Short answer: find people through work you can already click on, judge them by five specific pages instead of the homepage, and use the first call to ask what is not included. Those three habits filter out most of the bad options before money comes up.
Where to look
Start with sites you already use in your own industry. Scroll to the footer and look for a "site by" credit. If there isn't one, ask the owner who built it. A referral from someone whose site you can open and poke at is worth more than any directory listing.
Other places that work:
- Industry associations, trade-show exhibitor lists, supplier newsletters — the people who serve the same kind of business you run tend to know each other.
- Freelance marketplaces and portfolio sites. Use them to collect names, not to decide. A platform rating is not evidence about your project.
- Your accountant, your chamber of commerce, a co-working space. Useful mainly when you want someone in your own timezone for calls.
What not to use as a filter: the lowest price, the longest list of services, and any promise about search rankings.
The five pages to open on every portfolio site
Their homepage is the page they spent the most time on. It is the least informative page they have.
1. The busiest page. Find the page with the most repeated elements — a product listing, a services index, a team page. Ask yourself: does the layout hold with three items? With thirty? Does a long paragraph still read, or does the text run into the next block? This is the page that resembles your actual site.
2. The contact or enquiry page. Submit a test enquiry with your real email address. Did you get a confirmation? Did the form tell you clearly when you submitted it empty? A broken form on a developer's own site is the single most useful signal you will get, and it costs you two minutes.
3. The mobile version, on your phone, on mobile data. Not on their office wifi and not in a device simulator. Time how long until you can read the headline, tap the menu open, and try to fill the form with one thumb.
4. The second language, if you need one. Do not check whether the words are translated — check whether the pages are. Click three links from the translated homepage. Do they stay in that language, or dump you back into the default one? Does the product list show the same products?
5. The footer pages. Privacy policy, terms, cookie notice. If they build for customers in Europe or the United States and their own site has none of these, that tells you what will be missing from yours.
Two more checks, thirty seconds each:
- Open an address on their site that does not exist — add a few random letters to the end of a page address. A bare server error page means nobody is minding the details.
- Read one portfolio entry properly. Does it say what the client needed, what was built, and roughly how long it took? If every entry is a screenshot with no context, you cannot tell what they did and what was already there before they arrived.
One more thing worth doing: portfolios often include sites the person only partly worked on, or maintained rather than built. That is not dishonest, but it is worth asking directly — "what was your part on this one?" A straight answer is a good sign.
The first call: eleven questions
Ask these before you talk about price. The point is not to catch anyone out; it is to find out whether they have done this enough times to have opinions.
1. Who actually does the work? A good answer names the person and says whether any part is subcontracted. A warning sign is "our team" with no names, or a salesperson who will not be involved after signing.
2. What do you need from me, and what happens if it arrives late? A good answer is a written list — logo files, company text, product photos, product data, hosting login — plus an explicit statement that the clock starts when the materials arrive, not when you pay. A warning sign is "just send whatever you have."
3. What will I see first, and when? A good answer is a live preview address with a date attached. A warning sign is "we'll send you screenshots."
4. How many rounds of changes are included, and what counts as a change? A good answer gives a number and a definition: text swaps and colour changes are one thing, a new page or a new feature is another. A warning sign is "unlimited changes" — that is not a policy, it is the absence of one.
5. What is not included? A good answer is a list: domain, hosting, business email, copywriting, photography, translation, ongoing updates. A warning sign is silence, or "everything is included."
6. Whose name is the domain and hosting in? A good answer is yours, from day one, and you get the login. A warning sign is theirs, "for management purposes." This is the most expensive mistake on the list — recovering a domain from someone who stops answering is slow and sometimes impossible.
7. Will I have admin access to the site when it's finished, and can I export the content? A good answer is yes, plus a plain explanation of what you will be able to change yourself. A warning sign is "you don't need access, we handle updates."
8. What happens after launch — what's covered, for how long, and what's billed extra? A good answer defines a window for fixing defects and a rate for everything after it. A warning sign is "free support forever", or no answer at all.
9. What is the timeline measured from? A good answer is a number of working days counted from the date your materials are complete. A warning sign is a confident "two weeks" said before they have seen your content.
10. What would make you turn this project down? A good answer names something real — a deadline they cannot hit, a platform that does not fit, a budget that does not match the scope. A warning sign is "nothing, we can do anything." Anyone who has done this for a while has walked away from something.
11. Can I speak to the client whose site you just showed me? A good answer is "I'll ask them" or "they've agreed to be a reference." A warning sign is every single project being off-limits.
Red flags and green flags
Red flags, in roughly the order they should worry you:
- No written scope, or a scope that is one paragraph long.
- The domain and hosting stay in their name.
- A price far below everyone else, with no explanation of what was cut.
- Pressure to decide today.
- No preview address — screenshots only.
- Guarantees about search ranking, traffic, or sales.
- A portfolio where every site looks identical, and none of them is in your industry.
- They ask for the full amount up front.
- They cannot tell you what happens after launch.
Green flags:
- They ask about your business before they ask about colours.
- They can show you a site they built that is still running.
- They push back on something you asked for, and explain why.
- The exclusions are in writing before you ask twice.
- They name the person who will do the work.
Payment and paperwork
Two rules that solve most disputes before they start.
Do not pay the full amount up front. Split it against things you can see: a deposit to start, a payment when the preview is up, the rest at launch. Milestones tied to deliverables beat milestones tied to calendar dates.
Get the scope in writing, including the number of pages, who writes the text, who supplies the photos, and what happens if you add a page later. If the document does not mention something, assume it is not included.
Before you contact anyone: thirty minutes of prep
Write these down and the conversation becomes much shorter:
- One paragraph on what the business does, who buys, and the single action a visitor should take.
- Three sites you like, and one specific thing about each. Not "it looks nice" — "the product table fits forty items on one screen without scrolling sideways."
- The materials you can supply today, and the ones you cannot.
- A budget range, and a date you genuinely need it by.
- Two developers to get quotes from, not five. Comparing five quotes against a one-page brief teaches you nothing.
The quotes you get will only be as good as the brief you send. And a developer who asks you good questions is telling you they have been burned before — that is usually the one worth a second call.
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