Writing a Request for Proposal (RFP) for your municipality's website redesign can feel overwhelming. A well-crafted RFP attracts qualified vendors, sets clear expectations, and ultimately leads to a successful project. This guide walks you through every step of creating an RFP that will get your municipal website project off to the right start.
Why Your RFP Matters More Than You Think
The RFP isn't just a procurement formality—it's the foundation of your entire website project. A vague or poorly structured RFP leads to mismatched proposals, budget overruns, and frustrated stakeholders. Conversely, a thoughtful RFP attracts vendors who understand civic websites and can deliver real value to your community.
Municipal websites serve unique audiences with specific needs. Residents need to find information quickly, pay bills online, and access government services. Your RFP should communicate these requirements clearly while giving vendors room to propose innovative solutions.
According to research from the Government Finance Officers Association, municipalities that invest time in comprehensive RFPs report 40% fewer change orders and deliver projects 25% faster than those with minimal procurement documentation.
Essential Components of a Municipal Website RFP
Every effective municipal website RFP should include these core sections. Missing any of these creates gaps that lead to misunderstandings and project complications.
Project Overview and Background
Start with context about your municipality. Include your population size, geographic area, current website platform, and key departments that use the website. Explain why you're seeking a redesign—whether it's outdated technology, accessibility concerns, or the need for better resident services.
Be honest about challenges. If your current site has poor navigation, low mobile usage, or accessibility compliance issues, say so. This helps vendors understand the scope of work and propose appropriate solutions.
Detailed Scope of Work
The scope section is where many RFPs fall short. Generic statements like "redesign our website" invite generic responses. Instead, break down specific requirements:
- Content migration requirements and estimated page count
- Integration needs with existing systems (utility billing, permit applications, etc.)
- Accessibility standards you must meet (WCAG 2.1 AA is the current standard)
- Mobile responsiveness requirements
- Search functionality specifications
- Document management needs for agendas, minutes, and public records
Be specific about what you need without being prescriptive about how to achieve it. For example, state that you need "a system for residents to submit permit applications online" rather than specifying exact technical implementation.
Technical Requirements
Municipal websites have specific technical needs that differ from commercial sites. Your RFP should address:
Hosting and Security: Government websites are targets for cyberattacks. Specify requirements for SSL certificates, regular security audits, backup procedures, and compliance with any state or federal security standards.
Content Management System: Most municipalities need a CMS that non-technical staff can use easily. Consider whether you need a custom solution or can work with platforms like WordPress with appropriate government-focused configurations. Learn more about choosing the right CMS for government websites.
Integrations: List all third-party systems the website must connect with, including payment processors, permitting software, GIS mapping tools, and email marketing platforms.
Performance Standards: Set expectations for page load times, uptime guarantees, and capacity to handle traffic spikes during emergencies.
Accessibility Requirements
ADA compliance isn't optional for municipal websites. Your RFP should explicitly require WCAG 2.1 AA compliance at minimum, with specific deliverables including:
- Accessibility audit of the completed site
- Remediation of any identified issues before launch
- Documentation of accessibility features
- Training for staff on maintaining accessibility
- Ongoing monitoring tools or services
Some municipalities are now requiring WCAG 2.1 AAA compliance for critical content, particularly emergency information and essential services.
Budget Information
There's ongoing debate about whether to include budget information in RFPs. We recommend providing at least a budget range for several reasons:
- It filters out vendors who can't work within your constraints
- It helps vendors propose appropriate solutions rather than over-engineering
- It demonstrates that you've done preliminary planning
If you're unsure about appropriate budgets, our guide on municipal website costs can help you establish realistic expectations.
Evaluation Criteria and Weighting
Transparent evaluation criteria help vendors craft targeted proposals and ensure fair, consistent evaluation. Common criteria for municipal website projects include:
Technical Approach (25-30%): How well does the proposed solution meet your technical requirements? Does the vendor demonstrate understanding of government website needs?
Experience and References (20-25%): Has the vendor successfully completed similar municipal projects? Can they provide references from comparable organizations?
Team Qualifications (15-20%): Who will actually work on your project? What's their experience with accessibility, government compliance, and civic technology?
Cost (20-25%): Is the pricing competitive and clearly explained? Are there hidden costs or unrealistic estimates?
Project Timeline (10-15%): Is the proposed schedule realistic? Does it account for government approval processes and stakeholder input?
Include your weighting in the RFP so vendors understand your priorities. A municipality prioritizing accessibility might weight that criterion higher than one focused primarily on timeline.
Timeline Considerations
Municipal website projects take longer than private sector projects due to approval processes, stakeholder coordination, and public input requirements. Build realistic timelines into your RFP:
RFP Period: Allow 4-6 weeks for vendors to prepare thoughtful proposals. Rushing this phase leads to incomplete responses.
Evaluation Period: Budget 3-4 weeks for internal review, reference checks, and vendor presentations.
Project Duration: Most municipal website redesigns take 4-8 months from contract signing to launch, depending on complexity.
For a detailed breakdown of timeline phases, see our guide on municipal website redesign timelines.
Common RFP Mistakes to Avoid
Learning from others' mistakes can save significant time and frustration. Here are the most common pitfalls we see in municipal website RFPs:
Being Too Vague
Statements like "modern design" or "user-friendly interface" mean different things to different vendors. Define what success looks like with specific, measurable criteria.
Overlooking Content Strategy
Many RFPs focus heavily on technology while ignoring content. Your current website likely has outdated, redundant, or poorly organized content. Include requirements for content audit, strategy recommendations, and migration planning.
Ignoring Ongoing Maintenance
The website launch is just the beginning. Your RFP should address ongoing maintenance requirements, including hosting, security updates, content support, and training.
Unrealistic Timelines
Government projects require stakeholder input and approval processes that take time. Don't promise launch dates that don't account for these realities.
Neglecting Mobile Requirements
Over 60% of government website traffic now comes from mobile devices. Ensure your RFP emphasizes mobile-first design and responsive functionality.
Questions to Include in Your RFP
Require vendors to address specific questions that reveal their capabilities and approach:
- Describe your experience with municipal websites of similar size and scope.
- How do you approach accessibility compliance, and what's your track record?
- What CMS platform do you recommend and why?
- How do you handle content migration from legacy systems?
- What's your process for gathering stakeholder input?
- Describe your approach to training municipal staff.
- What ongoing support options do you offer post-launch?
- How do you handle project scope changes?
- Provide three references from comparable municipal clients.
- What makes your approach different from competitors?
Submission Requirements
Make it easy for vendors to respond correctly by specifying:
- Submission deadline (date and time, with timezone)
- Submission format (email, portal, physical copies)
- Required proposal sections and page limits
- Contact information for questions
- Timeline for Q&A period and responses
- Presentation or interview requirements
After the RFP: Selection Best Practices
Once proposals arrive, follow a structured evaluation process:
Initial Screening: Verify all required components are present before detailed review.
Scoring Sessions: Have evaluation team members score independently before group discussion to avoid groupthink.
Reference Checks: Actually call references and ask specific questions about accessibility, timeline adherence, and post-launch support.
Vendor Presentations: Short-list candidates should present their approach and answer questions from key stakeholders.
Contract Negotiation: Once you select a vendor, negotiate contract terms carefully, especially around deliverables, payment schedules, and change order processes.
Sample RFP Outline
Use this outline as a starting point for your municipal website RFP:
- Introduction and Project Overview
- Municipality Background
- Current Website Assessment
- Project Goals and Objectives
- Scope of Work
- Technical Requirements
- Accessibility Requirements
- Content Requirements
- Training and Documentation
- Ongoing Support and Maintenance
- Budget Range
- Timeline and Milestones
- Evaluation Criteria
- Submission Requirements
- Terms and Conditions
- Attachments (current site analytics, content inventory, etc.)
Getting Help With Your RFP
If creating an RFP feels overwhelming, you're not alone. Many municipalities work with consultants or use templates from organizations like the National League of Cities or your state municipal league.
At CivicSitePro, we offer free consultations to help municipalities understand their website needs and prepare for successful RFP processes. Our team can review draft RFPs, suggest improvements, and help you understand what to expect from vendors.
A well-written RFP is an investment that pays dividends throughout your project and beyond. Take the time to do it right, and you'll attract vendors who can truly serve your community's digital needs.
Ready to start planning your municipal website project? Book a free consultation with our civic technology specialists, or request a complimentary audit of your current website to identify priorities for your RFP.