Start with the work, then inspect the claim.
A portfolio image proves that an interface existed. It does not prove who designed it, who built it, whether it launched, or what changed after launch. Ask for the agency's exact role, the live state, the measurement window and any delivery partner. Honest limits make a case study stronger, not weaker.
Make ownership explicit before kickoff.
The domain, analytics property, deployment account, CMS workspace, source repository and third party services should have a named owner. If the supplier owns a critical account, the exit plan must be written. A smooth relationship today is not a substitute for operational independence tomorrow.
Demand acceptance criteria, not adjectives.
Words such as premium, fast and optimised are not test plans. A strong scope says which templates ship, which content is supplied, which browsers are checked, how forms persist, what analytics event confirms an enquiry, and who signs off each integration. Search growth and conversion are outcomes to measure, not features an agency can guarantee.
Use the call to test the team you will get.
Ask who will make the key design and technical decisions, then ask that person to explain one tradeoff in your brief. If the senior team only appears in the pitch, price the delivery risk accordingly. For a Bangkok engagement, confirm working hours, Thai language responsibility, invoicing entity and whether meetings or site visits matter to the project.