How to choose a digital agency (and what to ask)
The right agency partner saves time and money; the wrong one costs both. Use these questions to compare agencies on substance, not sales pitch.
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Key takeaways
- Look for relevant experience and a clear process, not just attractive portfolios.
- Ask who will actually work on your project and how you'll communicate.
- Compare quotes on the same scope, and read what is excluded.
Choosing an agency is choosing a partner for months or years. Portfolios and promises look similar from the outside; the right questions reveal the differences.
Start with your needs
Before contacting agencies, write down your goals, the services you need, your budget range and timeline. It helps you compare like with like, and good agencies will respond with relevant questions.
Questions about experience
- Have you worked on similar projects or with businesses like ours?
- Can we see examples and speak to a past client?
- What results did those projects achieve, and how were they measured?
Look for relevance and honesty about results, not just polished visuals.
Questions about process
- How do projects start? Is there a discovery or planning phase?
- What are the stages, and what do we review at each one?
- How do you handle feedback and changes?
- How do you test before launch?
A clear, confident process is one of the best predictors of a smooth project.
Questions about people and communication
- Who will work on our project, and who is our main contact?
- How often will we get updates, and through which channels?
- What time zones do you work in, and when can we reach you?
Questions about ownership
- Who owns the website, code, designs and content after payment?
- Are ad accounts, analytics and domains set up in our name?
- What happens if we part ways?
You should own your accounts and assets.
Questions about cost
- What exactly is included and excluded?
- How are additional requests priced?
- What are the ongoing costs after launch?
Compare quotes against the same written scope.
Watch for red flags
Guaranteed first-page rankings, unusually low prices with vague scope, pressure tactics, no references and refusal to explain methods.
Trust your experience of the sales process
How an agency communicates before you sign is usually how they'll communicate during the project.
We're happy to answer all of these. See how we work, browse our work, or start a project.
Frequently asked questions
Should I choose a specialist or a full-service agency?
Specialists can be excellent for one discipline. Full-service agencies make sense when you want branding, website, search and marketing to work together under one plan.
What are red flags when choosing an agency?
Guaranteed rankings, vague quotes, no clear process, pressure to sign quickly, unwillingness to share past work or references, and contracts that keep ownership of your website or accounts.
