Choosing a web design agency is not only about aesthetics – it is about trust, process, and commercial outcomes. If you are comparing web design companies in Peterborough, the easiest way to make a confident decision is to ask the right questions before you commit.
This guide sets out 12 practical questions that reveal how an agency thinks about performance, SEO, content, ownership, support and long-term value – so you can choose a partner that fits your business, not just your brief.
If you would like to see how we approach projects locally, you can also view our web design in Peterborough services page.
1) What outcomes are you designing for - and how will you measure success?
A professional agency should start with your goals, not page layouts.
Look for clarity around:
Primary conversions (enquiries, bookings, calls, sales)
Secondary conversions (newsletter sign-ups, downloads, quote requests)
Metrics to review post-launch (conversion rate, organic traffic, lead quality)
If the conversation stays focused on visuals only, you may end up with a site that looks good but underperforms.
2) Who is responsible for content - and will you help structure it?
Content is usually the biggest cause of delays and compromises. Ask whether the agency:
Helps define the sitemap and page priorities
Provides guidance on headings, page structure and calls to action
Offers copy support or content population
A site can look polished in the design stage but fail in the real world if the content plan is weak.
3) What platform will you build on - and why does it suit our business?
Most Peterborough businesses will be choosing between WordPress, Shopify or something custom. Ask:
Why that platform is recommended for your needs
What you will own and control after launch
How easy it is to update content internally
If WordPress is recommended, ask what builder or approach is used (for example Elementor) and how performance will be managed.
4) Will the website be built with SEO in mind from day one?
Avoid the phrase “SEO-ready” without detail. Ask what that actually includes, such as:
Technical foundations (clean structure, indexing controls, redirects)
Logical site architecture and internal linking
Page speed and Core Web Vitals considerations
Basic Schema where appropriate
For local SEO intent, confirm they understand location-based searches and how to structure service pages to rank.
5) What will our website load speed be like - and how do you achieve it?
A slow site costs you rankings, enquiries and trust.
Ask what is included for performance:
Image compression and proper sizing
Caching and optimisation
Hosting guidance (and what level is appropriate)
Plugin discipline (especially on WordPress)
A reliable agency should be comfortable discussing website speed targets and trade-offs.
6) How do you approach mobile design and accessibility?
Mobile is not a “smaller desktop layout”. Ask:
Whether mobile design is planned early rather than adjusted at the end
How they handle navigation, forms and tap targets
Whether basic accessibility practices are followed (contrast, headings, labels)
This affects conversion rates and user confidence, not just compliance.
7) Can we see work that is similar to ours - and what happened after launch?
Portfolios can look impressive without showing outcomes. Ask for:
Examples similar in sector or complexity
What the client wanted to achieve
What improved after launch (enquiries, booking rate, sales, search visibility)
A good agency will discuss results with nuance rather than making sweeping promises.
8) What is your process and timeline - and what do you need from us?
A clear process is a sign of professionalism. Ask:
What the phases are (discovery, design, build, content, QA, launch)
How many revision rounds are included
What you need to provide and by when
How feedback will be handled and agreed
This prevents “scope drift” and protects quality.
9) Who owns the website, content, and design files when it is finished?
You should not be locked in. Ask explicitly:
Will the domain be in your name
Will you have full access to hosting and the CMS
Whether design assets are provided if needed
Whether there are any ongoing licensing fees
If access is restricted, understand why and what the exit route is.
10) What is included in the quote - and what counts as extra?
A clear proposal should include:
Page templates and number of pages
Content migration or population
Forms, integrations, tracking and analytics setup
Launch support and post-launch bug fixing
Training or handover
Ask for examples of common extras so you can budget properly.
11) How do you handle security, updates, and ongoing support?
Websites need maintenance. Ask:
What happens if something breaks after launch
Whether updates and backups are included in support plans
How quickly issues are typically handled
Whether you can choose support or manage it yourself
If the agency offers hosting, ask what makes it suitable for your business and what support level is included.
12) If we need eCommerce, how will you plan the customer journey?
f you sell online, design must serve the buying process.
Ask about:
Product structure and filters
Checkout and payment options
Shipping logic and VAT
Abandoned basket considerations
How reporting will work (analytics, conversion tracking)
A strong eCommerce build is about reducing friction and improving trust at every step.
A final check before you commit
When you have answers to the questions above, you should be able to describe your project in one or two sentences:
What the website must achieve
Who it is for
What success looks like
How you will maintain it
If an agency cannot help you define those points, the project may become design-led rather than outcome-led.
If you are looking for a local team, you can explore our web design in Peterborough service page here.
