The verdict in three sentences
A structured specification turns a vague consultation into three bids you can compare line by line, and mechanically lowers prices by 10 to 25 % because the vendor no longer prices in uncertainty. The classic mistake is not writing too much — it is describing solutions instead of describing needs. A good document runs 8 to 15 pages, states an indicative budget and weighted scoring criteria from the first page.
The 8 essential sections
A B2B specification that produces usable bids always covers these blocks. Skipping one opens the door to change orders.
| Section | What it contains | Impact if omitted |
|---|---|---|
| Context & objectives | Business, market, 2-3 quantified KPIs | Generic, off-target bid |
| Audiences & personas | 2-3 profiles, journeys, devices | UX redesign billed as extra |
| Sitemap | List of pages/sections | Endlessly expanding scope |
| Features | Forms, multilingual, e-commerce | +15 to +40 % late overrun |
| Content | Who supplies copy, photos, translation | 3 to 6 week average delay |
| Tech & GDPR | Hosting, CMS, accessibility, data | Legal and rework risk |
| Budget & timeline | Range and target date | Un-priceable bids |
| Scoring criteria | Weighted grid | Subjective, contested choice |
Setting a realistic indicative budget
Showing a range does not weaken your negotiation: it rules out off-scale bids upfront and focuses the comparison on value. Here are 2026 orders of magnitude, in EUR excluding tax.
| Project type | Typical scope | 2026 range (EUR excl. tax) | Timeline |
|---|---|---|---|
| Simple brochure site | 5-8 pages, light CMS | 3,500 - 8,000 | 4-6 wks |
| Premium brochure site | 10-20 pages, animation, SEO | 8,000 - 18,000 | 6-10 wks |
| Multilingual corporate site | 20-40 pages, 2 languages, blog | 18,000 - 45,000 | 10-16 wks |
| SME e-commerce | catalogue, payment, accounts | 12,000 - 40,000 | 10-18 wks |
| Redesign + CRM integration | connectors, data migration | 25,000 - 70,000 | 14-24 wks |
Add a recurring line: maintenance and hosting typically run 15 to 20 % of project cost per year. Ignoring it distorts any 3-year TCO comparison.
Mini case study
Marc, marketing director of a 60-person industrial SME in Nantes, launches a consultation with no specification: he receives three bids at 9,000, 22,000 and 41,000 EUR excl. tax — incomparable. He reuses the framework above, freezes the sitemap at 18 pages, specifies FR/EN multilingual and the migration of 40 product sheets. The new bids come in at 16,500, 18,000 and 19,500 EUR excl. tax — an 78 % narrower spread. By clarifying scope, he saves roughly 4,000 EUR on the chosen bid and avoids two change orders he had mentally priced at 6,000 EUR. Time invested in the document: two half-days.
FAQ
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Should I reveal my budget to vendors?
Yes, as a range. An indicative budget rules out unsuitable bids and saves 2 to 3 back-and-forths. Serious agencies calibrate scope to value, not to your ignorance of prices.
How long should a brochure-site specification be?
8 to 15 pages are enough for a brochure or corporate project. Beyond 25 pages you are probably describing technical solutions that should remain the vendor's responsibility.
Should I mandate a technology (WordPress, Next.js)?
Only if a real constraint requires it (in-house team, existing ecosystem). Otherwise state the need — editorial autonomy, performance, security — and let each bidder propose its stack.
How do I score bids objectively?
Use a weighted grid: price 30 %, methodology 25 %, references 20 %, team 15 %, timeline 10 %. Announced in the RFP, this weighting makes your choice defensible internally.
Who should supply the content?
Spell it out. Copy and visuals are the number-one cause of delay: decide who writes, who translates, who supplies photos, and by when, before you even sign.
Let's scope your project. Send us your target sitemap and budget range, and we'll return an annotated specification framework. 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.
