Website Design Case Studies: What to Check
A beautifully presented portfolio can tell you how a designer thinks about visual style. It cannot, by itself, tell you whether the website solved the customer's problem. Useful website design case studies go further: they explain the starting point, what was actually delivered, how the website was tested and which results can be supported by evidence.
This guide gives business owners a practical method for assessing a designer before commissioning a project. It includes a scoring framework, questions to ask and three illustrative examples that show the difference between a visible feature and a proven outcome. They are not descriptions of real client work or measured results.
Website design case studies: what makes them credible?
A credible project account should explain who the website served, what was wrong or missing before the project, what constraints shaped the decision and what happened afterwards. The important question is whether the example resembles your own business challenge, not whether the colour palette matches your preferences.
If you are comparing potential suppliers, first define your problem. Perhaps visitors cannot find the right service, your booking process is unreliable, your product catalogue is difficult to update or you have too many pages covering the same subject. An impressive animation is not evidence that a supplier can solve one of those operational issues.
Six details every website design case study should show
1. The customer's starting problem
Look for a concise description of the original website, its intended audience and the difficulty that triggered the work. For example: 'The service pages used inconsistent language and the quote form did not display correctly on mobile.' This is more useful than 'The client needed a modern look.'
2. Scope and boundaries
Did the designer create a new site, redesign five pages, migrate a shop or only prepare a visual concept? Was copywriting included? Were products, domain changes, forms and automations part of the work? A supplier should not claim credit for parts of the outcome delivered by somebody else.
3. The design decisions
Ask why specific choices were made. A redesigned navigation might reduce unnecessary steps; a comparison table might clarify service packages; a content-management structure might help staff maintain pages consistently. The explanation should connect the decision to the problem rather than relying on jargon.
4. Evidence of delivered features
Screenshots, published URLs, redacted test results and approved before-and-after material can show that particular changes were implemented. However, a mock-up is not evidence of a working booking integration. Ask which visuals are concepts and which represent completed, approved work.
5. Outcome and measurement
Separate 'the form was tested and delivered messages successfully' from 'enquiries grew by 40%'. The first is a functional result that can be tested directly. The second is a commercial claim requiring a baseline, comparison period, measurement method and reasonable treatment of other factors.
A transparent case study can say that business performance was not measured. It is better to show a verified delivery and a sensible follow-up plan than invent attractive figures. Our guide to visits without enquiries explains why traffic, leads and actual sales are different measurements.
6. What remained unfinished or uncertain
Real projects have dependencies: missing content, client-controlled email systems, subscriptions, approval stages or an agreed phase two. Clear limitations are signs of disciplined reporting, not necessarily poor work. A good handover records the unfinished tasks and their owners.
Website design case studies: a practical comparison scorecard
Use a simple 0–2 scale for each question: 0 = absent, 1 = partially explained, 2 = clearly evidenced. This is an illustrative decision aid, not an official professional certification or a predictor of commercial success.
Business problem: does the example describe the original audience and actual difficulty?
Comparable scope: is the project similar to the pages, features and content you need?
Delivered work: can you tell which changes were implemented rather than merely proposed?
Testing: is there evidence that key customer journeys work on mobile and desktop?
Outcome: are results measured and qualified, or are unproven claims presented as facts?
Transparency: are important dependencies, limitations and client responsibilities explained?
A case study can receive up to 12 points under this simple framework. Do not select a designer from the score alone: availability, communication, budget, technical fit and references can still be decisive. Use the framework to formulate better questions.
Three worked website design case studies
Illustrative case 1: a local building contractor
Starting position: a fictional contractor has detailed project photographs but a confusing mix of service categories. Customers searching for extensions, refurbishments or structural repairs cannot easily find the relevant examples or request a quotation.
Proposed work: organise separate service routes, explain the geographical coverage, add real project captions supplied with permission and simplify the quotation form. Test navigation and enquiry receipt on a smartphone.
Valid case-study statement: 'The revised site clearly separates three core services, and the quotation form passed controlled mobile tests.' Unsupported statement without further data: 'The redesign doubled the client's revenue.' Lesson: completed functionality is useful evidence, but it is not proof of a sales increase.
Illustrative case 2: a training academy
Starting position: a fictional academy sells self-paced courses, tutor-led programmes and bespoke coaching. All three appear in a single list with no explanation of the time commitment or delivery method. Some enrolment confirmations are difficult to understand.
Proposed work: create a programme comparison, standardise the information for each course, clarify the difference between booking and purchasing, and test the confirmation journey using suitable test accounts.
Valid case-study statement: 'Visitors can compare programme formats and complete the tested enrolment steps.' Unsupported statement without further evidence: 'Learner completion rates improved.' Lesson: show the buyer exactly what was built and tested.
Illustrative case 3: a small online shop
Starting position: a fictional homeware store has an attractive catalogue but inconsistent product specifications, unsuitable filters and category links pointing to discontinued items. The company wants a cleaner design without losing useful product information.
Proposed work: plan which URLs remain, preserve important buying details, improve filters and mobile product pages, and check stock messaging and checkout in controlled tests.
Valid case-study statement: 'Representative product and category routes were checked after the redesign.' Unsupported statement without verified order data: 'Conversion rose by 25%.' Lesson: a responsible portfolio describes what was checked and what still needs monitoring.
Five red flags when reading a designer's portfolio
Every project claims dramatic growth but provides no measurement periods or definitions.
Visuals are attractive, yet the supplier cannot explain what functionality was built or verified.
Before-and-after images conceal changes in content, pricing, marketing or other factors.
Client logos, screenshots or testimonials appear without clear permission or context.
Published examples do not relate to your intended business model, and the supplier cannot explain how they would adapt.
These are reasons to ask more questions, not proof that a supplier is dishonest. A small agency may have relevant skills without large public case studies because some work is confidential. Ask for a demonstration, documented approach or a suitably anonymised example instead.
What should you request before signing a website design contract?
A written scope with page types, mobile layouts, content ownership and functionality.
A clear separation of completed designs, proposed features and optional extras.
Who supplies and approves copy, images, testimonials, credentials and product details.
How the existing domain, URLs, contact routes and important information will be handled.
Testing criteria for the key customer journey: contact, booking, enrolment or checkout.
A staged payment and approval plan, including what happens when scope changes.
A basic handover and an agreed route for future support or corrections.
For practical questions about choosing a supplier, see our website designer selection guide. When an existing site is being rebuilt, the redesign URL checklist helps protect useful routes. For pages that need rationalising before a redesign, review our content audit guide.
Website design case studies: frequently asked questions
Is a screenshot enough to show a successful website design project?
No. A screenshot shows one visual state. It does not demonstrate accessibility, mobile interactions, booking reliability, content accuracy or what happened after the site launched. Ask for context and relevant testing.
Do I need case studies from exactly my industry?
Not always. A designer who can demonstrate a well-tested booking process in another sector may understand part of your problem. Compare the customer tasks, complexity and constraints rather than industry labels alone.
Can I trust percentage improvements in case studies?
They can be useful when the provider states what was measured, which period was compared, how the data was collected and what other influences existed. Be cautious when dramatic percentages appear without this information.
What if a designer cannot share private client work?
Confidentiality can be legitimate. Ask for a redacted process document, a permissioned demonstration, a working prototype or a clear acceptance checklist that shows how the agency handles comparable tasks.
What is the difference between a portfolio and a case study?
A portfolio is a collection of examples, often selected to show style or range. A case study should also describe context, decisions, delivery and evidence. Both can be useful, but they answer different questions.
Can a smaller agency deliver complex website work?
Team size alone does not establish capability. Check the specific skills, integration needs, available time, dependencies, quality controls and accountability for the work. Be particularly clear about what is included and how unresolved issues will be managed.
Use case studies to make a better buying decision
When comparing website designers, select two or three examples that match your needs and ask the same practical questions about each one. Wix Solutions can discuss website design, structured content and improvements to existing websites. Contact Wix Solutions with the customer journey you want to improve and the evidence you would need before approving a project.
For a broader introduction to website planning, read our website design overview; if your current website requires smaller changes rather than a complete rebuild, see website support hours explained.
