A good web designer should be able to explain the reasoning behind design decisions in terms of users, business goals, content, accessibility, conversion, and technical realities—not simply personal taste or current visual trends.
Ask how the designer approaches audience research, information architecture, responsive behavior, usability, accessibility, calls to action, content hierarchy, and collaboration with developers and SEO specialists. Strong designers can discuss tradeoffs and show how design choices solve a specific problem.
Also review whether the designer asks thoughtful questions before proposing solutions. A designer who begins with your audiences and objectives is generally more valuable than one who begins by choosing colors and layouts. See how to choose a web design company.
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