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Content: 8 Best Practices for Professional Service Firms Creating an RFP for Website Development

Posted by Georgie Palm
October 30, 2024

The leadership team has approved your department’s request for a website redesign—or perhaps even a completely new site. After years of advocating for this change, you’re finally on the verge of making it happen. In today’s digital landscape, a law firm’s website often serves as the first impression for clients and prospects. It should exude trustworthiness, professionalism and expertise—and you’re so close to making it happen.

Next on your list is to determine your budget and identify vendors, which can be streamlined by putting together a request for proposal (RFP) to select a website development company. While this may seem straightforward, you’re probably familiar with how cumbersome and complex RFPs can be, especially since your department often responds to them on behalf of the firm. However, you may not have had the experience of drafting one yourself. An effective RFP not only communicates your firm’s needs but also sets the foundation for a successful partnership.

Here are best practices to consider when creating an RFP for your firm’s website development project.

1.) Define Your Objectives Clearly

Start by outlining the primary objectives of your new website. Consider factors such as your target audience—potential clients, existing clients and referral sources—key features and functionalities needed, including contact forms, video capabilities and live chat, and brand representation, which reflects the firm’s identity and values. Being specific about your goals will help potential vendors understand your vision and align their proposals accordingly.

2.) Provide Background Information

Include a brief overview of your company in the RFP. This should cover your firm history, practice and specialty areas and unique selling points. It should also include information about your current website, such as which elements work and any specific issues or limitations you are facing with it.

3.) Outline Project Scope and Deliverables

Detail the scope of the project and what you expect from the website development company. This section should include design requirements—preferences regarding aesthetics, layout and user experience—and technical specifications, including hosting requirements and integration with existing tools.

This section should also specify whether you will need the vendor to create content. (More on that, below.)

4.) Content Development

One of the most significant challenges we observe is that many businesses focus heavily on design without fully understanding their content needs. This often leads to underestimating the time and budget required for developing, writing, editing and proofreading content, which can create issues down the line.

Additionally, while many web development companies have content teams on staff, we’ve found that these teams often lack specialization in highly regulated industries like law, accounting, banking or insurance. This can lead to a content approach that feels more sales-driven than tailored to the unique needs of your clients.

If it is important, make it clear in the RFP that you need content writers with particular content expertise and if not, inquire with the website vendors if they have partners to assist with this crucial part of the website development process. Collaborating with professionals who understand the nuances of your industry will ensure that your content resonates with your target audience while adhering to regulatory standards.

5.) Specify Budget and Timeline

Be transparent about your budget range and project timeline. Including a ballpark budget figure or range in the RFP helps vendors understand your financial constraints. It can also help them tailor their proposals and a timeline with key milestones and deadlines for project completion, including any important launch dates.

6.) Detail Evaluation Criteria

Explain how you will evaluate proposals and select a vendor. Consider including criteria such as relevant experience, portfolio quality, project approach and cost.

7.) Request a Detailed Proposal Format

To facilitate a streamlined evaluation process, specify the format you’d like vendors to follow in their proposals. Common sections to include are company overview, proposed approach and team, timeline and deliverables, case studies and examples and detailed budget breakdown.

8.) Include Questions for Vendors

Encourage vendors to think critically about your project by including a section with specific questions. Examples include: What is your process for project management and communication? How do you handle revisions and feedback during the development process? What ongoing support and maintenance services do you offer?

As you prepare your RFP for a website development project, remember that content is just as vital as design in creating a compelling online presence. High-quality, specialized content tailored to your industry not only enhances your firm’s credibility and assists with SEO but also ensures that your website effectively communicates your expertise and values. By prioritizing content development in your RFP, you’ll set the stage for a successful partnership that delivers a website truly reflective of your firm’s strengths.

Georgie Palm is Poston’s director of content client services. She is based in Minneapolis, MN.