How To Publish a Public Website Design RFP (Complete 2025 Guide)

A website redesign is no longer a cosmetic project. For most organizations, the site is a primary way to deliver services, generate pipeline, and build trust. Current research suggests that full website projects often range from a few thousand dollars for simple builds to well into six figures for complex, integrated platforms, depending on size and requirements.

For public entities and many nonprofits, a website design RFP is the vehicle that turns that investment into a transparent, defensible decision. It now also sits inside a tightening regulatory environment. New ADA Title II rules published in 2024 require state and local governments to make their websites and mobile apps conform with modern accessibility standards, typically WCAG 2.1 Level AA or better, on defined timelines.

RFPs are also economically significant. The latest RFP trends reports show that formal RFP processes influence more than a third of company revenue on average, and teams are responding to more RFPs each year.

This guide focuses on one specific question: how to publish a public website design RFP in a way that is fair, compliant, and attractive to the agencies you most want to work with.

At a glance

• Decide whether a full public website design RFP is actually required.
  
• Align on business outcomes, scope, and budget before you draft.
  
• Structure the RFP so competent agencies can respond without guesswork.
  
• Publish on the right mix of official portals, listing sites, and your own channels.
  
• Run a clean process: Q&A, addenda, scoring, and communication.
  
• Turn the winning proposal into a statement of work and long-term partnership.
  

The guide includes examples tailored for public entities, nonprofits, and B2B organizations. Where it helps, you will see notes that apply specifically to state and local governments or grant-funded projects.

Why Public Website RFPs Matter More Than Ever

For many organizations, RFPs are no longer a formality. Recent benchmark studies report that RFPs influence roughly 37 percent of company revenue, with average win rates around 45 percent across industries. That volume reflects a simple reality: high-value digital projects are moving through structured, competitive selection rather than informal referrals alone.

In the public sector, the website has become core infrastructure. Residents expect to renew permits, pay bills, and access information online. Regulators now expect those same experiences to be accessible to people with disabilities. The Department of Justice’s final ADA Title II web rule sets clear technical standards and compliance timelines for state and local governments, and similar expectations are being adopted by universities, healthcare systems, and other public bodies.

A website design RFP sits at the intersection of these pressures. Done well, it:

• Aligns leadership on why the website exists and what success looks like.
  
• Signals seriousness to potential partners and attracts stronger proposals.
  
• Reduces the risk of overruns, scope disputes, and compliance failures.

Poor execution can significantly compromise your options and alienate top agencies, ultimately yielding a product that looks modern yet fails to drive meaningful outcomes.

Do You Actually Need a Public RFP for Your Website?

Before you draft anything, it is worth asking whether a full RFP is required or simply expected. The answer depends on your governance, risk profile, and budget.

Situations where a formal website design RFP is usually required

• You are a state or local government, school district, or public authority subject to procurement statutes and ADA Title II.
  
• You are using grant funding that explicitly requires competitive bids.
  
• Your internal procurement policy mandates RFPs above a certain spend threshold.
  

Situations where a website design RFP is strongly recommended

• The project is a major redesign or replatform with a six-figure budget or multi-year scope.
  
• Several departments depend on the site for service delivery or revenue, and you need a defensible way to choose a partner.
  
• You anticipate complex integrations, such as member portals or back-office systems, that require a mature technical partner.
  

Situations where you might choose a lighter process

• You already have a trusted web design agency relationship and the work is a contained iteration rather than a full rebuild.
  
• The project budget is modest and internal approvals are simple.
  
• You are running a focused experiment or pilot that will inform a later, larger project.
  

In those cases, a concise brief and a structured interview process with three to five prequalified agencies can be more efficient than a full public website design RFP.

Define Outcomes, Not Just Features, Before You Draft Anything

Clarify Outcomes and KPIs

A website design RFP is more effective when it starts with outcomes rather than a feature checklist. Useful outcomes include:

• Service or revenue goals, such as an increase in qualified leads, self-service transactions, or donations.
  
• Experience goals, such as shorter task completion time for key journeys or better mobile satisfaction scores.
  
• Compliance goals, such as achieving and maintaining WCAG 2.1 AA conformance.
  

Document a small set of key performance indicators that matter most. You do not need to define every metric, but agencies should understand what they will ultimately be measured against.

Take Stock of Your Current Website

A short internal audit will make the RFP clearer and help bidders avoid guesswork:

• Analytics: traffic, key conversion paths, device mix, and any major drop-offs.
  
• User feedback: survey results, complaint patterns, help desk tickets.
  
• Content: page count, content quality, outdated or duplicated sections.
  
• Technology: CMS, hosting, integrations, and known limitations.
  

If you do not have this material, consider commissioning a focused website and marketing performance audit before you issue the website design RFP. It will make the document more concrete and reduce the risk of costly surprises mid-project.

Set a Realistic Budget Range

Procurement culture often resists publishing a budget, but secrecy rarely produces better proposals. Recent surveys indicate that basic business websites can cost from a few thousand dollars up to around 30,000 dollars, while complex, integrated or enterprise builds can reach well into six figures.

Instead of a single number, consider offering:

• A budget range for the core project.
  
• Notes on optional items that can be priced separately, such as user research, content creation, or ongoing optimization.

Agencies can design a solution that fits your constraints, laying out all trade-offs upfront.

Map Stakeholders and Requirements the Right Way

Identify the Core Decision Group

Successful website design RFPs have a small, clear decision group, even when many people contribute input. Typical members are:

• An executive sponsor who owns the business outcome.
  
• A marketing or communications lead.
  
• An IT or digital lead responsible for infrastructure and security.
  
• An accessibility or DEI representative, especially for public entities.
  
• A procurement representative to ensure compliance.
  

Agree up front on who has a voice and who has a vote. This avoids last-minute changes when proposals are already in.

Capture User and Department Needs

Set up short workshops or interviews with departments that depend on the site. Ask structured questions:

• Who are your primary audiences and what do they need to do on the site?
  
• What is broken or inefficient in the current experience?
  
• What must stay the same because it is working.
  

Translate this input into user stories or simple requirement bullets instead of letting each department write its own mini brief. The RFP will read as one coherent story rather than a stitched-together document.

Turn Requirements Into a Shortlist

You will likely end up with more requests than any project can satisfy. Group them into:

• Must have: required for launch, compliance, or safety.
  
• Should have: high value, but negotiable if budget or timing is tight.
  
• Nice to have: aspirational items that can be phased later.
  

That shortlist will become part of the scope and help agencies understand where they can propose alternative approaches.

Decide What Goes in the Public RFP vs a Confidential Appendix

Public website design RFPs need to balance transparency with sensible information security.

Information that belongs in the public document

• Clear project goals and high-level success metrics.
  
• Summary of current systems and integrations.
  
• Accessibility expectations and reference to relevant standards.
  
• Procurement rules, evaluation criteria, and decision timelines.

What to keep in internal evaluation packs

• Detailed network diagrams and security architecture.
  
• Specific risk assessments and vulnerability history.
  
• Internal politics, staffing constraints, or vendor history.
  
• Individual evaluator notes and scoring details.
  

Working With Legal and Procurement

Engage legal and procurement teams early. Share a short outline of what you propose to publish and what you intend to keep internal. Their input will help you avoid rewriting the website design RFP at the last minute or adding dense legal language that overwhelms readers.

Structure Your Website Design RFP (Section-by-Section)

Project Summary and Background

Open with a one-page summary: who you are, what the website does, and why you are issuing a website design RFP now. Ground it in real events, such as policy changes, growth, rebranding, or the need to comply with new accessibility rules.

Objectives and Success Metrics

Describe what success looks like in concrete terms. Examples:

• Increase online applications by 25 percent within 12 months.
  
• Reduce support calls related to online services by 30 percent.
  
• Achieve and maintain WCAG 2.1 AA conformance across key templates.

Scope of Work and Deliverables

Outline the major phases and deliverables you expect. Typical elements include:

• Discovery and research: stakeholder interviews, analytics review, and user research.
  
• Strategy: information architecture, content strategy, UX flows.
  
• Design: UX and UI design, design system or pattern library.
  
• Development: front-end and back-end development, content migration, and integrations.
  
• Testing and launch: functional testing, accessibility testing, performance checks, launch support.
  
• Training and documentation: CMS training, admin guides, handoff material.
  

Accessibility, Security, and Compliance Requirements

For public entities, explicitly reference the ADA Title II web rule and WCAG standards you expect vendors to meet, typically WCAG 2.1 Level AA at a minimum, with a view to WCAG 2.2 for future proofing.

Be clear about:

• Whether vendors must perform accessibility audits and testing.
  
• Whether you expect accessible documents, forms, and media as part of scope.
  
• Any security standards, such as data residency, encryption, or incident response expectations.

You can reference credible external resources here, such as the ADA Title II web accessibility fact sheet and the WCAG guidelines. ebit.ks.gov+3ADA.gov+3digitalaccessibility.unc.edu+3

Technical Constraints and Integrations

Describe the technical environment vendors must work within:

• Current CMS, hosting, and any mandated platforms.
  
• Required integrations, such as CRM, payment gateways, or authentication.
  
• Preferred technologies, and where you are open to recommendations.
  

If you are already leaning toward WordPress or Webflow, say so without overprescribing. You can invite agencies with deep WordPress web design or Webflow web design experience to propose the most suitable approach.

Budget Range and Commercial Terms

Confirm the budget range, noting any internal thresholds that matter. Summarize:

• Expected fee structure, such as fixed fee for clearly defined scope plus hourly rates for change requests.
  
• Any caps on travel, training, or third party licenses.
  
• Whether you expect a support and optimization retainer after launch.
  

Including even approximate ranges aligned with current market data will help vendors calibrate proposals.

Timeline and Procurement Milestones

Lay out a simple timeline with key dates:

• RFP release date.
  
• Deadline for vendor questions.
  
• Deadline for proposal submission.
  
• Anticipated dates for shortlist notifications and interviews.
  
• Target award date and projected project start.
  

For public projects, align these with your governing board or council schedule to avoid long gaps between evaluation and approval.

Proposal Format and Submission Instructions

Make it easy to compare proposals by standardizing format:

• Maximum page count and optional appendices.
  
• Section order that mirrors your RFP structure.
  
• Instructions for submitting via email, portal, or procurement system.
  
• Any requirements for electronic signatures or attestations.
  

If you use an e-procurement platform, provide clear guidance and test the process internally before launch.

Evaluation Criteria and Weights

Share the criteria you will use and how heavily each one will be weighted.

Typical categories are:

• Understanding of your organization and users.
  
• Approach to UX, accessibility, and content.
  
• Technical solution and security.
  
• Team experience and relevant case studies.
  
• Price and long term value.
  

You can use a simple weighted scoring matrix. A transparent structure builds trust and helps agencies shape their responses. Recent RFP research suggests that clear criteria and feedback correlate with higher satisfaction on both sides of the process.

Where and How To Publish Your Public Website RFP

Publishing Channels for Public Entities

If you are a public body, start with the channels required by law or policy:

• Your jurisdiction’s official procurement portal.
  
• Any state or regional e procurement systems you are required to use.
  
• Newspaper or legal notices, where statutes still require them.
  

To reach a broader pool of qualified website design agencies, consider also posting to recognized RFP listing platforms such as FindRFP, BidNet Direct, or DemandStar.

Publishing Channels for Private and Nonprofit Organizations

If you are not bound by public procurement law, you have more flexibility.

Effective combinations include:

• An RFP page on your own website, linked from careers or procurement sections.
  
• Direct outreach to a curated list of agencies that match your needs.
  
• Select posting on RFP platforms, professional associations, or sector specific networks.
  

Be deliberate about where you publish. More exposure does not always mean better proposals. Aim for channels your ideal partners already watch.

Recommended Posting Timelines

For most website design RFPs, consider:

• A minimum open period of 4 to 6 weeks for proposals.
  
• At least 1 to 2 weeks between final Q&A responses and the submission deadline.
  
• A clear indication of how long you expect evaluation and approvals to take.

Complex public projects or multi site builds may warrant longer periods. Short timelines tend to produce weaker, more generic responses, or discourage the agencies you most want to attract.

Run the RFP Process Fairly: Q&A, Addenda, and Vendor Communications

Set Ground Rules and Dates

In your website design RFP, set out simple rules:

• A single email address or portal for all communications.
  
• A deadline for submitting questions.
  
• A date by which you will publish answers to all registered bidders.

Managing communications centrally keeps the process fair and makes record keeping simpler.

Manage Questions in a Central Place

Collect questions, group them by theme, and publish answers in a single document or portal message. Avoid answering one bidder privately in a way that could change the meaning of the RFP.

If questions reveal ambiguity in the RFP, issue a formal addendum and extend the deadline if needed. This shows seriousness and can improve proposal quality.

Keep Records and Audit Trails

For public entities, store:

• The RFP and all versions of addenda.
  
• All Q&A documents and attendance lists for any pre bid meetings.
  
• Proposal submissions, scoring sheets, and decision notes.
  

These records support transparency and can be required if your process is audited or challenged.

Common Mistakes in Public Website RFPs (and How To Avoid Them)

Strategic Mistakes

• Focusing on visual design only: RFPs that treat the project as a new skin for the same structure tend to disappoint. Anchor your website design RFP in outcomes, UX, content, and accessibility.
  
• Copying an old RFP: Reusing a ten year old document without updating for mobile, accessibility, and security expectations sets the project up for misalignment.
  

Process Mistakes

• Unrealistic timing: Compressing the RFP window or project schedule often leads to rushed proposals and weak delivery. Build timelines that reflect internal approvals and vendor capacity.
  
• No clear budget signals: Forcing agencies to guess your budget wastes effort on both sides and can result in misaligned solutions.
  

Communication Mistakes

• Dense legal language at the front: Pages of boilerplate before any project context can cause strong agencies to opt out. Keep legal terms clear but concise, and put the project story first.
  
• Poor feedback to unsuccessful bidders: Short, respectful feedback emails or calls help agencies improve and preserve the relationship for future work.
  

Before you publish, read your website design RFP from the perspective of a senior agency leader. Ask whether the document makes you want to respond and whether you can see how success will be defined.

From RFP to Launch: Setting Up a Successful Partnership

Move From RFP to Statement of Work

Once you select a partner, use the winning proposal and your original website design RFP as the basis for a statement of work:

• Confirm scope, deliverables, and acceptance criteria.
  
• Translate high level timelines into detailed milestones.
  
• Agree on change control processes and how new ideas will be evaluated.
  

This is also the moment to resolve any open questions about hosting, performance targets, or content responsibilities.

Governance, Checkpoints, and Reporting

Agree on a governance model that fits the scale of the project:

• Named product owner or project sponsor on your side.
  
• Regular steering or check in meetings.
  
• Clear expectations around reporting, risks, and decision making.
  

You can also define how you will review outcomes against the KPIs set at the start of the website design RFP. That might include analytics dashboards, service metrics, or accessibility audits.

‍

When To Bring in a Web Design and UX Partner Early

When Early Support Helps

In some situations, you may benefit from engaging a partner before you issue a full website redesign RFP:

• You have several competing internal visions for the site and need neutral facilitation.
  
• You are unsure which CMS or architecture best fits your needs.
  
• Accessibility or UX issues are complex and you want expert diagnosis before scoping.
  

A discovery or audit engagement with a specialist UI UX design agency or branding agency can clarify requirements and surface trade offs that inform a stronger RFP.

How To Avoid Conflicts of Interest

If you invite a partner to help shape the RFP, be explicit about whether they may later bid on the full project. Some public entities prohibit this; others allow it with conditions. Clarify the rules with procurement and communicate them to all stakeholders.

Starting a Conversation With the Right Partner

When you are ready to move from planning to action, speak with a web design agency that is comfortable operating inside structured RFP processes and understands both the creative and governance sides of large website projects.

If you are a B2B or professional services organization, a specialist B2B marketing agency can help ensure that your website design RFP is tightly aligned with positioning, demand generation, and sales cycles, not just visual updates.

Brand Vision and Brand Vision Insights sit within a broader ecosystem that combines strategy, design, and content. If you want support scoping your next website redesign or reviewing a draft website design RFP, you can start a conversation or request a focused website and marketing performance audit.

The right RFP will not guarantee the perfect website. It does put you in a position where good partners can do their best work, and where your organization can move from procurement to launch with clarity and confidence.