7 Questions to Ask Before Selecting a Web Agency

The choice of a web agency is rarely made based on their portfolio — which usually looks 'good' for every party. You make the difference by asking seven concrete questions beforehand that immediately reveal whether the agency fits your phase, scale, and working method. Among other things, ask about code ownership, how they handle SEO and maintenance, and whether you can call references. Agencies that hesitate to answer these questions usually drop out on their own.

Why Standard Quote Questions Don't Help You

Most entrepreneurs ask three agencies for "a quote for a new website" and choose based on price and gut feeling. The problem: agencies quote based on different assumptions, and price differences say more about what they *don't* include than about who is "cheaper". The seven questions below clarify those assumptions before you sign.

The 7 Questions

• 1. Who is my point of contact and how often will we communicate? With large agencies, you risk a sales representative who sells you and then disappears. Ask who your project manager will be and if that person will still be involved at delivery.
• 2. Who owns the code and the design? Ask this explicitly before signing. With a serious agency, the answer is always: you. Agencies that answer "we host it for you" without an ownership clause are holding you captive.
• 3. Which SEO/AEO aspects are included in the build cost? Sitemap, robots.txt, canonical URLs, schema.org (Organization, BreadcrumbList, FAQPage), Open Graph, Core Web Vitals — this is not an extra, this is fundamental. Agencies that offer this as an upsell haven't understood how findability works in 2026.
• 4. How will we handle content (texts and images)? Do you write, do I write, or do we collaborate? Who provides images — and if not, can I use AI images or stock? An agency that is vague about this often delivers an empty site.
• 5. What's included in maintenance — and what does that cost per month? Agencies that say "no maintenance needed" are either lying or building something that quickly becomes outdated. Ask for a maintenance contract with scope (updates, backups, monitoring, minor changes).
• 6. May I call two references? A good client relationship means the agency will gladly show it to you. Really call those references and ask specific things: "How was the communication? What went wrong? What would you do differently now?"
• 7. What happens if you cease operations tomorrow? An honest answer: "Your code and data are yours, this is your hosting account, here are your documentation and logins, another agency can take this over." Anything less is a risk.

How to Weigh the Answers

Create a simple scoring table: a grade per question based on how concrete and honest the answer was. An agency that remains vague on questions 2, 5, and 7 is out — even if their portfolio is stunning. An agency that is clear on everything and provides references directly without prior discussion scores well. Price is then the last filter, not the first.

In practice, expect significant differences between candidates: from 4 questions where you get a good answer to agencies that are clear on all 7. That latter group is small, and you want to choose from it.

Common Mistakes

• Not calling references. Ask for them, do it, and ask sharp questions. An agency that doesn't want you to call is not a suitable partner.
• Focusing too much on the portfolio. A beautiful site from 2022 says little about their process in 2026. Ask for their most recent project, ideally live and with figures.
• Choosing the cheapest option. The price difference is rarely 30%; the scope difference often is. Make sure you compare apples with apples.
• Not including a maintenance agreement in the decision. Build + maintenance is the true total price over 3 years. Ask for both amounts.
• Arranging the ownership clause 'later'. Do it beforehand, in the contract. Afterwards, it's almost impossible.

Frequently Asked Questions

How many quotes should I request?

Three is usually enough. More becomes unwieldy, and you lose track of scope differences. Choose the three based on a brief intake (phone or 30-min video call), not solely on a Google search.

Should an agency specialize in my industry?

Preferably not. Industry expertise is useful for specific regulations (healthcare, finance, law), but for most sectors, a good agency with a broad portfolio is more valuable than a niche agency with tunnel vision.

Can a freelancer do this too?

For sites up to approximately €8.000, often certainly. Above that, the risk of a sole proprietor (illness, another client in the timeline, no backup) becomes significant. For strategic sites, you'd rather choose a small team of 2-6 people.

What if I want to switch after making a choice?

Provided code/design ownership is properly arranged beforehand: usually possible. Remember: a project taken over halfway always costs 30-50% more than starting from scratch.

How far in advance should I approach an agency?

Four to eight weeks before your desired kick-off. Good agencies are booked 4-12 weeks in advance. If you want to start in two weeks and an agency immediately says yes — that's a red flag.

Do I get a discount with a multi-year maintenance contract?

Sometimes. But price is secondary here: rather ask what exactly is included in the contract, how quickly they respond to urgent problems, and what happens to your site and data upon termination.

Ready to get started?

Read our approach for creating a simple website, or schedule a brief introduction — we'll provide a no-obligation assessment of scope, costs, and lead time.