Choosing the right length for an effective request for proposal (RFP) or quote form can be a daunting task. In a perfect world we would love our clients to fill out a comprehensive document detailing everything they usually forget to tell us. Imagine having those needed details BEFORE you do the work instead of after you’ve done it.
Since we all know that this is not likely to happen, how do we choose that perfect RFP length? Is a long form better than a short form? What are the pros and cons with each type? What do others say is best? And are their any alternatives available to us?
Survey Says
I conducted a small unofficial poll at three web design and development forums asking the following question:
Based on your experience: What size Request for Proposal Form is best?
The results are quite interesting as they were split right down the middle.
Some Like it Long
Long request for quote forms typically include basic contact information, required features, budget, and several places for them to comment on styles, colors, or websites they like. No doubt about it there are advantages to using some variation of this request for proposal (RFP), however there are some disadvantages that creep in too. Some of the following is based on my experience and some are from the survey respondents.
Advantages:
- It allows a client to think through the entire process. So they will know more clearly what they want.
- It provides web designers with more detailed information.
- Allows for a more accurate proposal.
- May weed out some less-than-serious clients.
Disadvantages:
- Since we live in the information age we tend to expect a reduced attention span. With such attention some may easily be put off by a long form.
- People like simplicity especially when filling out a dreaded ‘form’.
- Even with long forms, many times items have to be clarified and discussed anyway, so more information isn’t necessarily a benefit at this stage of the process.
Some Like it Short
Short forms tend to contain some basic contact information (e.g. name, phone, email, comments). These forms are more like regular contact us forms. There are also some advantages and disadvantages for this kind of form too.
Advantages:
- Likely to receive many more requests for quotes.
- Allows those with limited time to contact you quickly.
- Some short forms enable the capturing of potential client information, while they are impressed with your site. Kind of like impulse shopping. Some people may not really be looking for a website, but they are exploring the idea of having it done, so they’d like to get a quote. Impulse requesting happens more than you think.
Disadvantages:
- The potential is there for a low conversion ratio.
- It requires a nice amount of communication either via email or telephone to gather what is required for an accurate quote.
So which is right for me?
One respondent said it better than I could:
It depends on the user you’re targeting, the size of the projects, and the size of your company.
There is a lot of truth in that statement worth exploring. It truly does depend on the type of clients you are targeting, the size of the projects you are looking to acquire, and how big your company is. Each form has a different target and knowing what kind you want to target (more series vs. more potential) will make a difference in determining which form is right for you. Typically, the more information you request at the quoting stage indicates a larger project. Larger projects as we all know come with a higher price tag, depending on your rates. The size of your company, however, may be a larger indication of which form to use. Most of us starting out have small businesses and do not have the luxury that larger web design firms have of landing large jobs in this ultra-competitive industry. Web design companies are a dime a dozen, so you have to set yourself apart and be willing to put some elbow grease and time into landing clients.
Conclusions, Suggestions, and Alternatives
“It Depends!”
The long and short of it unfortunately boils down to what your end goal is. Do you want many RFP’s, or do you only want the more serious ones?
While researching this topic and discussing it with others I’ve come to the conclusion that I have been using the wrong length of form myself. Yet this made me wonder if there was a better way than just a short form or a long form. There is another common practice that people offer in addition to a quote request. Some have project planner questionnaires that are available for download. It is a questionnaire that will provides valuable information as well as seems less ‘formal’ than a form with a dreaded ’send’ or ’submit’ button. High profile design companies like Happy Cog and Firewheel Design use this technique. Yet I wonder if there is still another solution that might work.
Introducing the Hybrid RFP Solution
I got to thinking, wouldn’t a smart form blending the best of both be a viable option? As designers and developers we have enough technology to make this solution, if you haven’t already. How about a form that expands at the users request. So it would start out as a simple basic short RFP form. Then in addition to the ’send’ and ‘clear form’ buttons there is an ‘add more information’ button that will expand say a secondary form section with slightly more detailed information. You could continue offering this ‘add more information’ option until a typical long form is revealed. This would allow the user to drill down to their preference. If they are in a hurry, no worries. It’s a short form. If they want to provide more information, perfect! They just need to push a button to start providing more.
While there really isn’t a one size fits all solution to this age old dilemma you should have all you need to pick the right solution for your company. Don’t be afraid to try them all out and see which works best for you. Personally, I am going to start working on creating a hybrid RFP, add a downloadable project planner, and keep the standard contact us form. That way I have 3 different places for potential clients to contact me or request a quote.
Download a Sample Web Project Planner
Feel free to download my web design project planner and modify it to work for you. Use this as a base to create your own. Make sure you keep it short, simple, and to the point. I’ve based mine off of others in the industry, because emulating the best and successful certainly can’t hurt.
- Sample Web Project Planner - Adobe Reader Format (.PDF) [right click save as to download]
- Sample Web Project Planner - a ZIP file that contains an editable Word Document (.DOC) [right click save as to download]
Care to share any tips you’ve learned along the way or share what solution you are using and if it is working for you?
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