Clarify what you expect from the project
Define the business objective, priority audiences, internal constraints, desired launch window and measures of success. A serious agency will help refine this brief rather than immediately proposing screens or a fixed package.
Assess the quality of the discovery process
Pay attention to the questions being asked. The agency should explore your positioning, customer journey, content, technical environment and commercial priorities. Relevant questions are often a stronger quality signal than a spectacular sales presentation.
Look beyond visual style
A portfolio should demonstrate clarity, consistency, usability and relevance to each client—not the repeated use of one fashionable aesthetic. Ask how strategic, creative and technical decisions were made and what changed for the business.
Require a transparent scope
The proposal should identify deliverables, responsibilities, milestones, approval stages, exclusions and recurring costs. It should explain what happens if the scope changes. Transparency at this stage prevents uncertainty later.
Choose a partner for after the launch
A website continues to evolve. Confirm how maintenance, security, analytics, SEO and future improvements will be handled. The strongest relationship is one in which both sides retain visibility and can make informed decisions over time.
