Yes, and any web designer worth hiring will agree quickly. Ask to see live websites they have built, not just screenshots, and ask for two or three past clients you can speak to directly. Hesitation on either request tells you something before you have spent a cent.
Seeing previous work shows you what a designer can produce. Speaking to past clients shows you what it is actually like to work with them. You need both, so here is how to do each one properly.
How to review a portfolio properly
Look at live sites, not mock-ups
A screenshot can be a concept that was never built, or a design that looked nothing like it after launch. Ask for live addresses. Open them on your phone as well as your computer, fill in a contact form, and notice how quickly the pages load. A live site shows you the finished product, not the pitch.
Find work that looks like your project
Range is less useful than relevance. If you need a service business site that generates enquiries, a gallery of fashion stores proves little. Look for projects of a similar size and with similar features: online bookings, quote forms, a store or a large number of service pages.
Ask what they actually did
A portfolio piece might be a full build, a redesign, design only, or a template someone else coded. Ask, for each project you like, what their role was and who else was involved. A straight answer here is a good sign in itself.
Check that the work is current
Recent projects show what the team can do now, not five years ago. It is also worth checking whether older portfolio sites are still live and still looked after. A trail of neglected sites says something about what happens after launch.
How to run a reference call
Ask the designer to connect you with two or three clients whose projects resemble yours. Fifteen minutes on the phone is usually enough. These questions get past the polite answers:
- What did the project involve, and did it finish close to the agreed date and budget?
- When something went wrong or changed, how did they handle it?
- How easy were they to reach during the project?
- What has the website done for your business since launch?
- Are you still working with them? Why, or why not?
- Would you hire them again for the same job?
Listen for specifics. “They were great” tells you nothing. “They flagged a problem with our booking system before it went live and fixed it without charging us” tells you plenty.
Why a reference call beats a portfolio on its own
A portfolio shows output. It cannot show whether deadlines were kept, whether the designer listened, or whether the client had to chase every update. A conversation with someone who has been through the process fills that gap, and you can ask follow-up questions in a way no written testimonial allows.
Online reviews have their place, but they are short and one-way. A reference call is a two-way conversation with someone who has nothing to sell you.
Red flags to watch for
- Screenshots only, with no live links.
- Every project supposedly covered by confidentiality, so nothing can be shown.
- References who turn out to be friends or family rather than paying clients.
- Reluctance to put you in touch with anyone at all.
- Portfolio sites with another agency’s credit in the footer.
Any one of these can have an innocent explanation. Two or more together is a pattern worth taking seriously.
If you want a starting point, you can browse our recent work and see the live sites for yourself. Hold us to the same standard you would hold anyone else.
Frequently asked questions
How many references should I ask a web designer for?
Two or three is plenty. Ask for clients with projects similar to yours, and at least one whose project finished in the past year so you hear about the team as it works now.
Is it rude to ask to contact a past client?
Not at all. It is a normal part of hiring for any significant project, and experienced designers expect it. Most have clients who are happy to take the call.
What if a web designer is new and has a small portfolio?
A small portfolio is not a deal breaker, but you should lean harder on what is there. Ask to see any past work, including projects from a previous employer, and expect the price and contract terms to reflect the extra risk.
How do I find out who built a website I like?
Check the footer, as many sites credit their designer there. If not, contact the business and ask. Owners are usually happy to say who built their site, and you get a ready made reference in the process.
See the work, then talk to us
Good work and good references should be easy to show. When you are ready to talk about your own site, book a discovery call and ask us anything on this list.
