How to Check References for a Web Designer
Checking references before hiring a web designer is one of the most powerful things you can do. Here's exactly how to do it — what to ask, what to listen for, and what it tells you.
How to Check References for a Web Designer
Most people ask for references and never follow up. That's a missed opportunity — a real conversation with a past client tells you more about a web designer than any portfolio review, any sales call, or any amount of online research.
Here's how to check references properly and get genuinely useful information.
Why References Matter More Than Reviews
Public reviews (Google, Clutch, their own website) are curated. Designers ask their happiest clients to leave reviews and rarely share contact details for clients who had complicated experiences.
A direct reference check bypasses that filter. You're getting an unedited, real-time account of the experience — including the parts the designer might not be showing on their website.
How to Ask for References
Ask early in the conversation — before you've committed to anything. Frame it naturally:
"Before we move forward, would you be able to put me in touch with one or two past clients I could have a quick conversation with?"
A professional designer will say yes without hesitation. Any resistance, excuse-making, or offer to just share written testimonials instead should prompt follow-up questions.
Aim for references from:
- A business similar to yours in size or industry
- A recent project (within the last 12–18 months)
- Someone who had a full build done, not just a minor update
How to Conduct the Reference Call
Keep it short — 10–15 minutes. Let it be a conversation, not an interrogation. People open up when they feel like they're helping you, not being used for due diligence.
Open with: "Thanks so much for taking the time — I'm considering hiring [designer/agency] and just wanted to get a real perspective from someone who's worked with them."
Then ask:
"What did you hire them for, and what was the result?"
Gets context and sets the scope of the experience.
"How was communication throughout the project?"
Communication problems are the most common source of bad experiences. Listen for: responsiveness, clarity, whether they kept the reference updated or went quiet.
"Did the project come in on time and on budget?"
Delays and cost overruns are common in web design — but how a designer handled them matters as much as whether they happened.
"Were there any surprises — things you didn't expect?"
This is where the unfiltered stuff often surfaces. Let them answer freely.
"What was the experience like after launch — did they provide good support?"
Post-launch support quality is a consistent differentiator between average and great designers.
"Would you hire them again?"
The ultimate question. Most people answer honestly.
"Is there anything you'd want to know going in that you didn't know?"
Often the most valuable answer of all.
What to Listen For
Beyond the words, pay attention to:
- Enthusiasm. Genuinely happy clients don't need to think hard about saying positive things.
- Specificity. "They were great" is less informative than "they delivered two weeks early and the contact form has never had a problem."
- Hesitation. Pauses before answering certain questions, hedging language, or switching to "they tried their best" are worth noting.
- Consistency with the portfolio. Does what the reference describes match what the designer showed you?
When You Can't Get a Reference
Some genuinely good designers — particularly newer ones — may not have clients willing to take reference calls. That's not automatically disqualifying, but it shifts more weight onto portfolio evaluation, the quality of communication, and contract clarity.
For a first-time engagement with a designer you can't reference-check, start with a smaller, lower-stakes project if possible.
ClickAdMedia: References Available on Request
We're happy to connect prospective clients with past clients. We build our business on relationships and long-term reputation — and we don't have anything to hide.
