How to Choose a Web Developer for Your Small Business
How to Choose a Web Developer for Your Small Business
Hiring a web developer feels like hiring a mechanic when you do not know anything about cars. You know you need help, but you cannot tell the difference between a fair quote and a ripoff, and you are not sure what questions to ask.
I am a web developer, so I know what separates good developers from bad ones. Here is what I would look for if I were hiring someone for my own business.
Step 1: Define What You Need
Before you talk to a single developer, write down:
- What the website needs to do — Is it a brochure site (information about your business), or does it need functionality like online ordering, appointment booking, lead capture forms, or an AI chatbot?
- Who it is for — Your customers. What do they need to find quickly? What action should they take?
- What you already have — Logo, brand colors, photography, written content? Or does the developer need to create these?
- Your budget — Be honest with yourself about what you can spend. Website costs vary widely, and knowing your range narrows the field.
- Your timeline — When do you need this live? Rush jobs cost more and limit your options.
Having this written down before your first conversation saves time and helps you compare developers on an apples-to-apples basis.
Step 2: Know Where to Look
Referrals
The best way to find a developer. Ask other business owners who built their website, whether they would use them again, and what the experience was like. A developer with happy clients who refer them is a strong signal.
Google Search
Search "[your city] web developer small business" or "[your industry] website design." Developers who rank well for these terms are practicing what they preach — their own SEO is solid.
Portfolios and Directories
Clutch, DesignRush, and UpCity list agencies and developers with reviews and portfolio samples. These can be useful for building a shortlist, but treat the rankings with skepticism — many directories charge for placement.
Freelance Platforms
Upwork, Toptal, and Fiverr have developers at every price point. The challenge is vetting quality. If you go this route, focus on developers with:
- 100+ hours billed on the platform
- 90%+ job success score
- Portfolio pieces similar to what you need
- Written reviews from clients (not just ratings)
Who to Avoid
- Cold emailers promising page-one rankings
- Developers who cannot show you a portfolio
- Agencies that outsource everything overseas without telling you
- Anyone who says "it depends" to every question without providing ranges
Step 3: Evaluate Their Work
Visit Their Portfolio Sites
Do not just look at screenshots. Visit the actual websites they have built. Check:
- Speed: Run each site through PageSpeed Insights. If their portfolio sites score below 50 on mobile, they do not prioritize performance.
- Mobile experience: Open each site on your phone. Is it truly mobile-friendly or just technically responsive?
- Functionality: Do forms work? Do links go where they should? Is content current or abandoned?
- Design quality: Is it clean and professional or cluttered and dated?
Look for Relevance
A developer who builds stunning SaaS dashboards may not be the right fit for a local restaurant website. Look for experience with:
- Businesses similar to yours (size, industry, goals)
- Features you need (booking, ordering, e-commerce, etc.)
- Local businesses (if local SEO matters to you)
Check Their Own Website
A web developer's own website is their most important portfolio piece. If it is slow, outdated, or poorly designed, consider what that says about their standards.
Step 4: Ask the Right Questions
In your first conversation, ask these questions:
Technical Questions
"What platform or framework do you build on?"
Good answers: Next.js, WordPress (custom theme), Webflow, Shopify (for e-commerce). These are established, well-supported platforms.
Concerning answers: "Our proprietary platform" (you might be locked in), "Whatever the client wants" (might mean they are generalists without depth), or naming a platform you have never heard of.
"Who hosts the site, and do I own the domain?"
You should own your domain name, registered in your name with your email as the contact. Hosting can be managed by the developer, but you should be able to move it if the relationship ends.
"What happens to the website if we stop working together?"
You need to be able to take your site with you. If the developer builds on a proprietary platform or will not hand over the code, you are locked in. Make sure ownership is explicitly addressed in the contract.
Process Questions
"What do you need from me, and when?"
A good developer will give you a clear list: content (text for each page), photos, logo files, brand guidelines, login credentials for existing tools. And they will tell you when each item is due.
"What is your revision process?"
How many rounds of revisions are included? What counts as a revision? Is there a design approval step before development begins? Clear revision processes prevent scope creep and frustration on both sides.
"What is your timeline, and what can delay it?"
Two to four weeks is reasonable for a small business website. The most common delay? Waiting on content from the client. Ask how they handle delays and whether there are penalties.
Business Questions
"What does ongoing maintenance include, and what does it cost?"
Websites need maintenance: hosting, security updates, content changes, bug fixes. Some developers include this in a monthly plan. Others charge hourly. Know what you are getting.
"Can I see a sample contract?"
A professional developer has a contract that covers scope, timeline, cost, payment schedule, revision policy, ownership, and termination terms. If there is no contract, walk away.
"What is not included?"
This question reveals hidden costs. "Content writing is extra." "Photography is not included." "SEO is a separate engagement." These are all legitimate, but you need to know upfront.
Step 5: Compare Proposals
Get proposals from 2-3 developers. Compare them on:
| Factor | Developer A | Developer B | Developer C | |--------|-------------|-------------|-------------| | Total cost | | | | | Timeline | | | | | Pages included | | | | | Custom features | | | | | Content creation | | | | | SEO included | | | | | Revisions included | | | | | Monthly maintenance | | | | | Hosting included | | | | | Code ownership | | | |
The cheapest option is rarely the best. The most expensive is not necessarily better. Look for the proposal that is most complete, most clear, and comes from the developer whose work and communication you trust most.
Red Flags
Walk away if you see:
- No portfolio or references — If they cannot show past work, they are too inexperienced or their past clients were unhappy.
- Guaranteed Google rankings — Nobody can guarantee rankings. This is either a lie or a sign of black-hat SEO practices.
- Long-term contracts required before work begins — Month-to-month maintenance is fair. A 2-year contract before they build your site is a lock-in tactic.
- No contract at all — Equally bad. Verbal agreements lead to disputes.
- Vague pricing — "It depends" is acceptable as an initial response. If they still cannot give you a range after understanding your project, they are either disorganized or planning to upsell later.
- They build everything on Wix/Squarespace and charge agency prices — You can do that yourself. A developer should provide value beyond what a DIY builder offers.
- They do not ask you questions — A developer who does not ask about your business, your customers, and your goals is building a generic site, not a strategic one.
Green Flags
Choose the developer who:
- Asks thoughtful questions about your business before talking about technology
- Shows relevant portfolio work with sites that are still live and well-maintained
- Provides a clear, detailed proposal with no ambiguity on scope or cost
- Communicates promptly and clearly
- Has a defined process with milestones and checkpoints
- Can explain technical decisions in plain language
- Offers ongoing support with transparent pricing
The Bottom Line
Your web developer is a business partner, not a vendor. The right developer understands your industry, communicates clearly, delivers quality work, and supports you after launch. Take the time to find that person, and your website will be one of your best business investments.
At North Shore Labs, we try to exemplify all of this: transparent pricing, relevant portfolio, clear process, and ongoing support. But whether you choose us or someone else, use this guide to make an informed decision. If you want to see whether we are the right fit, let's talk.