The verdict in three sentences
A 25-lawyer commercial law firm in London only gets comparable proposals if it sends a precise RFP: 35 to 50 pages, lawyer profiles, practice areas, insights and the SRA Code of Conduct and Transparency Rules. The realistic 2026 target budget is GBP 25,000 to 60,000, with a 12-week schedule and a 100-point scoring grid announced up front. Without that frame, the 3 agencies invited will price different scopes and the price gap will mean nothing.
The essential sections of the RFP
The managing partner does not need a 40-page document. A 10 to 15 page RFP structured as follows is enough to get priced, comparable responses.
| Section | What to write | Example for a 25-lawyer firm |
|---|---|---|
| Context and goals | Positioning, audiences, measurable goals | Double inbound enquiries, 15 per month targeted |
| Sitemap | List of pages and templates | 35 to 50 pages: 8 practice areas, 25 profiles, insights, careers |
| Lawyer profiles | Fields, photo, languages, linked insights | Admission year, Legal 500 and Chambers rankings, vCard |
| Insights | Types, frequency, approval workflow | 4 to 8 articles per month, approval by the supervising partner |
| Regulatory | SRA rules to follow | Price and service info under Transparency Rules, SRA number and digital badge |
| Tech and security | Hosting, UK GDPR, accessibility | UK or EU hosting, WCAG 2.1 AA, encrypted forms, Cyber Essentials |
| Budget and schedule | Range and milestones | GBP 25,000 to 60,000, live in 12 weeks |
| Selection criteria | Grid and weighting | 100-point scoring, 2 pitch meetings |
The regulatory section is the one most often forgotten. SRA Transparency Rules require firms offering certain services to publish price and service information, and every website must display the SRA clickable digital badge. Rankings from Legal 500 or Chambers can be shown, but must be current and accurately attributed. The agency should commit to building these into the templates.
Budget, schedule and scoring grid
Stating a budget range does not weaken your negotiating position: it avoids receiving one bid at GBP 10,000 and another at GBP 120,000.
| Item | Share of budget | Indicative 2026 amount (GBP) |
|---|---|---|
| Strategy and UX | 15% | 3,750 to 9,000 |
| Design and digital identity | 20% | 5,000 to 12,000 |
| Build and CMS | 35% | 8,750 to 21,000 |
| Migration and copywriting | 15% | 3,750 to 9,000 |
| SEO, accessibility, QA | 10% | 2,500 to 6,000 |
| Project management | 5% | 1,250 to 3,000 |
| Total | 100% | 25,000 to 60,000 |
Recommended 100-point grid: understanding of the firm and market (20), quality of legal or B2B references (15), UX and design proposal (20), technical robustness and security (15), price and transparency of the estimate (20), method and schedule (10). Typical 12-week plan: discovery in weeks 1 and 2, design in weeks 3 to 5, build in weeks 6 to 9, content and QA in weeks 10 and 11, launch in week 12.
Mini case study
James, managing partner of a 25-lawyer commercial firm in the City, sends his RFP to 3 agencies with a target budget of GBP 40,000. Proposals come in at GBP 36,000, 44,000 and 58,000. The agency scored 84/100 bids GBP 44,000 with migration of 180 articles included. Based on 15 qualified enquiries a month, a 20% conversion rate and average fees of GBP 18,000 per new matter, the site generates about 3 matters and GBP 54,000 of fees a month. The investment is covered in the first month of stable performance, and partners save the 4 hours a week spent patching the old site.
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FAQ
How many agencies should we invite?
Three are enough for a serious comparison. Beyond that, review and pitch time (2 hours per agency) outweighs the benefit, and strong agencies are less keen on open pitches with more than 5 bidders.
Can we show won matters on the site?
Carefully. Client references need the client's explicit consent and outcomes must not mislead; have case templates checked by your compliance officer (COLP) before launch, allowing 1 to 2 weeks.
Do we need other languages?
For a firm with 20% or more cross-border work, a French, German or Arabic version often pays off. Budget GBP 5,000 to 10,000 extra per language for 35 to 50 pages and bilingual profiles.
How long from RFP to launch?
Allow 3 weeks of pitching and evaluation, then 12 weeks of project, so about 4 months. Partner sign-offs are the main source of delay.
Should maintenance be part of the RFP?
Yes, ask for a priced annual retainer, typically GBP 3,000 to 8,000 a year. That avoids lock-in with a supplier whose maintenance rates are only revealed after signing.
Let's scope your project. Send us your RFP or sitemap: we will reply with a line-by-line estimate within your GBP 25,000 to 60,000 range and a 12-week plan. 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.
