What should a B2B website redesign RFP include?

A business-to-business website redesign request for proposal (RFP) should include six core sections: business context and objectives, current state assessment, target audience definition, technical and functional requirements, content strategy needs, and measurable success criteria with a defined evaluation timeline.

The business context section explains why the redesign is happening now and states measurable objectives (for example, "increase demo requests by 30% within three months of launch" rather than "modernize the brand"). The current state assessment documents the existing site's page count, blog posts, landing pages, current CMS and hosting setup, active integrations (CRM, email marketing, analytics, payment systems), and any content migration challenges. Target audience definition should cover multiple buyer personas, including end users, recommenders, and executive decision-makers, along with the user experience expectations for each. Technical requirements need to specify CMS preference, hosting needs, integration requirements, and functional needs tied to business outcomes rather than a vague feature wishlist. The content strategy section should clarify whether the project requires new copywriting, visual refresh only, or a complete messaging overhaul, and who is responsible for content creation. Finally, define success metrics that go beyond launch day: post-launch 404 error monitoring for at least 90 days, analytics tracking setup, and KPIs like lead quality, conversion rate, and page load speed. A common mistake in B2B RFPs is blending redesign scope with rebuild scope without realizing the cost difference, so state explicitly whether the project is a visual refresh of existing architecture or a ground-up restructuring of information architecture and content.