Redesigning or starting a new Web site is a scary thing ... especially if you're hiring someone else to do it for you.

Because it touches just about everyone inside and outside your company -- customers, internal audiences, vendors, suppliers, potential employees, subscribers -- it's probably the one communications vehicle that just about everyone has an opinion about.

If you're like my clients, you want the best site you can get in the least amount of time for the least amount of money. And that's fine ... that's what we all want for nearly every transaction in our lives.

But if you've ever gone outside of your organization to get a Web site done, you know how tough it can be. With the huge range of Web development organizations out there, from the proverbial guy in the garage all the way up to big multinationals, choosing a Web shop that's the right fit for you can be a heavy load.

How do you pick a firm that's the right fit? Most companies rely on releasing an RFP defining the projects they want done and then winnow down the field of choices by examining the responses, talking to a few likely candidates and then finally picking a winner.

Sounds good in theory, but in practice the RFP can often result in some major confusion. You might get a huge range of prices back, a huge range of experience and varying (and often vague) descriptions of what the potential vendors are going to deliver. Choosing from the field of choices can be a gut-driven crapshoot, and you may still not know if you're going to get what you want until you're too far into the project to back out.

So how do you get what you want? The answer lies in two words: specifics and transparency. Defining your needs as specifically as possible and being transparent about your resources and selection process will mean that you'll get RFP responses back that make sense and allow you to compare on a level playing field. Here are 10 specific tips to help you make sure that your RFP nets you the firm you need.

1. Give your budget. Oy! In my 12 years in the business this is the one detail that causes the most consternation. Most clients' thinking goes like this: If I tell them how much money I have to spend I'll get back responses that all equal the budget I've specified.
   
   Yeah? And? Isn't that what you're looking for? Aren't you looking to get the most you can for the least amount of money possible? Of course you are! But unless you specify a budget, you won't be able to compare what you're going to get for the money. By providing a budget you're establishing a baseline for everyone to respond to so that you can see who's going to give you the most for your money.
   
   
2. Provide a timeline. Even if you have an unreasonable timeline, you should tell your potential vendors how long you have to complete your project. As much as many people don't want to believe it, the old saying is true: Things can be done fast, cheap or well ... pick two. If you want something done in a hurry, you're going to pay more or quality will suffer. Providing a timeline gives you another baseline so that you can get comparable responses back.
   
   
3. Provide all the technical specs you can. Do you host your own site or outsource hosting? Do you care? What kinds of in-house databases does the site have to talk to? Do you have a preference for Microsoft products or open source? The more technical specs you can provide, the better your responses will be. Don't have any technical preferences? Say so! Otherwise you may be surprised at what you get.
   
   
4. Define your success metrics. Knowing where you're going and what you want to accomplish will make sure that your project meets your goals and expectations. Better yet, have measurable goals that your vendor can refer to in order to stay on track and provide you with a response to your RFP that addresses your needs. Whether it's increased on-site time for users, fewer complaints to your customer service department, increased sales or more of your content passed on to others, make sure you say so.
   
   
5. Keep it short. Avoid boilerplate. Avoid unnecessary verbiage. If you can't state what you want succinctly then you really don't know yet, and need to go back and work to define your needs. Ask your potential vendors to do the same thing.
   
   
6. Define your selection criteria. How are you going to pick a firm? Is what you're looking for design skills? Is it technical prowess? Is it the ability to handle your project with a minimum of guidance? Is it an organization that knows your industry? Yes, you risk having people tell you what you want, but if they're fibbing you'll know once you start reading the responses or looking at portfolios. By stating your selection criteria you'll allow those that don't meet your needs to opt out, saving you (and them) precious time.
   
   
7. Talk about your company's marketing goals and strategies. How's the site going to fit into your overall corporate strategy? Whether you want it to be or not, a public-facing site is a marketing vehicle, and any savvy firm will know that. Understanding how your site will fit into your overall plans will help firms responding to your RFP come up with ideas that will enhance your overall program, not get in the way of it.
   
   
8. Define your audiences. Who's the site going to be for? Customers? Prospects? Vendors? If you're creating a publication, who are the kinds of people you're going to be targeting? Providing this information will help you select vendors based on relevant experience and will help your potential vendors to understand your site enough to provide a relevant response to your RFP. The more information about demographics, psychographics, geography, and so on that you can provide, the better.
   
   
9. Put one person (and only one!) person in charge. While this tip doesn't have anything to do with the actual RFP itself, it will make your life a lot easier on the inside. Any good designer or marketer or publisher knows that good things never come out of committees. If you want your site done on time and on budget, make sure that there's a point person with sufficient authority (let me repeat that ... with sufficient authority) on your end to handle the project. Otherwise, expect chaos and disappointment.
   
   
10. Give a realistic due date for the responses. Don't ask your potential vendors to respond "ASAP." Don't give them a week to turn around a response that includes a thoughtful response, complete timeline and accurate budget. There's no rule of thumb as to how much time is "enough time," but a couple of weeks is usually adequate.