Start with Your Goals, Not Their Portfolio

Before you look at a single portfolio, get clear on what you actually need. Are you starting from scratch or updating an existing site? Do you need help with branding, or do you have that sorted? What does success look like for this project?

Different designers specialize in different things. Some excel at visual design but aren't great with strategy. Others are technical wizards who can build anything but might not focus on aesthetics. Knowing what you need helps you find the right fit.

Questions to ask yourself:

Having answers to these makes conversations with designers much more productive.

Look for Relevant Experience

A designer who's built beautiful sites for restaurants might not be the best choice for a law firm. Industry experience isn't everything, but it helps. Someone familiar with your sector understands your audience, knows what works, and won't need as much hand-holding.

What to look for in portfolios:

Don't just look at how pretty the sites are. Ask yourself: Do these sites look like they work well? Is the navigation clear? Do they load quickly on your phone? Can you easily figure out what each business does?

Good design is functional, not just decorative. A gorgeous website that confuses visitors or loads slowly is a bad website.

Red flags in portfolios:

Communication Matters More Than You Think

Technical skills are important, but communication might matter even more. You'll be working closely with this person for weeks or months. If they're hard to reach, don't listen to your input, or make you feel dumb for asking questions, it's going to be painful.

Good signs:

Warning signs:

Trust your gut. If someone feels off in the first conversation, it's not going to improve once money's on the table.

Process and Timeline

Ask how they work. A clear process shows they've done this before and know how to manage a project from start to finish.

Expect something like this:

Timelines vary depending on complexity, but a typical small business site takes 6-10 weeks from start to launch. Be wary of anyone promising a fully custom site in two weeks—it's probably not custom, or it's not going to be done well.

Understanding Pricing

Web design pricing in Melbourne varies wildly. You can spend $1,500 on a template site or $50,000+ on a complex custom build. Most small business sites fall somewhere between $5,000 and $15,000.

What affects price:

Cheaper isn't always worse, and expensive doesn't guarantee quality. But extremely low prices usually mean corners are being cut somewhere—whether that's quality, support, or customization.

Watch out for:

A good designer will give you a clear quote that explains exactly what's included and what costs extra. No surprises.

Technical Capabilities

You don't need to be a technical expert, but you should know what platform your site will be built on and why.

Common platforms:

Ask why they recommend a particular platform for your project. The answer should relate to your specific needs, not just their personal preference.

Also ask about:

Ongoing Support

Your relationship with a web designer doesn't end at launch. Websites need updates, things break, you'll want to change content. Figure out the support situation before you commit.

Questions to ask:

Some designers offer training so you can manage day-to-day updates yourself. Others prefer to handle everything. Neither is wrong—it just needs to match what you want.

Local vs Remote

Does it matter if your designer is in Melbourne? Not necessarily. Video calls work fine, and you might find the perfect fit interstate or even overseas.

That said, there are benefits to working with someone local. Face-to-face meetings can be valuable, especially for complex projects. They understand the local market. And you're working in the same timezone, which makes communication smoother.

If you do work with someone remote, make sure their communication is excellent and they're responsive despite the distance.

Reviews and References

Check Google reviews, testimonials, and ask for references from past clients. But read between the lines. A few negative reviews among dozens of positive ones isn't alarming. Look for patterns—do the same complaints come up repeatedly?

What to ask references:

Any established designer should be happy to connect you with past clients. If they won't, that's a red flag.

Trust Your Instincts

You can check all the boxes—great portfolio, fair pricing, solid process—but if something feels off, pay attention to that. You're going to be collaborating closely with this person. If you don't feel comfortable with them early on, that's not going to improve.

On the flip side, if someone immediately gets your vision, asks smart questions, and makes you feel confident in their abilities, that's valuable. Chemistry matters.

Making the Decision

Once you've talked to a few designers, compare them based on what matters most to you. Don't just pick the cheapest or the one with the prettiest portfolio. Think about the whole package—skills, communication, process, fit with your needs.

A good web designer will:

Finding the right fit takes a bit of work, but it's worth it. A good designer becomes a long-term partner who helps your business grow online, not just someone who builds you a website and disappears.

Ready to Start the Conversation?

At Lucent Studio, we work with Melbourne businesses who want websites that actually deliver results. We focus on strategy, design, and performance—not just making things look good.

If you're looking for a designer who'll take time to understand your business and deliver work you're proud of, we'd love to chat. No pressure, no sales pitch—just an honest conversation about what you need and how we can help.