Every once in a while, I catch a prospective client looking at our website samples the same way some would examine an x-ray, or maybe a piece of abstract art – interested, but without a very good idea of what they’re seeing.

I don’t think that’s hard to understand; unless you put together layouts and code for a living, a lot of the online world can be divided into pages that are pretty, and those that aren’t. To make matters worse, not everyone would agree on which sites fall into the good-looking category. Even so, most business owners and managers know they need to be looking for something in the web design samples they see, they just can’t quite put a finger on what it is.

To make things a little bit easier, and help you find the web designer or company that’s right for you, here are a few things to look for when you check out web design samples:

A variety. When looking over a portfolio, you shouldn’t get the feeling that all the sites have the same look and tone. Yes, every designer has his or her own distinctive style, and these elements are bound to come out in the projects they work on. Still, an eerie similarity between different sites is an indication that the person is unwilling – or unable – to start from scratch on a new project. Unless your business is just like every other one you see in their samples, stay away.

Quality. Taste is a subjective thing, but quality – even if it isn’t in the style you like – will nearly always stand out. There’s a big difference between a painting that’s bad, and one that’s just not for you. Web designs are no different. If what you see looks cheap, disorganized, or lacking in some other way, then take that as a sign that you should probably work with someone else.

Attention to detail. In the same way, what’s just as telling as a portfolio full of shabby-looking web designs is one that has stunning pages that seem just a little bit off. Whether it’s a misspelling here, a graphic that seems a little out of place there, or just the sense that the whole thing lacks a certain polish, missed details are a clue that the designer has trouble paying attention to detail.

A style. Assuming you don’t see any of the red flags I’ve mentioned, what should you be looking for? The best answer is a sense of style that matches your own. That doesn’t mean that you have to be looking at the exact website you would want, just that you agree with the designer’s overall approach to other projects. Clients sometimes forget that commercial design is still art – you might not know what you want, but you’re likely to recognize it, or parts of it, when you see it.

Looking over web design samples, online or in an office, can be a little bit daunting. After a while, it’s not unusual for one thing to start to look like everything else. But pay attention to these tips, look for any indications of future problems, and then find the best stylistic fit for you and your company. It might take a little while to develop a keen eye, but you’ll be glad when you find the perfect designer.