The verdict in three sentences
A structured RFP is the only document that makes three agency quotes genuinely comparable: without it, you compare different scopes priced at the same figure. A good 2026 RFP runs 8 to 15 pages and focuses on goals, sitemap, functional requirements, and a weighted selection grid. Budget EUR 6,000-20,000 for a polished B2B website, and require each vendor to answer requirement by requirement.
The 7 essential sections
An RFP missing any of these produces uninterpretable quotes. Here is the minimum 2026 structure for a three-vendor consultation.
| Section | Expected content | Common pitfall |
|---|---|---|
| Context & goals | Market, B2B target, 3 KPIs (leads, meetings, awareness) | Vague goals like "modernize" |
| Sitemap | Pages, depth, mega-menu | Forgetting legal and careers pages |
| Functional requirements | 12 to 20 numbered, prioritized items | Marking everything priority 1 |
| Design & brand | Guidelines, references, tone | No visual references provided |
| Content & migration | Who writes, legacy content reuse | Underestimating copywriting load |
| Tech & SEO | CMS, hosting, performance, hreflang | Not requiring code ownership |
| Budget & timeline | Range, milestones, maintenance | Hiding the budget "to test" |
Functional requirements and target budget
Rank requirements with MoSCoW (Must, Should, Could, Won't). In 2026, a serious consultation lists 12 to 20 numbered requirements, each answerable yes/no by the vendor.
| Typical requirement | Priority | Indicative budget impact |
|---|---|---|
| Qualified contact form + anti-spam | Must | Included |
| Bilingual EN/FR with hreflang | Should | +EUR 1,500-3,000 |
| Blog / resource center | Should | +EUR 1,200-2,500 |
| Gated downloads (white papers) | Could | +EUR 800-1,800 |
| CRM integration (HubSpot, Pipedrive) | Should | +EUR 1,000-2,500 |
| Lighthouse performance > 90 | Must | Included if scoped early |
| WCAG AA accessibility | Could | +EUR 2,000-5,000 |
| 12-month maintenance | Must | EUR 90-250/month |
Mini case study
Mark, marketing lead at a 60-person industrial SME in Lyon, must consult three agencies. Without an RFP, his first quotes swing between EUR 4,800 and 22,000 with no clear reason. He writes an 11-page RFP with 16 prioritized requirements and a scoring grid (technical 50%, price 30%, references 20%). Result: the three quotes land between EUR 9,500 and 13,200, all on the same scope. The two days invested save him a blind decision and roughly EUR 4,000 in mid-project scope creep.
FAQ
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Should the budget appear in the RFP?
Yes, as a range (for example EUR 8,000-12,000). Hiding it yields randomly calibrated quotes; sharing it lets the vendor propose the right level of ambition.
How many functional requirements at most?
Between 12 and 20 for a website. Beyond that you are describing an application that deserves separate scoping and a budget of EUR 25,000 or more.
How many agencies to consult?
Three is the sweet spot. Two create no competitive tension; five multiply your analysis load without improving the decision.
Who should own the code and content?
You. Require an IP assignment clause and full access to the repository and hosting. The exit cost must be zero.
How long to write a good RFP?
Two to four days for a marketing lead who knows the market, using a proven template.
Let's scope your project. Share your scope, indicative budget (EUR 6,000-20,000), and target timeline, and we will answer requirement by requirement. 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.
