The verdict in three sentences
A precise RFP cuts quote gaps between agencies by 30 to 50% and avoids costly change orders mid-project. It must cover 12 sections, from measurable goals to GDPR and performance requirements. For a Dublin project, investing 2 to 5 days in the RFP saves weeks and several thousand euros.
The 12 essential RFP sections
An incomplete RFP produces quotes you can't compare. Here is the expected structure and what each section must contain.
| # | Section | Key content |
|---|---|---|
| 1 | Context and goals | Business stakes, target KPIs |
| 2 | Scope | Pages, features, exclusions |
| 3 | Sitemap | Structure and navigation |
| 4 | Content | Existing, to create, migration |
| 5 | Design and branding | Identity, references, tone |
| 6 | Technical requirements | CMS, hosting, integrations |
| 7 | Performance | Core Web Vitals, target LCP |
| 8 | SEO | URLs, redirects, structured data |
| 9 | GDPR and security | Consent, EU hosting |
| 10 | Budget and timeline | Envelope, milestones, deadlines |
| 11 | Maintenance | Support, SLA, training |
| 12 | Selection criteria | Weighted scorecard |
Every skipped section is an uncertainty zone that agencies will price higher or exploit along the way.
The weighted selection scorecard
Comparing agencies on price alone is a mistake. Weight several criteria to make the choice objective.
| Criterion | Weight | Score 0-5 |
|---|---|---|
| Understanding of the need | 20% | Proposal quality |
| Comparable references | 20% | Portfolio, sector |
| SEO/performance approach | 15% | Method, guarantees |
| Price and transparency | 20% | Quote detail |
| Timeline and availability | 10% | Realistic schedule |
| Maintenance and support | 10% | SLA, responsiveness |
| Fit and communication | 5% | Dedicated contact |
Apply the same scorecard to every candidate: the weighted score often reveals that the cheapest quote isn't the best choice.
Mini case study
Elise, communications lead at an industrial mid-cap in Dublin, launches a redesign RFP. Without an RFP, she received quotes from EUR 9,000 to 34,000, impossible to compare. With a 12-section RFP, the 4 quotes tighten to EUR 16,000-22,000, a gap cut from 74% to under 40%. The weighted scorecard surfaces the EUR 19,000 agency, stronger on SEO and maintenance, over the EUR 16,000 one with no performance guarantee. The RFP saved her 2 to 3 weeks of negotiation and locked the scope.
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FAQ
Why write a redesign RFP?
To get comparable quotes, secure the scope and avoid change orders. A good RFP cuts price gaps between agencies by 30 to 50%.
How long does it take to write an RFP?
Between 2 and 5 days of work depending on project complexity. An agency can support the scoping if your internal resources are limited.
Should I state my budget in the RFP?
Yes, at least a range. It lets agencies calibrate their proposal and avoids off-target quotes.
How do I compare agencies objectively?
With a weighted scorecard rating understanding of the need, references, SEO, price, timeline and maintenance. Price should weigh only 20%.
What happens if the RFP is incomplete?
Agencies price the uncertainty higher or bill change orders along the way. It's the number one source of budget overruns.
Let's scope your project. Tell us your goals, scope and indicative budget: we'll help you structure a solid RFP and frame the tender. 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.
