# Website Redesign Request for Proposal

Prepared by: [Business / owner]
Version and date: [Version / date]
Response deadline: [Date and timezone]
Questions contact: [Business contact]

Use: Adapt and share this brief with shortlisted suppliers. This is a planning
template from The AntiAlias, not a contract, legal advice or a mandatory process.
Remove confidential data before sharing. Have contractual and regulatory matters
reviewed by your appropriate adviser.

## 1. Business context and desired decision
- Current website and platform: [URL / platform / hosting]
- Main audience and geography: [Who / where]
- Primary customer journey: [Entry -> decision -> action]
- Business problem, baseline and evidence: [Known facts / unknowns]
- What must improve: [Priorities in order]
- What must be preserved: [URLs / brand / content / functionality]
- Out of scope: [Explicit exclusions]
- Success criteria and measurement owner: [Checks / person]

## 2. Owners and constraints
| Responsibility | Accountable person | Availability / dependencies |
| --- | --- | --- |
| Business approval | [Name] | [Review window] |
| Content and assets | [Name] | [Readiness date] |
| Technology and integrations | [Name] | [Access / approvals] |
| Search and measurement | [Name] | [Baseline / accounts] |
| Launch and operations | [Name] | [Rollback authority] |

Preferred launch date: [Date / reason / hard dependency or target]
Budget guidance, if available: [Currency / tax basis / ceiling or unknown]
Procurement constraints: [Your organisation's rules, if any]

## 3. Requirements matrix
Supplier response for EACH row: Included / Optional / Excluded / Discovery needed.
Add responsible owner, assumption, deliverable and acceptance check.

| Area | Our requirement | Supplier coverage / owner / acceptance |
| --- | --- | --- |
| Journeys | [Audience / main action / key states] | [Response] |
| Templates | [Template types, not just total pages] | [Response] |
| Content | [Writing / imagery / migration volume / reviewer] | [Response] |
| Languages | [Locales / translation owner / publishing model] | [Response] |
| Design | [Brand inputs / responsive states / components] | [Response] |
| Accessibility | [Applicable needs / checks / assistive testing] | [Response] |
| CMS | [Content models / roles / approval / training] | [Response] |
| Forms | [Fields / destination / spam / errors / consent] | [Response] |
| Integrations | [CRM / email / booking / payments / other APIs] | [Response] |
| Analytics | [Events / privacy requirements / validation] | [Response] |
| Search migration | [URL inventory / redirects / metadata / sitemap] | [Response] |
| Performance | [Representative pages / agreed test method] | [Response] |
| Launch | [QA / approval / backup / rollback / monitoring] | [Response] |
| Handover | [Files / accounts / documentation / training] | [Response] |
| Support | [Coverage / hours / response / exclusions / fees] | [Response] |

## 4. Integration questions
- Which systems read or write data? Who owns each API and test account?
- Which permissions and data are genuinely needed? How are secrets managed?
- How are failed, duplicate and delayed requests handled?
- What happens when the email provider accepts a form but delivery fails?
- Who owns logs, alerts, retries, consent records and ongoing maintenance?
- How will the integration be tested without sending production enquiries or
  charging real customers unintentionally?

Do not put credentials, customer exports or production access tokens in this RFP.

## 5. SEO migration and measurement
- Provide a valuable-URL inventory from an agreed crawl and available analytics.
- Preserve working URLs by default. Explain every proposed change.
- Provide a redirect map and test it before launch.
- Confirm canonical tags, metadata, internal links, images and structured data.
- Verify staging restrictions do not block production indexing.
- Verify sitemap and robots behavior, including excluded private/account pages.
- Agree baseline reports and post-launch checks for errors and organic landings.
- Distinguish CTA clicks, submission attempts, provider acceptance, actual inbox
  delivery, qualified leads, booked consultations and won clients.
- Do not promise rankings, AI citations or conversion uplift without evidence.

## 6. Ownership and commercial response
Ask suppliers to provide:
- Business-controlled domain, hosting, repository, CMS and analytics access plan.
- Editable design/source files, documentation and account handover list.
- Licensed assets, fonts, plugins, renewals and platform export limitations.
- Discovery, design, content, engineering, integration and QA fees separately.
- Fixed vs estimated items, assumptions, taxes, currency and payment milestones.
- Third-party monthly/annual costs and who pays each vendor.
- Review rounds, client responsibilities and change-request process.
- Warranty, support scope, incident response and exit/handover arrangements.

First-year planning worksheet (fill with supplier estimates, not assumed rates):
| Item | One-time | Monthly | Annual / renewal | Tax basis / assumption |
| --- | --- | --- | --- | --- |
| Discovery / design / content | [ ] | [ ] | [ ] | [ ] |
| Build / integrations / migration | [ ] | [ ] | [ ] | [ ] |
| QA / training / launch | [ ] | [ ] | [ ] | [ ] |
| Hosting / CMS / licenses | [ ] | [ ] | [ ] | [ ] |
| Maintenance / content / monitoring | [ ] | [ ] | [ ] | [ ] |
| Agreed risk allowance | [ ] | [ ] | [ ] | [ ] |

Reconcile currencies and tax basis. Avoid counting annual renewals twice if
already included in a monthly allowance. Unknown is not zero.

## 7. Delivery plan and acceptance
Require milestone outputs, approver, review window and dependencies for:
1. Discovery and scope approval
2. Content model and journey approval
3. Design and responsive review
4. Implementation and integration testing
5. Content migration and SEO validation
6. User acceptance, release approval and rollback rehearsal
7. Handover, training and agreed post-launch monitoring

Supplier to state what changes the schedule. No universal delivery time implied.

## 8. Supplier scorecard
Set weights BEFORE viewing proposals; weights should total 100.
Score 0-5: 0 = no evidence; 1 = major gaps; 3 = adequate evidence; 5 = strong,
relevant evidence. Record questions instead of guessing. These are optional
evaluation conventions, not an industry certification.

| Criterion | Weight | Score | Evidence / unresolved question |
| --- | --- | --- | --- |
| Scope and journey fit | [ ] | [ ] | [ ] |
| Comparable delivery evidence | [ ] | [ ] | [ ] |
| Technical / content / account ownership | [ ] | [ ] | [ ] |
| Commercial clarity and first-year costs | [ ] | [ ] | [ ] |
| QA, migration, handover and support | [ ] | [ ] | [ ] |

Weighted score = sum(weight x score / 5). Confirm essential requirements
independently: a high total does not resolve a failed mandatory requirement.

## 9. Questions and decision log
| Question / assumption | Supplier | Owner | Answer / evidence | Decision date |
| --- | --- | --- | --- | --- |
| [Item] | [Name] | [Name] | [Notes] | [Date] |

Share material scope clarifications with all shortlisted suppliers. Record the
reason for the final decision, assumptions for discovery and items for contract
review. A lower quote is not comparable until exclusions have been reconciled.

Optional project discussion: https://www.theantialias.com/contact?service=Website%20Redesign&source=insights-website-redesign-rfp-template