Choosing a web agency is one of the most expensive decisions a small or medium business makes — and simultaneously one of the most confusing. Everyone says the same thing: 'custom', 'professional', 'SEO-optimized'. But when you pay €8,000 for a website, you don't want to find out after launch that you actually got a purchased theme with a new logo. Here's the honest checklist we at Vestholm Group wish all European businesses knew before contacting us.
Question 1: Do you build from scratch or use templates?
This is the most important question, and most agencies answer it vaguely. An honest answer is either 'we build from scratch with code' or 'we start from a theme and customize'. Both can be right choices depending on budget — but you need to know what you're getting.
Red flag: the answer 'it's custom' without explaining whether that means custom code or customized WordPress theme. Then you should dig deeper.
Question 2: Can I see Lighthouse scores on three of your recent projects?
Google Lighthouse (or PageSpeed Insights) is free, public, and takes 30 seconds. If an agency hesitates to give you numbers, it's because the numbers aren't good. Good agencies deliver sites scoring 90+ on mobile. Mediocre agencies deliver 60–70. Cheap ones deliver 40–50.
Red flag: 'We don't focus so much on scores, but on user experience.' Score and user experience are the same goal seen from two angles.
Question 3: Do I own the code and content?
Some agencies give you a website, while others give you a subscription to a website they own. The difference is enormous. If you own the code, you can switch agencies whenever you want, host wherever you want, and sell the business with the website intact. If the agency owns everything, you're locked in — forever.
Red flag: 'We take care of everything including hosting — you don't need to think about anything.' It sounds convenient, but often means you don't own anything.
Question 4: Who does the work?
Some agencies have seniors who sell but interns who build. Ask to meet the people who will actually make your website. Look at their own portfolios, not just the agency's.
Red flag: the salesperson doesn't want you to talk directly with the developers.
Question 5: How do you measure success?
A website is not an art project — it's a business tool. A good agency asks what your goal is (more inquiries? bookings? sales?) and builds around that. A bad agency asks what color you want.
Red flag: the agency talks more about design trends than about what will get you customers.
Price levels you should know
Under €2,000: a freelancer or DIY. You get a website, but expect limitations.
€2,500–€6,000: smaller agencies or experienced freelancers, often WordPress-based. Quality varies enormously.
€6,000–€15,000: custom websites from established agencies or specialists. Custom code, strategy, SEO, and follow-up.
Over €15,000: large agencies with multiple team members, or complex projects with integrations and special features.
The three typical mistakes businesses make
Mistake 1: They choose the cheapest option to 'see how it goes'. It goes poorly, they pay double two years later.
Mistake 2: They let design be the most important criterion. Design is only half — technical quality and SEO structure is the other.
Mistake 3: They sign long binding contracts with monthly maintenance they don't understand. Always read what happens if you want out of the agreement.
Conclusion
Choosing a web agency isn't about finding the cheapest or the most expensive — it's about finding one that's honest about what you get, lets you own the work, and can document quality with concrete numbers. Ask the five questions above, and you'll filter out 90% of agencies immediately.
Vestholm Group gladly answers all five questions openly before you decide. No commitment, no sales pressure — just honest advice about what fits your business best.
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