What We’ve Learned About Writing Better Web Design RFPs

A web design RFP, or request for proposal, is how organizations cast a wider net when looking for a digital partner. They are typically used for larger projects, when you want to see what options are out there, how different agencies approach the problem, and what the range of possibilities (and costs) might look like.

RFPs take real time and focus, which is why smaller boutique agencies like us tend to be thoughtful about which ones we respond to. After participating in more RFPs recently, we’ve started to notice some consistent patterns. The RFPs that lead to the strongest outcomes are usually not exhaustive spec documents. Instead, they are simpler, clearer, and easier to engage within a meaningful way.

This blog is not a definitive playbook. Think of it more as notes from the other side of the table: what we’ve seen makes RFPs easier to respond to, and more importantly, what helps companies find the partner and outcome they’re looking for.

Some teams make RFPs very detailed or complex to see how agencies handle ambiguity, scale, or attention to detail. That instinct is understandable. In practice, though, complexity tends to test the wrong things. Highly detailed RFPs can unintentionally shift the focus toward documentation, rather than creating space for agencies to demonstrate their strategic thinking. In some cases, it may also make it harder to engage the kinds of partners many organizations are looking for, including agencies that value clarity, boutique teams with senior leadership, and partners who take the time to ask thoughtful questions.

Most agencies are comfortable with complexity. Clarity around goals and intent is what helps that complexity turn into productive collaboration.

What Makes an RFP Work (From an Agency’s Perspective)

The RFPs we are most excited to respond to share a few characteristics:

They have 1 to 3 clear business objectives.

That means focusing on outcomes instead of listing every possible feature. “Increase conversion from key landing pages,” for instance, is a goal, while “add more CTAs” is just one potential tactic.

They’re honest about what they don’t know.

Many effective RFPs leave room for discovery. They include language such as “We think we need X, but we’re open to alternatives,” or “We’d like our full tech stack evaluated as part of this process.” That kind of openness helps create space for strategic thinking and informed recommendations, rather than simply executing a fixed “to-do” list.

They’re clear on the guardrails.

There is an important distinction between being prescriptive and being clear. Agencies don’t need every feature defined, but they do benefit from context. For example, which tools absolutely must stay in the stack? When does the project need to launch? What is the realistic budget range? Who needs to sign off on decisions? These details don’t limit creativity. They provide the guardrails agencies need to propose something that will actually work for your organization.

The Stuff That Usually Signals Trouble

After responding to enough RFPs, certain red flags become easy to spot.

Fuzzy timelines or priorities.

This often shows up in multisite or microsite projects, where it is not yet clear which property is most important, or whether everything needs to launch simultaneously. Clarifying those priorities upfront can help keep scope, budget, and expectations aligned throughout the project.

The “just tell us what it costs” RFP.

RFPs that focus mainly on cost can be challenging to respond to without additional context. Without clarity on scope and priorities, agencies may interpret the work differently, leading to a broader range of estimates. In most cases, that variation reflects uncertainty about the project rather than differences in pricing intent.

The everything-to-everyone approach.

This is the RFP that tries to accommodate every stakeholder’s wishlist without clear prioritization. It’s understandable how this happens. Everyone wants their voice heard. Without prioritization, it can be harder for an agency to understand what matters most, how success will be measured, or what a clear path forward looks like.

What Agencies Look For in an RFP

When we’re deciding whether to respond to an RFP, here are some things that matter most:

A clear sense of why this project matters to the business.

The most effective RFPs provide context. Why now? What isn’t working today? What will change if this project succeeds? That clarity helps us assess whether we are the right fit, and it gives us the information we need to propose a strategic approach rather than simply responding to a list of requirements.

Flexibility on “the how” and clarity on “the what.”

You don’t need to define the technical solution. In many cases, leaving room for exploration allows agencies to bring their expertise to the table. What’s most helpful is being clear about the problem you’re trying to solve and how success will be measured. For example, “Our sales team spends 30% of their time answering questions that should be on the website,” gives us the ability to suggest thoughtful solutions. Whereas prescribing a solution like “We need a resource library with tagging and filtering” can limit our ability to recommend the best solution for your goals.

Realistic expectations about scope and timeline.

Some RFPs ask for a full platform rebuild, custom integrations, a design system, and a content strategy, all delivered in 8 weeks. In many cases, that combination simply reflects how complex digital work can be to estimate early on. When expectations around scope and timing aren’t fully aligned, budgets and timelines can become harder to maintain over the course of the project.

A Simpler Framework (If You Need One)

If you’re starting from scratch and need some structure, here’s an approach that often helps:

Get alignment on the top 3 priorities.

Rather than trying to address everything at once, getting internal alignment on the three things that matter most gives the RFP a clearer foundation. When teams align on priorities early, the RFP process is much more effective and leads to stronger, more focused proposals.

Define your guardrails clearly.

What needs to stay in place? (Maybe it’s Salesforce, or a specific CMS, or certain brand standards.) By when does this absolutely need to launch? What’s driving that deadline? Who is involved in the approval process, and who makes final decisions? Clear guardrails give agencies the context they need to propose solutions that are both realistic and well aligned with your organization.

Ask agencies how they’d approach it, not just what they’d build.

Include questions like: “Given these objectives, how would you recommend we approach this project? What would you prioritize and why?” The answers to these questions tell you more about an agency’s strategic thinking than a portfolio will ever be able to show.

Be transparent about budget range when possible.

You don’t need to share an exact number, but even a general range, such as “We’re looking to invest between $X and $Y,” helps agencies determine fit and propose appropriately. That clarity can make the process more efficient for everyone involved.

Why We Care About This

RFPs are an important moment for both organizations and agencies. For agencies, they bring together strategy, design, development, and project management to shape an approach tailored to your goals.

Because these projects often grow into long-term partnerships, clarity in the RFP really matters. It helps agencies respond thoughtfully and gives you a clearer sense of how each team thinks and works.

When objectives are clear, proposals are easier to evaluate and easier to compare — and everyone ends up making a more confident decision.

What Happens After the RFP (Usually)

One pattern we’ve noticed is that the agency selected through an RFP often becomes a longer-term partner. That makes sense. If you’re going through this process, you are making a significant investment in your digital presence, and that work does not end at launch.

That’s why it’s worth considering the project scope beyond the initial scope when evaluating proposals. Can you see yourself working with this team over time? Do they ask smart questions? Do they seem interested in learning your business, or are they solely focused on winning the contract?

Those things matter more than whether they’ve done a project in your exact industry before, whether their proposal is formatted perfectly, or whether they’re the lowest-cost option.

Before You Write Your RFP

If you’re thinking about putting out an RFP but aren’t quite sure what to ask for, it might be worth stepping back and auditing what you currently have. We put together a free website checklist that can help you identify the gaps and opportunities before you start the RFP process.

Sometimes that audit reveals you don’t actually need a full rebuild; you need a strategic partner to help you figure out what to fix first and in what order.

Other times our checklist confirms that yes, you need a comprehensive overhaul, and here’s specifically why.

Either way, having that clarity before you write the RFP means you’ll get better proposals in response. You can download it below.

Want to talk through your project before going the RFP route?

We’re happy to have that conversation with no strings attached. Sometimes a strategy session is all you need to get clear on what you’re really trying to solve. Book a strategy call, and we’ll help you figure out the right next step, whether that’s an RFP, a phased approach, or something else entirely.