Every agency has a portfolio showcasing their "best work." But how do you actually evaluate whether they're right for your project? Here's what to look for—and what to be suspicious of.
First, What to Look For
1. Relevance to Your Project
Do they have experience with:
- Your industry?
- Similar project scope?
- The type of website you need?
- Your target audience?
General experience is good. Relevant experience is better.
2. Actual Working Websites
Click through to the live sites. Check:
- Do they actually exist?
- Do they work properly?
- How do they perform on mobile?
- How fast do they load?
A beautiful mockup means nothing if the live site is broken.
3. Consistent Quality
Anyone can do one good project. Look for:
- Consistent quality across multiple projects
- Different styles for different clients
- Appropriate solutions for different needs
4. Business Results (Not Just Pretty Pictures)
Good agencies talk about outcomes:
- "Increased leads by 40%"
- "Improved conversion rate"
- "Ranked first for key terms"
Be suspicious of portfolios that are all visuals, no results.
Red Flags to Watch For
1. Template Detection
Is their "custom" work actually templates? Check:
- Do multiple projects look suspiciously similar?
- Can you find the template they used?
- Is the design truly unique?
2. Outdated Work
If everything is 3+ years old, ask why. The web changes fast. Old portfolios suggest:
- Lack of recent clients
- Skills that haven't evolved
- Potential business problems
3. No Mobile Views
If they only show desktop screenshots, check mobile yourself. It might be broken.
4. Sites No Longer Online
If most portfolio sites are now dead, clients may have abandoned ship quickly.
5. Vague Descriptions
"We designed a beautiful website" tells you nothing. Good case studies explain the problem, solution, and outcome.
Questions to Ask About Portfolio Pieces
- What was the client's goal?
- What was your specific role?
- What challenges did you solve?
- What were the results?
- Can I speak with this client as a reference?
Beyond the Portfolio
Check Their Own Website
How an agency treats their own site tells you a lot:
- Is it fast?
- Is it mobile-friendly?
- Does it work properly?
- Is the content well-written?
Google Them
Do they rank for relevant terms? An agency that can't rank themselves may struggle to help you rank.
Social Proof
Check Google reviews, Clutch profiles, LinkedIn recommendations. What do others say?
What We Show
At GMT, our portfolio includes:
- Links to live, working websites
- The business context and goals
- Our specific contribution
- Results where available
We're happy to discuss any project in detail and connect you with references.
Want to see our work? Check out our portfolio or get in touch for a conversation.