Seven questions to ask before you hire an agency

Hiring an agency is a bigger decision than it looks. You will share your plans, your customers and often your login details. The agency will shape how people see your company for years. Most buyers spend more time choosing a laptop than choosing a partner.

Here are seven questions we think every buyer should ask, including of us.

1. Who will do the work?

Ask for the names of the people who will work on your project. Some agencies sell with senior people and hand the work to juniors. That is not always bad, but you should know it upfront.

2. What will you ask me for before you start?

A good agency asks hard questions early. They want your goals, your customers and your budget. If the first meeting is only a sales pitch, expect the same pattern during the project.

3. How do you measure success?

Ask what numbers they will track and how often you will see them. Look for clear answers such as sign-ups, sales calls or time on page. Be wary of agencies that promise rankings or “brand awareness” without a way to measure either.

4. What is included, and what is extra?

Ask for a written list of deliverables. Ask how many rounds of revisions you get and what happens when you need more. Hidden extras are the most common reason clients feel misled.

The cheapest quote is often the most expensive project, once the extras arrive.

5. Can I talk to a past client?

Ask for one or two references from projects that are similar to yours. Ask the client what went well, what went badly and how the agency handled a problem. The answer to the second question tells you more than the first.

6. Who owns the work?

Confirm that you own the final files, the code, the content and any accounts the agency opens for you. Make sure you can take the site to another host or hire another team if needed. This should be in the contract, not just in a conversation.

7. What happens after launch?

Most projects need care after they go live. Ask about support, bug fixes and updates. Ask how quickly the agency replies to an urgent problem. A launch is the start of the relationship, not the end of it.

Use the answers

Write the answers down and compare them across agencies. Pay attention to clarity. An agency that explains its process plainly is usually easier to work with. One that avoids the questions may be hiding a problem.

We would rather lose a project to a clear competitor than win one with vague promises. Ask the questions. A good partner will be glad to answer them.