The following guidelines will help you to verify that the person you hire is a reputable web designer:

• Credentials in Web Design - Look for a web designer who has completed at least a one- to two-year program in web design, web development, or web programming. Less training than that may not have covered the basics, much less the advanced features you want.
• Programming - Look for a web designer with a strong grasp of HTML, Java, and Cascading Style Sheets (CSS), as well as a variety of graphic software such as Adobe Photoshop and Illustrator. If you want to use more advanced software like Flash or Shockwave on your site, specifically ask about the designer's familiarity with them. Also be aware that advanced programming like this often increases the cost of building the website.
• Portfolio - Passionate designers should maintain a personal website that shows off their tricks and abilities, as well as a portfolio of work they've done that they think is particularly good. Look for designs that you like, but also look for a variety of styles and layouts. If all the designer's work looks the same, they be unable or unwilling to deal with any creative changes you request.
• References/Testimonials - Ask for the names of previous clients and actually contact them. Clients can tell you whether the web designer was prompt and punctual, able to do the work requested, etc. Testimonials might be posted on the web designer's home page. Be wary of any testimonials that don't give a website or email address.
• Testing/Platforms - The designer should be familiar with and able to test for usability on different browsers and computers (Internet Explorer, Netscape, mac). The same website can look dramatically different (and bad) when viewed with a different browser. Your web designer should be able to check to make sure that the site looks attractive under most circumstances, and that the features always work.
• Search Engine Marketing - The designer should be familiar with and able to design the pages to be "search engine friendly." There are tricks and tools that make your website more attractive to search engines. Whether you would like her to submit your website to any search engines (Google, Yahoo), or whether you plan to do it yourself, ensure that your designer is familiar with the tricks that make websites more attractive to search engines-otherwise it will be hard for anyone to find your site.
• Response time - See how long it takes your prospective designer to return your telephone calls and email. The longer the designer takes to get back to you, the less likely she is to be responsive to your design change requests, and the more expensive the project is likely to be. As the project develops it is in your best interest to be available to your designer, and to respond to your designer's questions and approve her drafts promptly to ensure timely completion of the website. 

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