What should be included in a B2B website redesign RFP?

A strong B2B website redesign RFP should clearly communicate your business context, project goals, and requirements while giving agencies the information they need to propose realistic, strategic solutions. The RFP sets the foundation for finding the right partner and ensures you receive proposals that address your actual needs.

Essential Components to Include

Company Overview and Business Context

Start with a clear introduction that explains who you are, what you do, and why this project exists. Your RFP should address fundamental questions about your brand’s positioning: What do you do? Who do you do it for? How do you do it? And why are you the right choice for your customers? This context helps agencies understand how the redesign should support your broader business strategy.

Clear Project Goals and Success Metrics

Define what success looks like by identifying specific, measurable objectives. Whether you’re aiming for increased conversions, improved engagement, stronger brand awareness, or supporting business milestones like a funding round or market expansion, agencies need to understand the business outcomes you’re targeting. Include relevant KPIs and metrics you’ll use to measure effectiveness.

Budget Range and Timeline

Be transparent about your budget expectations and project timeline. Companies often approach agencies before having a realistic budget conversation, but understanding the scope and anticipated investment helps agencies provide accurate, appropriate proposals. Include important deadlines and any constraints that will impact the project schedule.

Scope and Technical Requirements

Conduct a thorough content audit before writing your RFP. Document how many pages your site currently has, including blogs, product pages, and campaign landing pages. Specify your technical needs, including CMS preferences, hosting requirements, integration needs, and any must-have functionality. Consider whether you need new messaging and copywriting, or if this is primarily a visual refresh.

Target Audience and User Personas

Identify who the website needs to serve. B2B sites typically need to address multiple buyer personas—from end users and recommenders to executive decision-makers. Providing this context helps agencies understand the user experience requirements and how to structure content effectively.

Competitive Landscape

Include information about your competitive positioning and any competitor sites or design approaches you find compelling. This gives agencies context about industry standards and your preferences while helping them identify where your opportunities lie.

Evaluation Criteria and Submission Requirements

Clearly specify how you’ll evaluate proposals and what agencies should include in their submissions. Request information about their discovery process, team composition, project approach, relevant experience, and how they’ll measure success. Define submission deadlines, contact information for questions, and your decision timeline.

What Sets Strong RFPs Apart

The best RFPs recognize that the document itself is just the starting point. Your agency’s discovery process should function as an interactive brief for your project, bringing all stakeholders together to align on goals, expectations, and approach. At Clear Digital, our Velocity Workshop™ serves this purpose, ensuring everyone from CMOs to CFOs is aligned from day one.

By providing comprehensive information upfront while remaining open to strategic guidance from experienced agencies, you’ll receive proposals that deliver real solutions rather than generic responses. Ready to start your redesign journey? Let’s talk.