What to ask an agency before you hire them

Before you hire an agency, ask four things: can they show you real work like yours, what exactly the price includes, who will own the finished site and its accounts, and what happens after launch. Clear, specific answers to those four questions tell you more than any sales pitch. Vague answers are a warning sign, however polished the presentation.

Below is each question, what a good answer sounds like, and what a weak one sounds like.

Can you show me work like mine?

Ask for examples close to what you need: the same kind of business, a project of a similar size, and a site or app that is live today. Open them on your own phone. Do they load quickly? Are they easy to use? Can you tell what the business does as soon as the page opens?

Then ask what the agency did on each project. Some portfolios include work where the agency only handled a small part, such as the logo or one page.

A good answer names the project, says which parts the agency did and which it did not, and sends you a link to the live site. If it has nothing close to your business, it says so and explains which past project is the nearest match.

A weak answer is a slideshow of screenshots, projects that are no longer online, or "we can't share that" for every example.

What exactly does the price include?

Two quotes can look very different because they cover different things. Ask for a written list. Does it include:

• design, or a ready-made template?
• writing or editing your words?
• photos?
• setting up your domain, email forms and analytics?
• training so you can make small changes yourself?
• a set number of rounds of changes, and what extra rounds cost?

A cheap quote that leaves out half of this is not cheap. You pay for the missing parts later, either to the same agency or to someone else.

A good answer is a written quote that lists each item, says what is not included, and says what extra work costs.

A weak answer is a single number with no breakdown, or "we'll sort out the details once we start."

Who owns the website and the accounts?

This is the question most people forget, and it causes the most trouble later. You should own your domain name, your hosting account, your content and, ideally, the code. The accounts should be in your name, with the agency given access to them, not the other way round.

If the agency owns everything and you part ways, you can be left unable to change your own website, or even move it somewhere else.

A good answer is "everything is registered in your name, and we get access as a user." The agency should also tell you how to take that access away if you stop working together.

A weak answer is "we handle all of that for you" with no mention of whose name is on the accounts. Ask directly. If the agency will not put it in writing, treat that as a no.

What happens after launch?

Websites and apps need looking after. Software needs updates, security problems need fixing, and things break when phones and browsers change. Ask:

• Is there a monthly plan, and what does it cover?
• How quickly do you respond if the site goes down?
• What does a small change cost if I am not on a plan?

A good answer describes a plan in plain words: what is checked, what gets updated, how you report a problem, and how soon someone replies. It also tells you that you can make small edits yourself if you want to.

A weak answer is "just call us if anything comes up," with no word on cost or response times. That works until the day something breaks and you find out the price.

How will we work together?

Ask who your contact will be, how often you will hear from them and how you give feedback. Ask for a timeline with dates for each stage and a list of what the agency needs from you, such as your words, photos and logins.

A good agency is clear about your part in the project, because late material from you pushes back the dates.

A good answer names a person, sets a regular check-in, and gives you a timeline that shows where your input is due.

A weak answer is "we're very flexible" and a single launch date with nothing in between.

What warning signs should you watch for?

Some answers should make you slow down, whatever else the agency says:

• A guaranteed top spot on Google, or overnight results. No one controls Google's rankings, so no one can promise them.
• Pressure to sign today to keep a discount.
• No written quote or no timeline.
• Accounts registered in the agency's name.
• Reluctance to show live work or put you in touch with past clients.

One of these on its own may have a fair explanation, so ask about it. Two or more together usually tell you enough.

What should you have ready before you ask?

Write a short list of what you need: the pages, what a visitor must be able to do, your budget range and your ideal launch date. Send the same list to every agency. Then you are comparing like with like, and the answers are easier to set side by side.

It also shows which agencies read what you sent. A reply that deals with your list is a better sign than a standard brochure.

We are happy to answer every one of these questions about our own work. Book a call and ask us.