So you need a website…
Or maybe you’ve got one that makes you cringe every time someone asks for the URL. Either way, you’re about to wade into the murky waters of choosing a web designer – and there’s a lot the industry would prefer you didn’t know.
I’ve been designing websites since the dial-up days. Well, just about. I’ve worked with everyone from massive corporations like IBM and Volvo to the winery down the road. And after twenty-odd years of watching how this industry really operates, I reckon it’s time someone told you what’s actually going on.
What They Won’t Tell You About Templates
Here’s something most web designers won’t admit: a huge chunk of them are just reskinning templates. They’ll charge you a few grand, plug your content into a pre-made layout, change the colours to match your logo, and call it “custom design.”
There’s nothing inherently wrong with templates. They exist for a reason. But if you’re paying for custom work, you should actually get custom work. Ask to see their design process. Do they sketch ideas? Do they ask about your specific customers and what makes them tick? Or do they just send you a questionnaire and disappear for three weeks?
Think about the last café website you visited. Hero image of coffee being poured, “Our Story” section with crossed arms behind a counter, Instagram feed at the bottom. Can you even remember which café it was? That’s the problem. These sites cost a few grand and do absolutely nothing to make a business memorable.
The Dirty Secret About AI Content
And while we’re at it, let’s talk about AI-generated content. I use AI tools in my workflow – I’m not a luddite. But there’s a difference between using AI to help with research or first drafts and just pumping out AI slop and hoping nobody notices.
You can spot AI-generated website copy a mile off. It’s all “leveraging synergies” and “cutting-edge solutions” and “passionate about delivering excellence.” And don’t even get me started on the word “tapestry”. Nobody actually talks like that. Certainly not your customers.
If a designer’s portfolio is full of websites with that same generic, corporate-sounding copy, that’s a red flag. Good websites sound like real people wrote them – because real people did.
What Big Agencies Don’t Want You to Know
This is where things get interesting. Big agencies have their place. They’ve got account managers, project managers, developers, designers, copywriters, SEO specialists – the whole circus. For massive corporations with complex needs and massive budgets, that makes sense.
But for most small businesses on the Sunshine Coast and across Australia? You’re paying for a lot of overhead that doesn’t benefit you directly. Those fancy offices don’t make your website better. Neither does the foosball table in their breakroom.
Working with a solo designer or small studio often means you get direct access to the person actually building your site. You’re not playing Chinese whispers through a project manager who doesn’t understand the technical stuff. When you have a question, you ask the person who knows the answer.
So What Should You Actually Look For?
Right, enough complaining. Here’s what I’d be looking for if I were in your shoes:
A portfolio that shows range. Not just different colours of the same layout, but genuinely different approaches to different problems. A winery website should feel different from an accounting firm’s website.
Someone who asks good questions. If a designer just wants to know your colours and logo upfront, they’re probably working from a template. The good ones want to know about your customers, your competitors, what makes you different, and what you actually want the website to do for your business.
Clear pricing. I’m constantly amazed by how many designers make you jump through hoops to get a ballpark figure. It’s not that complicated. If they can’t give you a rough range before a discovery call, they’re either padding quotes based on how much they think you can afford, or they genuinely don’t know what they’re doing. For a pretty good estimate of my prices, see my homepage.
Understanding of how websites actually work. A pretty design that loads slowly, looks rubbish on phones, or confuses visitors is a failure – no matter how good the screenshots look in a portfolio. Ask about mobile responsiveness, page speed, and basic SEO. If they look at you blankly, keep looking.
Someone who’ll tell you when you’re wrong. You want a designer who’ll push back when your ideas aren’t going to work, not a yes-person who’ll build exactly what you asked for even when it’s a terrible idea. I’ve had clients ask for things that would actively hurt their business. The good designers say no and explain why.
Why Local Knowledge Matters (Especially on the Sunshine Coast)
If you’re a local business here on the Sunshine Coast, there’s something to be said for working with someone who understands the market. Not just the obvious stuff like knowing that tourists flood Mooloolaba in summer, but the subtler things – the way businesses operate here, what locals actually value, the difference between marketing to sea-changers versus holiday-makers.
Plus, there’s something nice about being able to grab a coffee with your designer if something’s not working. Not essential, but it helps.
The One Thing That Actually Matters
Here’s my ultimate filter for choosing a web designer: Would you enjoy working with this person?
Building a website takes time. You’re going to be sending emails back and forth, reviewing designs, providing feedback, maybe having some disagreements. If the designer is difficult to talk to, if they use jargon you don’t understand, if they make you feel stupid for asking questions – that’s going to be a painful few months.
Find someone who talks like a normal human being. Someone who explains things clearly. Someone who seems genuinely interested in your business, not just your budget. See what some of my previous customers have said about working with me.
Ready to Chat?
Yes, I’m obviously biased – I design websites for a living. But I’ve tried to give you an honest picture of what to look for, regardless of whether you end up working with me or someone else.
If you do want to have a conversation about your website, I’m happy to chat. No pitch deck, no “capabilities presentation,” just a straight conversation about what you’re trying to achieve and whether I can help. If it’s not a good fit, I’ll tell you – I’d rather point you in the right direction than take on a project that’s wrong for both of us.
Get in touch and let’s see if we’re a match.