A good request for proposal (RFP) gets you comparable quotes, filters out agencies that are wrong for the job, and saves weeks of back-and-forth. A vague one gets you ten proposals that cannot be compared, with prices ranging from a few thousand to six figures. This template is the structure we wish every B2B website brief followed. Download the Word version below, or copy the sections into your own document.
Free download: B2B Website RFP Template (.docx)
Every section below as a fill-in Word document, with guidance notes and a scoring table.
Section 1: Company Overview
- What you sell, to whom, and your typical deal size and sales cycle
- Your main markets and languages
- Who the website is for: buyers, specifiers, partners, investors, candidates
Section 2: Why This Project, Why Now
The single most useful section. Explain what is wrong today and what should be different in twelve months. For example: "The site generates 15 demo requests a month; sales wants 40, with better qualification."
Section 3: Goals and Success Metrics
- Primary goal (qualified leads, demo requests, partner sign-ups, recruitment)
- Current baseline numbers, if you have them
- How success will be measured after launch
Section 4: Current Site and Stack
- Current CMS and hosting, approximate number of pages, blog posts and resources
- Integrations: CRM (HubSpot, Salesforce), marketing automation, analytics, chat, ATS
- What must be kept, what can be dropped
- Current organic traffic and top landing pages, so SEO is protected in any rebuild
Section 5: Scope
- Key page types: home, solutions, industries, case studies, resources, pricing, careers
- Functional needs: gated content, multi-step forms, calculators, client portal, multilingual
- Content: will the agency write, migrate, or only design around your content?
- Design: is there a brand guide, or is brand refresh in scope?
Section 6: Technical Requirements
- Platform preference (and whether you are open to alternatives, such as headless WordPress)
- Performance targets, for example passing Core Web Vitals
- Accessibility standard, for example WCAG 2.2 AA
- Security, compliance and hosting requirements (SSO, data residency, GDPR)
- Editorial needs: who updates the site and how often
Section 7: Budget and Timeline
Share a budget range. Agencies can then propose the best solution within it, rather than guessing. Hiding the budget usually produces proposals that are either padded or stripped down. Include any fixed launch date and why it matters.
For reference: custom B2B WordPress builds typically start from around $25,000, with ongoing support retainers from around $5,000 a month for active roadmaps. Our B2B WordPress website cost guide breaks down what drives the number.
Section 8: What You Want in the Response
- Relevant case studies with measurable results, ideally B2B
- Proposed approach and process, week by week
- Team: who will actually do the work, and their seniority
- Itemised cost, with assumptions stated
- What happens after launch: support, hosting, retainer options
- Two references you can call
Section 9: Process and Dates
- Deadline for questions, and date answers will be shared with all agencies
- Proposal deadline
- Shortlist presentations
- Decision date and planned kick-off
How to Score Responses
| Criterion | Suggested weight |
|---|---|
| Understanding of your goals and buyers | 25% |
| Relevant B2B experience and results | 20% |
| Technical approach (performance, SEO, integrations) | 20% |
| Team and process | 15% |
| Cost and value | 20% |
Mistakes to Avoid
- Sending the RFP to too many agencies. Five well-chosen agencies give better responses than twenty.
- Asking for free design concepts. Good agencies often decline, and concepts made without discovery are guesswork.
- Choosing on price alone. The cheapest build often becomes the most expensive site to maintain.
- Forgetting SEO. A redesign that ignores existing rankings can cost months of lead flow.
For help shortlisting, read how to choose a WordPress agency for B2B. And if your RFP is ready, send it to us. We reply with questions first, because the best proposals come from understanding the problem.
FAQ
What should a website RFP include?
A website RFP should include a company overview, why the project is happening now, goals and success metrics, the current site and technology stack, scope, technical requirements, budget range and timeline, what you want in the response, and the selection process with key dates.
Should I include a budget in a website RFP?
Yes. Sharing a budget range lets agencies propose the best solution within it and makes proposals comparable. Without it, agencies guess, and responses tend to be either padded or stripped down.
How many agencies should receive a website RFP?
Around three to five well-chosen agencies usually gives the best result. Sending an RFP to many agencies reduces the effort each puts into its response and makes comparison harder.
How much does a B2B WordPress website cost?
Custom B2B WordPress builds typically start from around $25,000, depending on scope, integrations and content. Ongoing support and development retainers for active roadmaps typically start from around $5,000 a month.