How to evaluate portfolios and online reviews when hiring a contractor or designer
So you’ve decided to hire an industry pro for your home project. But whether you’re bringing in a contractor, interior designer, or even an architect, the next question is: How do you know if they’re actually as good as they say they are?
After all, there are lots of impressive websites and Instagram feeds out there. But it's harder to know whether they’re the right choice for your specific home and budget.
In this post, we’ll walk through three “at-a-glance” ways you might evaluate a potential hire: portfolios, online reviews, and credentials.
These are common ways companies try to create a good first impression — but sometimes there’s more than meets the eye. We’ll cover what you should pay attention to, what to ignore, and what might be missing behind the scenes.
Portfolios: How to read between the lines
Contractors, interior designers, and architects or home designers all use portfolios to showcase their best work.
Designers and architects often focus heavily on aesthetics and style. They aim to highlight their unique vision and visual "wow factor."
Contractors and builders, on the other hand, often focus more on structure and process that are harder to show visually. Some of these pros may not have as flashy a website or social media feed. This is not an indicator of the quality of their work. A good builder does not have to have a flashy website, but they should have a stellar reputation. (Remember that they are the primary relationship in the building process. Reputation here is everything.)
The trick as a homeowner when reviewing a portfolio is to know how to read between the lines. It’s not just about what’s there — it’s also about what’s not there.
Here are a few things to watch out for as you review:
No variety in style or approach
Does the portfolio you’re looking at rinse and repeat the same look over and over again? Is it focused exclusively on the latest trends? Or is there a variety of designs that point to different aesthetic styles or types of home?
Variety in a portfolio indicates three things:
Capability - Can this pro work in more than one style or environment?
Adaptability - Do they work with their client’s design preferences or their own?
Functionality - Are they putting the day-to-day practical needs of the client before aesthetics, or are they just designing something that looks pretty? (More on prioritizing functionality in your design here.)
Lack of detail
Does the portfolio show details of their work or tell a story? Ideally, a portfolio won’t only have photos but will also include written details that explain what the project was about. They might talk about the client’s goals, what problem they were trying to solve, and how they solved it.
You’re looking for evidence of the strategy behind the design — that there was more to the process than just creating something that looks good.
Exterior photos only
Sometimes, during the course of construction, the relationship between pros and their clients can sour to the point that the client absolutely refuses to allow them back into the home to take pictures when the project is done. NOT GOOD.
If you notice this in a portfolio you’re reviewing, ask the pro why there aren’t any interior shots. While there may be another explanation, it can also suggest potential conflict. If that’s the case, ask for the name and contact info of other pros or the client on that project so that you can interview them to find out what really went on behind the scenes.
Over-emphasis on aesthetics
Watch out for portfolios that are heavy on looks but light on functionality. The latest modern trend might photograph beautifully — but does it actually work for the people living there? Does the layout make sense? Are there enough storage solutions? Are those finishes practical for a busy family with kids and pets? Will they still hold up 5 or 10 years from now?
Design should look good but it also needs to live well. The best portfolios will tell you not just about the visual choices they made, but how those choices support real-life use.
Budget, baby, budget!
Budgets aren’t often included in a portfolio, but they should always be part of how you evaluate what you’re seeing. Without that context, it’s easy to fall in love with a project that’s way outside your financial ballpark.
When something catches your eye, ask the pro about the budget range for that project and how it compares with what you want to spend. This gives you a sense of whether the inspiration project will work for your needs, or if it’s better to look for examples that are a closer match to your situation.
Just as importantly, pay attention to how the pro talks about budget in their communications. Are they cost-effective, cost-conscious, and cost-accountable? It’s not always the easiest thing to tell from someone’s website or Instagram feed, but a good pro is upfront about cost and will keep it front and centre from the start.
Online reviews: Helpful, within limits
Online reviews can be a helpful initial barometer as you do your research — but remember that they never tell the whole story. You’ll get a much more complete picture by interviewing past clients and simply talking to the person or company involved.
Here are a few things to keep in mind as you consider online reviews for a potential contractor or designer:
Look for patterns
Don’t give a single review too much weight on its own. Instead, look for themes that repeat across multiple reviews. Some examples might be solid communication, attention to budget, or the pro’s ability to listen and respond to the hometowner’s specific needs or requirements.
These are things that stuck out to multiple clients and were a consistent part of the experience. The more you see these comments repeated (for good OR for bad), the more you’ll get a picture of what it really is like to work with the person you’re considering.
Ask for proof
It’s easy to publish a review, but any professional worth their salt will be willing to back up their reviews with referrals and references. Having these in-person conversations is a thousand times more valuable than the info you’ll get in any online review.
Take them with a grain of salt
Remember that online reviews can be curated, solicited, AI-generated, or straight-up faked. They also often lack context and (especially in the case of bad reviews) may not tell the whole story.
If you have questions or are wondering about something you’ve read, ASK! Don’t be afraid to get more details during the interview process or to seek clarification about something you’re concerned about.
Certifications: Not all created equal
In the world of construction, some certifications are extremely important… and some are only worth the paper they’re printed on. It really comes down to who you’re hiring — and what the certification is for.
Here in Canada, contractors, builders, and interior designers aren’t regulated in the same way that architects and engineers are. That means anyone can start a construction business, regardless of their training or background. So if you’re hoping that certifications will tell you who’s trustworthy or qualified, it’s unfortunately not that simple.
When certifications actually matter
Architects and engineers
Architects and engineers must operate under regulated professional bodies. Their certification allows them to sign off on permit drawings or take responsibility for specific elements of a design. This is important on large projects like new home builds.
While this stuff really matters to safety and project management, it says nothing about how well they manage a budget, collaborate with trades, or respect your priorities. You’ll still need to make sure you’re satisfied with this part of the relationship on your own.
Warranties, insurance, and permitting
The other area where certifications are essential is around home warranties and permitting.
For example, if you’re building a new home, your builder may need to be licensed in order to enroll the project in a home warranty program. Without that warranty, you could be left holding the bag on your insurance if something goes wrong.
When certifications don’t mean much
For smaller renovations or in the interior design world, certifications aren’t required at all. And even when someone has a certificate, it may not give you any useful information about how they actually work.
For example:
A designer might have a degree, diploma, or be certified through a professional association — but that doesn’t tell you how well they communicate or whether they’ll respect your style and budget.
A contractor may have a business license and liability insurance (which is essential!) — but they might still run over schedule or ignore your input if they’re not a good fit.
So what should you be looking for?
Regardless of who you’re hiring, focus on what you can learn through conversations and references.
Ask them about what kind of certifications they have (if any) and how that impacts your project specifically (liability, insurance, permitting, etc.).
But also ask about their process, how they treat your budget, and how they work with other people on your construction team. (For more questions to ask each pro as part of the interview process, start here.)
Ultimately, certifications are important but they’re only one piece of the puzzle. You also need to pay attention to how they’ll manage your project and respond to your priorities. The best way to learn that is to talk to the people who’ve worked with them.
Wrapping up
At the end of the day, choosing the right professional for your home project is about doing your due diligence and knowing what to look for behind the surface.
By reading between the lines in portfolios, understanding when certifications matter (and when they don’t), and treating online reviews as one piece of the bigger picture, you’ll be in a much stronger position to hire someone who’s truly the right fit for your project — not just the best marketer.
Need more help hiring the right person? Check out our Construction Hiring Checklist for a step-by-step breakdown of the process!
