A well-written request for proposal for website design is the difference between getting accurate, comparable quotes and receiving wildly different proposals that leave you more confused than when you started. Whether you are redesigning an existing site or building from scratch, an RFP forces you to think through your requirements and gives agencies the information they need to give you a real price.
In this guide, we will walk through every section of a website design RFP, explain what to include and why, provide template language you can copy directly, and share insider tips from the agency side on what makes an RFP stand out. By the end, you will have everything you need to write a professional RFP that attracts top-quality proposals.
What Is a Website Design RFP and Why You Need One
A Request for Proposal (RFP) is a formal document that outlines your website project requirements and invites agencies or freelancers to submit proposals. Think of it as a detailed job description for your website project.
Here is why skipping the RFP process is a mistake:
- Apples-to-apples comparison: When every agency responds to the same brief, you can actually compare proposals meaningfully
- Better pricing: Agencies give more accurate quotes when they understand the full scope upfront
- Fewer surprises: Scope creep happens when requirements are vague. An RFP prevents that
- Faster process: Instead of explaining your project in 10 separate meetings, you write it once
- Internal alignment: Writing the RFP forces your team to agree on priorities before you start shopping
💡 When You Do NOT Need an RFP
Not every project needs a formal RFP. You can skip it if:
- Your project budget is under $5,000
- You already know which agency you want to work with
- The project is a simple update, not a full redesign
- You are a small business that just needs a conversation, not a formal process
Website Design RFP Template: Section by Section
Below is a complete template with explanations for each section. Copy what is relevant, adapt the language to your situation, and remove anything that does not apply.
Section 1: Company Overview
Start with context about who you are. Agencies use this to determine if the project is a good fit and to understand your brand.
Template Language:
"[Company Name] is a [industry/type of business] based in [location]. We have been in business since [year] and serve [describe your target market]. Our annual revenue is approximately [range] and we have [number] employees.
Our current website is [URL]. It was last redesigned in [year] and is built on [platform]. Our primary business goals for the next 12 months are [list 2-3 goals]."
Pro tip: Do not be vague about your business. The more an agency understands your market, customers, and goals, the better their proposal will be.
Section 2: Project Overview and Goals
This is the most important section. Clearly state what you want to achieve and why you are investing in a new website.
Template Language:
"We are seeking proposals for a [complete redesign / new website build / website refresh] of our company website. The primary objectives of this project are:
1. [Increase lead generation by X%]
2. [Improve brand perception and credibility]
3. [Improve search engine rankings for key terms]
4. [Reduce bounce rate and improve user engagement]
5. [Support our expansion into new markets/services]
The redesigned website should position us as [market position] and convert visitors into [desired action: consultation requests, demo signups, purchases, etc.]."
🎯 Be Specific About Goals
Vague goals like "we want a modern website" do not help agencies build accurate proposals. Instead, say "we want to increase organic traffic by 50% in 12 months" or "we want to generate 30 qualified leads per month through the website." Specific goals lead to specific, actionable proposals.
Section 3: Scope of Work
Detail exactly what the project includes. The more specific you are here, the more accurate your quotes will be.
Template Language:
"The scope of this project includes:
Design:
- Custom homepage design
- [Number] interior page templates (e.g., About, Services, Blog, Contact)
- [Number] unique service/product pages
- Mobile-responsive design
- Brand-consistent visual design aligned with our existing guidelines [attach if available]
Development:
- CMS implementation [specify platform preference if any]
- Contact forms and lead capture
- [Blog / E-commerce / Portal / Other functionality]
- Third-party integrations: [CRM, email marketing, analytics, etc.]
- SSL certificate and security setup
- Site speed optimization
Content:
- [Will content be provided by us / needs to be written by agency / combination]
- [Number] pages of copywriting needed
- Photography/video [provided by us / needs to be sourced]
SEO:
- On-page SEO optimization
- XML sitemap and robots.txt configuration
- Schema markup implementation
- Page speed optimization
- [Ongoing SEO services if needed]
Post-Launch:
- [Number] months of maintenance/support included
- CMS training for our team
- Bug fixes and launch support"
Section 4: Technical Requirements
If you have specific technical needs or preferences, state them clearly.
Template Language:
"Technical requirements and preferences:
- Platform preference: [WordPress / Headless CMS / Custom / No preference]
- Hosting: [We will provide / Agency should recommend and manage]
- Performance: Pages must load in under [X] seconds on desktop and mobile
- Accessibility: Must meet WCAG 2.1 AA standards
- Browser support: [Latest versions of Chrome, Firefox, Safari, Edge]
- Integrations required: [List specific tools - CRM, email platform, payment processor, etc.]
- Analytics: Google Analytics 4 and Google Search Console setup required"
Section 5: Budget
This is where many companies get uncomfortable. Should you share your budget? The short answer is yes. Here is why:
💰 Why You Should Share Your Budget
Sharing a budget range is not giving money away. It is ensuring you receive realistic proposals. Without a budget, here is what happens:
- Agencies either lowball (and cut corners) or overshoot (and price themselves out)
- You waste time reviewing proposals that are completely out of range
- Agencies cannot recommend the best approach for your investment level
- The good agencies may not even respond, because they cannot assess fit
Best practice: Give a range (e.g., $15,000-$30,000) rather than a specific number. This gives agencies room to propose different tiers of scope.
Template Language:
"Our budget range for this project is [$X - $Y]. This should include design, development, content [if applicable], and [X months] of post-launch support. Please indicate if your proposed scope falls within this range and identify any items that may require additional investment."
Section 6: Timeline
Template Language:
"Key dates for this project:
- RFP responses due: [Date]
- Vendor selection: [Date]
- Project kickoff: [Date]
- Design phase completion: [Date or "propose"]
- Development completion: [Date or "propose"]
- Content delivery (from our team): [Date]
- Target launch date: [Date]
If our timeline is unrealistic for the scope described, please propose an alternative timeline with justification."
Section 7: Evaluation Criteria
Tell agencies how you will evaluate proposals. This helps them focus their response on what matters most to you.
Template Language:
"Proposals will be evaluated on the following criteria:
| Criteria | Weight |
|---|---|
| Portfolio quality and relevant experience | 30% |
| Proposed approach and methodology | 25% |
| Cost and value | 20% |
| Timeline feasibility | 15% |
| Team qualifications and communication | 10% |
Section 8: Submission Requirements
Template Language:
"Please include the following in your proposal:
- 1. Agency overview and team bios for key members
- 2. Portfolio of 3-5 relevant projects with results
- 3. Proposed approach and methodology
- 4. Detailed scope and deliverables
- 5. Itemized pricing breakdown
- 6. Proposed timeline with milestones
- 7. Two client references
- 8. Post-launch support and maintenance options
Submit proposals to [email] by [date]. Questions about this RFP should be directed to [contact name] at [email] by [date]."
Skip the RFP. Let's Just Talk.
Writing an RFP takes time. If you would rather have a straightforward conversation about your website project, we are happy to chat. No formal process required. Just tell us what you need and we will give you an honest assessment and quote.
Start a Conversation →Tips From the Agency Side
Having received hundreds of RFPs as a website design agency, here are the things that make the biggest difference:
- Include your budget. We cannot stress this enough. Agencies will tailor their approach to your investment level. Without it, everyone is guessing.
- Share what you like. Include 3-5 competitor or aspirational websites you admire and explain what you like about each one. This tells an agency more about your taste than 10 paragraphs of description.
- Be honest about internal resources. Will your team provide content on time? Do you have someone to give timely feedback? Delays from the client side are the number one cause of projects going over timeline.
- Do not send to 20 agencies. Send to 3-5 that you have pre-vetted and would genuinely consider hiring. Mass-blast RFPs attract mass-produced proposals.
- Allow questions. Set up a Q&A period where agencies can ask clarifying questions. The agencies that ask smart questions are usually the ones that deliver the best work.
Final Thoughts
A great website design RFP does not need to be 30 pages long. It needs to be clear, specific, and honest. Cover your goals, scope, budget, and timeline. Include examples of what you like. And be upfront about your evaluation criteria so agencies can put their best foot forward.
The time you invest in writing a thorough RFP pays dividends throughout the entire project. You will get better proposals, make a more informed decision, and start the project with clear expectations on both sides. That is the foundation every successful website project is built on.
And if the formal RFP route is not your style, that is perfectly fine too. Many of our best projects started with a simple conversation. Either way, the key is communicating your needs clearly from the start.