Web design: what to know

What the job involves, what changes the price, and what to ask a pro.

What web design is

A designer plans and creates the look and layout of your website, choosing colors, typography and page structure so visitors can find what they need on any screen. You need it when a new site is planned, when the current site looks dated, or when it does not work well on phones.

Signs you need it

  • Visitors leave quickly or cannot find the main service or contact details
  • The site looks dated, cluttered or does not match your business
  • The site does not display well on a phone or tablet
  • Your logo, colors and fonts are not used consistently across pages
  • You are starting a business and need a first site that looks credible

What the pro does

  • Reviews your goals, your customers and the pages the site must have
  • Creates a layout plan and a sitemap for the main pages
  • Chooses colors, typography, photo style and spacing that fit your brand
  • Designs the key pages for desktop and phone screens and shares them for feedback
  • Hands over the final design files and the style guide for the next pages

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • The number of pages and how many different page layouts are needed
  • Whether the design starts from a brand kit or a new brand must be created
  • Whether custom illustrations or photography are included
  • The number of revision rounds included
  • Whether a style guide and design files are delivered
  • Whether the designer also writes the copy or only designs the layout

What a written quote should spell out

  • The number of pages and the templates designed
  • The number of revision rounds and how feedback is collected
  • Whether photos, icons, logos or illustrations are included or supplied by you
  • The design files and style guide delivered at the end
  • Who owns the final files and any licensed fonts or images used

Questions to ask before you hire

  • Can I see a portfolio of sites similar to what I need?
  • How many rounds of revisions are included, and what counts as one?
  • Who owns the design files and the fonts when the project ends?
  • Will the design work on phones and tablets as well as desktops?
  • Will you give me a style guide for the pages I add later?
  • Do you design the layout only, or do you also help with the content?

Red flags

  • Shows only template designs with no custom work
  • Will not explain who owns the final files
  • Promises a site in days without asking about the content
  • Uses images or fonts without a license and does not say so

What you can do yourself

Gather your logo, brand colors, the photos you want to use and a list of the pages you need, and note the main things visitors should do on the site. Look at websites you like and say what you like about them. Hire a designer for the layout, the visual system and the mobile design.

Licenses and permits

A license is usually not required for web design. Check with your state or local licensing agency about any business registration that applies, and ask the designer for a portfolio and its contract terms.

Web design questions

Do I need a designer or can I use a template?

A template can be fine for a simple site. A designer helps when the brand must stand out or the site needs a custom flow for customers.

How long does a web design take?

It depends on the number of pages and how fast the content and feedback arrive. Ask the designer for a schedule in writing.

Will the design work on my phone?

It should. Ask the designer to show the phone layouts and test them before the final sign off.

Pro reviewers

Pros who offer web design remotely can improve this guide, like Wikipedia. We check every edit before it goes live. Every approved edit is credited in the edit history and on the pro's profile.

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  2. 2. Pick the pros you want

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  3. 3. They reach out

    They contact you the way you chose: phone, email or in-app messages.

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