The process of issuing a Request for Proposal (RFP) is often an overlooked yet critical aspect of project success. For a Chief Marketing Officer (CMO) at a law firm, the quality of the RFP not only sets the tone for the project but also reflects the firm’s level of sophistication and professionalism. A well-crafted RFP ensures alignment between your vision and potential partners, allowing you to attract the best-suited agencies that can elevate your brand and website.
An incomplete or poorly written RFP can signal disorganization, lack of clarity, or a misunderstanding of your firm’s own goals and needs—putting both your credibility and the project’s success at risk. On the other hand, a thoughtful, comprehensive RFP demonstrates strategic thinking and positions your firm as one that values precision and expertise. This guide is designed to help you structure an RFP that not only captures your firm’s identity and goals but also anticipates the needs and constraints of your internal and external stakeholders. By setting clear expectations from the outset, you will streamline the selection process and ultimately achieve a brand and digital presence that reflects your firm’s strengths.
Project Overview and Strategic Alignment
Begin by providing a high-level summary of the project’s purpose and its strategic relevance to your firm. This section should articulate how the project supports long-term goals, such as expanding into new markets, improving client engagement, or positioning your firm as a thought leader in specific practice areas. Be clear about why this is the right time to initiate the project and highlight key drivers that make this initiative critical to your firm’s success.
Key points to include:
- The strategic importance of the project to your firm’s growth and positioning
- The specific objectives you aim to achieve, whether related to brand perception, website functionality, or client experience
- Any recent shifts in focus or new developments that have influenced the decision to pursue this work
Defining Scope and Deliverables
Set clear boundaries around what this project will encompass. Law firms often have complex needs that touch multiple areas, from brand strategy to digital assets. Define what you expect the creative partner to deliver, including brand strategy, visual identity, verbal identity, and technical website specifications. Additionally, outline any known constraints, such as internal resources, existing brand elements that must be retained, or specific legal compliance considerations.
Key elements to cover:
- Specific deliverables (e.g., brand strategy, verbal and visual identity, digital design, platform integration)
- Critical issues or challenges you anticipate
- Constraints (e.g., timeline, budget, or internal team limitations)
Current Brand and Digital Presence
Offer a candid assessment of your firm’s existing brand and digital presence. This analysis provides potential partners with insight into areas of improvement and challenges they’ll need to address. Does your current brand effectively differentiate your firm, or has it become outdated? Is your website user-friendly and reflective of your firm’s expertise, or does it struggle to engage key audiences?
Include the following:
- Strengths and weaknesses of your current brand and website
- How your brand compares to peer firms
- Any previous attempts at rebranding or significant website updates
Audience Insight and Stakeholder Involvement
It’s crucial to define the key audiences you want to reach through your rebranding and digital initiatives. Law firms often serve varied audiences, including corporate clients, potential recruits, and other stakeholders such as referral sources and industry peers. Understanding who these audiences are—and how they engage with your brand and website—will help ensure the project is tailored to resonate with their needs.
Additionally, identify internal stakeholders and decision-makers. Who needs to be consulted? Who has the final say? This will help agencies anticipate potential bottlenecks in the decision-making process.
Points to consider:
- Target audience groups (e.g., clients, recruits, industry peers)
- Internal stakeholders and decision-makers involved in the project
- Engagement metrics or data on audience behavior (if available)
Timeline and Critical Milestones
Set a realistic timeline that includes key milestones. Ensure that any internal reviews, considerations, or approval processes are factored in, and communicate any potential challenges that could affect timing—such as regulatory deadlines, trials, or major firm events. Clear milestones keep the project on track and allow all parties to manage expectations. The availability of key decision-makers often upends schedules.
Include:
- Desired kickoff and completion dates
- Milestones for key deliverables and review periods
- Any foreseen challenges that might impact the timeline
Technical Requirements and Preferences
The technical framework for your law firm’s website is foundational to its success. Whether you prefer an open-source platform like WordPress for its flexibility and lower long-term costs, or a closed-source system for heightened security, it’s important to outline any preferences at the start. Different platforms come with distinct advantages and trade-offs in terms of cost, functionality, and security.
Beyond platform preference, include technical requirements that might affect the project’s scope. For example, if your firm requires integration with a CRM, document management system, or secure client portal, these needs should be addressed upfront to avoid complications later.
Best practices to include:
- Preference for technology platforms (e.g., open-source like WordPress vs. closed-source proprietary products)
- Integration requirements (e.g., CRM, document management, secure client portals)
- Hosting and maintenance expectations (e.g., in-house vs. third-party)
- Accessibility compliance (e.g., WCAG standards)
- Security needs (e.g., encryption, multi-factor authentication)
Budget Transparency
Transparency around the budget ensures that the proposals you receive are aligned with your expectations. Provide a realistic budget range based on the scope of work, and outline any internal resources that will be available to assist with the project. Clarify whether the firm expects the creative partner to handle ongoing maintenance or if this will be managed in-house.
What to address:
- Budget range and any fiscal-year considerations
- Internal team involvement and roles
- Expectations for post-launch maintenance and support
The Ideal Creative Partner
Finally, articulate what kind of creative partner you are looking for. This section helps potential agencies understand the dynamics of your firm and the skills or attributes that are most important for success. Whether you prioritize deep legal industry knowledge, technical acumen, or a fresh creative perspective, stating this upfront will attract the right candidates.
Consider including:
- Top qualities you value in a creative partner (e.g., expertise in law firm marketing, innovative design thinking, strategic guidance)
- Expectations for communication and collaboration throughout the project
And finally…
Provide a clear roadmap for how the RFP process will proceed. Detail the next steps, including submission deadlines, how questions should be submitted, and key contact information for any clarifications. Include availability for follow-up discussions to ensure both parties can align on the project’s finer details before final decisions are made.
In closing, taking the time to craft a thoughtful and detailed RFP will not only attract the right creative partners but also reflect your firm’s professionalism and vision. By setting clear expectations and asking the right questions, you lay the groundwork for a successful rebranding and website initiative that will strengthen your firm’s position in the marketplace.
This post was originally published on Lynda’s LinkedIn newsletter, Marketing without Jargon. Lynda leads a team at Decker Design that focuses on helping law firms build differentiated brands.
Header image: Unsplash+ in collaboration with and machines.