Freelancer vs. Agency vs. Boutique: What’s Best for You?
What to Look for in a Website Designer for Your Small Business
Choosing a website designer can feel overwhelming.
You type “website designer for small business” into Google… and suddenly your screen is full of options. Agencies. Freelancers. Studios with names you’ve never heard of. Everyone promises the “perfect” website.
If you’re like most small business owners, it’s hard to know where to even start. You just want a site that looks great, feels like you, and actually helps your business grow. But every designer seems to have a different process, price, and promise.
I know this world from the inside. I started my career at a corporate marketing agency where we worked with small businesses all the time. And honestly? I watched a lot of them spend way too much of their budget on websites that weren’t designed for their audience at all. They were polished, yes… but too corporate. Too cookie-cutter. And definitely not something that reflected the personality of the business owner behind it.
That’s a big reason I left agency life and started my own studio. I wanted to help creative small businesses—photographers, boutique shops, designers, restaurants—get websites that actually work for them. Sites that connect with the right people and feel authentic, instead of something built for a boardroom.
This guide will walk you through the three main types of website designers, what to expect from each, and how to figure out which one is the best fit for you. By the end, you’ll know exactly what to look for and how to avoid the mistakes I watched so many small businesses make.
2. The 3 Main Types of Website Designers
Before you can choose the right designer, it helps to know who’s out there… and what you’re really getting into with each option.
I like to think of website designers in three categories: big agencies, boutique studios, and freelancers. They all have their place, but for most small businesses, one is a much better fit than the others.
The Big Agency
The impressive choice on paper. Big agencies usually have full teams: designers, developers, SEO specialists, project managers.
- Pros:
- Polished, professional process
- Multiple specialists working on your project
- Can handle large or complex websites
- Cons:
- Expensive (often $20,000–$50,000 or more)
- Slow timelines with lots of approvals
- Easy to end up with a site that feels polished but generic
- You often get passed from one account manager to another, and high turnover means you’re constantly re-explaining your business to someone new
I saw this over and over when I worked at a corporate marketing agency and I know I’m not the only one. Small businesses would spend their entire marketing budget on a website that looked sleek but didn’t connect with their audience. And the process itself was frustrating… clients never knew who to talk to because their point of contact kept changing. It wasn’t that the work was “wrong,” it just wasn’t designed for the personality and goals of a small business owner.
Another thing to watch out for?
I call them website factories. These are big companies that churn out $500+ websites like products on an assembly line. You’ll get something live, sure—but it won’t feel personal, and it definitely won’t be built around your brand or your goals.
I was on a call recently with a client who had come from one of these “factories,” and at first, I thought she might just be overly critical of her last designer. But then she showed me the site… She had just finished telling me about all the ideas she had for her brand visuals—how she wanted the site to feel intentional, elevated, creative. And what I saw? A bare-bones WordPress template with no personality, confusing navigation, and visuals that felt like they were pulled from a stock image starter pack. It barely functioned, and it definitely didn’t reflect her brand. In this case, you get what you pay for…
The Freelancer
Freelancers are often the most approachable option for small business owners dipping their toes into hiring a website designer. This is usually one person doing it all—sometimes a specialist in one area like design or development, other times a jack-of-all-trades handling every piece themselves.
A freelancer could be:
- Someone building websites as a side gig alongside a full-time job
- A part-timer who takes on a handful of projects each month
- A new designer just getting started and building their portfolio
I started out as a freelancer over ten years ago before I opened my studio. It was a great way to learn, gain experience, and build a portfolio before I got more serious about the business side of things. And for a lot of small businesses, this is exactly who you’ll meet first when you start looking for a website designer.
- Pros:
- Typically the most affordable option for getting a website live
- Flexible schedules and quicker turnaround for smaller projects
- Great for starter sites or simple redesigns
- Cons:
- Skill level and experience vary a lot—some freelancers are amazing, some are still figuring things out
- Many don’t offer strategy, copy guidance, or marketing insight—they’ll build what you ask for, but that’s it
- Post-launch support can be minimal, which leaves you on your own for updates or fixes
- If they’re juggling other work or life commitments, communication and timelines can be unpredictable
Working with a freelancer can be a great choice if you’re on a tight budget or need something simple. But if you want a site that comes with strategy, support, and the kind of long-term partnership that helps your business grow, the next option—the boutique studio—is usually where small creative businesses find their best fit.
The Boutique Studio (My favorite option… and yes, I’m a little biased)
Boutique studios are that sweet spot between a big agency and a solo freelancer. They’re small, specialized teams that blend strategy and design, but without the layers and red tape of a big firm.
And I’ll be honest… I fall into this category. So yes, I’m a little biased. But here’s why I believe in this model: we have the experience and resources to take on projects big and small, while keeping things personal. In most boutique studios, the owner or founder still has a hand in nearly every project. That means you actually know who’s working on your site… and you can trust that the person you meet on the discovery call is the same person making sure your site turns out exactly the way you need it to.
Pros:
- Personal attention and clear communication—you’re never just “project #27.”
- Balances personality with strategy so your site both looks good and works.
- The owner/founder is typically involved in the day-to-day work, so you get to know and trust who’s building your site.
- Understands creative, visual small businesses and cares about your long-term growth.
- Faster and less overwhelming than a big agency, with a hands-on process that keeps you involved.
Cons:
- Limited availability since projects are high-touch and customized.
- Not the cheapest option—priced according to experience and the level of support you get.
- Requires your input along the way (if you want to be completely hands-off, this isn’t the best fit).
This is exactly how I work now, and it’s where I’ve seen the biggest transformations for small businesses. We take the time to really understand your business, your goals, and your audience. We focus on the details that actually move the needle—site structure, client journey, and the kind of content that turns visitors into clients. And because the process is nimble and personal, you get a custom, thoughtful site without the bloated timelines or intimidating process of a big firm.
3. How Much Does a Small Business Website Cost?
If you’re like most small business owners, this is the first question you want answered… and also the one nobody gives a straight answer to.
The truth is, website costs can vary a lot depending on who you hire, how custom your project is, and how much strategy and support you want along the way. Here’s a general breakdown:
- Big Agency:$10,000–$50,000+
- Full-service, often includes branding, SEO, and a whole team
- Comes with long timelines and high costs that are usually overkill for most small businesses
- Freelancer:$1,000–$5,000
- Best for starter sites or simple redesigns
- Often a “build what you ask for” approach with limited strategy or post-launch support
- Boutique Studio:$3,000–$10,000+
- Includes strategy, design, and a more guided, collaborative process
- Usually priced according to experience and the support you’ll get which usually means fewer headaches and better results.
- A great balance for creative small businesses that want a website to actually work—not just look pretty.
Please note these are gross generalizations and pricing will vary company to company.
What impacts the price?
- Scope of the project: Number of pages, functionality, and any special features
- Template vs. Custom: Fully custom sites cost more; template customization can save money but varies by designer
- Content & Strategy: If your designer guides copywriting, SEO, or page structure, that adds value (and cost)
- Ongoing Support: Post-launch training or maintenance might be included—or billed separately.
All my clients receive a customized training video after we go live, showing them exactly how to make day-to-day updates to their site. And if something bigger comes up later? They can always reach out.
Just the other day, a client I worked with three years ago emailed me because their site was crashing due to a rogue plugin. Even though they weren’t on an active maintenance plan, I was able to hop in and fix it right away.
Always make sure you know what happens if you need changes a month (or a year) after launch.
Why cost alone can be misleading:
I’ve seen both extremes. Small businesses who spent their entire budget at a big agency and ended up with a gorgeous but “too corporate” site that didn’t speak to their audience. And others who went with the cheapest option… only to come back a few months later needing a full redesign because the DIY or budget build just wasn’t cutting it.
And when it’s built with your audience and goals in mind… a good website can absolutely pay for itself many times over.
4. What Should I Ask Before Hiring a Website Designer?
Choosing a designer isn’t just about style—it’s about process, communication, and long-term support. Before you sign anything, ask a few key questions to make sure you’re on the same page.
Start with things like:
- What’s your process from start to finish?
- Will I be working directly with you or someone else?
- Do you offer support after launch?
- Will you help with strategy, or is this design-only?
- Have you worked with small businesses like mine?
These questions will help you avoid surprises and find someone who actually understands what your business needs (not just what looks good).
➡️ Want the full list? Check out my post: 15 Questions to Ask Before Hiring a Website Designer
5. Do I Need a Custom Website or a Template?
Ah yes—the million-dollar (or at least a few-thousand-dollar) question.
If you’re feeling stuck here, you’re not alone. A lot of small business owners know they need a better website… but they’re not sure if they need something custom, or if a thoughtfully customized template will do the job.
Let’s break it down:
Template Websites
Templates are pre-designed layouts you can plug your content into. Designers often use platforms like Showit, Squarespace, or Shopify for this—so you’re not starting from scratch. Check out my comparison on Squarespace vs Showit here.
There’s a wide range of what “template customization” actually means. Some designers will:
- Simply swap out your photos, colors, and copy
- Others (like me) will completely overhaul the layout, design, and structure until it barely resembles the original
Template customization can be a great option if:
- You’re on a tighter budget
- You have a simpler site (think 5-ish pages)
- You want to launch faster and refine over time
Custom Websites
Custom means exactly what it sounds like—built just for you, from the ground up. This usually involves deeper strategy, SEO planning, user experience thinking, and brand-forward design.
Custom might be the way to go if:
- You’ve outgrown your starter site and want a more elevated experience
- You have a lot of content or unique functionality
- You want your brand to feel high-end, tailored, or different from what’s already out there
So… what do you really need?
If your site is basic, you don’t have a lot of content yet, or you just need something “clean and clear” to build from—template customization is probably a smart starting point.
If your business is growing, you’ve got a clear brand, and you’re ready for something more strategic and polished… a custom build might be worth the investment.
And if you’re still not sure? That’s what a strategy call is for. I help clients figure this out all the time.
6. What’s the Difference Between a Website Designer and a Developer?
Back in the day, these were two completely separate roles. Designers made things look good. Developers made things work behind the scenes.
But now? With platforms like Showit, Squarespace, and Shopify, those lines are way blurrier. Most modern website designers are expected to know at least a little of both.
Take me, for example. I call myself a website designer—but I’ve handled some pretty advanced technical builds, too. I’ve:
- Written thousands of lines of custom CSS for Squarespace
- Set up advanced custom post types in WordPress for Showit sites
- Customized Shopify themes far beyond the basics
- Troubleshot tricky plugin conflicts and performance issues
In other words, I don’t just make it pretty—I make sure it works. And I optimize your site for performance, speed, SEO, and functionality so it doesn’t just sit there looking nice… it does its job.
That said, if your site needs really complex features—like custom web apps, member dashboards, or integrations with internal systems—you may need both a designer and a developer working together.
The key is finding someone who understands what you actually need and isn’t afraid to tell you when it’s time to bring in reinforcements.
7. Which Website Designer Is Right for You?
If you’re still not sure which route is right for you, that’s totally normal.
There’s no one-size-fits-all answer—but here’s the rule of thumb I share with most small business owners:
- A big agency can work if you’ve got a massive budget, complex needs, and don’t mind being one of many clients. But for most small businesses? It’s often more than you need.
- A freelancer can be a great fit for simple, starter websites or one-off updates. Just make sure they’re experienced enough to support you beyond launch day.
- A boutique studio tends to be the sweet spot. You get strategy, design, and support from someone who understands creative businesses… and actually cares about the outcome.
No matter who you hire, look for someone who listens. Someone who asks smart questions. Someone who sees the big picture of your brand and isn’t just there to drop your content into a template and move on.
A great website designer isn’t just making something pretty—they’re helping you grow your business.
Common Questions About Hiring a Website Designer
What is the average cost to hire a website designer?
The cost can vary widely depending on experience, scope, and customization. For a small business, a custom website typically ranges from $3,000 to $10,000+, with basic template customization starting around $1,500. It’s not just about the number of pages… It’s about strategy, content support, and how well the site is built to support your business goals.
Should I hire a freelancer or an agency?
Freelancers often offer a more personalized, flexible experience, while agencies can handle complex projects with larger teams. If you want hands-on collaboration and a strategic partner who gets to know your business inside and out, a boutique studio or solo designer may be the best fit.
What platform should I use for my website?
The right platform depends on your business. Showit is great for creatives who want flexibility and visual design control. Squarespace is user-friendly and works well for simple service sites. WordPress offers more control for larger or SEO-heavy sites. Your designer should guide you toward the platform that fits your needs, not just their preference.
Is it better to use a template or hire a custom web designer?
Templates are great for quick launches and limited budgets, but a custom web designer builds your site around your brand, your content, and your goals. If standing out in your niche, improving conversions, and scaling your business are priorities, custom is the better long-term investment.
How long does it take to build a custom website?
Most custom website projects take between 4 to 8 weeks, depending on the scope, feedback timeline, and how prepared you are with content and assets. Some designers also offer “design days” or intensives for faster turnarounds on smaller projects. Don’t be surprised if your project runs over the initial timeframe if you’re not coming prepared with copy, brand assets, and photos. Your designer should be able to support you with this.
What makes a great website designer for small businesses?
It’s not just about pretty design. A great website designer helps you make strategic decisions, guides you through a clear process, and builds a site that actually supports your business goals.
Look for someone who:
- Asks smart questions and helps clarify your ideas
- Has a clear, organized process that fits your working style
- Designs with your marketing, SEO, and growth in mind
- Communicates clearly and makes you feel supported—not overwhelmed
The best designer is one who feels like a partner, not just someone delivering files.
How do I choose the right web designer for me?
It’s less about whether they’ve worked in your niche and more about whether their style, vibe, and process align with what you’re looking for. Do you like their past work? Did the discovery call feel easy and collaborative? Are their testimonials strong and specific? A good fit often comes down to trust, communication, and whether you feel confident they can bring your vision to life. Don’t underestimate the importance of chemistry. It matters.
The best designer? Someone you’ll feel comfortable emailing years from now—because you know they’ll still have your back when the weird bugs show up. Not just during the shiny launch, but long after.
Curious what it’s like to work with a studio that actually gets small business life?
See how our studio blends strategy, personality, and design that actually converts. Reach out about our website design services here.
