Most web design projects that go over budget, miss deadlines, or deliver something that doesn’t work can be traced to the same source: the wrong questions weren’t asked before the contract was signed. The agency seemed great in the pitch. The portfolio looked right. The price felt reasonable. And then reality set in.
Here are the 12 questions that protect you.
1. Who specifically works on my project day to day?
The single most important question. Most agencies pitch with senior people and execute with junior teams. Ask for the name and title of every person who will touch your project. If the answer involves account managers translating your feedback to a design team you’ll never speak to directly, that’s the dynamic you’re buying into.
2. What’s explicitly out of scope?
Every proposal has a scope. What it often doesn’t have is a clear list of what’s NOT included. SEO setup? Copywriting? Mobile QA? Third-party integrations? Ask for a written list of exclusions. What’s out of scope today becomes a change order tomorrow.
3. Do you write the copy or do I provide it?
Most web agencies don’t write copy. They’ll hand you a beautiful site with placeholder text and expect you to fill it. Ask directly. If they don’t include copywriting, either budget for a separate copywriter or find an agency that owns both. A site with great design and weak copy doesn’t convert. See our guide on why copy matters as much as design.
4. How many rounds of revisions are included?
Unlimited revisions sounds good until you realize it’s how agencies scope-creep their way to billing you double. Two to three structured revision rounds per phase is standard. Ask what counts as a revision vs. a new direction, and what happens if you exceed the included rounds.
5. Who owns the code and design files at the end?
You should own everything — the code, the Figma files, all design assets. Some agencies retain ownership of source files or lock you into their hosting. Ask explicitly: “Do I receive full ownership of all deliverables, including source files, at project completion?” If the answer is anything other than an unqualified yes, negotiate it before signing.
6. What platform are you building on and why?
The right answer is a recommendation based on your specific needs — not the platform the agency builds everything on regardless of fit. Ask why they’re recommending WordPress vs. Webflow vs. Shopify for your situation. If they can’t articulate a client-specific reason, they’re defaulting to their preferred stack. See our WordPress vs Webflow vs Shopify guide.
7. What happens if the project goes over timeline?
Most web projects run late. Ask what the agency’s track record is on timelines and what happens contractually if they miss milestones. Also ask what delays on your end look like — if you’re slow to provide feedback or assets, what does that do to the schedule and cost?
8. Can I see a case study from a company at my budget level?
Portfolios show the best work. Case studies show what the agency can do at your specific investment level. Ask for one. If everything in their portfolio is at 3x your budget, you’re getting a scaled-down version of their process — which may or may not be right for you.
9. What does the handoff look like after launch?
You need to be able to update your own site after launch without calling the agency every time. Ask what CMS training is included, what documentation you receive, and what ongoing support looks like. An agency that makes itself indispensable for basic updates is not working in your interest.
10. How is SEO handled in the build?
A site that looks great but isn’t built for search is a missed opportunity from day one. Ask specifically: “What SEO work is included in the build?” At minimum: proper heading structure, clean URL slugs, meta title and description setup, schema markup, image alt tags, and Core Web Vitals optimization. If these aren’t explicitly in scope, add them.
11. What’s the payment structure?
Standard is 50% upfront, 50% on launch. Be cautious of agencies that ask for more than 50% before a single deliverable is produced, or that tie final payment to your subjective approval rather than objective milestone completion. Both create problematic incentives.
12. What do you need from me to keep the project on track?
Web projects stall on the client side as often as the agency side. Ask what you need to provide and when — content, images, brand assets, feedback turnaround times. A good agency will give you a clear list and a realistic assessment of your role in keeping the project moving.
How Splash Creative Answers These Questions
Senior-led throughout — David Herskowitz leads every engagement directly. Copywriting included in every web project. Full ownership of all deliverables at completion. WordPress and Shopify — recommended based on your specific situation. Two structured revision rounds per phase. Detailed project timeline provided before signing. See our web design service or guide to the best web design agencies in NYC.
Looking for a web design agency that answers these questions well?
Splash Creative builds custom websites for startups and growing businesses. Projects from $15,000.
