Landing page program RFP: the pack for an ongoing landing page build

State how many landing pages per month this program covers, and whether that includes new page builds, ongoing testing of existing pages, or both. A landing page program is usually recurring work, not a single deliverable, so describe it as a monthly commitment rather than a project with an end date.

State which campaigns these pages serve, Google Ads, social media ads, or both, since the compliance requirements and design conventions differ slightly between platforms.

State whether copywriting and design are both in scope, or whether you are supplying either one. Landing page performance depends heavily on the words on the page, not only the layout, and a vendor quoting design work alone without copywriting should be clear about that boundary.

Give the vendor access to GA4 and your Google Ads or ad platform accounts, so conversion data from the ads themselves can be connected to which landing page version drove which result.

Give the vendor access to your CMS or hosting if pages are built directly on your site, or clarify if pages will live on a separate landing page platform, and if so, who owns and pays for that platform's account.

Supply your brand assets, any existing offers or pricing you want reflected on the page, and access to your CRM or lead tracking if you want lead quality, not just lead volume, factored into which page version wins a test.

State that landing pages built during this program live on your own domain and are owned by you, code and content, on final payment for each page, not hosted on a third-party platform the vendor controls unless you specifically agreed to that tradeoff.

Your GA4 and ad account properties should stay registered to you for the life of the program, with the vendor given user-level access only, so historical conversion and testing data never leaves your hands regardless of who is running the program.

Build in a requirement that the vendor turn over every tested page variant and its recorded conversion rate on request, not just the winning version, since losing variants and their data are useful history for future testing even after this vendor relationship ends.

Set a first-page milestone: the first landing page built, reviewed against your brand and offer accuracy, and checked for page load speed and mobile usability before it goes live to paid traffic.

Set a monthly delivery milestone matching your agreed cadence, with an acceptance test that each new page meets a stated speed benchmark and includes accurate tracking so conversions are recorded correctly from day one, not discovered broken after spend has already gone to it.

Set a recurring testing milestone, for example quarterly, reviewing which page variants were tested, what won, and what the conversion rate improvement was, if any, against the baseline page. A program with no reported test results after several months is not functioning as a testing program regardless of how many pages were built.

Weight conversion tracking competence heavily: 30 percent the vendor's written process for tracking and reporting conversion rate accurately, 25 percent price per page and at the proposed monthly cadence, 20 percent copywriting and design quality shown in past landing pages, 15 percent testing methodology, and 10 percent references.

Score testing methodology on specifics: does the vendor state how much traffic they need before calling a test result reliable, and do they test one meaningful change at a time rather than several changes at once, which makes it impossible to know what actually caused a result.

Ask references for an actual before-and-after conversion rate number from a past test, not just a general statement that pages performed well, since a specific number is evidence and a general statement is not.

Ask every bidder to answer, in writing: How many pages per month are included, and what is the process if I need more in a busy month? How do you track conversion rate accurately, and can I see a sample report? How much traffic do you need before declaring an A/B test result reliable?

Also ask: Will pages live on my own domain, and will I own the code? What is your process for keeping page load speed fast as more pages are added? What happens to my tested page variants and their data once this program ends?

A bidder who gives a specific traffic threshold for testing and a specific tracking method is describing a program grounded in real measurement. A bidder who only talks about design quality without mentioning tracking or testing volume is describing a design service, not a conversion program.