Welcome to The Brand It, Build It Podcast, a podcast created by With Grace and Gold® — an award-winning brand and web design business equipping thousands of small business owners to expand their reach and their revenue — through purpose-driven brand and web design. I’m your host, Kelly Zugay — and today’s episode is all about what to look for in a web designer.

Whether you’re preparing to launch a new business or you’ve been in business for years and you’re ready to elevate your online presence, finding the right designer — someone who understands your vision, your goals, and your industry — can feel overwhelming.

So today, I’m walking you through a few qualities to look for in a web designer — to help ensure your investment is a meaningful one, and that you walk away with a website that not only looks beautiful, but works beautifully, too.

1. Strategy before style.

One of the most important things to look for in a web designer is their approach — do they start with strategy? It’s easy to find designers who create pretty websites — but a great web designer knows that beauty is just one part of the puzzle.

Ask questions like:

• How do they structure your website to lead visitors toward booking?
• Do they offer guidance on user experience, conversion, and content flow?
• Do they help you communicate your value clearly and confidently?

A strong designer isn’t just a visual artist — they’re a strategist who builds your website to be a business tool first and foremost. Style matters — but strategy comes first.

2. A clear, proven process.

The best designers don’t just design — they guide you. When you’re making a meaningful investment in your business, you deserve to feel taken care of every step of the way. That’s why it’s so valuable to work with a designer who has a clear process in place — one that helps you feel supported from your very first call to the final launch.

Look for someone who:

• Offers a timeline with set milestones.
• Keeps communication clear and proactive.
• Provides resources, education, and support along the way.

When your designer has an established process — it shows they’ve walked this path many times before and have the experience needed to guide you with confidence.

3. Work that reflects a range of clients — not just one style.

Some designers have a signature aesthetic, and that can be wonderful if you already know you align with that exact style. But if you want a website that truly feels like you — not a carbon copy of someone else’s brand — look for a designer whose portfolio shows range. When you see websites that feel tailored — different in tone, color, or structure — that’s a sign the designer is listening to their clients, not just following a recipe. And if their work feels elevated, cohesive, and conversion-minded across the board? Even better.

4. Testimonials that go beyond “It’s beautiful!”

Finally, spend a little time reading client testimonials — and pay attention to what clients are saying. Do they mention feeling more confident? Experiencing more inquiries? Seeing a return on their investment? Beautiful is great — but if a client says, “I finally raised my prices,” or “This website changed the way I show up in my business,” — that tells you the designer is doing work that goes beyond the surface. It’s about how the website made them feel and the results it helped them achieve. That’s the kind of transformation you want.

In Closing

Choosing a web designer is about more than color palettes and layouts. It’s about finding a partner who listens, who leads with strategy, and who knows how to create a website that helps your business grow.

If you’ve been considering a redesign — whether through a custom experience, a customizable Showit template, or something in between — we’d love to invite you to explore the work we’ve created over at With Grace and Gold. Every design is created with purpose, with care, and with your growth in mind. Thanks for tuning in!