What questions should I ask web design agency references?

When evaluating a web design agency, speaking with their past clients is one of the most valuable steps in your due diligence process. References provide honest insights into how an agency manages projects, solves problems, and delivers on their promises—details you won’t find in polished case studies or presentations.

Key Questions About Project Execution

Start by understanding how the agency performed against their commitments. Ask about the original timeline versus the actual timeline, and whether the project stayed on budget or required additional investment. These questions reveal whether the agency manages scope effectively and communicates transparently when challenges arise.

You should also inquire about how the agency handled risk and solved unexpected issues throughout the project. Every web design engagement encounters obstacles, so understanding how your potential partner navigates difficulties will give you confidence in their problem-solving abilities.

Understanding the Working Relationship

Ask references about the day-to-day collaboration experience. Were the agency’s team members accessible and responsive? Did the same points of contact remain engaged throughout the project, or did key people disappear once work began? Understanding the agency’s communication style and workflow transparency will help you gauge whether you’ll have a productive partnership.

It’s equally valuable to learn whether the agency truly listened to the client’s needs and business context. Did they demonstrate understanding of the sales cycle, target audience, and competitive landscape? An agency that takes time to understand your business will deliver more strategic results.

Measuring Success and Outcomes

Don’t just ask whether the project was completed—ask whether it achieved meaningful business results. Inquire about the KPIs the agency established and whether the final deliverable drove measurable improvements in conversions, engagement, or other key metrics. References who can speak to tangible outcomes demonstrate the agency’s focus on delivering business value, not just beautiful designs.

The Honest Conversation

Finally, ask if you can speak with a client whose project didn’t go perfectly. The best agencies will be transparent about lessons learned and how they’ve improved their processes. This conversation can be incredibly revealing about an agency’s integrity, accountability, and commitment to continuous improvement.

At Clear Digital, we encourage prospective clients to speak with our references because we know that honest feedback from past partners provides the clearest picture of what it’s like to work with us. Our collaborative approach and commitment to transparency mean our clients consistently report positive experiences—even when projects encounter challenges.