Agency or freelancer for website development: Guide for business people

Agency or freelancer: What's better for your project?

There's no universal answer. Your choice depends on the nature of the project, budget, and working style that suits you.

Freelancers offer direct communication, flexibility, and often more affordable prices. They're ideal for clearly defined projects, when you want to work with one person from start to finish, and when quick responsiveness is important to you.

Agencies bring a team approach, a broader range of skills, and systematized processes. They're better for complex projects that require different disciplines: design, development, marketing, SEO, and when greater continuity security is important to you.

The key question isn't "who is better," but "who is better for my specific case."

Criteria you must check before making a decision:

1. Portfolio and reference projects

Don't just look at aesthetics. Check concrete results: Are the websites fast? How do they work on mobile devices? Are the projects similar to your industry or type of business?

Look for case studies with measurable results: increased conversions, reduced loading times, improved SEO positions. If someone only has pretty pictures without results, that's a red flag.

2. Technical expertise and specialization

Web development is a broad field. Someone who makes landing pages might not be the best choice for a complex e-commerce platform with custom functionality.

Ask directly: What technologies do you use? Why those? How do you approach performance and security? How do you handle SEO from the start of the project?

If you get vague or generic answers, move on.

3. Work process and transparency

A good partner will clearly explain what the process looks like from the first meeting to website launch. You must know:

• What does planning and requirement definition look like?
• How many revisions are you entitled to request?
• What happens if the project is delayed?
• How are changes after launch charged?

Avoid partners who can't give you a clear roadmap or who refuse to write a detailed contract.

4. Communication and availability

This is often the most overlooked criterion, yet one of the most important. Testing communication starts from the first contact:

• How quickly do they respond to emails?
• Do they ask the right questions about your business?
• Do they listen or just push their own vision?
• How do they explain technical terms?

Poor communication at the start won't get better during the project—it will only get worse.

5. Code ownership and flexibility

Essential question: Who owns the code after project completion? Can I transfer it to another developer if I want?

Some creators retain ownership of the code or tie you to their personal systems that make you dependent on them. That's a legitimate business model, but you must know what you're getting into.

Always insist on ownership of your content, database, and domain name.

Key questions you must ask

Before signing a contract, ask these questions:

About process and deadlines:

• What's a realistic deadline for my type of project?
• What happens if you're late with your obligations?
• How do you organize feedback and revisions?

About maintenance and support:

• What's included in ongoing maintenance?
• How are emergency interventions charged?
• Who's responsible for backup and security?

About results:

• How do you measure project success?
• What are the guarantees for serious website performance?
• Is training for using the CMS part of the business model?

About business relationship:

• Do you only work in my region or do you have experience with international clients?
• How are disputes resolved?
• Can I see a draft contract before committing?

Red flags

1. "Website for 200 euros in 3 days"

A quality website requires time and attention. If it sounds too good to be true, it probably isn't.

2. Vague or non-existent contract

No written contract, no deal. Period. A contract protects both you and the development partner.

3. 100% payment upfront

The standard model is: deposit (30-50%), phase by phase, or by milestones. No one confident in their work will ask for the full amount upfront.

4. No references or refusal to provide them

If someone has satisfied clients, they'll gladly connect you with them. If they avoid it, they probably have a reason.

5. Guaranteed SEO results like "first position on Google"

No one can guarantee specific SEO positions. That's simply not how SEO works. Such statements indicate either ignorance or dishonesty.

6. They use ready-made templates but don't say so

Ready-made templates aren't inherently bad; they can be an economical solution. But if they're selling you a "custom design" while using a WordPress theme from ThemeForest, that's fraud.

Practical selection process: Step by step

Step 1: Define what you really need

Before contacting anyone, sit down and write:

• What's the website's goal? (sales, lead generation, information)
• Who's your target audience?
• What budget can you realistically allocate?
• What are must-have elements, and what's nice-to-have?

Step 2: Create a shortlist of 3-5 candidates

Don't waste time contacting 20 people. Select 3-5 best based on portfolio, reviews, and specialization.

Step 3: Schedule initial conversations

This isn't a technical briefing yet. The goal is to see how they communicate, whether they understand your business, and if you "click" with the person.

Step 4: Request a detailed proposal

After the initial conversation, request a written proposal that includes:

• Detailed job description
• Clear pricing
• Completion deadline
• Number of revisions
• What's included and what's not

Step 5: Check references

Contact at least 2-3 previous clients. Ask them about communication, meeting deadlines, and how collaboration went after launch.

Step 6: Start with a smaller test project

If possible, start with a smaller project, e.g., a landing page, redesign of an existing page, before committing to a large project.

Special circumstances: International collaboration

I work with clients from Serbia to UAE and Norway, and I know there are specific things to pay attention to when working with someone from another country:

Time zones: How will meetings and communication be organized?

Language: Does the partner speak your language or is English needed? Can they adapt the website for your market?

Payment and taxes: How are international transactions handled? Who bears transfer costs?

Legal jurisdiction: Under which law are potential disputes resolved?

Price: How much does a quality website cost?

Prices vary enormously depending on complexity, market, and partner. As a guideline:

Basic business website (5-10 pages, CMS, responsive design): 1,500 - 5,000 EUR

More complex corporate website (custom design, advanced functionality, integrations): 5,000 - 15,000 EUR

E-commerce platform (custom solution, payment gateway, inventory management): 10,000 - 50,000+ EUR

The cheapest option is rarely the best. But the most expensive is often not justified either.

Focus on value for money: what do I get for this price and is it aligned with my needs?

Alternative to the classic model: Retainer collaboration

Instead of one large project, consider a retainer model, monthly collaboration where you pay for a certain number of hours of consulting work.

This is ideal if:

• You have an existing website that needs constant improvement
• You plan continuous content and marketing
• You want to have a developer "on speed dial" for urgent needs

Conclusion: Trust is the foundation

Choosing a web partner isn't just a transaction; it's a partnership. Look for someone who understands your business, respects your time and money, and is committed to the long-term success of your project.

The most important indicator of a quality partner isn't portfolio or price, but willingness to listen, transparency in communication, and ability to explain complex things clearly.

A website is an investment in your business. It's worth investing time to choose the right partner.

Ready to start the project with the right partner?

Contact me for a detailed collaboration proposal. You'll get a clear assessment of the scope of work, realistic deadlines, and a transparent offer, without hidden costs and ambiguities.