How to Write a Website RFP That Gets Great Proposals

A Request for Proposal (RFP) is often your first communication with potential web development partners. A vague, incomplete, or confusing RFP attracts proposals that are equally vague and hard to compare. But a well-crafted RFP draws out detailed, thoughtful responses from agencies who genuinely understand your needs. Here's how to write an RFP that works.

Why Your RFP Matters

Your RFP shapes every proposal you receive. Agencies can only respond to what you tell them. If you provide incomplete information, they'll either guess (often wrong) or submit proposals with huge caveats. If you provide clear, complete information, they can give you accurate proposals you can actually compare.

For more insights on this topic, see our guide on Website Migration Planning: Moving to a New Site.

Good RFPs also signal that you're a serious, organized client. Top agencies are selective about the projects they pursue. A professional RFP suggests a professional working relationship.

Essential RFP Components

Every website RFP should include these sections:

Company Overview

Help agencies understand who you are:

• Your company name and what you do
• Your industry and target market
• Company size and relevant context
• Your mission or value proposition

This context helps agencies understand your brand and tailor their approach accordingly.

Project Overview

Explain what you're trying to accomplish:

• Why are you doing this project now?
• What problems does the new website need to solve?
• What are your primary goals?
• How will you measure success?

Goals should be specific: "increase lead generation by 50%" is better than "get more leads."

Current State

Describe your existing web presence:

• Your current website URL (if applicable)
• What works about your current site
• What doesn't work
• Current traffic levels and conversion rates
• Technical platform currently in use

Project Requirements

Detail what the website needs to include:

• Approximate number of pages/sections
• Required features and functionality
• Integrations with other systems
• Content management needs
• E-commerce requirements (if applicable)
• Multilingual requirements (if applicable)

Distinguish between must-haves and nice-to-haves. This helps agencies prioritize if budget is constrained.

Design Direction

Guide aesthetic expectations:

• Brand guidelines (attach if available)
• Example sites you admire (and what you like about them)
• Design constraints or requirements
• Tone and personality the design should convey

Budget Range

This is where many RFPs go wrong. Hiding your budget doesn't help you—it results in proposals that may be wildly out of range in either direction.

Providing at least a budget range helps agencies:

• Determine if the project is a good fit for their services
• Scope their proposal appropriately
• Suggest where to allocate resources

If you genuinely don't know what your project should cost, say so and ask for budget guidance in responses.

Timeline

Include key dates:

• RFP response deadline
• Selection timeline
• Desired project start date
• Required launch date (and whether it's firm)
• Any external deadlines driving the timeline

Selection Criteria

Tell agencies how you'll evaluate proposals:

• What factors matter most to you?
• Is price the primary factor, or are other criteria weighted more heavily?
• What will you need to see in a proposal to move forward?

This transparency helps agencies focus on what matters to you.

Submission Requirements

Specify what you want in return:

• Proposal format and maximum length
• Specific questions to answer
• Required attachments (case studies, references, etc.)
• Submission method and deadline
• Contact person for questions

Common RFP Mistakes

Avoid these pitfalls that undermine your RFP:

Being Too Vague

"We want a modern website" tells agencies nothing. What does modern mean to you? What problem does modernity solve? Specificity yields better proposals.

Being Too Prescriptive

Conversely, specifying every detail ("use exactly these colors in exactly these places") prevents agencies from applying their expertise. Focus on outcomes, not implementation.

Hiding Budget

Agencies waste time proposing $100,000 solutions when you have $20,000, or proposing minimal solutions when you have ample budget for something better.

Unrealistic Timelines

If you need a complex website in four weeks, you'll either get unrealistic proposals or no proposals at all. Quality work takes time.

Sending to Too Many Agencies

Sending your RFP to 20 agencies makes evaluation impossible and suggests you're fishing rather than seriously selecting. Target 3-5 agencies whose work you've actually reviewed.

No Process for Questions

Agencies will have questions. Establish a clear channel for asking them and a deadline by which questions must be submitted.

What to Ask Agencies to Include

Request specific items in proposals to make comparison easier:

• Their understanding of your project and goals
• Proposed approach and methodology
• Team members who will work on the project
• Timeline with milestones
• Itemized pricing
• Relevant case studies or portfolio examples
• References from similar projects
• Assumptions that underlie their proposal

After You Send the RFP

Your work isn't done when the RFP goes out:

• Be responsive: Answer questions promptly and share answers with all agencies
• Keep your timeline: If you said you'd decide by a certain date, do so
• Provide feedback: Let agencies know if they weren't selected and why (briefly)
• Read thoroughly: Actually read the proposals you receive—agencies spent significant time on them

Related Reading

• The Website Discovery Phase: What Happens and Why It Matters
• How to Read a Website Development Proposal
• Website Content Gathering: Your Role in the Process