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website redesign rfp template
Quick answer: Briefing web agencies properly is the difference between accurate proposals and vague guesses. Copy this website redesign RFP template, add your specifics (goals, scope, must-have features, budget range), and send it to your shortlist.
1. About your organization
- Company, website, industry, audience.
- Why you’re redesigning now (rebrand, performance, conversions, CMS migration).
2. Goals & success metrics
- Top 3 goals (more leads, faster site, easier editing, accessibility).
- How you’ll measure success (conversion rate, Core Web Vitals, organic traffic).
3. Scope
- Approx. number of unique page templates and total pages.
- Design: new brand, refresh, or apply existing guidelines.
- CMS preference (WordPress, headless, other) or ‘recommend one’.
- Content: who writes it, migration of existing content.
4. Requirements
- Must-have features: blog, forms, booking, e-commerce, membership, multilingual.
- Integrations: CRM, analytics, marketing tools, payment.
- Performance (green Core Web Vitals) and accessibility (WCAG 2.1 AA) targets.
- SEO: preserve rankings, redirects, technical SEO.
5. Deliverables & support
- Design files, responsive build, CMS training, documentation.
- Launch plan and post-launch support / maintenance.
6. Timeline & budget
- Desired launch date and any fixed deadline.
- Budget range and payment structure.
7. Vendor & evaluation
- Relevant portfolio and references.
- Proposal format and evaluation criteria with weights.
- Submission deadline and contact.
how this works
The template captures what web teams need to quote precisely: your goals and metrics, scope (templates, design, CMS, content), functional and non-functional requirements (performance, accessibility, SEO), deliverables and support, timeline and budget, and evaluation criteria. Being explicit about Core Web Vitals, accessibility and SEO preservation up front prevents the most common redesign regrets.
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frequently asked questions
What goes in a website redesign RFP?
Goals and metrics, scope (templates, design, CMS, content), requirements (features, performance, accessibility, SEO), deliverables, timeline, budget range, and evaluation criteria.
How do I protect my SEO in a redesign?
State it as a requirement: preserve URLs where possible, implement 301 redirects, keep technical SEO and Core Web Vitals green. Ask vendors how they’ll handle it.
Should I pick the CMS or let the agency?
Either – just say which. If unsure, ask vendors to recommend and justify a CMS for your needs.
Can you help us redesign?
Yes – send the RFP or book a free call and we’ll scope it with you.
related guides
brief us on your redesign.
Send your RFP or book a call – we’ll scope goals, pages and budget with you.