How to Choose a Web Designer in NZ

The right web designer will elevate your brand, sharpen your digital strategy, and increase conversions. The wrong one will leave you with an expensive online poster no one wants to use.

Before I get started on any web design project, I ask every client what they actually want from their site. If you’re a business owner in New Zealand, choosing a web designer is more than a creative decision, it’s a commercial one. Your website isn’t just a design project. It’s a sales tool, a lead generator, a customer experience portal. And in 2025, it needs to work flawlessly on mobile, load instantly, and reflect your brand’s credibility at a glance.

So how do you choose a web designer in NZ? Follow these rules:

Prioritise UX and UI, Not Just “Design”

You’ll hear a lot of designers talk about aesthetics. But looks aren’t enough. What you really need is a designer who understands both UX (User Experience) and UI (User Interface).

UX is about how users move through your site. It’s strategy, structure, and flow. UI is how that strategy comes to life visually — colours, typography, layout. Together, they shape how people feel when using your site and how easily they can achieve what they came for.

As someone who builds websites and optimises them for search engines, I have beef with web designers who purely design for aesthetics. Like are you really going to rely solely on outbound marketing to generate your leads and sales? Don't you want your website to also churn out hot leads browsing the web?

But then I remind myself that if it weren't for them, I wouldn't have so much work lined up..

The trick to getting both a well designed website and an inbound marketing asset is to approach a search engine specialist before you hit up your designer to draw up the first web design draft. It's so much easier for your web designer to incorporate vital on-page seo from the get go rather than having to jam headers and content into an existing work of art – your web designer will also thank you for it.

If your web designer includes multiple mockups as part of their service then it's less of an issue and a good sign that they know what they're doing. However, if they're not asking about your audience, your sales funnel, or your business goals, they’re not doing UX. They’re decorating. Red flag.

Ask About Mobile-First and Responsive Design

Over 70% of New Zealanders now browse primarily on mobile. That means responsive design isn’t optional — it’s the baseline.

At TopTalent, we’ve worked with platforms like Chatty Chums, where we weren’t responsible for the original desktop version but were brought in to fix responsive issues for iPad and tablet devices. That’s often where DIY or offshore-built websites fall short — they might look fine on a laptop but break completely on mobile.

Your designer should test your site across a full range of breakpoints: mobile, tablet, laptop, and widescreen. If they can’t show you working previews on each, don’t proceed unless you're aware it's going to cost extra or if you have someone else lined up to do that work for you. I have worked with some amazing web designers who primarily focus on desktop web design to capture the feel and flow of a brand, leaving me to design the mobile and tablet layouts – but that's only because I can design for other devices – not many web developers can do that, and to it well.

Look at Past Work — But Ask Smart Questions

Don’t just scan a portfolio and assume quality. Ask:

• Did the website convert visitors into customers?

• How did it perform across mobile and desktop?

• Was the project custom or based on a template?

• What CMS (Content Management System) is it built on?

We worked with Industry DJ School, a niche education brand in Auckland, and redesigned their website to prioritise performance, mobile experience and clear booking paths. Within 12 months, their online sales had increased by over 200%. That kind of data matters more to them than pretty design (but it also looks pretty good if I do say so myself..).

Red Flags to Watch Out For

• No clear discovery process: If they don’t ask about your goals, customers, and content plan, they’re just pushing pixels.

• They only offer visual mockups: Modern web design should be collaborative, strategic, and built around your business — not just flat images.

• They insist on full payment upfront: Most pros charge in milestones.

• No SEO consideration: If they're not thinking about H1s, site structure, or load time, they're not thinking about your Google rankings.

• No responsive design: If they haven't mentioned mobile or tablet design in their package then they probably won't even do it or will charge you more for it.

Should You Hire a Freelancer or an Agency?

Freelancers can be great if you have a tight budget and clear direction. But most businesses need more than one skillset: strategy, UX, copywriting, SEO, development. That’s why working with an agency (like TopTalent) often delivers more value. You’re not just hiring a designer, you’re hiring a team.

How to Choose a Web Designer in NZ & Where to Find Them

New Zealand has no shortage of web designers, but knowing where to find the right one for your business is key. Your options typically fall into three categories: platforms, freelancers, and agencies — each with pros, cons, and very different outcomes.

Freelancers

Freelance web designers are common in cities like Auckland, Wellington and Christchurch. You’ll find them on platforms like Upwork, The Freelance Village, The Creative Store or through local Facebook groups such as NZ Business Network. Freelancers can be cost-effective for basic builds or one-off landing pages, but quality varies. Look for a strong portfolio and local experience — ideally someone who understands New Zealand’s market, not just how to use a template.

Design Agencies

Boutique and mid-sized agencies offer a more strategic approach, often combining design with SEO, UX, development and content. Agencies like TopTalent, Ph Digital, and Nettl are built for businesses that want results, not just aesthetics. If you’re after performance, scalable design, and ongoing support, an agency gives you a team — not just a designer.

DIY Platforms

For ultra-lean startups, platforms like Squarespace, Wix, and Shopify can be a good stopgap. Just be aware that these tools are built for ease, not performance. Many clients come to us after outgrowing DIY platforms, realising they need a more robust and conversion-focused website once their business starts scaling.

Local Marketplaces

Don’t overlook WeCreate, Design Assembly, or even NZ’s Yellow and Oneflare directories for vetted web design professionals. These platforms allow you to filter for local experience, industry knowledge and reviews from other Kiwi businesses.

Finding a designer who knows the New Zealand audience — what converts, what performs on mobile, and what search behaviour looks like here — is far more valuable than choosing someone overseas based on price alone.

Choosing a Web Designer Is a Business Decision

Think of your website as a salesperson who works 24/7. The right designer doesn’t just make it look good. They make it perform.

Before you sign off, ask yourself:

• Do they understand my goals?

• Can they show measurable results?

• Are they solving problems or just selling a service?

If you’re not getting confident yeses across the board, keep looking.

Need a Web Designer Who Gets Business?

We design high-performing websites for ambitious NZ brands. If you're tired of slow sites, generic templates or underwhelming results, let’s talk. We'll show you what strategy-first web design really looks like.