Project Overview
[Company name] is seeking a web design and development partner to [redesign / build] our website, [URL]. The new site should [main goal, for example increase qualified leads and simplify content updates].
Website Development RFP Template: Free Example, Scoring Matrix and Guide
A website development RFP (request for proposal) is a document that explains your organisation, project goals, scope, technical requirements, budget, timeline and evaluation criteria so agencies can submit comparable proposals. A good RFP has 12 sections: overview, background, goals, audience, scope, features, technical requirements, content and SEO, budget, timeline, proposal requirements and evaluation criteria. Below is a complete template you can copy, a sample scoring matrix and guidance on budgets and timelines. Most website RFP processes take 4–8 weeks from issue to contract.
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- An RFP gets agencies to price the same scope, so you can compare proposals fairly.
- Include goals, audience, scope, must-have features, technical needs, budget range, timeline and how you will score proposals.
- Share a budget range: it filters out mismatched agencies and leads to realistic proposals.
- Score proposals with weighted criteria such as experience, approach, team, cost and support.
- Typical website budgets range from $10,000 for a small business site to $150,000+ for complex enterprise sites and portals.
What Is a Website Development RFP?
What Is a Website Development RFP?
RFP vs RFI vs RFQ
| Document | Purpose | When to use it |
|---|---|---|
| RFI (request for information) | Learn about agencies' capabilities and approaches | Early research, when you are unsure what you need |
| RFP (request for proposal) | Ask for a proposed solution, team, timeline and price | Most website projects with custom design or features |
| RFQ (request for quotation) | Ask for a price on a clearly defined scope | Simple, fully specified work such as a template site |
When Do You Need a Website RFP?
For small sites under about $10,000, a short brief and two or three quotes is often enough.
Website redesign
Replacing an outdated site with new design, content structure and CMS.
New corporate or brand website
Launching a new company, product or brand.
Ecommerce website
Building or replatforming an online store on Shopify, WooCommerce, Magento or a headless stack.
Portal or web application
Customer portals, booking systems, member areas or SaaS dashboards.
Public sector and regulated organisations
When procurement rules require a formal, documented selection.
Benefits of Writing a Website RFP
Comparable proposals
Every agency prices the same scope.
Internal alignment
Stakeholders agree on goals, features and budget before work starts.
Fewer surprises
Clear scope reduces change requests and cost overruns.
Better agency fit
Evaluation criteria help you choose on value, not just price.
Free Website Development RFP Template (12 Sections)
Copy the sections below and replace the text in square brackets.
Company Background
Who you are, what you sell, your markets, size and brand. Include links to your current site, brand guidelines and competitors you admire.
Target Audience
Describe key user groups (customers, partners, job seekers, investors), their needs and the top tasks they must complete on the site.
Scope of Work
List what is included: discovery and research, information architecture, UX and UI design, front-end and back-end development, CMS setup, content migration ([number] pages), SEO migration and redirects, testing, launch, training and post-launch support.
Features and Functional Requirements
Separate must-haves from nice-to-haves, for example: page builder, blog, resource library, search, forms connected to [CRM], multilingual content, gated content, ecommerce, events, job listings, customer login, chatbot.
Technical Requirements
Preferred or current CMS ([WordPress, Webflow, headless CMS, other]), hosting, integrations ([CRM, marketing automation, ERP, analytics]), security standards, accessibility (WCAG 2.2 AA), performance targets (Core Web Vitals), browser and device support, and privacy compliance (GDPR, CCPA).
Content, SEO and Analytics
Who writes and migrates content, SEO requirements (URL mapping, 301 redirects, metadata, schema markup), and analytics setup (GA4, Google Tag Manager, conversion tracking).
Budget
Our budget for this project is [minimum] to [maximum] US dollars, including [design, development, migration, first-year support]. Please itemise costs and list optional extras separately.
Proposal Requirements
Ask agencies to include: company overview, relevant case studies with links, proposed approach and methodology, team members and roles, project plan and timeline, technology recommendation, itemised pricing, support and maintenance options, references, and terms.
Evaluation Criteria and Submission
Proposals will be scored on the criteria below.
Vendor Scoring Matrix
Score each proposal from 1 to 5 for every criterion, multiply by the weight and add up the totals.
| Criterion | Weight | What to look for |
|---|---|---|
| Relevant experience and case studies | 20% | Similar sites, industry knowledge, measurable results |
| Understanding of goals and approach | 20% | Clear process, thoughtful questions, ideas beyond the brief |
| Design and UX quality | 15% | Portfolio quality, accessibility and usability |
| Technical capability | 15% | CMS, integrations, performance, security and SEO migration plan |
| Team and communication | 10% | Named team, project management and reporting |
| Cost and value | 15% | Clear itemised pricing within budget |
| Support and maintenance | 5% | Post-launch support, SLAs and training |
Typical Website Budgets to Include in Your RFP
These are planning ranges; final pricing depends on scope, features and integrations.
| Website type | Typical budget | Typical timeline |
|---|---|---|
| Small business site (10–20 pages, template-based CMS) | $10,000–$25,000 | 6–10 weeks |
| Custom corporate website (custom design, CMS, integrations) | $25,000–$75,000 | 3–5 months |
| Ecommerce website | $30,000–$150,000 | 3–6 months |
| Enterprise website, portal or web app (multilingual, complex integrations) | $75,000–$250,000+ | 5–12 months |
Sample RFP Timeline
| Step | Typical duration |
|---|---|
| Prepare and approve RFP internally | 1–2 weeks |
| Agencies submit questions | 1 week after issue |
| Answers shared with all bidders | Within 3–5 days |
| Proposal deadline | 2–3 weeks after issue |
| Shortlist and presentations | 1–2 weeks |
| Selection, negotiation and contract | 1–2 weeks |
How to Evaluate Website Proposals: 6 Steps
Check completeness
Remove proposals that miss required sections or ignore the brief.
Score independently
Each evaluator scores proposals with the matrix before discussing.
Shortlist two or three agencies
Invite them to present and answer questions.
Check references
Speak to past clients about delivery, communication and results.
Compare total cost
Include hosting, licences, support and future change requests, not just build price.
Agree scope and contract
Confirm deliverables, milestones, payment terms, IP ownership, warranties and support.
Common Website RFP Mistakes
No budget range
Agencies guess, and proposals are hard to compare.
Too vague or too prescriptive
Describe goals and requirements, but leave room for agencies to recommend solutions.
Forgetting content and SEO migration
Lost rankings and missing content are common causes of redesign failure.
Unrealistic deadlines
Allow time for discovery, content and testing.
Choosing on price alone
Weigh experience, approach and support as heavily as cost.
Related Reading
Related Reading
Send Us Your Website RFP
Share your RFP or a short brief and we will reply with questions, a recommended approach, a timeline and an itemised estimate. Not ready for a formal RFP? We can run a short discovery workshop to define scope and budget first.
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Frequently Asked Questions
What is a website development RFP?
A document that describes your organisation, goals, scope, requirements, budget, timeline and evaluation criteria, inviting agencies to propose how they would build your website and at what cost.
What should a website RFP include?
Project overview, company background, goals, audience, scope, features, technical requirements, content and SEO, budget, timeline, proposal requirements and evaluation criteria.
How long should a website RFP be?
Usually 5–15 pages. Long enough to explain goals and requirements clearly, short enough that agencies read it fully.
Should I include a budget in my website RFP?
Yes. A budget range helps agencies propose realistic solutions and lets you compare proposals fairly.
How many agencies should receive the RFP?
Usually three to six. More than that makes evaluation slow and discourages strong agencies from bidding.
How long does the website RFP process take?
Typically 4–8 weeks from issuing the RFP to signing a contract.
How do I evaluate website proposals?
Use a weighted scoring matrix covering experience, approach, design, technical capability, team, cost and support, then shortlist, hold presentations and check references.
How much does a website cost?
Roughly $10,000–$25,000 for a small business site, $25,000–$75,000 for a custom corporate site and $75,000–$250,000+ for enterprise sites, portals or web apps.
What is the difference between an RFP and an RFQ?
An RFP asks agencies to propose a solution, approach and price. An RFQ asks only for a price on a clearly defined scope.
Should a website RFP include SEO requirements?
Yes. Include URL mapping, 301 redirects, metadata, schema markup, Core Web Vitals targets and analytics, especially for redesigns.