6 tips for evaluating website redesign portfolios

looking at computer
You’ve decided your website needs a refresh. Whether that’s because your old site is outdated and clunky or because you’ve updated your branding, finding the best web designer to revamp your site can feel like an impossible task.

With a seemingly endless list of options, finding a “needle in a haystack” is an apt comparison. To make your project a little easier to tackle, start by reviewing portfolios to find the best web designer for your website redesign.

Keep reading to discover a few tips to follow when evaluating web designer portfolios.

Tip #1: Look for evidence of strong problem-solving skills

Many people approach design in terms of aesthetics, but great web design solutions solve problems. The most successful websites are functional, support tasks users in the target audience want to achieve, and improve accessibility. Aesthetics matter to some extent and it's good to be able to utilize web design/development trends, but you should select a web designer with a proven demonstration of strong problem-solving skills and who is up on the latest trends, user experience best practices, and web technology capabilities.

The best web designers typically include case studies in their portfolios, and the best case studies clearly identify client pain points, the solutions developed, and how the solution was implemented before discussing the outcome. When assessing web redesign case studies, pay attention to the decision-making process, and to the execution of the solution the web designer opted for.

Tip #2: Select portfolios that reveal an understanding of branding

Your new website design should be aligned with your company’s voice and branding strategy. The web designer you choose should demonstrate an ability to incorporate—and, if appropriate, build on—established identity guidelines.

Tip #3: Choose a designer who is a team player

team working at a computer
A web designer is a professional who typically works with a larger team. You should assess website redesign portfolios in the context of the collaboration skills they will bring to the table. You don’t want a design partner who is unwilling to cooperate or compromise.

Look for a website redesign portfolio that includes provides examples of how they have worked with other marketing teams. Consider only those web designers who give credit to other team members, like developers and web copywriters, when presenting their work.

Tip #4: Focus on measurable results

An easy way to measure a designer’s success is with quantifiable metrics chosen to support a project’s goals. Find a designer who uses analytics to talk about the outcomes of past successful projects.

Some design-specific metrics often used to measure the success of a website redesign project include:
  • Conversion rates, including visitor-to-lead conversion rate
  • Bounce rate
  • Loading time
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Tip #5: Look for testimonials and talk to their past clients

Testimonials from past clients can give you a better idea of how a designer works and what kind of experience to expect.

Request testimonials and references, and consider asking them the following questions:
  • How was their experience working with the designer?
  • Were all of their website redesign project goals and expectations met?
  • Did the web designer identify any pain points to address?
  • Did the web designer communicate clearly and frequently?
  • Were there any edits needed? How did that process go?
  • Are they using the designer for website maintenance?
  • Would they consider working with that web designer again in the future?

Tip #6: Ask how the designer sees their role

Asking how a web designer sees their role on a website redesign project can tell you a lot about their design philosophy. Professionals who see web design as an art form might not be a good fit when it comes to achieving measurable results or meeting specific expectations. Ideally, the web designer you hire should mention problem-solving as a priority in their work.

The experienced team at TBH Creative believes in approaching web design from a strategic perspective to create a solution that meets and exceeds your goals. Whether you want to replace an outdated user interface, improve your conversion rate, or deliver better user experience, TBH Creative can help.

Ready to revamp your website? Start here

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Rie

About the author | Rie Vali

Rie is a web designer with over 20 years of professional experience, working for leading brands including Wells Fargo, Coca-Cola, Walt Disney, Eli Lilly, and Procter & Gamble. Passionate about online visual storytelling, Rie is always focused on web design trends, graphic design best practices, typography, custom illustration, and more.

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