Calling a web design agency’s references feels like a formality. The agency gave you the names. Of course those people are going to say good things. Most reference calls end in five minutes with some version of “yes, they were great to work with” — and you learn almost nothing useful. That’s a waste of everyone’s time, and it happens because most people ask the wrong questions.
A reference call is an intelligence operation, not a courtesy. If you ask the right things, a former client will tell you more about an agency than any proposal, portfolio, or sales call ever will.
Why References Are Still Worth Calling
Before getting into the questions: yes, agencies curate their reference lists. They’re giving you their happy clients. But happy clients still have stories. A client who loved an agency will also tell you the project ran two weeks late, or that communication went silent for three weeks mid-build, or that the handoff documentation was thinner than expected. That’s not dissatisfaction — it’s an honest picture of what the experience looks like.
Even a positive reference, questioned carefully, gives you real texture. And occasionally, the reference is lukewarm in a way the agency didn’t anticipate. That’s more valuable than anything in a proposal deck.
Before You Call: What to Prepare
Get the following from the agency before reaching out to references:
- The approximate scope of the project (what was built, rough budget range)
- The timeline that was quoted versus what actually delivered
- Who specifically managed the project on the agency’s side
If the agency is reluctant to share these details before the reference call, that’s already information.
Questions to Ask Every Reference
”How would you describe the scope of the project you hired them for?”
Start here. Let the reference set the baseline. If their description of the project differs significantly from what the agency told you, that’s worth noting. If a client describes “a basic site refresh” and the agency positioned the same project as “a comprehensive digital transformation,” someone is framing things dishonestly.
”How did the project go relative to the timeline they gave you at the start?”
This is the most revealing question on the list. Agencies routinely underquote timelines to win projects. A reference who says “we were told six weeks and it took four months” is telling you something important. A reference who says “they said eight weeks and we launched in seven” is telling you something else entirely.
Ask the follow-up: “Did they communicate proactively when there were delays, or did you have to chase them?"
"Were there any surprises in the final cost compared to what you were quoted?”
Scope creep is the most common source of client-agency conflict. Fixed-price agencies shouldn’t have this problem — the number is the number. But agencies that quote low and bill high through change orders need references to reflect that pattern. If three references all mention unexpected additional charges, that’s not a coincidence.
”Who actually did the work on your project — and is that who you dealt with during the sales process?”
Thomas runs an e-commerce brand in Portland. He hired an agency based largely on conversations with a senior partner who seemed technically sharp and deeply engaged. Two weeks into the project, he realized he was now dealing exclusively with a project manager who kept saying “I’ll check with the team.” The senior partner had moved on to the next pitch. He asked this exact question to a later agency’s reference. The answer told him exactly who would be showing up to his project.
”How was communication — how often did you hear from them and how?”
Agencies that go dark mid-project are one of the most common complaints in the industry. Ask specifically: “Was communication proactive or reactive?” Proactive means the agency sent updates before you had to ask. Reactive means you spent time chasing for status reports.
”What would you do differently if you were starting the project over?”
This is the question that gets you the most honest information. It’s forward-looking and constructive, which means even happy clients will often answer it candidly. Common answers reveal:
- “I’d have asked for more detailed specs upfront” — the agency is good at execution but vague on scope definition
- “I’d have pushed back on the timeline they quoted” — the agency is optimistic with timelines
- “I’d have set up better review checkpoints” — the feedback cycle was unclear or infrequent
- “Honestly, I wouldn’t change much” — rare, and useful to know
”Did the site perform the way you expected after launch?”
Most clients focus their evaluation of an agency on the delivery process. The actual results after launch matter more. Ask what happened: Did traffic improve? Did the conversion rate change? Did the checkout work reliably? Did any technical issues surface in the first 30 days?
If a reference has no idea what happened to performance after launch, that’s worth noting — it may mean neither they nor the agency were measuring anything.
”Would you hire them again, and for what kind of project?”
The qualifier matters. A reference might say “absolutely yes — for a brochure site” while being more cautious about a complex e-commerce build. Or the reverse. This tells you more than a blanket “yes, great agency” because it reveals where the agency’s strengths actually live.
Reading Between the Lines
Some reference calls will be effusive and fast. Those don’t tell you much either way. The references you want to spend time on are the ones that are thoughtful, slightly slow to answer, and give you specific examples rather than general praise.
Phrases like “they were very creative” and “really professional team” are almost meaningless. Phrases like “they flagged a technical problem before we launched that would have cost us three weeks later” or “they missed a deadline but owned it, communicated early, and made it right” are real.
If a reference is very short, very positive, and has zero specifics, follow up with: “Can you give me a specific example of a moment in the project where you were really impressed?” If they can’t, the enthusiasm may be performative.
When References Are Unavailable
Any agency operating for more than two years and delivering good work should have references available. If an agency:
- Tells you references aren’t available due to NDAs (for most standard web projects, this is not true)
- Can only provide email testimonials, not phone or video calls
- Gives you reference names but the calls never connect
…treat it as a yellow flag. It doesn’t mean the agency is bad — but it means you’re missing an important verification layer and should weight other due diligence more heavily.
Our studio reflects 200+ projects since 2016. We can connect you with clients relevant to your project scope and industry. That’s not a sales line — references are a standard part of how you should evaluate any agency, including us.
What References Can’t Tell You
References speak to past performance on past projects. They can’t tell you:
- How the agency will perform on your specific scope
- Whether the same team members who worked on that project will work on yours
- How the agency has changed in the 12–18 months since that client’s project ended
This is why references should be combined with other evaluation methods: testing portfolio sites for performance, reviewing what’s actually in the contract, and understanding who specifically will be building your project.
If you’re evaluating web agencies and want a clear sense of what to look for beyond references, evaluating a web design portfolio is a good companion read. And when you’re ready to start, our fixed-price packages are scoped and priced transparently — no discovery calls, no proposals, no ambiguity about what you’re buying.
Frequently Asked Questions
How many references should I contact before making a decision? Two to three is sufficient if you’re asking detailed questions and getting specific answers. More references with surface-level questions gives you less useful information than fewer calls done properly.
Is it awkward to ask probing questions of a reference? Less than you think. Former clients who were genuinely happy with an agency are usually comfortable being candid — they know what worked and what was imperfect, and they’re typically willing to share both. Questions framed constructively (“what would you do differently”) rarely feel aggressive.
What if the agency has no references in my industry? Industry-specific experience is helpful but not essential. A reference from a different sector can still tell you everything relevant about communication, timeline management, and technical quality. Focus your questions on process and performance, not industry knowledge.
Should I ask for references before or after seeing the proposal? Before the contract is signed, but timing depends on the agency’s process. Some agencies only introduce references to clients who are seriously considering them. That’s reasonable. Request them early enough that you have time to call before making a final decision.
What if the agency provides written testimonials instead of live references? Written testimonials have limited value — they’re curated, often edited, and you can’t ask follow-up questions. Ask for contact details for two or three clients you can speak with directly. If that’s not possible, factor it into your risk assessment.
Can I find references the agency hasn’t provided? Yes. LinkedIn is useful — look at the agency’s followers or connections and find clients who have worked with them. Check Google reviews, Clutch, or Upwork profiles if they have them. An independent review that the agency didn’t curate is often more candid than a provided reference.