Website modernization is a term that often refers to a technology upgrade. The reality is that it's an operational, organizational, and long-term strategic shift.
Before you issue an RFP, the decisions you make will shape not only the proposals you receive, but the success (or failure) of the platform for years to come.
Here are some tips to get it right before you send it out to vendors.
1. Define what "modernization" actually means for your web.
"Modernization" is an overloaded term. For some agencies, it means upgrading a CMS. For others, it's about accessibility compliance, AI-readiness, or unifying dozens of agency websites under a single platform.
If you don't define the goal, vendors will fill in the gaps—and you'll get responses that are all over the map. Be specific about what problems you're trying to solve, such as:
- Accessibility and compliance risk
- Fragmented agency sites
- Constituent experience
- AI-driven search and content delivery
You don't have to tackle everything at once, but you do need to choose what matters most. Clear priorities lead to stronger proposals and better results.
2. Ensure funding for the work and confirm it's actually happening.
Before anything else, pressure test the basics:
- Is your project fully funded?
- Are you committed to starting the project now?
Many RFPs go out before funding or internal alignment is secured. That creates risk for both you and the vendors responding. Well-funded, well-prioritized projects are attractive to the most reputable vendors.
3. Make discovery part of the scope.
The most common mistake in modernization RFPs is underestimating the discovery phase.
Understanding your current ecosystem, your users, and your internal workflows takes time. Skipping or compressing this phase leads to platforms that look better—but function the same (or worse).
Build discovery into the RFP:
- Content audits and analyses
- User research and journey mapping
- Stakeholder alignment across agencies
- Technical and architectural assessment
Discovery isn't a delay. It's what makes the investment pay off.
4. Plan for the work after the work.
Launching your project is only the beginning. Before issuing an RFP, it's important to consider things like:
- Whether or not your internal team has the expertise to maintain and grow your platform.
- Your team's bandwidth to manage ongoing updates, security, and performance issues.
- Who owns governance, content standards, and accessibility over time?
If your internal team isn't sized for this or doesn't have the required skills, you should include services such as ongoing support and maintenance, as well as governance frameworks, in your RFP. Without this, even the best platforms degrade quickly.
5. Don't treat migration as a "lift and shift."
Legacy systems accumulate years of content and structural debt. Trying to move that directly into a new system is one of the fastest ways to recreate the same problems at a higher cost.
Successful migrations require:
- Content audits to eliminate redundancy and outdated information
- New information architecture aligned to user needs
- Thoughtful content modeling that supports future flexibility
If you don't budget for this work, you'll just relocate the problem.
6. Let requirements drive platform selection.
When migrating from your current platform, it's critical not to choose a new one too soon. When the platform is locked in before the discovery process:
- The architecture is forced to fit the tool
- Workarounds increase
- Long-term maintainability is not sustainable
Instead, do these things first:
- Define all requirements
- Understand the size of your ecosystem and its constraints
- Then, evaluate platforms based on those needs to ensure you choose the right one for your organization
The right platform is the one that fits your architecture, not the one chosen upfront.
7. Be thoughtful about who defines the RFP.
If your incumbent vendor is heavily involved in shaping the RFP, there's a risk that the requirements will reflect what already exists—not what you actually need.
Bring in independent expertise to:
- Define success criteria
- Identify gaps in your current system and what is working well
- Ensure the RFP reflects future needs, not past decisions
Doing this will give you a more objective, forward-looking scope and better competition among the vendors you want to hear from.
8. Use the RFP to attract the right vendors.
The quality of your RFP directly impacts the quality of responses. Top-tier agencies look for signals:
- Are the RFP requirements realistic, or are there unnecessary mandatory asks?
- Is there room for discovery and strategy?
- Is the scope realistic?
- Is the project funded appropriately?
When your RFP is too rigid, underbudgeted, or unclear, chances are high that the best vendors will not respond.
In some cases, inviting a select group of agencies to respond can encourage quality responses. It signals that you've done your homework and are looking for serious, aligned partners, not just the lowest bid.
9. Be realistic about timeline and availability.
The agencies best suited for complex modernization work are often in high demand.
If your timeline is inflexible or rushed:
- You may limit your pool of qualified vendors
- Or end up with teams that aren't the right fit
Build flexibility into:
- Project start dates
- Phased delivery approaches
- Long-term engagement planning
Flexibility gives you access to stronger teams and better results.
10. Find the right partner, not just a bid.
A website modernization project doesn't end at launch. Your needs will evolve, and your platform will need to adapt.
The RFP isn’t just about launching your project; it’s about finding a partner who can:
- Support ongoing improvements
- Help navigate future changes in technology and policy
- Scale with your organization
Choosing the right partner saves you time, helps you avoid risk, and enables you to maintain the continuity you need as your web ecosystem evolves.
Final thought
Website modernization is an opportunity to reset how your organization delivers digital services. A well-structured RFP doesn't just procure a project; it sets the foundation for a system that can scale, adapt, and serve constituents for years to come.