Based on a your web developer having the credentials (certifications, testimonials, and a sexy portfolio) answer the questions below honestly.
Like a lawyer or general contractor; web development is a skilled profession - one which requires a developer to wear many hats.
Think of it as a deposit. This covers hard-costs and shows that you are serious about your website.
Do you remember when you emailed your developer wanting him/her to "ADD THIS ASAP!" to your website? And they did ASAP? Come on...be honest here.
I offer PAYGO at $1 a minute. This allows people who are stuck on a problem to hire me to help them quickly - WITHOUT a contract or commitment. Is this a good idea or a cheap Billy Mays sales gimmick?
SOME web developers really bust their ass to learn/hone their craft. Getting certifications, blogging about their niche, working Twitter, etc...
In a short sentence, explain what would make you feel better about hiring a developer?