Why You Need a Proper Website RFP

A Request for Proposal (RFP) is a formal document that describes your website project requirements and invites agencies to submit proposals. Writing a good RFP isn't just bureaucracy — it's the single most effective way to get accurate quotes, compare agencies fairly, and avoid the misunderstandings that derail web projects.

Without an RFP, you end up describing your project differently to each agency, getting quotes that aren't comparable, and discovering mid-project that something you assumed was included wasn't. A well-written RFP saves time, money, and frustration for everyone involved.

What to Include in Your Website RFP

1. Company Background

Start with a brief overview of your organisation. Who you are, what you do, your target audience, and your market position. Don't write an essay — a paragraph or two is enough to give agencies the context they need. Include a link to your current website if you have one.

2. Project Overview and Goals

Explain why you're building or redesigning your website. What business problems should the new site solve? What outcomes are you hoping for? Be specific: 'increase online enquiries by 30%' is more useful than 'improve our online presence'. This section helps agencies understand the strategic intent behind the project, not just the technical requirements.

3. Scope of Work

This is the most important section. Detail exactly what you need. Consider including:

• The type of website (brochure, ecommerce, membership, booking system, etc.)
• Estimated number of pages or sections
• Key features and functionality (contact forms, booking systems, payment processing, user accounts, etc.)
• Content requirements — are you providing content or does the agency need to create it?
• Design requirements — do you have brand guidelines, or does the agency need to develop the visual identity?
• CMS preferences (WordPress, Shopify, custom, or open to suggestions)
• Integration requirements (CRM, email marketing, payment gateways, booking systems)
• Multilingual requirements (English and Irish, for example)
• Accessibility requirements (WCAG compliance level)
• SEO requirements
• Hosting and domain management

4. Technical Requirements

If you have specific technical requirements or constraints, list them clearly. This might include compatibility with existing systems, specific security requirements, performance benchmarks, or preferred technology stacks. If you don't have technical preferences, say so — this lets agencies recommend what they think is best.

5. Content and Assets

Clarify what content you'll be providing (text, images, videos) and what you need the agency to create. If you need copywriting, photography, or video production, state this clearly. Content is often the biggest variable in web project timelines and costs, so being upfront about responsibilities avoids confusion later.

6. Budget

This is where many businesses hesitate, but sharing at least a budget range is strongly recommended. It helps agencies propose solutions that fit your budget rather than spending time on proposals that are wildly over or under. You don't need to give an exact figure — a range like '€8,000-€15,000' is perfectly fine. See our guide to website brief templates for more on budgeting.

7. Timeline

Include your ideal launch date and any hard deadlines (seasonal launches, event dates, funding deadlines). Be realistic — a quality website typically takes 8-16 weeks from kickoff to launch, depending on complexity. If your timeline is tight, say so early.

8. Evaluation Criteria

Tell agencies how you'll be evaluating proposals. This helps them focus their response on what matters most to you. Common criteria include relevant experience and portfolio, understanding of your requirements, proposed approach and methodology, team and project management, timeline and availability, value for money, and post-launch support and maintenance options.

9. Submission Requirements

Specify exactly how you want proposals submitted: format (PDF, online presentation, etc.), maximum length, deadline for questions, proposal submission deadline, and when you expect to make a decision. Giving agencies a structured format makes proposals easier to compare.

10. Post-Launch Requirements

Don't forget to address what happens after launch. Do you need ongoing maintenance and support? Training for your team to manage the CMS? Hosting management? SEO monitoring? These ongoing costs are an important part of the total investment and should be quoted separately from the build.

Common RFP Mistakes to Avoid

• Being too vague — 'We want a modern website' doesn't give agencies enough to work with
• Being too prescriptive — specifying exact layouts and technologies can prevent agencies from proposing better solutions
• Not including a budget range — this wastes everyone's time with mismatched expectations
• Sending the RFP to too many agencies — 5-8 is ideal, more than that and you'll spend too long evaluating
• Setting an unrealistic timeline for responses — give agencies at least 2-3 weeks to prepare a thoughtful proposal
• Forgetting to include contact details for questions during the RFP period
• Not specifying who owns the final design, code, and content

Tips for Getting Better Responses

• Research agencies before sending your RFP — only send it to agencies whose portfolio and expertise match your needs
• Be open to a brief discovery call before agencies submit — a quick conversation often produces better proposals
• Include examples of websites you like (and why) to give agencies a sense of your taste and expectations
• Be honest about your decision-making process — if multiple stakeholders need to approve, say so
• Respond promptly to agency questions during the RFP period
• Consider asking for a brief presentation or chemistry meeting as part of the evaluation process

Frequently Asked Questions

Should I pay agencies for their RFP responses?

For standard proposals, no — this is a normal part of business development. However, if you're asking agencies to produce speculative creative work or detailed technical architecture as part of their proposal, it's fair to offer compensation. Respecting agencies' time and expertise results in better proposals.

How many agencies should I send my RFP to?

Between 4 and 6 is ideal. Fewer than 4 limits your options, while more than 8 becomes difficult to evaluate fairly and signals to agencies that they have low odds of winning, which can discourage their best effort.

Can I use the same RFP for different types of agencies?

The core document can be the same, but consider tailoring it slightly. A boutique design studio and a full-service digital agency will approach your project differently, and acknowledging that in your RFP shows you've done your research.

How can I ensure my website project meets best practices in planning?

Include project management methodology and client communication processes as evaluation criteria in your RFP. Ask agencies how they structure projects, how often they communicate with clients, and how they handle scope changes. A well-managed project is just as important as technical quality.

What information should I provide about my website vision?

Use proper website brief techniques to clearly articulate your vision. Include your target audience, key business goals, competitive positioning, and examples of websites you admire. The more detail you provide about your vision, the better agencies can propose solutions that align with your expectations.