When you're ready to hire a web agency, you probably sense that something needs to change. But knowing something needs to change is different from understanding what's actually broken. Business owners who walk into agency conversations without that clarity often end up overpaying for discovery work, accepting proposals that don't address their real problems, or hiring the wrong fit entirely.
The companies that get better outcomes do something different: they come prepared. They know what's wrong with their site before they start talking to vendors. This shifts the entire dynamic. You can ask smarter questions, evaluate proposals against a concrete baseline, and make sure the agency spends your budget on solutions instead of problem-finding.
Here's what you should know before your first agency call.
1. The Business Problem You're Trying to Solve
Before you talk to any agency, get clear on what business problem your website is supposed to fix. Not enough leads? Leads that don't convert? Too many support calls because people can't find information? A brand that looks outdated compared to competitors?
These are business problems. Website work should address them. But if you can't articulate which problem you're solving, you'll struggle to evaluate whether an agency's proposal makes sense.
Once you know the business problem, you can start connecting it to possible website issues. Low traffic might mean discoverability problems (SEO, Google Business Profile). Traffic that doesn't convert might mean trust issues (design, credibility signals) or usability problems (confusing navigation, buried contact info). Too many support calls might mean content gaps.
You don't need to diagnose everything yourself. Free tools like PageSpeed Insights can help if you already have a pretty good idea where the problem is and know how to interpret the data. If you're not sure where to start, an audit can point you in the right direction. Either way, come to the conversation knowing what business outcome you're after.
2. What an Agency Project Actually Costs
Small business websites typically cost between $3,000 and $8,000, but that range hides a lot of variation. A simple landing page sits on the low end. A complex e-commerce rebuild or custom application can exceed it significantly.
Before you get quoted, understand where your project falls. Is this a redesign of existing pages, or are you building new functionality? Do you need integrations with tools you already use? Will there be ongoing support, or is this a one-time project?
Agencies quote based on scope. If you don't know your scope, you'll get a wide range of quotes that seem impossible to compare. That's when business owners make decisions based on the lowest price rather than the best fit.
Price clarity is also a defense against fraud. Fraud.org reports losses from bogus web developers ranging from $2,500 to $50,000. If an agency's quote is wildly outside legitimate market rates, that's a signal to dig deeper.
3. A Detailed Scope in Your Contract
The Better Business Bureau recommends that any contract with a service provider include specific elements: contact information, timeline, detailed scope of work, costs, payment schedule, licensing, insurance, and termination clauses.
The detailed scope is where most contracts fall short. This isn't a summary of what the agency will do. It's a line-by-line breakdown: how many pages will be built, what features are included, what's excluded, what constitutes a revision, and how many revision rounds are included in the fee. If the scope says "website redesign" with no further detail, you have no protection if the agency's vision doesn't match yours.
Get this in writing before work begins. If an agency resists putting specifics in the contract, that's a red flag.
4. How the Agency Defines Success
Success looks different depending on what you're trying to achieve. A lead generation site needs conversions. An e-commerce store needs order volume. A local business needs calls. An agency that focuses on visual design without understanding your core metric will give you a site that looks good but underperforms.
Before hiring, ask the agency directly: how will we know this project succeeded? If they start talking about vanity metrics (page views, time on site) instead of business outcomes (leads, revenue, orders), you're not aligned.
This question matters because website projects fail more often than they succeed. Most failures stem from unclear goals or misalignment between what the business needs and what the agency delivers. Asking about success criteria upfront prevents months of wasted effort and ensures you're both working toward the same outcome.
5. What Happens After Launch
Websites aren't finished products. They need ongoing optimization, security updates, content changes, and performance monitoring. Before you hire, clarify what's included in the initial fee and what costs extra.
Some agencies hand off the site after launch and consider their job done. Others offer ongoing support and optimization. Some offer both, with the initial project being step one of a longer partnership. Each model works, but you need to know which one you're getting.
Also ask about the handoff. Will you have direct access to the site's content management system? Will you be locked into the agency for future changes, or can another developer take over if you switch? These questions feel uncomfortable to ask, but they're important protections.
Get Clear Before You Start
Before you schedule your first agency call, do a baseline assessment of your site. Know what's working, what's broken, and what you want to change. Write down your business goals, budget range, and timeline.
With that information in hand, you'll ask better questions. You'll understand proposals more clearly. You'll spot the agencies trying to sell you something versus the ones trying to solve your problem. And you'll make decisions based on confidence, not hope.
Need help identifying your site's specific problems before you start talking to agencies? An Anthrasite audit gives you a detailed breakdown of what's working, what's broken, and what to prioritize. Come to agency conversations with data instead of guesses.
Looking for an agency after your audit? We can connect you with vetted partners.