What to Look for in a Website Designer: The Business Owner’s Guide (2025 Edition)
Whether you’re launching a new brand or giving your online presence a much-needed refresh, choosing the right website designer is one of the most critical decisions a business owner can make. Your website is often the first impression customers have of your brand — and in 2025, that impression forms faster and matters more than ever.
With Google’s ongoing emphasis on EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) and advancements in AI-driven search algorithms like MUM and SGE (Search Generative Experience), hiring a web designer who understands how to build for both humans and search engines is a must.
So, how do you separate the pros from the amateurs?
Here’s your business-focused guide to choosing a website designer who checks all the right boxes — and sets your brand up for digital success.
1. Experience That Aligns With Your Industry and Goals
A designer’s portfolio should speak volumes — but so should their relevant experience. Are they familiar with the unique challenges of your industry? Have they designed for businesses of similar size, audience, or goals?
At FreshMove Media, for example, our work spans local service businesses, e-commerce, healthcare, real estate, and law firms — with tailored strategies that factor in conversion behavior, mobile UX, and Local SEO needs specific to each niche.
Pro Tip:
Ask for case studies or before-and-after analytics. A great designer should show how their work impacts metrics like bounce rate, session duration, and conversion rates.
2. Mastery of Local SEO & Conversion-Centric Design
Design is more than aesthetics. In 2025, your website must also rank well, load fast, and convert visitors into customers.
That’s why your designer should be fluent in:
- Core Web Vitals & Lighthouse scoring
- Schema markup and structured data
- Local SEO best practices like Google Business Profile integration and location-specific landing pages
- Responsive mobile-first design
If you’re a business serving Richmond, VA, for example, your designer should understand how to target “near me” search intent, embed location-based reviews, and build pages that rank organically in the Local Map Pack.
3. Transparent Process with Strategy, Not Just Design
Good designers build websites. Great ones build business engines.
Look for someone who offers:
Discovery sessions to understand your goals
Sitemaps and wireframes to plan user journeys
On-page SEO strategy from day one (not slapped on post-launch)
Content collaboration or guidance so your site speaks to your audience and Google.
In 2025, Google’s AI-powered search surfaces context-rich content. That means your designer should be thinking about content hierarchy, semantic HTML, and UX pathways — not just colors and fonts.
4. Proven Track Record and Real Client Testimonials
Don’t just trust the portfolio — check what others are saying. Search for verified reviews, testimonials, or even LinkedIn recommendations. Ask for client references if you’re investing in a high-stakes redesign.
A high-authority designer should also be confident enough to put their name on their work. Look for footers that credit the designer — it’s often a quiet sign of pride and professionalism.
At FreshMove Media, many of our clients come from referrals — a testament to results that speak for themselves.
5. A CMS You Can Manage (Without a Developer)
WordPress? Webflow? Shopify? Squarespace?
Your designer should not only build in a modern, secure platform — they should also empower you to make updates, blog, or add pages post-launch. A proprietary system that locks you out (or charges you for every little change) is a red flag in 2025.
Also ask:
Will I have full admin access?
Will I receive training or documentation?
Is the design modular and scalable?
FreshMove Tip:
We use WordPress with Elementor Pro and custom post types to make edits simple — even for non-tech-savvy clients.
6. Prioritizes Site Security, Speed & Accessibility
Today’s sites need to be more than pretty. They need to be safe, fast, and inclusive.
In fact, Google’s 2025 ranking system now weighs:
Accessibility compliance (WCAG 2.2+)
HTTPS and security headers
Image optimization and lazy loading
Global font caching & CDN usage
Ask your designer how they optimize performance and protect user data. If their answer is vague or non-technical, keep shopping.
7. Clear Communication and Ongoing Support
Finally, the best designers are great communicators. They:
Set expectations around timelines and deliverables
Provide status updates throughout your project
Offer post-launch support and performance check-ins
Your website isn’t a one-and-done product — it’s an evolving marketing tool. Choose someone who acts like a partner, not just a vendor.
The Bottom Line: Choose a Designer Who Builds With Purpose
In 2025, a high-performing website isn’t just about looking good. It’s about:
Driving measurable business outcomes
Ranking in increasingly AI-driven search experiences
Delivering seamless, secure, and engaging UX across devices
Hiring the right designer can mean the difference between digital crickets… and a stream of qualified leads.
Ready to Find the Right Website Designer?
If you’re a business owner looking to grow your local presence, we’d love to help. At FreshMove Media, we build conversion-optimized, SEO-driven websites tailored to your goals — and backed by data.
Schedule a free exploratory meeting with us to get started.
or
Explore Our Recently Completed Projects.