The verdict in three sentences
Good agency selection does not compare prices, it compares a 10-criteria grid scored 0 to 5 with explicit weightings. On the same brief, the observed price spread runs 1 to 3: without a grid, you pick the most reassuring quote, not the best one. Three red flags disqualify outright: opaque day rate, no automated tests, no reversibility plan.
The 10-criteria scoring grid
Each criterion gets a weight and a 0-5 score. Final score = sum (score x weight). Here is a recommended weighting for a B2B website project in New York (2026 order of magnitude).
| Criterion | Weight | Score 0-5 | What earns a 5 |
|---|---|---|---|
| Sector references | 15% | - | 3+ comparable projects delivered |
| Tech stack | 12% | - | Next.js/headless, modern |
| Timeline | 10% | - | Realistic milestoned plan |
| Maintenance | 12% | - | Clear retainer, hours included |
| SLA | 10% | - | 99.9% uptime, monitoring |
| Security | 10% | - | CSP headers, GDPR, audit |
| Accessibility | 8% | - | WCAG tested |
| SEO | 8% | - | Technical + editorial |
| Price | 10% | - | Coherent, itemized |
| Team | 5% | - | Named roles, seniority |
Note that price carries only 10%: a quote 25% more expensive but strong on references, maintenance and security beats a low-cost bid. The grid objectifies the decision and survives internal challenge.
Red flags and disqualification scale
Some signals should lower the score, even eliminate. The table lists the red flags and their impact.
| Red flag | Signal | Score impact |
|---|---|---|
| Opaque day rate | Lump sum, no detail | -2 on Price |
| No tests | No CI or e2e tests | -2 on Stack |
| No reversibility | Refuses code/data export | Disqualifying |
| Accessibility ignored | "We'll do it later" | -3 on Accessibility |
| Vague timeline | No milestones | -2 on Timeline |
| Hidden subcontracting | Team not named | -2 on Team |
| No SLA | No uptime commitment | -3 on SLA |
An agency that refuses any reversibility clause locks you in: that's disqualifying. An opaque day rate often masks excessive margin or uncontrolled subcontracting.
Mini case study
Michael, CTO of a mid-market manufacturer in New York, receives three quotes for a B2B site: USD 26,000, 45,000 and 72,000. Applied to the grid, the USD 26,000 quote caps at 3.1/5 (no tests, vague maintenance); the USD 72,000 one reaches 4.2/5 but loses on price; the median USD 45,000 quote scores 4.4/5 thanks to strong references, clear maintenance and a 99.9% SLA. Michael avoids the cost of a bad pick: a failed project rework would have cost roughly 30% of budget, about USD 13,500 of avoided loss.
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FAQ
Why not weight price above 10%?
Because total cost of ownership (maintenance, fixes, rework) often exceeds the initial price. A poorly delivered project costs 30-50% more to fix than a well-scored quote up front.
How do I score maintenance objectively?
Require a monthly retainer with included hours, response time and written scope. A 5/5 details security, updates and small evolutions; a 2/5 says "support on request."
What do I do with a 1-to-3 price spread?
Don't reject the priciest on reflex: check what it includes (tests, SLA, accessibility). Often the gap reflects a real scope versus an optimistic one.
Should weightings change by project?
Yes: for an institutional site, raise security and accessibility; for e-commerce, raise performance and payments. The grid is a framework, not dogma.
Is a high day rate a red flag?
Not in itself: a high rate with clear deliverables can be justified. The red flag is the opaque rate, with no detail of what's billed or by whom.
Let's scope your project. Agency selection or RFP response, B2B or institutional site, indicative budget USD 25,000-75,000: we deliver the weighted scoring grid and our technical memo. 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.
