How To Prepare Your Website For Request For Proposal (RFP) Season With A Small Marketing Team
First month into Q1 2025, where is your marketing team on RFP (request for proposal) season?
Buyers are still shopping around – optimize your website to capture their attention!
Highlights of the Video
0:21 Terms & acronyms buyers use to look for vendors
1:44 How to attract buyers’ attention from a digital standpoint
2:48 Perform a high-impact website audit
4:16 Leverage automation to nurture quality leads
7:18 Showcase success stories
8:15 Simplify your form submission
Why Optimizing Your Website for RFP Season Is Critical?
Be In The Game Early!
But if you’re late, there’s still opportunity—new projects arise, or buyers may be reconsidering vendors because they’re having a falling out.
Read on to get tips on how you can take advantage of that opportunity.
How to Attract Buyers’ Attention from a Digital Standpoint
Yes, you’ve got it – website! A website that clearly communicates its value proposition demonstrates trust and reliability. A professional website would be:
- User-friendly
- Mobile-first
- Clear in message and branding
- Secure with SSL certificate.
It should also have:
- Up-to-date content
- Automation, such as email automation or CRM automation for a seamless experience in the buyer’s journey.
Actionable Tips to Get Your Website Ready
Strategies A Lean Marketing Team Can Pull Off
1. Do A High-Impact Website Audit
Position yourself in the buyer’s shoes, and think about the pages you navigate when you’re looking for a vendor beyond the home page.
Focus on optimizing the key pages that buyers care about, including
- Case study
- Testimonials
- E-catalog
- Contact us page
- Service/ product pages
Refine your messages and graphics on these pages to directly address or speak to decision-makers by emphasizing ROI and success stories.
2. Leverage Automation to Nurture Quality Leads
Did you know that nurtured leads can have a sales cycle that is up to 23% shorter?
A lot of the time buyers do sign up to an email list if they’re interested in your organization. But this opportunity is often overlooked – the email list just sits there.
Here’s how you can start your email nurturing on a small scale:
- Set up sales sequence to deliver personalized follow-ups. For example, schedule an email after a form is submitted to maintain buyers’ attention and stay top of mind. The key is the faster you respond, the more engaging you are, they’re more likely to do business with you.
- A monthly update email to increase touch points and pave for future communication. It can be a case study, some tips and tricks, company updates or team highlights.
For organizations or companies looking to nurture at a bigger scale, apply workflows and segments to even better tailor content for your email lists or prospects.
📖 Resource: 5 types of nurturing campaigns from ActiveCampaign
3. Showcase Success Stories Strategically
Highlighting case studies, and using testimonials for social proof to increase your chance of being shortlisted.
💡 Tip: place your call to action (CTA) buttons close to your case studies.
4. Make Your RFP (Request For Proposal) or Contact Form User-Friendly
Collect only the necessary information you need.
Make sure you don’t have more than 10 fields or questions on your form.
But if your quote form needs more than one form or more than 10 fields, use a progress bar to help users reduce fatigue and focus.
Looking for An Extension for Your Marketing Team to Support the RFP Season?
💬 Book a FREE call with us. We’d love to answer your questions.
