In this article, you'll learn...
- Five things to ask for in your site redesign RFP
- Three things your site redesign RFP should not request from agencies
Is a site redesign among your company's New Year's resolutions? Marketers who have delayed much-needed site overhauls during two years of recessionary budgets may be looking to shape up their Web presence in 2012. But like so many other resolutions, site redesigns are much easier to commit to than to actually undertake.
This year, resolve to redesign your request for proposal (RFP) process along with your site. There's never been a better time: Big changes in the digital marketing landscape over the last several years demand a fresh approach to the RFP to ensure that you end up with a site that's built to last. The risk of rapid obsolescence is real: A site redesign in early 2012 will launch onto a landscape with up to 70 million tablet users in the US alone—a trend that was entirely unforeseen just two years ago.
Future-proofing your redesign starts with the RFP itself. A well-crafted RFP vets the responding agencies' capabilities in areas of innovation, such as mobile design. But just as important, a well-crafted RFP aligns your own organization behind those needs, ensuring that IT, Marketing, and upper management share common goals for the site's evolution.
With that in mind, I offer the following RFP guidelines—first the do's, then the don'ts.
What Your RFP Should Ask For
1. Mobile Integration
A site redesign is the most natural opportunity to address a brand's mobile presence, because mobile's role in the customer journey (i.e., when customers use your mobile site, mobile app, and desktop website) is best uncovered in the user research that accompanies a redesign. If the mobile and desktop sites will be managed via a common content management system, the RFP should address that requirement as well.
2. Content Sharing Features