The verdict in three sentences
A workable RFP (request for proposal) turns a vague consultation into comparable bids: without one, quote spreads easily hit a 1-to-3 ratio between agencies. It must fix the scope, sitemap, measurable technical specs (Core Web Vitals), GDPR compliance and a costed target budget. Expect GBP 8,000-20,000 for a serious B2B website in London, delivered in 8 to 12 weeks, with weighted selection criteria so you can decide objectively.
The standard structure of a B2B RFP (scope and budget)
A good RFP runs 15 to 25 pages across eight sections. Every line must be costed or dated, or it becomes a change request.
| RFP section | Expected content | 2026 budget range (GBP) |
|---|---|---|
| Functional scope | Templates, forms, portals | 2,000 - 5,000 |
| Design & UX | Mockups, design system, responsive | 2,500 - 6,000 |
| Integration / dev | CMS, components, animations | 3,000 - 8,000 |
| Technical SEO | Redirects, schema, hreflang | 800 - 2,500 |
| Content & migration | Copywriting, page reuse, media | 1,000 - 4,000 |
| GDPR compliance | CMP banner, register, DPA | 500 - 1,500 |
| QA & training | Testing, fixes, onboarding | 800 - 2,000 |
| Year-1 maintenance | Support, security, hosting | 1,200 - 3,600 |
A tightly bounded scope keeps the total inside the GBP 8,000-20,000 lane instead of overshooting.
Technical specifications and compliance to require
Technical requirements must be measurable and enforceable: that is what protects you at acceptance. Set thresholds, not adjectives.
| Requirement | Enforceable 2026 target | Verification |
|---|---|---|
| LCP (Largest Contentful Paint) | < 2.5 s on mobile 4G | PageSpeed / CrUX |
| INP (interactivity) | < 200 ms | Web Vitals |
| CLS (visual stability) | < 0.1 | Lighthouse |
| Lighthouse perf score | >= 90 / 100 | Delivery audit |
| Accessibility | WCAG 2.1 AA | Third-party audit |
| GDPR / ICO | Compliant CMP, register, DPA | Legal |
| Multilingual | hreflang, clean URLs | SEO crawl |
| Security | HTTPS, CSP headers, backups | Scan |
Require these thresholds as an acceptance clause: a site delivered at LCP 4 s is non-compliant, full stop.
Mini case study
Mark, communications lead at a London industrial mid-market firm (120 staff), starts a redesign. Without an RFP he gets 4 quotes from GBP 6,000 to 28,000: incomparable. He writes an 18-page RFP with the scope table and the CWV thresholds. Result: the 4 new bids tighten to GBP 11,000-16,000, all on the same scope. He picks an agency at GBP 13,500, avoids roughly GBP 4,000 of predictable change requests and saves 3 weeks of negotiation. RFP ROI: a few days of writing versus thousands saved.
The 12 questions to ask at pitch
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At the oral pitch, these questions separate agencies: firm deadlines, the team actually assigned, verifiable B2B references, QA method, CWV handling, GDPR plan, code ownership, exit terms, year-1 support, late penalties, hosting, and the revision process. An agency that dodges numeric thresholds disqualifies itself.
FAQ
How much does writing an RFP cost?
In-house, budget 3 to 6 person-days. With a consultancy, the 2026 order of magnitude is GBP 1,500-4,000, often credited against the awarded project.
Should the whole scope be frozen upfront?
No: freeze the core (sitemap, templates, technical thresholds) and set a costed options envelope (10-15 % of budget) to absorb tweaks without surprise change requests.
How should selection criteria be weighted?
A balanced 2026 scheme: price 30 %, methodology 25 %, references 20 %, GDPR/security 15 %, deadlines 10 %. Adjust to real project criticality.
Is the RFP legally binding on the agency?
Yes if annexed to the contract: CWV thresholds and deadlines become enforceable results obligations at acceptance, with possible penalties.
How long does a London B2B project take?
Expect 8 to 12 weeks for a full B2B marketing site, more with heavy content migration or advanced multilingual work.
Let's scope your project. Send us your scope (templates, languages, indicative budget, target date) and we return a framed RFP plus a detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
