How to Choose a Web Design Company: Look to Goldilocks
Everyone knows the story of Goldilocks, where she sneaks into the bear’s house and tries everyone’s porridge until she finds the one that’s just right.
While we can’t recommend breaking and entering, finding the right website design company can feel like this story. Some are too small, some are too big, and it can take a lot of meetings to find the one that’s just right.
Here’s where it’s challenging: it’s not about finding the cheapest option or the biggest web design company. It’s about finding the firm that’s right for your business. If you don’t, you could lose opportunities, momentum, and worst of all, waste money.
The “Too Small” Website Design Agency
The “too small” agency has a lot of appealing advantages. They’re usually low-cost, fast to get moving on a project, and give you a lot of personal attention. But like the porridge of the great big bear, they come in hot and aren’t ready for the responsibility that a website requires.
The “too-small” digital marketing agency often looks like:
- Freelancers: While some freelancers can produce great-looking sites, they don’t understand the depth required to keep your site secure with web maintenance.
- One-person shops: What happens when something goes wrong with your site and your one website person is camping in the Grand Canyon?
- Offshore developers: Can be great, affordable workers, but there are few protections in place if they suddenly cut ties with you (or your money).
- AI-only website builders: AI wants to agree with you… on everything. It’s impossible to know if you’re actually producing a site that speaks to your target market.
These agencies often have limited expertise in strategy, copywriting, SEO (search engine optimization), project management, and CRO (conversion rate optimization). Think of it like this: when an agency is too small, it’s like you’re trying to hire a single basketball player when you need the whole team.
The “Too Big” Website Design Agency
On the flip side, going too big with your web design agency can be difficult. If you’re a small business, you don’t need to be working with a giant agency with hundreds of employees who work on Coca-Cola commercials.
The downside with these types of agencies is that:
- You’re paying their rent: Their office space is in expensive spots like Manhattan, and that increases their hourly rate.
- You’re not their priority: They are paying the most attention to the people who pay the most. Can you compete with a Fortune 500 company?
- You have to pay a high retainer: To stay on, you have to pay a monthly fee, whether you get the results you want or not.
- You may have to work with the junior designer: Everyone has to start somewhere, but do you only want to work with someone with little experience?
Just like how the middle bear’s porridge was too cold, an agency that’s too big will chill on your account, and you have to fight for their attention.
The Sweet Spot: What a “Just Right” Web Development Company Looks Like
“The right website agency is not the cheapest one or the biggest one. It’s the one that understands your clients and how to turn your website into something that actually makes the phone ring.” — Conrad Strabone, Managing Partner & President | e9digital
You want a website design agency that splits the difference. Just like how Goldilocks found her porridge that was the perfect temperature, you can find an agency that does everything you need to make your website an ATM (AKA money-making machine) for your business.
Use the following to take the temperature on the agencies you’re working with. A good agency should have the following services:
- Strategy: A clear plan for how your website will support your business goals, speak to the right audience, and guide visitors toward action.
- SEO: The process of helping your website show up in search results when people are looking for your services online.
- Design: The visual look and feel of your website, including layout, colors, typography, imagery, and overall presentation.
- Development: The technical build of your website, making sure it functions properly, loads smoothly, and works across devices.
- Content Creation: The writing, visuals, and messaging that explain who you are, what you do, and why someone should choose you.
- Analytics: The tracking and measurement tools that show how people use your website and where improvements can be made.
- Paid Media Knowledge: An understanding of how advertising platforms like Google Ads or social media ads can drive targeted traffic to your website.
- UX: User experience, or how easy and intuitive your website feels for visitors as they move from page to page.
- CRO: Improving your website so more visitors take meaningful actions like calling, filling out a form, or booking a consultation.
- Branding: The identity, voice, and overall impression that help people recognize, remember, and trust your business.
Even if they offer all of this, a mid-size agency like e9digital will be responsive, accessible, and flexible. And you should meet with the owner of the company and understand the chain of accountability before the project starts.
Why Local Knowledge Still Matters for Website Design Services
For many businesses, being local is incredibly important to the brand. Dentists, florists, physical therapists, and more are often chosen because they are the best option within the closest distance.
You need an agency that understands what’s different about your city, including:
- Your customers
- Your market
- Regional competitors
- Buying habits
- Culture
- Language
- Networking opportunities
As a New York-based advertising agency (but we all work from home, so no super-expensive office space), we understand the nuance of different New York City neighborhoods.
How to Choose a Web Design Company: The Green Flags
“The agency you need is the one that has enough expertise to do the job properly and enough care to treat your business like it matters. That’s where great websites come from.” — Conrad Strabone, Managing Partner & President | e9digital
75% of consumers judge a company’s credibility based on their website[1]. Picking the right marketing agency is crucial for your company’s success.
If you’re meeting with local web design companies and struggling to get that “just right” feeling, here are the green flags to watch for:
They ask lots of questions.
They challenge your assumptions.
They care about ROI.
They discuss business goals.
They explain their process.
They have specialists.
They talk strategy before design.
They show measurable results.
Warning Signs You’re Hiring the Wrong Web Design Company
Consumers don’t like bad experiences; 89% of them won’t return to a bad website[2]. Likewise, you can look for red flags with a website design agency that will make you want to flee for the hills.
Red flags to make you end that meeting early include:
- They’re the cheapest: If they are significantly cheaper than everyone else, that means they are likely missing a critical website design component.
- Everything sounds easy: Website design is an art form that requires expertise. It’s not easy to build a website that converts.
- No discovery: The agency needs to assess your competitors and make a game plan for what will make your website stick out in your industry.
- No SEO discussion: Want more new clients? 68% of online experiences begin with a search engine[3]. You need SEO.
- No analytics: The only way to improve on what you’re doing is to measure your success. If not, it’s all guesswork.
- One-size-fits-all pricing: Not all projects require the same amount of work. A website that’s three pages should be cheaper than one that’s 12.
Avoid the Goldilocks Problem With e9digital
At e9digital, we believe the best marketing partner isn’t the biggest or the cheapest.
It’s the one with the right balance of strategy, creativity, technical expertise, website project management, and personal service.
We combine the resources of a full-service agency with the responsiveness of a boutique team, so you’re never just another account.
Our process starts with discovery, focuses on measurable business goals, and delivers websites built to generate leads, strengthen your brand, and support long-term growth.
Website Design Services FAQs
What size web design agency is best?
The best web design agency is one that has the expertise to handle strategy, SEO, design, and development while still providing responsive, personalized service.
Is it better to hire a freelancer vs. a web design agency?
Freelancers can work well for small projects, but businesses often benefit from agencies that provide multiple specialists and long-term support.
Why are large marketing agencies so expensive?
Large agencies typically have higher overhead costs, larger teams, and more layers of management, which are reflected in their pricing.
Should I hire a local web design company?
A local agency often has a stronger understanding of your market, customers, competitors, and regional business environment.
How do I know if a web design company is right for me?
Look for agencies that ask thoughtful questions, emphasize strategy, explain their process, discuss measurable outcomes, and provide relevant case studies.
What’s included in a full-service web design agency?
A full-service agency typically offers at least the following services: website strategy, UX/UI design, development, SEO, content creation, analytics, hosting guidance, and ongoing support.
Footnotes
[1] https://www.zippia.com/advice/website-statistics/
[2] https://www.linearity.io/blog/ux-statistics/
[3] https://ahrefs.com/blog/seo-statistics/
The post The Goldilocks Problem of Web Design Firms: Too Small, Too Big… or Just Right? appeared first on e9digital.
