If you're a non-technical founder, you've likely found yourself in this situation: you have a brilliant idea for a website, app, or digital product, but lack the technical expertise to build it yourself. The next logical step is to hire an agency to bring your vision to life.

But finding the right agency partner is a critical decision that can significantly impact your business trajectory. After working with dozens of non-technical founders and seeing both successful and challenging agency relationships, I've identified five essential considerations before signing that contract.

1. Watch Out for Rushed Pricing Processes

One of the biggest red flags in the agency hiring process is when pricing happens too quickly.

Many founders make the mistake of asking "how much will this cost and how long will it take?" in the very first conversation. Similarly, agencies often rush to deliver proposals after just one meeting.

Why this is problematic:

Building a digital product is complex and requires a deep understanding of your specific needs, goals, and constraints. It's nearly impossible for an agency to accurately scope and price your project after a single conversation.

What to look for instead:

The best agency relationships begin with multiple discovery conversations. During these discussions, both parties should be building mutual confidence and rapport. The agency should be demonstrating their expertise by asking thoughtful questions, challenging your assumptions, and adding value even during the sales process.

If an agency sends you a detailed proposal with fixed pricing after just one call, be cautious. It suggests they may be making assumptions about your needs or using a cookie-cutter approach rather than truly understanding your unique situation.

2. Insist on Ballpark Estimates Early

While rushing to final pricing is problematic, the opposite extreme is equally concerning. An agency should be able to provide ballpark figures for both cost and timeline during your initial conversations.

Why this matters:

Transparency around general price ranges and timelines sets appropriate expectations from the beginning. If an agency can't tell you that "projects like this typically start at $X and take at minimum Y weeks," it may indicate inexperience or a lack of transparency.

This early ballpark helps you quickly determine if the agency's pricing structure aligns with your budget before investing too much time in discussions. It also establishes a foundation of honesty in the relationship from the start.

What to do:

In your first conversation, ask for typical starting prices and minimum timeframes for projects similar to yours. A reputable agency should be able to share this information confidently, even if they explain that final pricing will depend on discovering more details about your specific needs.

3. Ask for Real Demos, Not Just Case Studies

When evaluating agencies, it's common to review their portfolio and case studies. While these are important, they don't tell the complete story.

Why case studies aren't enough:

Case studies are marketing materials created to showcase an agency's best work in the most favorable light. They typically focus on successful projects and highlight positive outcomes while glossing over challenges or limitations.

What to do instead:

Request live demonstrations of products the agency has built. For web applications, ask them to share their screen and walk you through the product. For mobile apps, either download them yourself or ask for a live demo.

During these demonstrations, you'll gain invaluable insights into:

• The actual quality of their work

• How intuitive and polished their products feel

• Their attention to detail

• Performance and functionality

• How they explain technical concepts

You can also verify that the products featured in their case studies actually exist and function as described. Some additional steps to take:

• Check if the companies they claim to have helped actually exist

• Look up the people who provided testimonials on LinkedIn

• Consider reaching out to past clients for direct feedback

This due diligence provides a much clearer picture of what it might be like to work with the agency than case studies alone.

4. Be Extremely Cautious with Equity Deals

It's increasingly common for founders to offer equity in exchange for reduced agency rates, or for agencies to propose taking equity as part of their compensation.

Why equity deals are problematic:

While this arrangement might seem appealing at first glance, it rarely works out well for either party:

1. Misaligned incentives: An agency needs cash flow to operate. If they're taking equity instead of full payment, they'll inevitably need to prioritize paid clients who provide immediate revenue.

2. Divided focus: As the agency pursues new clients to maintain cash flow, your project may receive less attention over time.

3. Valuation complexities: Determining the appropriate equity percentage is complicated, especially for early-stage startups.

4. Relationship strain: If your startup succeeds, the equity may become quite valuable, potentially leading to resentment about the original deal terms.

Even industry veterans like Andrew Wilkinson (founder of MetaLab, which designed Slack's early interface) have expressed mixed feelings about equity deals. While Wilkinson has mentioned regretting not taking equity in successful clients like Slack, he also acknowledges that agencies fundamentally can't survive on equity.

What to do instead:

It's generally better to pay fair market rates for agency services. This creates clearer expectations and accountability. If budget constraints are a concern, consider:

• Reducing the initial scope to fit your budget

• Phasing the project to spread costs over time

• Finding an agency that offers flexible payment terms

5. The Best Relationships Push Each Other

The most successful founder-agency partnerships aren't passive or one-sided—they involve mutual pushing and accountability.

As a founder, you should:

• Actively push for results and clarity

• Ask questions when something isn't clear

• Request regular updates and demonstrations

• Provide timely feedback and decisions

• Hold the agency accountable to deadlines and deliverables

A good agency will push back by:

• Challenging assumptions that might not serve your goals

• Requesting needed information or decisions promptly

• Holding you accountable for your responsibilities in the process

• Pushing for clarity when requirements are vague

• Suggesting alternative approaches when appropriate

When both parties are appropriately demanding of each other, it creates a dynamic that leads to better outcomes. The founder gets a product that truly meets their needs, and the agency delivers work they can be proud of.

Conclusion: Finding the Right Partnership

Hiring an agency as a non-technical founder doesn't have to be a leap of faith. By prioritizing thorough discovery conversations, insisting on ballpark figures upfront, requesting demos of past work, avoiding complex equity arrangements, and establishing a relationship of mutual accountability, you can significantly increase your chances of finding the right partner.

Remember that the best agency relationships aren't just vendor-client transactions—they're partnerships where both parties are invested in creating a successful product. Take the time to find an agency that not only has the technical expertise you need but also aligns with your communication style, understands your vision, and demonstrates a genuine interest in your business's success.

By following these guidelines, you'll be well-positioned to make an informed decision and build a productive relationship with your chosen agency.

Looking for an agency that understands the unique challenges non-technical founders face? At Jams, we specialize in helping founders design, build, and launch websites and web applications using low-code tools and AI. Contact us to learn more about our approach.