- Always open live sites, screenshots can be anything.
- Test portfolio sites on your phone and in PageSpeed Insights.
- Ask what the developer personally built on each project.
- No real client names or contact details is a warning sign.
The seven red flags
- 01 Only screenshots, no live linksScreenshots can be templates or someone else’s work. Ask for URLs you can open.
- 02 Live sites are slow or broken on mobileIf past client sites struggle on your phone, yours will too.
- 03 Every site looks the sameUsually one purchased theme with the logo swapped, fine for some budgets, but not custom work.
- 04 No clear role on each projectDid they design it, build it, or just install a plugin? Ask.
- 05 Portfolio sites are no longer onlineOne or two can disappear; most of them missing suggests short-lived work.
- 06 No real names, reviews or referencesA credible developer can connect you with at least one past client.
- 07 Their own website is neglectedOutdated copyright year, broken links or missing contact details say a lot.
A 10-minute portfolio test
- Pick three sites from the portfolio at random.
- Open each on your phone over mobile data.
- Run one through Google PageSpeed Insights and note the mobile score.
- Search the business name on Google, does the site appear for it?
- Check the footer for a developer credit that matches.
If a developer offers SEO, search for their own services in their own city. Ranking for their own name is the minimum.
What a good portfolio looks like
Fewer projects, explained well. Each one should say who the client was, what problem they had, what the developer did and, where possible, what changed afterwards, with a real baseline rather than a vague claim.
Frequently asked questions
Open the live sites, test them on your phone and in PageSpeed Insights, check for a matching developer credit, and ask what the developer personally built on each project.
Screenshots without live links, slow or broken portfolio sites, identical-looking designs, no references, and a neglected website of their own.
Yes, where possible. Good case studies explain the client’s problem, the work done and what changed, with a real starting point.
Yes, for some budgets. Just make sure you know whether you’re paying for a customised theme or a custom build, and price it accordingly.
