Are you asking the right questions (when interviewing agencies)?

We've heard our fair share of horror stories from clients about their experiences with other agencies. Everything from horrible outsourcing jobs to disappearing for 6 months only to present a website that was nothing like what they expected. But how does one find themselves working with an agency like that to begin with? I think it all starts with asking the right questions when hiring an agency — making sure they're qualified and the right team to take on the job.

Here is our list of top 5 questions you don't want to forget to ask:

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1. Who is your "team" that I'll be interfacing with and will be working on my project?

You have a right to know whether the team / person you're talking to on the phone will be the one designing your website, or if they're outsourcing the work to someone else. If they're outsourcing it, will you be able to communicate directly with the person designing your website? And can you see THEIR work samples before hiring them?

Red Flags: I don't like shadiness, and don't have a tolerance for it in business. If this question is being dodged or you feel like they're not being completely transparent with their answer, they probably have something to hide. You should get a clear answer on who you'll be communicating with during the project and who will be working on your project.

What Skye High does: While we have a team of designers, writers, strategists, developers and project managers, Yoni and I are always the central point of contact with our clients. I still design many of our client's websites (though we do have a team, so depending on bandwidth, it's not guaranteed), and we bring on our skilled team members for other parts of the process.

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2. What is your process/timeline?

By the end of the interview, the agency you're interviewing should be crystal clear about their process and how they would go about your project. There shouldn't be any ambiguity about this. It represents how clear THEY are about their own process and how buttoned up it is. Make sure by the end of the call you also understand their timeline and that it matches with your own. For instance, if you have a book launching in 2 months but they have a 6 month timeline for launch, can they accommodate your need for an interim book landing page? If not, well, you may have your answer about whether they're the right fit or not.

Red Flags: If they can't tell you their process in a clear, eloquent answer in 5 minutes or less, it's not a good sign. If after explaining their process, you're left more confused than before they stared...well, that's also not a good sign. Their process should be clear. It should make sense. It shouldn't feel like deciphering a cryptic message written in a language you barely understand.

What Skye High does: Our process that we lead nearly all of our clients through is broken up into 2 phases. The first phase sets up the foundation: starting with brand strategy (both written and visual), then creating the brand designs (all logo variations), and ending the first phase with a photo style guide and site navigation. Our second phase is all about the website - the copy (all the words!), custom design and development.

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3. What platform will you be building my website on?

All web agencies have their preferences about web platforms, and you’ll be hard pressed to try to convince them to use anything else. If you have a need or preference to be on one specific platform over another, make it known. Otherwise, better understand the platforms they use, WHY they like them, how easy they will be for YOU to manage, and their general philosophy on choosing platforms.

Red Flags: If they build solely on Wix, run for the hills. Ok, I’m slightly kidding, but I’m also not. Here’s why: the platform(s) they recommend say a lot about their agency and skills, and also a lot about what YOU’LL be getting. If you have a complex back-end, courses, e-commerce, marketing funnels and tons of pages and an overall hefty website, you need a platform that can handle that. You need a platform like Wordpress or Webflow. If you essentially have a brochure website that needs to be beautiful but not functionally complex, you have a lot more options. However, making sure they are building it in a way that aligns with your expectations of how you want to USE the site post-launch is essential. We had a client who paid a shit ton of money to a team to build her site on Wordpress, hard-coded and impossible for them to use. The agency required all changes to go through them. The silver handcuffs were great for the agency, but horrible for my client. Make sure you understand not only the platform and plan for the build but also who controls the keys to the castle once it’s built.

What Skye High does: Since we built Mel Robbin's (second Skye High) website on Webflow in 2020, we haven't looked back. Since then, we've built almost every other website on Webflow as well. Before this point, we built all of our custom websites on Wordpress, but the delays, load speed times, confusing back-end, plug-in drama and overall buggy-ness caused us to rethink our platforms. Webflow not only allows beautiful, fluid animations and effortless transitions, but it has 2 levels of access so our clients can edit their sites without fear of breaking anything. It's been a game changer in the web platform industry, and anyone who's interested in looking forward versus behind them should also consider this platform ;)

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4. What happens after launch?

Some agencies charge retainer services to continue working with them, while others may limit anyone else editing the website outside of their agency (as mentioned in the above example). Regardless, you will want to know what your options are. Further more, once the brand and website is developed, you also want to think about the other brand extensions and who's designing those. You'll want to make sure your collateral, social, and other assets are aligned with your new branding and thus feel connected and intentional.

Red Flags: I'm personally not a fan of any agency model that requires a retainer for "maintenance", unless it's required and necessary. I'm all for getting compensated fairly for doing work, but if it's not clear what the maintenance plan covers, then you're essentially paying them for

What Skye High does: Since Webflow does automatic daily backups, there's no need for 'maintenance' to back up or check the site. Therefore, we don't require retainers with clients unless they have ongoing requested work. We do work with nearly all of our clients after the launch of their website to assist with new projects, book launches, collateral design, and more, but it's not required.

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5. What's required and expected from me vs. the agency?

The proposal you receive from the agency should specifically outline what they will be responsible for and ultimately delivering. However, before embarking on a redesign, make sure you understand what will be expected from you. For instance, are you responsible for delivering all the content (words) yourself, or are they writing it? You know your bandwidth and capabilities more than anyone, so be honest with yourself and the agency about what you can realistically do.

Red Flags: I would be concerned if they either required NONE of your time or seemingly TOO MUCH of your time. You're hiring an agency of professionals to do a job. Therefore, you should not be expected to project manage, write your own copy, design your own website, or build your own brand.

What Skye High does: On our consult calls and in our proposals, we very clearly break down what we will be doing. We typically don't require the client to bring anything to do the table other than their knowledge of their business, goals, vision and audience. However, if they've already worked with another agency prior on brand strategy, and want to use what they've done to supplement the work we'll do, we absolutely take that into account in the proposal.

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Ready to take your brand and website to the next level? 

We'd love to work with you. Contact us today to get started.

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