A portfolio should help you understand what a supplier can deliver, not just what its mock-ups look like. Ask for live examples, a clear description of the supplier's contribution and evidence that matches any claimed business results.
Identify the type of example you are viewing
A concept design, a staged prototype and a live client website demonstrate different things. All can be useful when labelled honestly. A concept can show layout or art direction; it cannot prove production performance, customer enquiries or the quality of an editing system that was never built.
Ask whether the project is current, who owns it and what permission the provider has to discuss it. A client may have changed the site after handover, so a present defect does not automatically establish who caused it. Equally, a beautiful old screenshot is not proof of the current experience.
Clarify who did the work
Ask the provider to describe its role in one or two relevant examples. Did it design the interface, implement another designer's work, write content, configure a template or handle ongoing support? Shared projects are common; the important point is accurate attribution.
Choose examples similar to your needs. A promotional landing page is not enough evidence for a complex property feed. A large shop does not necessarily demonstrate the restraint needed for a small professional service website. Look for decisions the supplier can explain clearly, including the constraints and compromises.
Try a real customer task on mobile
Find a service, understand the offer and locate the next step without relying on the designer's tour. Check whether headings remain readable, menus can be operated and content fits the screen. Use keyboard navigation where possible. Do not send a real enquiry to a client site merely to test a portfolio.
For shops, inspect product information, delivery information and the path to checkout without making an unauthorised purchase. For bookings, review availability and cancellation information without reserving a real slot. The task should help you assess clarity while respecting the client's business.
Interpret speed and SEO claims carefully
Use a dated test for the exact page and device profile. A PageSpeed score is a lab measurement that can vary; it is not proof of every page's speed or field performance. Ask whether the report was local or live and whether optional services were enabled. Compare equivalent conditions.
Ranking evidence also needs context: query, country, date, device and the page shown. A screenshot of one search result does not prove a stable lead source. Avoid providers who treat a perfect audit score, a number of articles or a special markup label as a guaranteed commercial outcome.
Ask what happened after launch
Request information about handover, maintenance and how the provider handled a meaningful change. A useful case study explains the starting problem, actual work, measurement method and limits. If a client testimonial is offered, establish permission and whether the business is willing to verify the relevant experience.
Use the portfolio as one part of the decision alongside a detailed proposal and a direct conversation. Keep a short record of the examples reviewed and unanswered questions. Then compare the same points across providers using our agency-versus-freelancer guide, rather than choosing solely on the most dramatic visual presentation.
Sources and review
Official references checked on 18 October 2026. Provider terms, funding calls and technical documentation can change; verify the applicable version before committing to a purchase or application.
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