Redesigning your website can be a big, exciting step forward. But before the actual project is started, the real work begins—with the Request for Proposal (RFP).
Your website redesign RFP is more than just a document. It’s your opportunity to clearly share your goals, priorities, and expectations with potential agency partners. And when it’s done right, it becomes the foundation for a successful, strategic redesign that truly meets your users’ needs and reflects your brand.
Over the years, we’ve read hundreds of RFPs and have seen first-hand what’s most helpful when we’re crafting proposals. In this post, we’ll walk you through what we’ve learned so you can write an effective website redesign RFP that invites thoughtful, relevant proposals from the right partners—and sets your project up for success.
Start with the Big Picture: What Are You Trying to Achieve?
Before getting into the details, take a step back and define what a successful website redesign project will look like.
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What are the current pain points with your website, from both administrator and visitor perspectives?
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What are you hoping to improve?
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Are there features or functionality you’re missing?
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What are your users asking for (or struggling with)?
Your RFP should outline not only what you want to build, but why. Whether you’re evolving your brand, shifting your service offerings, or just trying to improve the user experience, share the motivation behind your project. Why this? Why now?
It’s also helpful to highlight what’s working—and what’s not—on your current site. This context helps agencies suggest meaningful solutions that align with your goals, rather than starting from assumptions that may be way off-base.
Know Your Audience—and Make Them the Priority
Your users are everything. When writing your website redesign RFP, make sure you’re putting their needs front and center.
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Who are your primary audiences? Who else might come to your site?
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What do they come to your site to do?
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Where do they struggle?
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How can your redesigned site better serve them?
If you’ve conducted user research, gathered analytics, or collected feedback, include what you’ve learned. A good agency will do all of this as part of their discovery process, but anything you can share ahead of time will inform the best possible proposal. Insights you already have are incredibly helpful in guiding strategy, content, and design recommendations.
Get the Right People at the Table
Great web projects involve collaboration—both internally and with your selected agency. Early in the process, it’s important to identify the key stakeholders on your team.
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Who will be involved in planning, giving feedback, and approving deliverables?
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Who brings expertise in brand, content, technology, and business goals?
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Who’s your main point of contact for the agency?
Outlining roles up front avoids confusion later and helps the agency understand how to structure communication and timelines. We typically recommend a web team of no more than five people who all understand the “why,” with one main project manager/point of contact. Other stakeholders can of course be looped in throughout the project, but define who the core people will be.
Define the Scope: What’s In, What’s Out, and What’s to Be Determined
Scope clarity is one of the most important pieces of a website redesign RFP. It tells agencies what you expect and helps them provide accurate estimates.
Some helpful scope items to include:
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Content strategy and writing
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Visual design and branding
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CMS setup and configuration
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Custom features or functionality (e.g. event registration, membership, eCommerce)
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Accessibility and SEO optimization
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Analytics and reporting
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Training and documentation
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Post-launch support
If there are constraints—like needing to work within an existing CMS, integrate with a particular platform, or meet a hard deadline—be sure to include them. The more information you can share, the better the fit you’ll find.
Don’t Skip the Technical Details
Even if you’re not a developer, including some technical guidance is essential.
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What platform is your current site on?
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Are there known performance or infrastructure issues?
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Do you have specific preferences for CMS? (AndiSites, of course, recommends WordPress)
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What third-party tools or integrations do you use (CRM, payment gateways, email marketing tools, etc.)?
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Where is your site currently hosted? Does the new site need to be hosted there as well, or are you looking for hosting service recommendations?
It’s okay if you don’t have all the answers. But the more clarity you can provide about your technical needs and limitations, the easier it is for an agency to assess compatibility and make smart recommendations.
Express Your Brand Voice and Visual Style
Your website is an extension of your brand—and should feel like “you” from the very first click.
Share brand guidelines, if you have them: logo files, color palette, typography, tone-of-voice principles, and style preferences. If you don’t have formal guidelines, a few examples go a long way. Include websites you like (and what you like about them), tone examples, or screenshots from other materials you’ve produced.
This helps the agency know how simple or complex a design you’re looking for, so the proposal can ensure a site that doesn’t just look good—it feels right for your audience and your brand.
Budget and Timeline: Please Be Real
We know—sharing a budget can feel tricky. But being transparent helps both sides.
A defined (or even ballpark) budget range lets agencies determine whether they’re a good match for your project before diving into a proposal. It also helps them suggest the right solutions for your needs—no more, no less. And if your budget isn’t in line with what’s typical for a particular agency, you save them from taking time to submit a proposal–and save yourself the hardship of reading through proposals that aren’t a possibility.
Same with timelines: if you have a target launch date or specific milestones (like aligning with a campaign or event), spell those out. Don’t forget to include time for discovery, internal review, and content creation, which are often more time-consuming than expected.
What Should a Website Redesign RFP Include?
Tell potential partners what you’d like to see in their responses. This keeps things consistent and makes it easier for you to compare options.
Here’s a typical list:
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Understanding of your organization and project goals
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Recommended approach and process
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Project phases and timeline
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Team bios and roles
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Relevant experience or case studies
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Cost estimate, broken down by phase or deliverable
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Support and maintenance options
Also: let them know how to submit, who to contact with questions, and when decisions will be made. Keep in mind that requiring hard-copy submittals could cut down on the number of proposals you receive–you can decide whether that’s a good thing for you or not.
Define How You’ll Choose a Partner
Be open about what matters most in your decision. It could be:
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Is it experience with nonprofits or mission-driven organizations? Does the vendor have to have experience with your specific type of organization?
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A proven record with accessibility or user research?
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A collaborative communication style?
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Cost-effectiveness within a set budget?
Let agencies know your evaluation criteria—and if you’re scoring or weighting specific categories, share that too. It helps us tailor proposals to highlight what you care about most.
Don’t Forget the Human Touch
Ultimately, you’re not just choosing a vendor—you’re choosing a team of people to partner with for the next several months (or more). The RFP process is the beginning of that relationship.
So, be clear and structured—but also be approachable. Agencies like AndiSites value clarity, responsiveness, and collaboration. We also want to ensure that the process is as easy and enjoyable as possible. If your RFP reflects those same qualities and goals, you’re more likely to attract partners who share your values and work style.
Include Inspiration Sites
If you’ve looked at other website projects that you admire—whether from peers in your industry or entirely different sectors—include links or summaries. It helps us see what inspires you and gives us a better idea of your expectations.
Wrapping Up: What a Great RFP Looks Like
A strong RFP for web design doesn’t have to be long, but it will help you find the best partner if it’s thorough and thoughtful. Here’s a quick recap of what to include:
- A clear overview of your organization and project goals–the “why” for the project
- Your target audiences and what they need from the site
- Current website issues and opportunities
- A list of features, deliverables, and known requirements
- Technical specs and integrations, if you know them–current hosting, third-party services that your site “talks to,” etc.
- Brand voice and design direction (inspiration sites, brand guide, etc.)
- Budget and timeline guidance–even a ballpark will help tailor the proposal approach
- Proposal requirements and evaluation criteria
- Contact info and deadlines
By providing these details, you set yourself up to get proposals that are relevant and most helpful for making a confident, informed decision.
Final Thoughts
Writing a great website RFP is about more than checking boxes. It’s about starting a conversation with potential partners who want to understand your vision, solve real problems, and deliver something meaningful.
If you’re thoughtful, open, and clear about what you need, you’ll attract agencies that are equally committed to doing great work—and you’ll be that much closer to launching a site you’re proud of.
Need a head start? We’re always happy to answer RFP questions or talk through early-stage planning. Just reach out—we love helping clients turn ideas into strategy and strategy into results.