Consider a mid-size Swiss firm looking at this very question last year. Choosing the wrong web developer can cost you CHF 20,000-50,000 and 6-12 months. Choosing the right partner makes your project a success. This article shows you a systematic selection checklist, including red flags and must-ask questions.

The 5 Phases of Selection

Before contacting providers:

Project scope:

  • How many pages?
  • Which features?
  • Multilingual?
  • Integrations needed?
  • Design level (template vs. custom)?

Budget:

  • What can you invest?
  • Is budget fixed or flexible?
  • Ongoing costs planned?

Timeline:

  • When should website go live?
  • Are there fixed deadlines?
  • Is timeline flexible?

Internal resources:

  • Who’s involved?
  • Who decides?
  • Who delivers content?

Without clear requirements, you won’t get comparable quotes.

Phase 2: Create Longlist (5-10 Providers)

Where to find:

First filter criteria:

  • Location (Switzerland vs. international)
  • Size (freelancer vs. agency)
  • Budget range
  • References in similar industry

Longlist: 5-10 providers

Phase 3: Create Shortlist (3-4 Providers)

Detailed review:

Portfolio:

  • Quality of work
  • Similar projects?
  • Diversity or specialisation?
  • Design style fits?

Website:

  • Own website professional?
  • Fast and modern?
  • Informative?
  • Easy to contact?

Online presence:

  • Google reviews
  • Trustpilot/ratings
  • Social media
  • Case studies

First contact:

  • Email/form
  • Response time?
  • Quality of answer?
  • Questions asked or just sold?

Shortlist: 3-4 providers for quote request

Agency vs. freelancer comparison →

Phase 4: Request and Compare Quotes

What belongs in briefing:

  • Your company (industry, size)
  • Website goals
  • Scope (pages, features)
  • Budget range
  • Timeline
  • References (if available)

What you should get back:

  • Detailed quote
  • Timeline
  • Team/people
  • Process description
  • References
  • Contract draft (optional)

Compare:

  • Not just price
  • Also scope of services
  • Team experience
  • Process
  • Feeling

Phase 5: Final Decision

Decision criteria:

  1. Quality (40%)
  2. Experience (25%)
  3. Price-performance (20%)
  4. Chemistry (10%)
  5. Availability (5%)

Final check:

  • References contacted?
  • Team met?
  • Contract reviewed?
  • Gut feeling good?

The 15 Most Important Selection Criteria

1. Portfolio and References

What to check:

  • Have they done similar projects?
  • Is quality consistent?
  • Are projects actually live or just mockups?
  • Different industries or specialised?

How to check:

  • Review portfolio on website
  • Read case studies
  • Visit live websites
  • Test mobile view

Red flag:

  • Only 2-3 projects shown
  • Projects no longer online
  • No case studies, only screenshots
  • All projects look the same

Must-have: Minimum 5-10 high-quality references in relevant industry.

2. Technical Competence

What to check:

  • Which technologies do they use?
  • Are they up-to-date?
  • Do they have experience with your desired integrations?
  • Can they build scalably?

How to check:

  • Ask: “Which CMS do you recommend and why?”
  • Ask: “How do you handle performance?”
  • Ask: “Do you have experience with [your integration]?”
  • Test reference websites technically (PageSpeed, mobile-friendly)

Red flag:

  • Only one technology (e.g., only WordPress)
  • Outdated technologies (jQuery, PHP 5, etc.)
  • Can’t answer your questions
  • Poor performance of reference sites

Must-have: Modern stack, performance focus, experience with needed integrations.

3. Design Capabilities

What to check:

  • How does their design look?
  • Modern and contemporary?
  • Unique or template-heavy?
  • UX thought through?

How to check:

  • Review portfolio
  • Different styles or always the same?
  • Inquire about design process
  • Compare mockups vs. final websites

Red flag:

  • All projects look identical
  • Designs look outdated
  • No UX considerations visible
  • Only template customizations

Must-have: Diverse, modern portfolio with thoughtful UX.

4. Communication and Availability

What to check:

  • How quickly do they respond?
  • How clearly do they communicate?
  • Are they proactive?
  • Do they ask questions?

How to check:

  • Time first contact
  • Evaluate email quality
  • In call: Do they listen or just sell?

Red flag:

  • Days until response
  • Only sales talk, no questions
  • Hard to reach
  • Vague answers

Must-have: Response within 24-48h, clear communication, ask relevant questions.

5. Process and Project Management

What to check:

  • Do they have a defined process?
  • How often are there updates?
  • How are decisions made?
  • Who is the contact person?

How to check:

  • Ask: “What does your typical process look like?”
  • Ask: “How often do we have meetings/updates?”
  • Ask: “How do you handle change requests?”
  • Ask: “Who is my main contact?”

Red flag:

  • No defined process
  • Vague answers about project management
  • Only 1 meeting (kick-off and then launch)
  • “We’ll contact you when there’s news”

Must-have: Structured process, regular updates (min. bi-weekly), clear contact person.

6. Team and Resources

What to check:

  • Who specifically works on your project?
  • Junior or senior?
  • Inhouse or subcontractors?
  • Availability?

How to check:

  • Ask: “Who works on my project?”
  • Ask: “Can I meet the team beforehand?”
  • Ask: “Do you work with subcontractors?”
  • Check LinkedIn profiles

Red flag:

  • “A team will be assigned” (don’t know who)
  • Only junior profiles
  • Many subcontractors
  • Team overloaded (6+ projects in parallel)

Must-have: Meet team beforehand, mix junior/senior, realistic workload.

7. Budget and Price Transparency

What to check:

  • Is quote detailed?
  • What’s included, what’s not?
  • Are there hidden costs?
  • How are changes billed?

How to check:

  • Go through quote line by line
  • Ask: “Is content migration included?”
  • Ask: “What costs extra?”
  • Ask: “How do you calculate changes?”

Red flag:

  • Only total price, no details
  • “Everything included” (vague)
  • Much cheaper than others (why?)
  • No statement on extra costs

Must-have: Detailed quote, clear what’s included, transparent extra cost policy.

Hidden costs →

8. Timeline and Availability

What to check:

  • When can they start?
  • How long will the project take?
  • Is timeline realistic?
  • What are dependencies?

How to check:

  • Ask: “When could you start?”
  • Ask: “How long do you estimate the project?”
  • Compare with other quotes
  • Check if timeline is realistic

Red flag:

  • Can start immediately (no other projects?)
  • Unrealistically short timeline (30 custom pages in 4 weeks)
  • No timeline in quote
  • “Takes as long as it takes”

Must-have: Realistic timeline, clear start date, phases defined.

Timeline planning →

9. SEO Competence

What to check:

  • Do they understand SEO?
  • Is technical SEO included?
  • Can they advise on content SEO?
  • Do they measure rankings?

How to check:

  • Ask: “How do you handle SEO?”
  • Ask: “Is technical SEO included?”
  • SEO-check their own website (PageSpeed, mobile, etc.)
  • Search for reference websites in Google

Red flag:

  • “We don’t do SEO”
  • Own website has poor SEO
  • Reference websites rank nowhere
  • Confuse SEO with Google Ads

Must-have: Technical SEO included, basic understanding of content SEO, own website well optimised.

10. Support and Maintenance

What to check:

  • Do they offer maintenance?
  • What’s included?
  • How quickly do they respond to problems?
  • What happens after launch?

How to check:

  • Ask: “Do you offer maintenance contracts?”
  • Ask: “What’s included in maintenance?”
  • Ask: “How long support after launch?”
  • Check contract: Support services

Red flag:

  • No maintenance offered
  • “Contact us if something happens”
  • Only 30 days support after launch
  • No emergency support

Must-have: Maintenance contract available, clear support hours, emergency availability.

11. References and Reviews

What to check:

  • Do they have real references?
  • Can you contact them?
  • What do online reviews say?
  • Are there case studies?

How to check:

  • Ask: “Can I contact 2-3 references?”
  • Search Google reviews
  • Trustpilot/review platforms
  • LinkedIn for mutual connections

Red flag:

  • No references (“confidentiality”)
  • Negative online reviews
  • References not contactable
  • All reviews too positive (fake?)

Must-have: 3+ contactable references, mostly positive reviews, real case studies.

What to check:

  • Is contract clear?
  • Who owns the rights?
  • What if project is cancelled?
  • Liability regulated?

How to check:

  • Have contract reviewed by lawyer
  • Especially: IP rights, liability, cancellation clauses
  • Compare with other contracts

Red flag:

  • No written contract
  • IP rights remain with agency
  • No liability limitation
  • One-sided cancellation clauses

Must-have: Written contract, IP rights with customer, fair conditions.

13. Chemistry and Cultural Fit

What to check:

  • Do they understand your business?
  • Do you speak the same language?
  • Is trust present?
  • Are you taken seriously?

How to check:

  • Gut feeling in call
  • Do they ask relevant questions?
  • Do they listen?
  • Respectful interaction?

Red flag:

  • Arrogant or condescending
  • Don’t understand your business
  • Only sales talk
  • Bad feeling

Must-have: Good feeling, on equal footing, trust present.

Don’t underestimate chemistry. Project runs 3-6 months, you work closely together.

14. Specialisation vs. Generalist

What to check:

  • Specialised in your industry?
  • Broad skillset or niche?
  • Pros and cons?

Specialist:

  • Advantage: Knows industry, best practices, faster
  • Disadvantage: Possibly less creative, similar solutions

Generalist:

  • Advantage: Fresh perspective, diverse solutions
  • Disadvantage: Must first learn industry

What’s better? Depends on project. For standard industry (lawyer, architect), specialist is good. For something unique, generalist is often better.

15. Innovation and Future-Proofing

What to check:

  • Do they use modern technologies?
  • Do they look forward?
  • Is the website built scalably?
  • Can they keep up with your growth?

How to check:

  • Ask: “Which new technologies do you use?”
  • Ask: “How do you ensure future-proofing?”
  • Check tech stack in quote
  • Check references for modernity

Red flag:

  • Only outdated technologies
  • “We’ve always done it this way”
  • No scalability considerations
  • Closed-source / lock-in

Must-have: Modern technologies, open standards, scalability considerations.

The 25 Must-Ask Questions

About the Team

  1. “Who specifically works on my project?” (Designer, developer, PM)
  2. “Can I meet the team beforehand?”
  3. “How many projects does the team handle in parallel?”
  4. “Do you work with subcontractors or is everything inhouse?”
  5. “How long has the team been together?”

About the Process

  1. “What does your typical project workflow look like?”
  2. “How often do we have meetings/updates?”
  3. “In what form are updates delivered? (Email, calls, dashboard)”
  4. “How many feedback rounds are included?”
  5. “How do you handle change requests?”

About Technology

  1. “Which CMS do you recommend for our project and why?”
  2. “How do you handle performance and load times?”
  3. “How do you ensure security?”
  4. “Do you have experience with [specific integration]?”
  5. “How is the website built to be scalable?”

About Content and SEO

  1. “Is content migration included in the quote?”
  2. “Do you offer content creation?”
  3. “How do you handle SEO? What’s included?”
  4. “Do you do keyword research?”
  5. “How do you handle 301 redirects during relaunch?”

About Budget and Timeline

  1. “What’s included in the quote and what’s not?”
  2. “What costs extra? (Content, images, changes)”
  3. “What does the timeline look like, phase by phase?”
  4. “What are the dependencies? (e.g., when do you need content)”
  5. “How are delays communicated?”

About Support and Maintenance

  • “Do you offer maintenance contracts? What’s included?”
  • “How quickly do you respond to emergencies?”
  • “What training is included?”
  • “How long is support included after launch?”

Red Flags: Recognise Warning Signs

Critical Red Flags (Deal-Breakers)

1. No references or not contactable Professional providers always have references.

2. Unrealistically cheap CHF 5,000 for 30-page custom website? Impossible to be serious.

3. No written contract Always in writing. No exceptions.

4. IP rights remain with agency You pay, you should own website.

5. Can start immediately (suspicious) Good providers have 2-8 weeks lead time.

Moderate Red Flags (Caution)

6. Own website poor Cobbler has worst shoes? Still concerning.

7. Only positive reviews (all 5 stars) Too good to be true? Often fake.

8. Poor communication (slow, vague) Won’t get better in project.

9. No case studies Only screenshots, no stories.

10. Pressure tactics (“only this week”) Serious doesn’t sell with pressure.

Compare Quotes: The Matrix

Comparison Criteria Matrix

CriterionWeightProvider AProvider BProvider C
Portfolio quality20%8/109/107/10
Industry experience15%7/106/109/10
Tech competence15%8/109/107/10
Price-performance15%7/108/106/10
Process/PM10%8/109/107/10
Chemistry10%7/108/109/10
Timeline5%8/107/108/10
Support5%7/108/108/10
References5%9/108/107/10
Total100%7.7/108.2/107.5/10

In this example, Provider B wins.

Create your own matrix with your criteria and weights.

Checklist: Provider Selection

Phase 1: Preparation

  • Project scope defined
  • Budget set
  • Timeline clear
  • Decision makers defined
  • Requirements documented

Phase 2: Longlist (5-10)

  • Alpine Excellence searched
  • Google research
  • Recommendations obtained
  • 5-10 providers identified

Phase 3: Shortlist (3-4)

  • Portfolios checked
  • Websites checked
  • Reviews read
  • First contact made
  • 3-4 selected for quotes

Phase 4: Quotes

  • Detailed briefing sent
  • Quotes received
  • Quotes compared (matrix)
  • References contacted
  • Team met

Phase 5: Decision

  • All 15 criteria checked
  • Red flags checked
  • Contract reviewed
  • Budget and timeline final
  • Decision made

Make the Right Choice

The most important insights:

  1. Proceed systematically Don’t take the first one, compare 3-4.

  2. References are critical Don’t hire without references.

  3. Don’t just look at price Cheap becomes expensive. Price-performance counts.

  4. Meet the team You work together 3-6 months, chemistry must fit.

  5. Take red flags seriously Gut feeling is often right.

The right partner makes the difference between:

  • CHF 40,000 well invested vs. CHF 60,000 wasted
  • 4 months smooth vs. 10 months chaos
  • Successful website vs. failed after 6 months

Take time for selection. It’s the most important project decision.

Alpine Excellence helps: All design seal holders are verified, have demonstrable references, and meet quality standards. Transparent reviews, real experiences.

Back to complete relaunch guide →

Transparency Note: Alpine Excellence only lists verified providers. When seal holders are mentioned in this article, it serves to illustrate quality standards concretely, not as advertising.