Master the art of writing a compelling Request For Proposal (RFP) and uncover best practices for engaging agencies effectively.

If you're kicking off a new website or thinking about a redesign, crafting a web design Request for Proposal (RFP) is one of the smartest ways to find the right agency for the job. A well-written RFP helps you connect with top web design agencies who are not only interested but also equipped to bring your vision to life.

With a solid website RFP, you can collect tailored proposals, compare your options, and choose a partner that aligns with your goals, budget, and timeline.

In this guide, we'll walk you through everything you need to know about creating a website RFP — from must-have sections to insider tips that get results.

Our team at UXUI Studio has reviewed hundreds of RFPs over the years, and now we’re sharing our top advice to help you succeed.

What is a request for proposal (RFP)

website Request for Proposal (RFP) is your way of inviting web design agencies to pitch their services for your upcoming website project. It’s essentially a roadmap that outlines what you’re looking for — and helps agencies understand how to tailor their proposals to your unique needs.

Your website RFP typically includes details like your current website challenges, project goals, budget expectations, and any technical requirements you have in mind. The clearer your RFP, the better your chances of finding the perfect agency match

What’s the Difference Between types of RFP's?

What Is a Website Design RFP?

A website design RFP (Request for Proposal) can cover a full website project from start to finish—or just focus on the design stage, depending on what you need. If you’ve already got the planning or development handled in-house or with a third-party partner and only need help with design, it’s a good idea to name your document “Website UX and UI Design RFP.” This makes it super clear to agencies that you’re only looking for design services, not the full package.

What is Redesign FRP?

If you're looking to update your current site, that’s where a website redesign RFP comes in. This type of RFP should spell out what’s not working on your existing website, which features or content you want to keep, and what areas you’re aiming to improve. Whether you’re designing from scratch or refreshing an outdated site, be sure to include project scope, challenges, timeline, budget, and technical details. The clearer your RFP, the more tailored and useful the agency responses will be.

Design-Only or Full Build? The Choice Is Yours

Whether you're creating a brand-new website or refreshing your current one, you’ve got options when it comes to bringing your design to life. Want to keep development in-house? Go for it. Prefer to let our team implement your design in your CMS of choice? We’ve got you covered. Just be sure to specify whether you need design only or full development services—so everyone’s on the same page from day one.

How to Write a Website RFP (With Sample Template)

Creating a website RFP might sound overwhelming at first—especially if it’s your first time. But don’t worry, we’ve got your back. Whether you're launching a brand-new site or planning a redesign, a well-written RFP (Request for Proposal) helps you attract the right digital agency and get your project off to a strong start.

To make things easier, we’ve outlined a step-by-step approach (plus a free sample template!) to help you craft an RFP that’s clear, detailed, and agency-ready.

Template Instructions

1. Type of RFP

Start by choosing whether you need a brand-new website design or a redesign of your current site—then, if you’d like UXUI Studio to handle the implementation in your preferred CMS, simply check that box so we know you're looking for both design and development support.

2. Start With Your Company Background

Begin with a brief overview of your business—mention your industry, the products or services you offer, and what sets your brand apart. This gives us important context to tailor their proposals to your goals.

3. Metrics for the existing website if it applies

To help us get a clear picture of your current website performance, please provide any relevant baseline metrics that apply to your business, such as your average website traffic, bounce rate, revenue, and conversion rate.

4. Write a Clear Project Brief

What’s the goal of your website project? Outline your current platform (if you have one), explain why you’re exploring a new site or redesign, and share the timeline you’re aiming for.

5. Define Your Website Goals

List the problems you want to solve and the specific outcomes you’re hoping to achieve. Make it skimmable using bullet points. For example:

• A scalable website that grows with your business

• Stronger brand visibility and positioning

• An intuitive, easy-to-manage CMS

6. Outline the Project Scope

What tasks do you need help with? Be clear about the services you want to outsource—whether it’s UX/UI design, custom development, strategy, or more.

7. List Required Features and Functionality

From core website functionality to marketing tools, list all the must-haves. This helps agencies understand the tech and tools they’ll need to recommend.

8. Share Your Budget

Give a ballpark budget or a range. It helps potential partners assess whether the project is a fit and tailor their approach accordingly.

9. Specify Submission Requirements

Let agencies know how you want to receive proposals—email, submission portal, etc.—and what documents they should include with their pitch.

10. Add Important Project Details

Don’t forget the final touches: proposal due date, how you’ll evaluate submissions, and when you plan to make your final decision.

11. Inspiration

We’d love to get a feel for your visual style! Share a few websites that you find aesthetically inspiring and well-optimized—these references will help guide our design direction and ensure it aligns with your creative preferences.

Whether you're a startup exploring your first website or an established brand planning a full redesign, our free website RFP sample will help you put together a polished, professional document—tailored to your project needs.

Download template

✨ Bonus: We’ve included a free, customizable website RFP template to make your job even easier. Download a free Website RFP template to kickstart your project here. Discover expert tips, best practices, and how UXUI Studio can bring your website vision to life.