If you’re planning to launch a new website or redesign an existing one, writing a strong Request for Proposal (RFP) is the first step toward project success. A well-crafted RFP helps you attract the right design agencies, communicate your vision clearly and avoid costly misunderstandings.

In this comprehensive guide, we’ll walk you through how to write an RFP for a website design project, break down what to include, and even give you a free web design RFP template that you can use to get started. As an experienced web design agency, we’ve seen tons of RFPs and we know what the priorities are.

What Is a Website Design RFP?

A Website Design RFP (Request for Proposal) is a formal document that organizations use to solicit bids from web design agencies or freelancers. It outlines your goals, technical requirements, timeline, budget, and the evaluation process for selecting a vendor.

Think of it as your project’s blueprint. The clearer and more detailed your RFP, the more likely you’ll attract agencies that truly understand your needs.

Why a Web Design RFP Matters

A solid RFP does more than just get you quotes. It:

• Saves time by reducing back-and-forth emails
• Attracts high-quality proposals from relevant agencies
• Aligns internal stakeholders around clear goals
• Reduces risk of scope creep and misaligned expectations

Whether you’re building an eCommerce platform, a corporate site, or a personal brand, your RFP lays the foundation for collaboration.

How to Write an RFP for a Website Design Project (Step-by-Step)

Here’s a breakdown of the essential sections to include in your RFP:

1. Introduction and Company Overview

Start with a brief introduction to your company. Include:

• Your company name and industry
• What your business does
• Key products or services
• Mission or values
• Target audience

This sets the context and helps agencies understand your brand identity.

Example: “XYZ Corp is a SaaS company providing time tracking tools to remote teams. We serve startups and mid-size businesses globally, with a focus on productivity and employee wellness.”

2. Project Overview and Goals

Summarize your project and what you hope to achieve.

Be clear about whether this is a redesign, a brand-new build, or a migration to a new platform.

Include:

• Project type: redesign, new site, CMS migration, etc.
• Key goals (ie. increase leads, improve UX, better mobile performance)

Example: “We are seeking a web design agency to redesign our current WordPress site to improve mobile performance and enhance lead generation through clearer CTAs and better site architecture.”

3. Scope of Work

Define exactly what you expect the agency to deliver.

This section can include:

• Sitemap and page templates
• Wireframes and mockups
• UX/UI design
• Content migration
• CMS setup
• eCommerce functionality
• SEO best practices
• Integration with CRM or third-party tools

Be specific, but flexible enough to allow for agency input.

4. Technical Requirements

Outline any technical expectations upfront, such as:

• Preferred CMS (WordPress, Shopify, Webflow, etc)
• Hosting preferences
• Responsive design
• Page load speed requirements
• ADA compliance
• SEO-friendly structure

You can also list integrations (ie. Mailchimp, HubSpot, Salesforce).

5. Timeline

Provide a realistic project timeline, including:

• RFP submission deadline
• Finalist interviews (if applicable)
• Project start date
• Desired launch date

Be clear about whether your timeline is fixed or flexible.

6. Budget

Yes, include your budget (even a range). It helps filter out agencies that aren’t a fit and allows others to propose the best solution within your means.

You can also state if you’re open to phased approaches or long-term retainers.

7. Proposal Requirements

Tell agencies what you expect in their response. For example:

• Company background
• Relevant portfolio work
• Approach to the project
• Project timeline
• Team bios
• Cost estimate
• References

This helps standardize proposals so you can compare apples to apples.

8. Evaluation Criteria

Share how you’ll evaluate proposals. Common factors include:

• Relevant experience
• Understanding of your goals
• Quality of past work
• Proposed process
• Budget alignment
• Client references

Transparency in selection criteria leads to more tailored proposals.

For the client references, we recommend speaking with clients directly over the phone. Reading reviews, testimonials and case studies is good too, but it’s not as effective as asking them specific questions and learning about their full experience verbally.

9. Point of Contact

Make it easy for agencies to ask questions by assigning a point person. Include:

• Name
• Role
• Email address
• Phone (optional)

10. Submission Instructions

Wrap up with clear instructions on how and when to submit. Specify:

• Submission deadline
• Format (PDF, Google Doc, Proposal Software / Web Page, etc)
• Email subject line (ie. “[Your Company Name] – Website Design Proposal”)
• Any attachments or required templates

Bonus: Free Web Design RFP Template

To save you time, we’ve created a Web Design RFP Template that you can use and customize. Click here to view the template (and “make a copy” of the Google Doc to customize it).

This template includes all the sections mentioned above and is fully editable. Just plug in your details and start sending it out.

Common Mistakes to Avoid When Writing an RFP

1. Being too vague. Broad goals like “a better website” won’t help agencies understand what you need.
2. Over-specifying. While clarity is good, overly rigid requirements can stifle creativity.
3. Leaving out a budget. You’ll waste everyone’s time if the agency’s pricing is far out of your range.
4. Not involving stakeholders. Make sure your team is aligned before sending the RFP.
5. Ignoring the user. Don’t forget the end goal is a site that works well for your audience, not just your internal team.

Final Thoughts: Why a Great RFP Leads to a Great Website

Learning how to write an RFP for a website design project is the first step in ensuring your digital presence stands out. A strategic, detailed RFP sets the tone for productive collaboration, smoother workflows, and a final product that drives results.

Don’t rush this stage – investing the time to write a strong RFP will save you money, avoid delays, and help you find a creative partner who truly understands your goals.

Ready to Kickstart Your Project?

Here at Azuro Digital, we create beautiful websites that drive revenue. Submit your RFP today!