The verdict in three sentences
A clear requirements document (RFP brief) is the only thing that makes your quotes comparable: with a fuzzy scope, the gap between agencies routinely exceeds 40 %. It must set measurable goals, the sitemap, technical requirements (performance, SEO, GDPR, accessibility) and a target budget. Budget one to three days of writing to save weeks of renegotiation and thousands of euros of scope creep.
The 12-section template
A good brief is measured by the precision of its requirements, not its page count. Here is the structure we recommend, with the level of detail expected per section.
| # | Section | Expected content | Common mistake |
|---|---|---|---|
| 1 | Context & goals | 3-5 quantified goals (leads, revenue, conv. rate) | Vague, unmeasurable goals |
| 2 | Audiences & personas | 2-3 personas, typical journey | Forgetting mobile/3G |
| 3 | Functional scope | Modules, MoSCoW priorities | Marking everything "must" |
| 4 | Sitemap | Site plan, page/template count | Confusing pages and templates |
| 5 | Content | Who writes, migration, volume | Underestimating migration |
| 6 | Design & brand | Guidelines, references, tone | No visual example |
| 7 | Technical | CMS, hosting, integrations | Imposed stack for no reason |
| 8 | Performance & SEO | Core Web Vitals, redirects | Ignoring 301s |
| 9 | GDPR & legal | Cookies, DPA, EU hosting | Handled at the end |
| 10 | Timeline | Milestones, dependencies, UAT | Unrealistic deadline |
| 11 | Budget | Range, TCO, maintenance | Hiding the budget |
| 12 | Selection criteria | Weighted grid | Deciding on gut feel |
Technical and SEO requirements you must never skip
Quality gaps between vendors live in the non-functional requirements. Set thresholds you can verify at acceptance, not wishful statements.
| Requirement | Recommended 2026 threshold | Verification method |
|---|---|---|
| LCP (mobile) | < 2.5 s | Lighthouse / CrUX |
| Accessibility | WCAG 2.1 AA | Audit + screen-reader tests |
| 301 redirects | 100 % of indexed URLs | Before/after crawl |
| Technical SEO score | > 90 / 100 | Dedicated audit tool |
| Backups | Daily, 30-day retention | Contract clause |
| Code ownership | Client, Git repo handed over | Clause + access |
| Fix turnaround | Blocking bug < 48 h | SLA / maintenance clause |
Mini case study
Marc, marketing director at an industrial SME in Nantes, launches a redesign. Without a brief he receives four quotes between 8,000 and 19,000 EUR, impossible to compare. After writing a 14-page requirements document (two days of internal work), the new quotes tighten to 11,000-14,500 EUR for an identical scope. He picks the 12,800 EUR proposal, avoids an estimated 3,000 EUR of creep and secures code ownership. Return on the scoping effort: roughly 1,500 EUR saved per day of writing.
FAQ
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Should I state my budget in the requirements document?
Yes, a range (e.g. 10,000-15,000 EUR). It guides sizing and prevents off-target proposals; serious agencies won't inflate their price because of it.
How long does it take to write a brief for a brochure site?
One to two days for a brochure site, three to five for e-commerce or a platform. It's an investment that cuts change requests, often billed at 400-800 EUR/day.
Requirements document or formal RFP?
For an SME, a 10-15 page brief is enough. A formal RFP is warranted above 50,000 EUR or in public procurement.
Who should write the sitemap?
The client sets the business logic; the agency optimises it for UX and SEO. Always distinguish page count from template count, since the latter really drives production effort.
Is the requirements document contractual?
It becomes contractual once annexed to the signed quote. It's your best protection in a scope dispute.
Let's scope your project. Send us your requirements document (or tell us you need one) with scope, indicative budget and target timeline. 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.
