Resellers get dragged into design conversations whether they want them or not. A client complains their site looks dated, and suddenly you're expected to have opinions on typography. More often, clients just ask for a referral. That's a responsibility worth handling carefully—bad agency recommendations damage your reputation even when the hosting is solid.
Here's what to look for before you send a client anywhere.
The short version
- Local agencies beat overseas cut-rate shops for most SMB clients
- Look for agencies that listen, not just agencies that agree
- Genuine collaboration matters more than portfolio polish
- CMS-based builds—especially WordPress—should be the baseline
- Shops that offer copywriting and SEO signal they understand the whole picture
Location and Communication
Cheap overseas agencies exist. Some are competent. Most aren't, and the communication overhead kills whatever savings they offer. For clients who need face-to-face meetings or quick turnaround on revisions, a local shop makes practical sense. It's not about geography—it's about responsiveness. A three-email turnaround for minor revisions kills project momentum.
Do They Actually Listen?
Watch how agencies talk during initial calls. If they've already decided on a template before hearing the client's business goals, they're selling boxes, not solutions. Good agencies ask questions. They push back on bad ideas and explain why. An agency that agrees with everything immediately is either not paying attention or afraid of losing the sale.
Collaboration Goes Both Ways
The best outcomes come from agencies that bring expertise while respecting client input. If a shop dismisses every suggestion and insists on their "vision," that's as bad as one that just implements whatever the client asks for. You want people who argue for what works and explain why.
CMS Literacy Is Non-Negotiable
Any agency building custom HTML/CSS sites for small business clients is creating a maintenance nightmare. WordPress (or equivalent) should be the standard deliverable. Clients need to update content without calling a developer every time. If an agency won't commit to a CMS, walk away.
Portfolio Reality Check
Portfolios are marketing. Look past the pretty screenshots. Do the sites load fast? Are they mobile-responsive? Do the links actually work? Pull up a few in a browser and poke around. Glitchy portfolios usually mean glitchy work.
Our analysis: Why This Matters for Your Business
Your referral network is an extension of your service. When you send a client to a design shop, you're implicitly vouching for the experience they'll have. That means building relationships with two or three agencies you trust—and referring selectively, not dumping clients on whoever has good Google reviews.
The hosting angle matters here. Agencies that understand hosting will coordinate with you properly—staging environments, DNS setup, SSL certificates. Agencies that don't create support tickets you have to clean up.
The real trade-off:** Good agencies cost more upfront but reduce hand-holding time later. Cheap agencies generate more rework, more troubleshooting, and more frustrated clients who blame you for the bad referral.
Who wins:** You, when you build a short list of partners who don't create downstream problems. Your clients, when they get sites that ship clean and stay that way.
What to watch:** How agencies handle the handoff after launch. Do they offer training? Documentation? Ongoing support options? An agency that disappears after go-live creates future problems for you. Prioritize shops that treat launch as the beginning of the relationship, not the end.
Agency Vetting Checklist
Use this before referring any client:
| Question | Red Flag | Green Flag |
|---|---|---|
| CMS platform? | "Custom code only" or evasion | "WordPress/equivalent—client can edit" |
| Portfolio quality? | Broken links, dated designs, no mobile view | Fast load times, responsive, functional links |
| Communication style? | Agreeable silence, template pitches | Questions about goals, pushback on bad ideas |
| Post-launch support? | "Call us if something breaks" | Training session, documentation, clear escalation path |
| Hosting coordination? | Drops files and disappears | Asks about nameservers, SSL, staging workflow |
| Additional services? | Design only, no SEO or copy | SEO audit, basic copywriting available |
Frequently asked questions
Should I recommend agencies to clients even if I'm not a designer?
Yes—if you've vetted them and trust the work. You're not endorsing their design taste; you're vouching for their professionalism and technical competence.
What if a client wants me to build their site instead of an agency?
Only take it on if you have the skill and time. Design and development are separate disciplines. Badly designed sites hurt clients even when hosting is solid.
Is it okay to charge a referral fee to agencies I recommend?
Some agencies offer affiliate arrangements. That's fine as long as it doesn't affect your recommendation quality. Never refer someone to a bad agency just because they pay well.
How do I vet an agency quickly?
Ask for three client references. Call two of them. Check whether the agency's own website is well-built and fast. Ask how they handle post-launch support.