The verdict in three sentences
A good agency shows three concrete proofs: a verifiable live portfolio, client references you can call, and a contract that guarantees you code ownership. The most reliable red flags are a vague quote (no scoped pricing), the absence of a QA phase, and a refusal to hand over the code. A bad choice costs on average a EUR 6,000-10,000 rebuild and 4 lost months.
The 10 criteria, questions and red flags
| Criterion | Question to ask | Red flag |
|---|---|---|
| Verifiable portfolio | Can I see 3 live sites? | Screenshots only |
| Callable references | Can I contact 2 clients? | Refusal or dodging |
| Scoping/QA process | How does QA work? | No QA phase |
| Tech stack | Which tech and why? | Vague answer |
| Code ownership | Do I own the code? | No or lock-in |
| SEO included | Is technical SEO included? | Opaque optional SEO |
| Contractual deadlines | Are they in the contract? | Verbal only |
| Maintenance | Which retainer? | No clear offer |
| GDPR compliance | How do you handle GDPR? | Topic avoided |
| Price transparency | Line-item quote? | Lump sum, no detail |
Evaluation grid and associated budget
Weight each criterion by your project's criticality. 2026 ballpark, European market (Dublin).
| Agency tier | Brochure site price | What you get | Check first |
|---|---|---|---|
| Entry level | EUR 3,000-6,000 | Standard site, little process | Code ownership, deadlines |
| Mid range | EUR 6,000-12,000 | Process, QA, basic SEO | References, retainer |
| Premium | EUR 12,000-25,000 | Custom, advanced SEO, SLA | Contract, dedicated team |
| Common signals | — | — | Detailed quote mandatory |
Mini case study
Nadia, who runs a trading SMB in Dublin (22 staff), receives three quotes: EUR 4,200, EUR 8,900 and EUR 14,500. She applies the grid. The EUR 4,200 offer refuses to hand over the code: eliminated (risk of a EUR 6,000 rebuild later). The EUR 14,500 offer is oversized for 12 pages. She picks the EUR 8,900 one: verified portfolio, 2 references called, code ownership contracted, QA and a EUR 1,500/year retainer included. The +EUR 4,700 over the cheapest bid spares her a lock-in that would have cost far more.
FAQ
What is the most important criterion?
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Code ownership, because it drives everything else: without it, switching agency or evolving the site locks you in and can cost EUR 2,000-4,000 in migration.
How do I verify a portfolio?
Ask for live URLs, not screenshots. Test speed, mobile and the SEO of the sites shown. A real portfolio can be visited live.
Should I always call the references?
Yes for any project over EUR 6,000. Two 10-minute calls reveal deadline adherence, support quality and billing transparency.
Is a cheaper quote a bad sign?
Not necessarily, but a gap of more than 40% versus the others often hides reduced scope or hidden costs. Compare line by line, not the total.
Which red flags rule an agency out immediately?
Refusal to hand over the code, no QA phase, a lump-sum quote with no detail, and no reachable reference. Three of these signals are enough to walk away.
Let's scope your project. Send us the quotes you received and we'll help you compare them line by line and spot the red flags. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
