The questions that reveal how an agency actually works — team, process, pricing, ownership and what happens when things go wrong.
Most agency selection processes compare portfolios and prices. Both are weak signals: portfolios show the best work under the best conditions, and prices are only comparable if the scope is. These twelve questions get at how the work will actually go.
About the team
1. Who exactly will work on this, and what else are they on?
The people in the pitch are not always the people on the project. Ask for names, roles and rough allocation.
2. What happens if that person leaves mid-project?
You are listening for documentation, shared ownership and handover practice — not reassurance.
3. What do you not do?
An agency that claims to do everything either subcontracts silently or is stretched thin. A clear "we do not do that, here is who does" is a good sign.
About the process
4. What will I see in the first two weeks?
Vague answers here predict vague projects. You want something concrete and reviewable early.
5. How often will I see working software, not slides?
A demo you can click beats a status report. Weekly or fortnightly is a reasonable cadence.
6. What does your change process look like?
Scope will change. The question is whether that is a conversation with a cost attached or an argument.
About money
7. What is not included in this price?
The single most useful question you can ask anyone bidding for work.
8. How do you bill for overruns?
Fixed price, time and materials, or capped — all are fine. Not knowing which, before you start, is not.
9. What will this cost to run for a year after launch?
Hosting, licences, support, retainer. Projects are quoted; running costs are lived with.
About ownership
10. Who owns the code, the designs and the accounts?
You should own all three. Watch specifically for hosting, domains and analytics registered to the agency — that is a common and painful surprise later.
11. Could another team pick this up?
Standard tooling, documented setup, no undocumented magic. Ask what onboarding a new developer looks like.
About outcomes
12. How will we know if this worked?
If the answer is about launching on time rather than a business metric, you are buying delivery, not results. Agree the measure before work starts, along with who is accountable for it.
One more, off the list: ask for a reference from a project that went badly. Every agency has one. How they describe it — and whether they will connect you — tells you more than any case study.
Signals worth paying attention to
- They ask about your business before pitching a solution
- They push back on part of your brief
- The proposal names risks, not just deliverables
- They are specific about what they need from you, and when
- Their own site and communications are in order
If you would like to see how we answer these, that is roughly what a first conversation with our team covers.
Frequently asked questions
Should I run a formal pitch process?
For large projects, a paid discovery with two or three shortlisted agencies beats an unpaid pitch. You see how they actually work rather than how they sell, and the output is useful whoever you pick.
Is it better to hire a specialist or a full-service agency?
A specialist for a single well-defined problem. Full-service when work spans disciplines and the coordination cost between separate vendors would land on you.
How much should I budget for the first year of running costs?
A common planning figure is 15–25% of build cost annually, covering hosting, licences, support and small improvements. Get it quoted rather than assumed.
