B2B Website Relaunch Scope Template
A practical briefing document for marketing leads, founders, and procurement teams replacing a live B2B website. Complete it before requesting proposals so every supplier prices the same outcome, migration risk, and acceptance criteria—not a different interpretation of “redesign.”
How to use it: duplicate this page into your working document, replace every bracketed prompt, and mark unknowns explicitly. Ask the commercial owner, content owner, and technical owner to review it together. A useful first draft takes 60–90 minutes; unresolved decisions become discovery questions.
1. Commercial job
The site must change[qualified inquiries / sales cycle / support load / market entry]
Baseline number[current value and source]
Target after 90 days[target value]
Accountable owner[name and role]
2. Audiences and decisions
| Audience | Decision they need to make | Evidence they need |
|---|---|---|
| [Audience 1] | [Decision] | [Proof] |
| [Audience 2] | [Decision] | [Proof] |
3. Scope
Required page types[list]
Languages and markets[list]
Content to migrate[URLs or count]
Integrations[CRM, analytics, consent, jobs, booking]
Accessibility target[WCAG level or legal requirement]
Performance target[LCP, INP, CLS]
4. Migration risk
URLs that must retain traffic[top organic landing pages and current clicks]
Content that cannot be lost[regulated, contractual, translated, or high-converting content]
Business-critical connections[CRM, forms, consent records, jobs, payments, feeds]
Rollback trigger and owner[failure threshold, decision maker, restore procedure]
5. Budget and constraints
Working budget range[range excluding / including VAT]
Required launch date[date and the business reason it cannot move]
Available internal capacity[hours per week for content, review, and approvals]
Out of scope[work explicitly deferred to a later phase]
6. Ownership
| Decision | Owner | Deadline |
|---|---|---|
| Information architecture | [Name] | [Date] |
| Copy | [Name] | [Date] |
| Design | [Name] | [Date] |
| Launch approval | [Name] | [Date] |
7. Launch acceptance
- Redirects tested against the existing URL inventory.
- Canonicals, hreflang, sitemap and robots rules verified.
- Forms reach the correct owner and record consent.
- Editors can publish without developer help.
- Performance and accessibility targets pass on production-like data.
- Analytics records the agreed commercial action.
- A named owner has checked the top organic landing pages after launch.
- Backups, rollback access, monitoring and incident contacts are confirmed.
8. First 90 days
Week 2 review[owner and measures]
Day 30 correction[owner and measures]
Day 60 correction[owner and measures]
Day 90 decision[keep, change or stop]
Built from the launch controls used in Some Tech Work relaunch projects. See the B2B website relaunch service or the Germany cost guide.