Web Design RFP Template
A complete, ready-to-copy Request for Proposal template for hiring a web design agency. Covers every section you need to collect accurate, comparable proposals.
How to Use This Template
Copy the template block below into a Google Doc or Word document. Replace all fields in [brackets] with your actual information. Delete any sections that do not apply to your project. Send to 3-5 pre-qualified agencies with a 10-14 day response deadline.
Before You Send
Research each agency's portfolio. Only send to agencies whose existing work looks relevant to your industry and project type.
What to Evaluate
Score proposals on approach, timeline realism, portfolio relevance, cost transparency, and how specifically they addressed your RFP.
Red Flags to Avoid
No portfolio, no itemized costs, vague timelines, no mention of post-launch support, or responses that ignore your specific RFP requirements.
The Template
Copy the full template below. All fields in [brackets] are placeholders — replace them with your project details.
REQUEST FOR PROPOSAL: WEBSITE DESIGN AND DEVELOPMENT
Issued by: [Your Company Name]
Issue Date: [Date]
Proposal Deadline: [Date, 10-14 days from issue]
Decision Date: [Date, ~1 week after deadline]
Project Start Target: [Month, Year]
1. COMPANY BACKGROUND
Company Name: [Legal business name]
Industry: [Your industry/vertical]
Founded: [Year]
Team Size: [Number of employees]
Locations: [City, State — list all if multiple]
Current Website URL: [URL or "None"]
Primary Contact for this RFP: [Name, Title, Email, Phone]
Brief Company Description (2-3 sentences): [Describe what you do, who you serve, and what makes you different]
2. PROJECT GOALS
Primary Goal: [e.g., Generate inbound leads, sell products online, build brand credibility]
Secondary Goals:
- [Goal 2]
- [Goal 3]
Current Problems with Existing Site: [List specific pain points]
Definition of Success (12 months): [How will you measure if the new site worked?]
Key Performance Indicators: [e.g., contact form submissions, phone calls, online sales, time-on-site]
3. TARGET AUDIENCE
Primary Customer Profile: [Age range, income level, location, occupation]
Secondary Audiences (if any): [List]
How Customers Currently Find You: [Referrals, Google search, social media, etc.]
What Customers Care Most About: [Price, speed, quality, credentials, reviews, etc.]
4. PROJECT SCOPE
Project Type: [New website / Redesign / Additional pages]
Estimated Number of Pages: [Provide a range, e.g., 10-15 pages]
Required Pages (list all):
- Home
- About
- Services (list individual service pages)
- Contact
- [Additional pages]
CMS Required: [Yes / No — if yes, specify preference: WordPress, Webflow, custom, etc.]
E-Commerce: [Yes / No — if yes, approximate number of products and preferred platform]
Multilingual: [Yes / No — if yes, which languages]
5. REQUIRED FEATURES AND FUNCTIONALITY
Check all that apply and add notes:
[ ] Contact / inquiry form
[ ] Online booking / scheduling (specify tool if preferred)
[ ] Live chat or chatbot
[ ] Blog / news section
[ ] Photo / video gallery
[ ] Customer portal / login
[ ] E-commerce / online payments
[ ] Email newsletter signup
[ ] Google Maps integration
[ ] Reviews / testimonials display
[ ] Service area map
[ ] CRM integration (specify: [CRM name])
[ ] Analytics dashboard
[ ] ADA accessibility compliance (WCAG 2.1 AA)
[ ] Other: [describe]
6. DESIGN DIRECTION
Do you have an existing brand guide? [Yes / No]
If yes, what does it include? [Logo files, color palette, typography, tone of voice guidelines]
Design Style Preference: [Modern/minimal, bold/colorful, professional/corporate, warm/approachable]
Sites We Like (provide 2-3 URLs with notes on what you like about each):
1. [URL] — [What you like]
2. [URL] — [What you like]
3. [URL] — [What you like]
Sites We Dislike (and why): [Optional but helpful]
7. CONTENT RESPONSIBILITIES
Who will write the website copy? [Client / Agency / Shared]
Photography: [Existing photos available / Need new photography / Use stock images]
Video: [Existing video available / Need new video / Not required]
Will the agency be responsible for SEO copywriting? [Yes / No]
Content Deadline (content delivered to agency by): [Date]
8. TECHNICAL REQUIREMENTS
Preferred Platform / Technology: [WordPress, Next.js, Webflow, custom, no preference]
Hosting: [Client manages / Agency manages / Preference: ____]
Domain: [Client owns / Need new domain]
Third-Party Integrations Required: [List all: CRM, payment gateway, booking software, email platform, etc.]
SSL Certificate: [Required — HTTPS is non-negotiable]
Performance Target: [e.g., PageSpeed Insights score of 85+ on mobile]
9. SEO REQUIREMENTS
Is SEO a priority for this project? [Yes / No / Somewhat]
Keyword Research: [Client provides / Agency to conduct / Not required]
On-Page SEO Setup Required: [Yes / No]
Local SEO (Google Business Profile optimization): [Yes / No]
Schema Markup: [Yes / No]
10. TIMELINE
Desired Launch Date: [Date or "Flexible"]
Hard Deadline (if any): [Date and reason, e.g., trade show, product launch]
Are you flexible on timeline if scope changes? [Yes / No]
Please include a milestone timeline in your proposal (kickoff, wireframes, design, development, QA, launch).
11. BUDGET
Budget Range for Design and Development: [$__,000 – $__,000]
Monthly Maintenance Budget (if applicable): [$___/month]
SEO / Marketing Retainer Budget (if applicable): [$___/month]
Payment Terms Preference: [e.g., 50% upfront, 50% on launch]
12. EVALUATION CRITERIA
Proposals will be evaluated on the following criteria (listed by priority):
1. Relevant portfolio experience (30%)
2. Quality and specificity of proposed approach (25%)
3. Timeline realism (20%)
4. Cost and value (15%)
5. Team qualifications and communication style (10%)
13. REQUIRED PROPOSAL CONTENTS
Please include the following in your response:
[ ] Company overview and relevant experience
[ ] 3-5 relevant portfolio examples with outcomes
[ ] Proposed approach and process
[ ] Itemized cost breakdown
[ ] Project timeline with milestones
[ ] Team members who will work on the project
[ ] Post-launch support and maintenance options
[ ] 2-3 client references
[ ] Any assumptions or questions about the project
14. POST-LAUNCH SUPPORT
Do you require ongoing maintenance after launch? [Yes / No / Undecided]
If yes, describe what ongoing support looks like in your proposal (updates, security, content changes, etc.).
Training: [Will staff need training on the CMS? Yes / No]
15. NEXT STEPS
Submit proposals to: [Email address]
Proposal deadline: [Date, 5:00 PM [Timezone]]
Questions due by: [Date — typically 5-7 days before deadline]
Shortlisted agencies will be contacted for a 30-minute call by: [Date]
Final decision by: [Date]
Red Flags in Proposal Responses
A great RFP response is specific, transparent, and evidence-based. Watch for these warning signs when reviewing proposals.
No portfolio or only generic examples
Agencies should show work relevant to your industry and scale.
Single lump-sum price, no breakdown
You need itemized costs to compare proposals and understand what is included.
Timeline significantly shorter than competitors
Rushed timelines lead to rushed work. Ask how they plan to deliver that fast.
No mention of post-launch support
Websites need updates. An agency with no support plan leaves you stranded.
Response does not reference your RFP
Copy-paste proposals signal they did not read your requirements carefully.
No client references available
Established agencies will have past clients willing to talk about their experience.
Ownership of files is ambiguous
Confirm in writing that you own all design files, code, and content at project end.
No revision or change order process described
Scope creep is inevitable. You need a clear process for handling it.
RFP Process Questions Answered
Common questions about running a web design vendor selection process.
What is the difference between an RFP and a website brief?
An RFP (Request for Proposal) is a formal document you send to multiple vendors asking them to submit competitive bids. A brief is typically a shorter document you share with a single agency you have already chosen to begin scoping the project. RFPs are best when you are evaluating 3-6 agencies; briefs are better once you have selected a partner.
How many agencies should I send my RFP to?
Three to five is a practical range. Fewer than three limits your comparison. More than six makes evaluation unwieldy and signals to agencies that your process is not serious, which may result in less effort from the best shops. Send a short pre-qualification note before sending the full RFP so you only get responses from agencies that are a realistic fit.
Should I include a budget in my RFP?
Yes. Including a budget range actually improves proposal quality because agencies tailor scope to what is realistic. Hiding your budget does not produce lower quotes — it produces vague proposals that are hard to compare. Provide a range (e.g., "$15,000–$25,000") rather than a hard number.
What is a red flag in a web design proposal response?
Key red flags: no itemized breakdown of costs, a portfolio with no service-business work, a timeline that is significantly shorter than all other responses without explanation, vague deliverables, no mention of post-launch support, and proposals that do not reference your RFP specifically (generic copy-paste responses).
How long should the RFP process take?
Plan for 4-6 weeks from sending the RFP to selecting a vendor. Give agencies 10-14 days to respond. Reserve a week for review, shortlisting, and follow-up calls. Then another week for final decision and contract negotiation. Rushing this process tends to produce poor vendor selection.
Do I need legal review of the vendor contract?
For projects above $10,000, a brief legal review of the contract (IP ownership, payment terms, scope change procedures) is worth the cost. Pay particular attention to who owns the final design files and code — this should be you, not the agency.
Related Resources
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