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Technology in Marketing: Developing a Law Firm Web Site RFP
Imagine you want to build a new house and have interviewed three contractors to obtain bids for the job. One bid $100,000, another bid $200,000, and the third bid $500,000. How would you decide between them? The answer is you couldn't make an apples-to-apples comparison unless the contractors were basing their bids on a single set of architectural plans specifying size, materials and other construction details.
Yet, when many law firms decide to build a new Web site, they solicit bids from vendors without first developing specifications detailing the desired features and functionality for the site. As a result, such firms receive disparate bids without an adequate basis for comparison. And in many such cases, a firm ends up selecting one of the lower bidders only to experience frustration when disputes arise with the selected vendor over increased costs and delays as the scope of work changes over the course of the project.
What law firms embarking on a Web site development project need to understand is that building a new Web site is similar to building a new house. Just as the number of bedrooms and bathrooms, the quality of the kitchen countertops, and the absence or presence of an in-ground swimming pool, need to be determined upfront to accurately estimate the cost of construction, so too the number of sections on the Web site (e.g., attorney bios, practice area descriptions, publications), and the nature and complexity of the site's navigation, design and database need to be specified upfront to obtain accurate bids.
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