What Does a Web Design Agency Do?

If you’ve ever wondered what a web design agency actually does all day (beyond making things “look nice”), this guide is for you. We’ll walk through the full process—from the first chat and strategy work to UX, design, development, SEO, accessibility, launch, and ongoing growth. We’ll also cover how to choose the right agency, what it typically costs in the UK, and common mistakes to avoid.

TL;DR: A good web agency is part strategist, part designer, part developer, and part growth partner. You’re buying results—clarity, conversions, and a site that’s fast, accessible, and easy to manage—not just “pages on the internet.”

Why businesses hire a web design agency/company¶

• Clarity & positioning: turn your offer into a clear story that’s easy to understand.
• User experience (UX): make it simple for website visitors to find what they need and take action.
• Design & brand: create a look and feel that builds trust and brand identity.
• Development: build a site that’s fast, secure, and easy to update.
• Traffic & conversions: bring the right people in (organic SEO within search engines) and turn visits into leads or sales (CRO).
• Compliance & quality: accessibility, security, GDPR, cookie consent, and robust testing for usability.
• Ongoing website support: continuous improvements once the site is live.

If you’re looking for a web design agency in Cardiff, we share our approach below, along with examples from our recent work (like the AJL Mortgages project).

The end-to-end process (what actually happens)¶

1) Discovery & digital strategy¶

This is where we listen hard.

• Workshops & interviews: goals, audience, competitors, industry, brand, success metrics. It’s common for a marketing manager to join these sessions.
• Analytics & audit: what’s working today, where users drop off, tech issues.
• Content & SEO gap analysis: what to say, which pages you need, and which keywords are worth targeting as part of a practical digital marketing strategy.

Output: a clear plan—site architecture, priorities, and a roadmap so everyone knows what’s happening and why.

2) UX design & information architecture¶

We turn strategy into structure.

• User journeys: the main paths people take (homepage → service → enquiry, etc.).
• Sitemap: pages you need and how they connect.
• Wireframes: low-fidelity layouts that show content hierarchy and key sections (no pretty colours yet—just clarity). This is all about usability and user engagement.

Curious about UX best practice? Nielsen Norman Group is a helpful resource: https://www.nngroup.com/

3) UI & creative design¶

This is where it starts to feel real.

• Design system: colours, typography, spacing, buttons, forms, and reusable components.
• High-fidelity mockups: homepage and key templates (services, case studies, blogs).
• Interaction states: hover effects, error states, mobile nav, etc.
• Accessibility baked-in: contrast ratios, focus states, and readable type from day one. See WCAG essentials: https://www.w3.org/WAI/standards-guidelines/wcag/

4) Content design & messaging¶

Design without the right words won’t convert.

• Positioning & headlines: what do you do, for whom, and why it’s valuable.
• Service pages that sell: pain → solution → proof → next step. For examples, see Website Design and Shopify Web Design.
• Case studies: problem, process, results, with real numbers if possible—like AJL Mortgages or Cobra Workwear.
• On-page SEO: page titles, meta descriptions, heading structure, internal linking. If you’re moving platform, plan your redirects—our Shopify SEO Migration Guide covers the essentials.

5) Web development (the build)¶

Engineers turn designs into a working website.

• Content management system (CMS): WordPress, Shopify, Sanity/Next.js (headless), or WooCommerce for certain ecommerce setups.
• Component library: so editors can build new pages without breaking design; great for ongoing website services and future web projects.
• Performance: image optimisation, lazy loading, caching, minification—aiming to pass Core Web Vitals (learn more: https://web.dev/vitals/). For practical tips, see How to Boost Website Speed.
• Security & privacy: updates, backups, HTTPS, cookie consent, and GDPR basics.

In day-to-day language, you’ll hear us say “web dev” a lot—it simply means the engineering work that powers all this.

6) QA, testing & accessibility checks¶

Before launch, we try to break it—so your customers won’t.

• Cross-browser & device testing
• Forms, search, redirects, and 404s
• Accessibility tests: keyboard navigation, labels, alt text, landmarks.
• Content checks: broken links, typos, and odd spacing.

7) Launch & handover¶

Flip the switch (carefully).

• Hosting & DNS changes
• 301 redirects so old URLs keep their SEO value (again, see the Shopify SEO Migration Guide if you’re replatforming).
• Analytics & events: set up GA4, conversions, and key events; verify Search Console and submit the sitemap.
• Editor training: how to add pages, publish blogs, and keep things tidy. If you’re on Shopify, our Online Store 2.0 Guide is a good primer.

8) Growth & continuous improvement¶

A launch is a starting line, not a finish line.

• SEO & content: regular blogs and landing pages to build topical authority (like this one). If you’re weighing platform options, read Shopify vs Other Platforms.
• CRO: A/B testing, navigation tweaks, clearer CTAs, social proof.
• Performance upkeep: as content grows, keep the site fast—our Top Shopify Speed Apps roundup can help for ecommerce.
• Feature roadmap: new templates, integrations, automations; think broader digital transformation and digital experiences that serve your customers better.

Services a web design agency typically offers ( ecommerce design and more)¶

• Website strategy & consulting (and wider digital strategy)
• UX design, wireframing, and prototyping
• Branding or brand refresh (as needed) with branding services from a team that behaves like a nimble branding agency
• UI design & design systems led by creativity and expertise
• Web development (CMS or headless)
• SEO foundations & technical SEO for search engines (plus ongoing digital marketing services in partnership with a digital marketing agency if needed)
• Copywriting & content design
• Ecommerce design & builds (Shopify, WooCommerce)
• Analytics, tracking & dashboards
• Accessibility audits & remediation
• Ongoing website support on retainers

Agency vs freelancer: which is right for you?¶

Both can be great; it depends on your scope, speed, and risk tolerance.

Freelancer (pros):

• Lower cost for small projects
• Direct communication with the doer
• Flexible schedules

Freelancer (cons):

• Limited capacity (holidays, illness, overlapping projects)
• Narrower skill set (e.g., design or dev, not both)
• You may need to coordinate multiple freelancers

Agency (pros):

• Web design team of specialists (strategy, UX, design, dev, SEO, content)
• Process & reliability (project management, QA, documentation)
• Continuity (someone’s always available)
• Speed when multiple specialists work in parallel

Agency (cons):

• Higher price point
• More structure (which is usually a good thing)

If you’re actively choosing in South Wales, this guide helps: Choosing a Web Design Agency in Cardiff.

How to choose the right web design agency (a quick checklist)¶

Look for:

• Relevant case studies with clear outcomes (conversion lift, enquiries, revenue) — browse our work.
• Process transparency (how they get you from A → B).
• A sensible CMS you can update without code — e.g., Shopify Web Design.
• Performance & accessibility in live work (run a quick Lighthouse test).
• A clear scope and timelines in the proposal.
• Chemistry & communication—you’ll be working together for months.

Questions to ask:

• How will you measure success beyond “the site is live”?
• Who’s on the project team and how do we communicate?
• What content is needed from us? Any templates or examples?
• What happens after launch? Do you offer support or retainers?
• Can we see a demo of the editor experience?

What does a web design agency cost in the UK?¶

Prices vary by scope, complexity, and the team involved. Ballpark ranges many SMEs see:

• Small brochure website (5–10 pages): ~£2k–£8k
• SME marketing site (10–30 pages, custom design, CMS, integrations): ~£8k–£25k
• Ecommerce (e.g., Shopify, WooCommerce; custom ecommerce design, integrations): £10k–£80k+
  (Product volume, custom features, and ERP/CRM integrations push the price.)
• Large/enterprise or headless builds: £50k–£200k+

Engagement models:

• Fixed-price project: Clear scope + timeline; good for defined requirements.
• Retainer: Ongoing improvements (SEO, CRO, content, design/dev)—often £1k–£5k+/month depending on goals.
• Day rates: Roughly £350–£900/day depending on seniority and specialism.

If cost is your main question for ecommerce, this deep dive helps: How Much Does a Shopify Store Cost (UK)?

Timelines (what to expect)¶

• Discovery & strategy: 1–3 weeks
• UX & design: 2–6 weeks (depends on rounds of feedback)
• Development: 3–8+ weeks (features, templates, integrations)
• QA, content load & launch: 1–3 weeks

A small site can be done in 6–8 weeks; bigger builds often run 12–16+ weeks. Parallel work streams (design ↔ content ↔ dev) speed things up.

Common mistakes to avoid¶

1. Starting with design before strategy.
   Get the messaging and structure right first; pixels come after.
2. Underestimating content.
   Writing nothing but “lorem ipsum” until the end is a guarantee of delays. Draft early.
3. Ignoring performance.
   A slow site bleeds visitors. Aim to pass Core Web Vitals — start with How to Boost Website Speed.
4. Skipping accessibility.
   It’s not just compliance; it’s good UX for everyone.
5. No plan after launch.
   Without SEO content and CRO, traffic and leads will stall. If you’re weighing DIY tools, read Agency vs Website Builders.
6. Choosing the wrong CMS.
   If it’s painful to edit, your site will go stale. For ecommerce, Shopify is a safe, scalable choice.

What success looks like (beyond “new website”)¶

• Clear story: visitors understand what you do in seconds.
• Fewer bounces, more enquiries/sales.
• Better search visibility for the terms that matter to you (start with your services + location).
• Faster publishing: your team can update pages and write blogs without a developer.
• A platform to grow on: new landing pages, content, features—without re-platforming. Explore Why Us for how we partner post-launch.

Frequently asked questions¶

What exactly is included in a web design agency project?
Strategy, UX, UI design, web development, QA, SEO foundations, analytics setup, and training. The exact mix depends on your goals and budget.

What’s the difference between web design and development?
People often search for the difference between web design and development. In short: design is how it looks and works for humans; development is how it’s built and performs under the hood.

Do I need a brand before I start?
A full rebrand isn’t always necessary. Many projects include a brand refresh to modernise your look without starting from scratch—ideal if you’re between a rebrand and a tidy-up of your brand identity.

Will I be able to edit the site myself?
Yes—this should be a non-negotiable. You’ll get a CMS with reusable components so you can add pages and publish blogs easily.

Can you help after launch?
Absolutely. Most agencies offer retainers covering SEO content, CRO experiments, performance work, and new features—true ongoing website support.

What about digital marketing?
On-page SEO is baked into the build (headings, meta, schema where relevant, internal linking, speed). After launch, ongoing content and digital marketing solutions—from content to email and PPC—are what move the needle. We often collaborate with an in-house team or a partner digital marketing agency to align campaigns with your site.

Deep-dive snippets (extra context, skim-friendly)¶

Branding (and when a branding agency helps)¶

Branding sets the tone for design. If you need naming, positioning, or a full brand identity, a dedicated branding agency can work alongside your web team. For many SMEs, a brand refresh inside the web project is enough.

Digital marketing¶

A modern website lives inside a broader digital marketing plan: content, email, PPC, social, PR. Your site becomes the engine that supports these channels.

Ecommerce¶

Selling online? Platform choice matters. We deliver ecommerce design and builds on Shopify and WooCommerce with conversion-friendly templates, performance, and integrations.

Responsive web design¶

Every site we build follows responsive web design principles so pages adapt smoothly across mobile, tablet, and desktop.

Search engines¶

From technical hygiene to content architecture, we build with search engines in mind so your pages are discoverable and crawlable.

Web development & website design¶

“Website design” is what most clients ask for; “web development” is the engineering that makes it real. A strong web design company should do both well.

Projects & innovation¶