How to Spot a Great Website Designer: Portfolio Red Flags and Green Lights
A website designer’s portfolio is more than just a collection of pretty pages—it’s a window into how they think, solve problems, and deliver results. If you’re evaluating potential designers, knowing what to look for in their past work can help you avoid costly mistakes and find someone who truly fits your business needs.
Start with variety. A strong portfolio should show a range of industries, styles, and business types. If every site looks the same, chances are the designer uses a one-size-fits-all approach. Look for evidence that they can tailor their work to different brands, audiences, and goals.
Next, examine the user experience (UX). Do the sites have clear navigation? Is it easy to find key information like services, pricing, or contact details? Are call-to-action buttons visible and compelling? A good designer thinks about functionality as much as visual appeal.
One of the biggest green lights is clarity of messaging. The homepages in the portfolio should instantly communicate what the business does and who it serves. If you land on a site and have to guess what it’s about, that’s a red flag.
Make sure the designs are mobile-responsive. Pull them up on your phone and test how they behave. Do images resize correctly? Is text readable without zooming? Are buttons easy to tap? Mobile usability is essential in 2025, and a good portfolio should reflect that.
Pay attention to speed and performance. Use a tool like Google PageSpeed Insights or simply gauge how fast the sites load. Slow websites drive away users—and that often stems from bloated code, unoptimized images, or poor hosting decisions.
Another green light? Conversion elements. Look for forms, clickable CTAs, live chat, lead magnets, or booking tools. A designer who includes these features understands how to guide visitors toward meaningful action—not just design for looks.
Watch out for template fatigue. If the sites feel like generic templates with different logos slapped on, that’s a red flag. While templates aren’t inherently bad, great designers customize layouts, colors, and structure to fit each client’s brand and objective.
Also evaluate brand consistency. Does the designer use cohesive color schemes, typography, and imagery across each site? Do they match the client’s business tone—whether corporate, creative, minimalist, or bold? Inconsistency signals inexperience or a lack of attention to detail.
If you see custom functionality like booking calendars, product filters, client portals, or integration with third-party tools, that’s a strong indicator of a capable designer who can build for your business’s specific needs.
Don’t just skim the visuals—test the user journey. Can you easily find the About page? Does the site tell you what to do next? Try booking a demo or filling out a contact form to see how smooth the process feels. Real UX lives beyond what’s on the surface.
Lastly, look for signs that the designer has experience working with businesses like yours. If you’re a service provider, and they’ve built multiple sites in that space, that’s a big advantage. Industry experience often translates into better design decisions, faster timelines, and more impactful results.
A designer’s portfolio is more than a gallery—it’s a roadmap to how they’ll approach your project. Take your time, explore deeply, and trust your instincts.
Schedule your Free Custom Website Demonstration today to see a results-focused design style tailored specifically to your business—before you commit to a full build.
Start with variety. A strong portfolio should show a range of industries, styles, and business types. If every site looks the same, chances are the designer uses a one-size-fits-all approach. Look for evidence that they can tailor their work to different brands, audiences, and goals.
Next, examine the user experience (UX). Do the sites have clear navigation? Is it easy to find key information like services, pricing, or contact details? Are call-to-action buttons visible and compelling? A good designer thinks about functionality as much as visual appeal.
One of the biggest green lights is clarity of messaging. The homepages in the portfolio should instantly communicate what the business does and who it serves. If you land on a site and have to guess what it’s about, that’s a red flag.
Make sure the designs are mobile-responsive. Pull them up on your phone and test how they behave. Do images resize correctly? Is text readable without zooming? Are buttons easy to tap? Mobile usability is essential in 2025, and a good portfolio should reflect that.
Pay attention to speed and performance. Use a tool like Google PageSpeed Insights or simply gauge how fast the sites load. Slow websites drive away users—and that often stems from bloated code, unoptimized images, or poor hosting decisions.
Another green light? Conversion elements. Look for forms, clickable CTAs, live chat, lead magnets, or booking tools. A designer who includes these features understands how to guide visitors toward meaningful action—not just design for looks.
Watch out for template fatigue. If the sites feel like generic templates with different logos slapped on, that’s a red flag. While templates aren’t inherently bad, great designers customize layouts, colors, and structure to fit each client’s brand and objective.
Also evaluate brand consistency. Does the designer use cohesive color schemes, typography, and imagery across each site? Do they match the client’s business tone—whether corporate, creative, minimalist, or bold? Inconsistency signals inexperience or a lack of attention to detail.
If you see custom functionality like booking calendars, product filters, client portals, or integration with third-party tools, that’s a strong indicator of a capable designer who can build for your business’s specific needs.
Don’t just skim the visuals—test the user journey. Can you easily find the About page? Does the site tell you what to do next? Try booking a demo or filling out a contact form to see how smooth the process feels. Real UX lives beyond what’s on the surface.
Lastly, look for signs that the designer has experience working with businesses like yours. If you’re a service provider, and they’ve built multiple sites in that space, that’s a big advantage. Industry experience often translates into better design decisions, faster timelines, and more impactful results.
A designer’s portfolio is more than a gallery—it’s a roadmap to how they’ll approach your project. Take your time, explore deeply, and trust your instincts.
Schedule your Free Custom Website Demonstration today to see a results-focused design style tailored specifically to your business—before you commit to a full build.