Agency Client Onboarding: The Only Checklist You Need

You’re likely here because you:

Have an agency who just won a client
But now you need to start working
And you’re not sure how to handle the onboarding process

Don’t worry, we’ll teach you. This is the only checklist you’ll ever need.

The Basics

1. What is agency client onboarding?

Agency client onboarding is the process of welcoming and integrating a new client into your business. It’s the crucial first step in establishing a solid and long-lasting working relationship.

Think of it like welcoming a new guest to your house party:

You wouldn’t just throw them at the deep end, right? You’d introduce them to everyone, show them around, and explain the house rules.
It’s the same with clients – you need to set expectations. Gather information and ensure they feel comfortable and informed before diving into the project.

2. Why is it so important?

Benefits for Agencies	Benefits for Clients
Reduced churn and increased ROI	Boosts confidence and trust
Improved project efficiency and reduced rework	Reduces anxiety and ensures clarity
Strengthens reputation and attracts new clients	Faster time to value
Identifies potential issues early on	Empowers collaboration and communication

Overall, effective client onboarding is a win-win:

It minimizes risk and uncertainty for both parties.
It sets the stage for a successful and satisfying collaboration.
It lays the foundation for long-term partnerships and mutual growth.

Investing in a good onboarding process is not just an expense, it’s a strategic investment in the health and success of your agency and your clients.

The Process: Agency Client Onboarding

A. Preparation

Welcome & Kickoff: Celebrate the partnership with a warm welcome! Schedule an initial call to introduce key team members, discuss project goals, and answer any questions.
Contract & Legal: Get the formalities out of the way. Send contracts, NDAs, and any other necessary documents for signatures.
Onboarding Questionnaire: Gather vital information through a questionnaire. This covers the client’s business, target audience, brand voice, marketing goals, competitor insights, and project expectations.

B. Setting Up

Internal Kickoff Meeting: Discuss the project internally, assign roles, and create a project plan with timelines and milestones.
Project Management & Communication: Decide on preferred communication channels, project management tools, and reporting schedules.
Gather Assets & Credentials: Request access to relevant brand assets (logos, fonts, guidelines), marketing materials, and any third-party accounts needed for the project.

C. Collaboration & Launch

Discovery & Research: Conduct deeper research into the client’s industry, audience, and competitors to refine strategies.
Creative Development & Feedback: Present initial concepts, designs, or strategies for client feedback and refine based on their input.
Implementation & Testing: Implement the approved concepts, launch campaigns, and conduct thorough testing to ensure optimal performance.
Launch Meeting & Training: Celebrate the launch with a final meeting to review the project, answer questions, and provide any necessary training.

By implementing a well-structured and personalized onboarding process, you can set the stage for successful client relationships and long-term business growth.

10 Questions to Ask in Your Agency Client Onboarding Interview:

A. Understanding the Client

Why did you choose our agency? This helps understand their initial expectations and what attracted them to your services.
What are your primary business goals for this project/campaign? This clarifies their key objectives and success metrics.
Who is your target audience? Understanding their ideal customer helps tailor your approach and messaging.
What are your biggest challenges or pain points related to this project? Identifying their roadblocks allows you to address them proactively.
What does your ideal outcome look like? Getting their desired end result sets a clear target for your efforts.

B. Establishing clear Communication

What is your preferred communication style and frequency? This ensures smooth interactions and avoids misunderstandings.
Who are your key decision-makers and stakeholders involved in this project? Knowing who to interact with streamlines communication and approvals.
What resources and information can you provide us to get started? This facilitates a faster and more efficient onboarding process.
What are your comfort levels with feedback and revisions? Establishing expectations for the creative process fosters collaboration and avoids friction.
Do you have any specific concerns or questions for us at this stage? Addressing them upfront builds trust and sets the stage for a successful partnership.

Bonus Tip: Remember to actively listen, take notes, and clarify any points during the interview. This demonstrates your professionalism and commitment to understanding their needs.

Tailor these questions to your specific agency’s services and the nature of the client project

Common Mistake: Bad Communication

Going silent during onboarding can make clients nervous, even if you’re hustling behind the scenes due to poor communication.

That’s where “Time to Value” (TTV) comes in. Rushing into projects without proper onboarding sets you up for subpar work and stressed teams.

Why? No shared goals or expectations!

But hold on, a lengthy onboarding can raise eyebrows too. Clients might wonder if you’ll ever deliver.

Open communication throughout. Keep your client in the loop, explaining what you’re doing and its impact on their goals. Don’t wait for final results – share small wins along the way for faster feedback.

Email Template: Agency Client Onboarding

Subject: Welcome aboard, [Client Name]! Let’s get rolling on your project.

Hi [Client Name],

It’s great to have you officially on board with [Your Agency Name]! We’re thrilled to be partnering with you on [Project Name].

Remember all those exciting ideas we discussed during the pitch? Well, buckle up – it’s time to turn them into reality!

Here’s what you can expect from us in the coming days:

Kick-off call: We’ll schedule a call within the next 24 hours to introduce our team, dive deeper into your goals, and answer any questions you might have.
Onboarding checklist: You’ll receive a personalized checklist outlining key steps and milestones. Just think of it as your roadmap to success!
Regular updates: We’ll keep you informed every step of the way, sharing progress reports and sneak peeks at your project coming to life.
Open communication: Don’t hesitate to reach out with any questions, concerns, or brilliant ideas that pop into your head! We’re here to listen and collaborate.

And speaking of collaboration, what can you do to help us kick things off smoothly?

Gather your resources: Review the provided checklist to see what information or materials we’ll need from you.
Schedule your kick-off call: We’ll send you a calendar link shortly, so pick a time that works best for you.
Stay excited: We’re confident that this project will be amazing, and we can’t wait to see your vision come to life!

In the meantime, feel free to explore our website, get acquainted with our team, and don’t hesitate to reach out if you have any questions.

We’re looking forward to a successful partnership!

Best regards,

The team at [Your Agency Name]

P.S. Don’t forget to connect with us on social media for agency updates and inspiration!

Customize this template by:

Adding your agency’s personality and voice.
Highlighting specific details relevant to the client’s project.
Including links to your website, social media, and team bios.
Offering additional resources or information based on the project’s needs.

Conclusion

This guide just took you through the entire client onboarding process.

Hope you found what you wanted!

Thank you for reading this,
Team AgencyReviews