The verdict in three sentences
A structured brief (RFP) saves 3 to 6 weeks and narrows the spread between agency quotes from 40 % to under 15 %. It must set business objectives, page scope, technical specs (Core Web Vitals, WCAG 2.1 AA, data protection) and a target budget (12,000-25,000 USD, 8-12 week timeline). The key is a weighted 100-point scoring grid to compare 3 offers objectively.
The essential sections
An overly vague brief yields incomparable quotes; an overly rigid one stifles agency creativity. The right balance covers these sections, with expected deliverables for each.
| Section | Expected content | Agency deliverable |
|---|---|---|
| Business objectives | KPIs, target, positioning | Strategic intent note |
| Scope & architecture | Page list, journeys | Sitemap + wireframes |
| Design & identity | Guidelines, references, tone | Mockups of 2-3 key pages |
| Technical specs | Stack, performance, accessibility | Technical doc |
| Content & SEO | Copy, keywords, migration | Editorial plan + SEO plan |
| Compliance | PDPL, legal, cookies | Register + compliant banner |
| Budget & timeline | Range, milestones | Detailed quote + schedule |
| Maintenance | Retainer, SLA, hosting | Maintenance contract |
The technical specs to require
Without quantified thresholds, any agency will claim to be fast. Impose measurable requirements, verifiable at handover.
| Requirement | 2026 threshold | Verification |
|---|---|---|
| LCP (mobile) | < 2.5 s | PageSpeed / CrUX |
| INP | < 200 ms | Lab + field |
| Accessibility | WCAG 2.1 AA | axe / Lighthouse audit |
| Lighthouse perf score | > 90 | Handover report |
| Data protection | PDPL compliant | Audit |
| Hosting | Regional / compliant | Contract |
| Multilingual | hreflang EN/AR | SEO crawl |
These thresholds turn a fuzzy quote into a measurable commitment: an agency that refuses to commit to LCP or WCAG disqualifies itself.
The 100-point scoring grid
To compare 3 offers objectively, weight each criterion. This avoids the lowest-price bias and reveals the best value/risk balance.
| Criterion | Weight | What to assess |
|---|---|---|
| Understanding of objectives | 20 pts | Intent note, questions asked |
| Design quality / portfolio | 20 pts | Mockups, comparable references |
| Technical robustness | 15 pts | Stack, performance, security |
| SEO & content | 15 pts | Migration plan, strategy |
| Price & transparency | 15 pts | Detailed quote, no grey areas |
| Timeline & method | 10 pts | Realistic schedule, milestones |
| Maintenance & guarantees | 5 pts | SLA, maintenance contract |
Dubai vs Paris: the benchmark
| Criterion | Dubai 2026 | Paris 2026 |
|---|---|---|
| Premium target budget | 12,000 - 25,000 USD | 10,000 - 20,000 EUR |
| Timeline | 8 - 12 weeks | 8 - 10 weeks |
| Tax | VAT 5 % | VAT 20 % |
| Compliance | PDPL | GDPR/CNIL |
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Omar, marketing lead of a B2B SME in Dubai (55 employees), must consult 3 agencies for a redesign targeted at 18,000 USD. Without a brief, he receives quotes from 11,000 to 32,000 USD, impossible to compare.
He writes a 12-page brief with a 100-point grid. Result: the 3 new quotes land between 16,000 and 21,000 USD (spread cut to 15 %), all committing to LCP < 2.5 s and WCAG 2.1 AA. Evaluation time drops from 2 days to 3 hours, and the chosen agency (87/100) was not the cheapest but the best-value. Estimated gain: 2 weeks and sharply reduced overrun risk.
FAQ
How long should a brief be?
8 to 15 pages suffice for a premium site. Beyond that, you over-specify and stifle agencies; below, quotes become incomparable. The scoring grid is the essential part.
Should I state my budget in the brief?
Yes, a range (e.g. 12,000-25,000 USD). Hiding the budget wastes everyone's time and yields off-target quotes. A range guides without inviting a race to the bottom.
How many agencies should I consult?
Three is the optimum: enough to compare, not so many as to drown the analysis. Beyond 4-5, evaluation time explodes with no quality gain.
How do I verify technical commitments at delivery?
Write the thresholds (LCP < 2.5 s, Lighthouse > 90, WCAG AA) as acceptance conditions. A PageSpeed report and an axe audit at handover validate or block the final payment.
How much weight should data protection get in the brief?
A dedicated section: compliant hosting, cookie banner, processing register, legal notices. Non-compliance exposes you to sanctions: make it an eliminatory criterion.
Let's scope your project. Send us your brief (or request our template) and your target budget (12,000-25,000 USD): we respond with a quote committed to your technical thresholds. 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.