Imagine trying to build a custom home by telling a contractor, “I want it to look modern and have four bedrooms.” You would end up with a house that looks okay on the outside but has leaky plumbing, no insulation, and costs double the original estimate.
Yet, this is precisely how most businesses hire web agencies. They write a “Request for Proposal” (RFP) that focuses entirely on looks and ignores physics.
At blackDot.ca, we see hundreds of RFPs. The ones that result in successful, revenue-generating platforms all have one thing in common: They ask the hard questions upfront.
Here is how to write a Website RFP in 2025 that scares away the amateurs and attracts the partners.
What is a Website RFP?
A Website Request for Proposal (RFP) is a document that outlines the specific technical, functional, and business requirements of a web development project, unlike a creative brief, which focuses on aesthetics. An effective RFP details data integrations, security compliance (such as PIPEDA), and scalability requirements to ensure accurate vendor pricing.
The “Trap” Strategy: How to Filter Your Agencies
Most companies ask: “Show us your best designs.” Innovative companies ask: “Who owns the code?”
When you copy the template below, you will include specific “Litmus Test” questions. These are designed to reveal if an agency is selling you a business asset or just a marketing expense
The “Ownership” Trap
Many agencies build sites on proprietary platforms. If you leave them, you lose your website.
The RFP Requirement: “Vendor must confirm that the client retains 100% intellectual property rights to all source code and databases upon payment. No proprietary agency CMS platforms.”
The “Speed” Trap
Everyone says they build fast sites. Few can prove it.
The RFP Requirement: “Vendor must guarantee a Google PageSpeed Insights score of 90+ on mobile for core landing pages.”
The “Compliance” Trap (Vital for Canada)
If you are in Ontario, you must comply with AODA (accessibility laws). In Quebec, Law 25.
The RFP Requirement: “Website must pass WCAG 2.1 Level AA accessibility standards by launch.”
The Template: Copy and Paste This
Below is a structured outline you can copy into a Google Doc. We have stripped away the fluff and focused on the variables that actually change the price.
Section 1: Project Scope & Objectives
- Current Problem: (e.g., “Our current site does not talk to our inventory system.”)
- Primary Goal: (e.g., “Increase qualified B2B lead submissions by 20%.”)
- Target Audience: (Be specific. e.g., “Procurement managers in the manufacturing sector.”)
Section 2: Technical Requirements (The Deal Breakers)
- CMS Preference: Open Source (WordPress/Headless) or Custom? (Note: Avoid proprietary agency builders.)
- Integrations: List every tool the site must talk to.
- CRM (Salesforce, HubSpot)
- ERP (NetSuite, SAP)
- HR Portals
- Data Migration: Do you need to move 500 old blog posts? Or 10,000 SKUs? (This is a considerable cost factor.) cost factor.)
Section 3: The “Future-Proofing” Questions
- AI Readiness: How will you structure our data (Schema Markup) so AI search engines can read our catalogue?
- Maintenance: What happens when the site breaks on a Friday night? Do you have an SLA (Service Level Agreement)?
Section 4: Budget & Timeline
- Budget Range: (Giving a range gets you better proposals than saying “TBD.” It stops agencies from guessing.)
- Hard Launch Date: Are we timing this with a trade show or product launch?
Summary Checklist: The “blackDot.ca” Difference
If you send this RFP out, you will notice a difference in the replies.
- The “Volume” Agencies will ignore your technical questions and send a generic price list.
- The “Design” Agencies will gloss over integrations and focus on fonts.
- The “Partner” Agencies will challenge your assumptions and ask to speak with your IT team. Your website isn’t a brochure anymore; it’s a machine. Make sure you hire an engineer, not just a decorator.
Need a second set of eyes on your RFP?
Don’t send it out yet! Email your draft to our team at info@blackDot.ca. We’ll review your technical requirements for free to make sure you haven’t missed a critical integration that could cost you thousands later.
