Seven Lies Your Web Designer Told You
These are not lies born of malice. They are lies born of incentive. The web design industry rewards optimism, punishes honesty, and promotes scope over substance. Here are seven claims put on trial.
The Cases
Seven claims that web designers routinely make to small business owners. Each one sounds reasonable in a sales meeting. Each one falls apart under cross-examination. The same pattern shows up when you look at what your website communicates on your behalf - the gap between what you were promised and what was delivered becomes visible to every visitor.
Case #1
"You will be on page one of Google"
This is the most common promise in the web design industry. A designer tells you that the website they build will rank on the first page of Google for your target keywords. They say it with confidence because it sounds like something a good website should do.
No designer controls Google's algorithm. A well-built website is a foundation for SEO, but ranking on page one requires ongoing content creation, backlink building, technical optimization, and months of consistent effort. The website itself is maybe 20% of the equation. The other 80% is what happens after launch - and that is rarely included in the design quote.
Not guilty of malice, but guilty of oversimplification. Ranking on Google is a long-term marketing investment, not a web design deliverable. Any designer who promises page-one rankings without a detailed, ongoing SEO strategy attached is selling you hope, not a plan.
Case #2
"The redesign will take two weeks"
You hear this during the sales call. Two weeks sounds reasonable. It sounds fast and efficient. The designer seems confident, and you picture your new site launching before the month ends.
The average small business website redesign takes 6 to 12 weeks when done properly. The two-week estimate usually covers only the design phase - not content gathering, revisions, testing, migration, or the inevitable back-and-forth when the first draft does not match what you imagined. Content alone - writing, editing, gathering photos - often takes longer than the design work itself.
Guilty of optimistic framing. Two weeks is the best-case scenario for the designer's portion of the work. It ignores your side of the project entirely. Ask instead: what is the realistic total timeline including content, revisions, and launch testing?
Case #3
"You need a complete rebuild"
Your current website is a few years old. It works, but it looks dated. A designer takes one look and says the whole thing needs to be torn down and rebuilt from scratch. A fresh start, they call it.
Most small business websites do not need a full rebuild. They need targeted improvements - updated content, better calls to action, faster loading times, mobile responsiveness fixes, or improved navigation. A full rebuild is the most expensive option, and it is often recommended because it generates the largest project fee. The real question is whether your current site's problems can be fixed with focused updates instead.
Guilty of scope inflation. The question is not whether a new site would be nice - it almost always would be. The question is whether the problems you have can be solved for less. A good designer diagnoses before prescribing. A rebuild recommendation without first auditing what works and what does not is a red flag.
Case #4
"WordPress is outdated"
You mention your site runs on WordPress. The designer winces. They tell you WordPress is old technology, a security risk, and that modern businesses use something better - usually whatever platform they specialize in.
WordPress powers over 40% of all websites on the internet. It is actively maintained, has a massive ecosystem of plugins and themes, and is used by businesses of every size. Is it perfect? No. It requires maintenance, updates, and security attention. But calling it outdated is like calling email outdated - it has evolved continuously and remains the most widely adopted content management system in the world. The designer who dismisses WordPress often does so because they do not work with it, not because it is genuinely inferior.
Not guilty. WordPress is not outdated. It is a mature, well-supported platform that works well for the vast majority of small business websites. The real question is not which platform is trendy - it is which platform fits your budget, your team's ability to manage it, and your actual needs.
Case #5
"SEO is included"
The proposal says SEO is included in the website package. It sounds like a great deal - you get a website and search engine optimization bundled together. Two birds, one stone.
When a designer says SEO is included, they typically mean basic on-page SEO - title tags, meta descriptions, header structure, image alt text, and maybe a sitemap. This is the equivalent of putting tires on a car and calling it race-ready. Real SEO includes keyword research, content strategy, link building, technical audits, local SEO optimization, and ongoing performance monitoring. None of that is typically included in a web design package. The basics they include are things any competent developer should do by default - they are not a bonus, they are a baseline.
Guilty of misleading packaging. Basic on-page SEO elements are standard deliverables, not premium add-ons. Calling them "included SEO" sets the expectation that your site will perform in search results, when in reality, the work that moves the needle has not even started. Ask what specifically is included, and what happens after launch.
Case #6
"You will see results in 30 days"
The designer tells you that once the new site launches, you will start seeing more traffic, more calls, and more leads within the first month. It sounds exciting and urgent - a reason to sign today.
A new website alone does not generate traffic. Existing customers might notice the new design, but new visitors require marketing effort - SEO takes 3 to 6 months minimum, paid ads require budget and testing, and content marketing is a long game. The 30-day promise conflates launching a website with launching a marketing campaign. They are not the same thing. A beautiful new website with no traffic strategy is a billboard in a basement.
Guilty of conflating correlation with causation. If you see results in 30 days, it will be because of your existing marketing, your reputation, or your paid advertising - not the website alone. A website is infrastructure, not a lead generation engine by itself. The results come from what you do with it.
Case #7
"You need a custom design"
The designer recommends a fully custom design built from scratch - unique layouts, custom illustrations, bespoke everything. They say templates look generic and a custom design will set you apart from competitors.
For most small businesses, a well-chosen template or theme customized to your brand will perform identically to a custom design at a fraction of the cost. Your customers do not compare your website's code to your competitor's. They care about whether they can find your phone number, understand what you do, and trust you enough to reach out. A $15,000 custom design and a $3,000 template-based site can both accomplish that. Custom design makes sense for large brands, complex functionality, or specific UX requirements - but for a local plumber, dentist, or landscaper, it is usually unnecessary.
Guilty of upselling beyond need. Custom design is a legitimate service for the right client. But recommending it to every small business regardless of their actual needs is selling the premium option because it pays more, not because it solves a different problem. Ask what a custom design will do for you that a quality template cannot.
The pattern here is consistent: designers sell outcomes they cannot control alone. It is the same dynamic at play when businesses confuse a logo with a brand - visual work gets treated as a complete strategy when it is actually just one piece of a much larger puzzle.
What to Ask Instead - Jury Instructions
The lies persist because clients ask the wrong questions. Here are seven replacement questions that force transparency. Use them in your next conversation with any designer, agency, or freelancer. These work the same way that handling the "send more info" response works - by redirecting a vague exchange into something specific and useful.
Instructions to the Jury - 7 Questions to Replace 7 Lies
Will I be on page one of Google?
What specific, measurable SEO deliverables are included in this project, and what ongoing work will be needed after launch to improve search rankings?
How long will the redesign take?
What is the total timeline from kickoff to launch, including content gathering, revisions, testing, and my own response time?
Do I need a full rebuild?
Can you audit my current site and show me which specific problems justify a rebuild versus targeted fixes?
Is WordPress a good choice?
What platform do you recommend for my specific needs, budget, and technical ability - and what are the tradeoffs of each option?
Is SEO included?
Can you list every SEO-related task included in this project and clarify what is not included that would still be needed?
When will I see results?
What does a realistic timeline look like for increased traffic and leads, and what will I need to invest beyond the website itself?
Do I need a custom design?
Can you show me examples of template-based sites and custom sites at different price points so I can make an informed decision about what level of design my business actually needs?
Notice the pattern: every replacement question asks for specifics, not promises. This is the same approach that separates effective outreach from noise. When building websites as a service business, the designers who answer these questions honestly are the ones worth hiring.
Frequently Asked Questions
QAre web designers intentionally lying to their clients?
In most cases, no. The majority of designers genuinely believe they can deliver what they promise. The problem is structural - the industry rewards optimism during the sales process. A designer who gives realistic timelines, explains that SEO is a separate long-term investment, and suggests fixes instead of rebuilds will often lose the project to a competitor who promises everything. The lies are incentive-driven, not malicious.
QHow do I know if my website actually needs a redesign?
Start with data, not opinions. Check your Google Analytics - is traffic declining? Are visitors leaving immediately? Is your bounce rate above 70%? Can mobile users navigate the site? If the site loads in under 3 seconds, works on mobile, and has clear calls to action, you may not need a redesign at all. You might need better content, updated photos, or a stronger offer. A redesign is justified when the current site's structure prevents you from achieving specific business goals.
QWhat should a web design proposal actually include?
A transparent proposal should list every deliverable, every milestone with realistic dates, what is expected from you (content, photos, feedback timelines), what is not included (ongoing SEO, hosting, content updates), the total cost with no hidden fees, and what happens if the project runs over the estimated timeline. If the proposal is vague about any of these, ask for specifics before signing.
QHow much should a small business website cost?
This varies enormously, but for a standard small business website with 5-10 pages, expect $2,000 to $8,000 for template-based work with professional customization and content integration. Custom design starts around $10,000 and can go much higher. Anything under $1,000 usually means either a template with minimal customization or a designer who will not be available for support after launch. The cost should match the complexity of what you need, not a flat rate applied to every business.
QShould I hire a freelancer or an agency for my website?
Freelancers are typically more affordable and offer direct communication with the person doing the work. Agencies offer broader skill sets and more structure but cost more and sometimes introduce layers of project management that slow things down. For most small businesses with straightforward needs, a skilled freelancer with a solid portfolio and references is the better value. Agencies make sense when the project involves complex functionality, multiple integrations, or ongoing marketing services bundled with the build.
Key Takeaways
Promises Are Not Deliverables
A promise to rank on Google, finish in two weeks, or show results in 30 days is not a deliverable. Ask for specifics, timelines with milestones, and clear definitions of what "done" looks like.
Diagnosis Before Prescription
A designer who recommends a full rebuild without auditing your current site first is prescribing the most expensive treatment without an exam. Insist on a diagnosis.
SEO Is a Marathon, Not a Feature
Basic on-page SEO is table stakes, not a bonus. Real search performance requires ongoing work that extends far beyond any website design project.
Platforms Are Tools, Not Religions
WordPress, Squarespace, Webflow, custom code - each has tradeoffs. The right choice depends on your needs and budget, not a designer's preference.
The Incentive Structure Is the Problem
Designers are not villains. But the industry rewards saying yes, quoting fast timelines, and recommending the most expensive option. Understanding this changes how you evaluate proposals.
Better Questions Get Better Outcomes
The seven replacement questions in this article will filter honest designers from optimistic ones faster than any portfolio review or reference check.
The Court's Final Ruling
The web design industry is not full of liars. It is full of people responding rationally to a broken incentive structure. The client who asks vague questions gets vague promises. The client who asks specific questions gets honest answers - or silence from the designers who cannot deliver. Either outcome is useful. The businesses that understand what actually drives client decisions know this already.