The secret to make a wise choice is to know exactly that you need than attempting to get the choices offered and to filter each one. The shopping for a web designer is the same as you buy any of your house gadgets or invest in a car or a house.
The choice of hiring is also the same; it depends on your requirement, need and goal. Most of the times, it is observed that people end up in self-selection. This is because they believe they are aware of the needs for a website design, but that is not always true.