You have decided to get a website built, and you are considering a freelance web designer. That can be a good choice, but quality varies a lot. Some freelancers have the process under control from the first meeting to launch. Others vanish mid-project.
This is what I would check myself if I were hiring one.
In short
- Look at sites that are still live. Screenshots are not enough.
- Get a written agreement with scope, price and timeline before work starts.
- The domain must be in your name, and you need access to everything.
- Ask about the time after launch. A WordPress site needs ongoing updates.
Five things to check
1. A portfolio with relevant work
Ask for examples of projects similar to yours. If you run a carpentry business, other trade websites tell you more than a fashion webshop. Open the sites on your phone. If they are still online and working, that is a good sign.
2. A clear process
Ask how the project runs from start to finish. A good answer has steps, dates and a plan for when you give feedback. If the answer is vague, that is a warning sign.
3. Communication
Notice how quickly you get a reply to your first enquiry and how you will talk during the project. Good communication matters at least as much as technical skill.
4. Technical competence
A web designer should at minimum have experience with:
- WordPress or the system you choose
- Responsive design, so the site works on mobile
- Basic SEO
- Performance
- Security, updates and backups
5. References and reviews
Ask for contact details of a couple of previous clients you can call yourself. Also read reviews on Google or Trustpilot if they exist.
Freelancer or agency?
| Freelancer | Agency | |
|---|---|---|
| Contact | Directly with the person doing the work | Through a project manager |
| Flexibility | Can adapt to your needs | More fixed process |
| Capacity | Limited, one person | Can put more people on it |
| Focus | Often deep knowledge in one field | Several disciplines under one roof |
For most small businesses, a freelancer is a sensible choice. An agency makes most sense when the project is large and needs many different specialists at the same time. I have written more about that choice in how to choose a web agency.
What a good process looks like
- Discovery. You discuss needs, goals and audience. The freelancer asks questions and advises.
- Quote and agreement. You get a written quote with scope, price and timeline.
- Structure. A draft of the site structure and menu.
- Design. The visual design based on your brand and industry.
- Feedback. You give feedback, and changes are made.
- Development. The design is built in WordPress or the chosen system.
- Testing and launch. The site is tested on mobile, tablet and desktop.
- Handover. You get access to everything and an introduction to the system.
Red flags
Stay away from freelancers who:
- Will not make a written agreement. Without one, you are in a weak position if something goes wrong.
- Cannot show sites that are live. Screenshots do not show whether a site works.
- Do not give a timeline. "A couple of weeks" is not a plan.
- Want the full amount up front. Payments should follow milestones in the project.
- Register the domain in their own name. The domain must be registered with your business as the registrant.
- Do not talk about maintenance. WordPress, themes and plugins need updates after launch too.
Questions for the first meeting
- What exactly does the price cover? Design, development, copy, SEO?
- Who owns the domain, code and content afterwards?
- What do changes after launch cost?
- How long does the project take, and what do I need to deliver along the way?
- Who keeps the site updated, and what does it cost?
- Which tools do you build with?
About the domain: if you have a .dk domain, you as the registrant choose which reseller manages it. Punktum dk, the Danish registry, says all .dk domains must be moved to a reseller by 30 June 2028 (Punktum dk, in Danish). Read more about what a domain name is.
What does a freelance web designer cost?
There are no official statistics on freelance web design prices in Denmark, and I will not guess at an average. What I can show is my own fixed prices. They are also on the pricing page and the page about business websites. All excl. VAT:
| Task | Price |
|---|---|
| Same-day landing page | DKK 5,000 |
| 5-page starter website | DKK 12,000 |
| Complete solution | From DKK 20,000 |
| Smaller tasks and changes | DKK 900 per hour |
When you compare quotes, compare what is included. A cheap quote without copy, SEO and handover often ends up costing more.
Frequently asked questions
What does a freelance web designer cost?
There are no official statistics on prices, and they vary a lot. With me, a landing page costs DKK 5,000 and a 5-page starter website DKK 12,000 excl. VAT at a fixed price. Smaller tasks are billed at DKK 900 per hour.
Is a freelancer cheaper than an agency?
Often, because there are no project managers or offices to pay for. On the other hand, a freelancer has limited capacity. Compare quotes on what is included, not just on the final price.
Who owns the domain and the website when it is finished?
You should. The domain must be registered with your business as the registrant, and you should have admin access to WordPress and the hosting. WordPress is released under the GPL licence, so you are free to use and modify the software itself.
What should I ask a web designer before I say yes?
Ask what exactly the price covers, who owns the domain and code afterwards, what changes after launch cost, how long the project takes, and who keeps the site updated after launch.
How can I tell if a web designer is any good?
Look at previous sites that are still online and test them on your phone. Ask for a couple of references you can call yourself, and notice whether you get a clear process and a written agreement.
Sources
All sources read 3 October 2026.
- Punktum dk: Information til dig om dit .dk-domænenavn: punktum.dk
- WordPress.org: License: wordpress.org
- My own prices: mahoje.dk/en/priser
