cost?
$3,000-$8,000 for a professional 5-8 page site with custom design, mobile responsiveness, and basic SEO. More complex sites with additional pages, ecommerce, or custom features range from $8,000-$25,000+.
How long does it take to build a website?
A basic business site takes 4-6 weeks. Custom WordPress sites take 8-12 weeks. Ecommerce stores take 10-16 weeks. The biggest variable is content: how quickly you provide copy, images, and feedback.
Should I use WordPress or another platform?
WordPress is the most flexible choice for most business websites. Squarespace works for simpler sites. The right answer depends on your specific needs. Read our WordPress vs Squarespace comparison.
What is included in web design pricing?
A professional proposal should list: number of pages, design mockups, development, responsive design, basic SEO setup, content migration, testing, training, and post-launch support period. If the proposal is vague, ask for specifics.
Do I own my website after it is built?
You should own everything: the domain, hosting account, all code, design files, and content. This should be stated in your contract. If an agency hosts your site on their server and will not give you access, that is a lock-in tactic. Walk away.
How do I know if my website needs a redesign?
Redesign indicators: site is over 3 years old, not mobile-responsive, loads in over 3 seconds, conversion rate below 2%, or you cannot edit content yourself. If your site is not generating leads, start with the fixes in our lead generation diagnostic before committing to a full redesign.
