3 Essential Client Onboarding Communication Tools for Successful Web Design Projects
Those notifications are rolling in: "Sarah has viewed your proposal" ➝" Sarah has just signed your custom website contract" ➝" Sarah has made a payment"
Exciting but also terrifying. Is Sarah going to end up like that other client whose project went off the rails? The one where they followed up with you on the next steps because they hadn’t heard from you, where they missed their homework deadline, and then you felt like they were running the kickoff meeting.
As you scramble to piece together Sarah’s welcome email and homework, you're also trying to figure out how this project can be different. Why, even though you’ve been doing this for years, you’re still tracking down client copy and dealing with overdue feedback deadlines with almost every client.
If these thoughts have crossed your mind, this post will help save your sanity AND impress your new clients. We'll cover everything from those crucial first emails to creating a comprehensive welcome packet. By the end of this post, you'll have a clear roadmap for an onboarding process that'll have your clients raving, submitting their materials on time, and maybe even willing to pay higher prices.
The Beginning is a Make or Break Point
The start of the project determines if the dominos stay upright or begin to topple. Here’s why.
You Only Get ONE Chance to Make a First Impression
Your onboarding process is your client's first interaction with you after they've made the leap to pay for your services. Yes, you've done the work to get them to this point, but here is where your testimonial starts being built in their mind. They took a risk and decided you were trustworthy and now is where you can prove they were right.
Your Projects Mirror the Expectations You Set
There's the expression that it doesn't matter how you start but how you finish. I disagree. Those people weren't talking about projects, they were talking about life. With a new project, how you start sets the tone for the rest of the project. Clear communication upfront helps avoid misunderstandings, scope creep, and timeline delays.
Trust is the Foundation - Earn it
When you have a clear process that you've explained both on calls and in documentation, your clients trust you. They know what to expect, when to expect it, and why it matters that they follow the process. Side note: this means YOU also need to follow your process and hit your deadlines or it immediately throws that trust out the window.
Saves YOU Time
When you have clear communication and reminders set up during the onboarding process, it becomes and beautiful well-oiled machine. You become comfortable with the expectations you set so you communicate them clearly and reinforce them when needed. This equals clients who hit their homework and feedback due dates. Voila! - more time for you to deliver a beautiful website.
Now that we have WHY onboarding communication is important, let's jump into HOW you'll communicate during onboarding.
The Trifecta of Communication Types in Your Design Project
Everyone processes information differently so we're going to meet them in all forms: in writing, verbal, and visual. This will (and should) feel repetitive because it is. It's important to read/see/hear the same information to really absorb it.
1. The Welcome Emails
2. The Welcome/Onboarding Packet
3. The Kickoff Call
Rolling Out the Digital Red Carpet
Your welcome email(s) are like the digital equivalent of a warm hug. We're welcoming your client into the fold and setting the tone for your entire working relationship. There should be at least two welcome emails that are sent prior to starting a new project. Depending on the project type and how far in advance you're booking, you may decide to have even more!
The "Yay, We're Working Together!" Email: Send this out immediately after the contract is signed (and/or the first invoice is paid). Keep it upbeat, express your excitement, and let them know when they can expect to see the next steps. "Sit back and relax as we work on your onboarding materials. Expect to see [whatever you provide] within 48 business hours." This email gives your client confidence that their payment went through and they made the right choice by working with you. It can, and ideally should, be automated. It prevents your new clients from wondering “did I miss a step?”. We never want someone to be stressed about the next steps when working with us.
The "Let's Get This Party Started" Email: This is the second email you'll send to new clients. Ideally, this is in conjunction with your welcome/onboard packet. It should outline the next steps, prompt them to review the packet and emphasize the impact their prompt action has. You may or may not be asking them to complete homework or book a call at this point. But it should have very clear instructions. Get comfortable providing very specific deadlines. MM/DD by EOD or 12 PM ET. This is the first step in setting project timeline boundaries that are followed. Be clear with yourself on why this boundary is important and what happens when you don’t enforce it. Understanding the why behind your own rules will help you clearly communicate them.
The "Hey I'm still Excited" Emails: These reminder-style emails are leading up to the official start of the project. You may be asking your client to fill out a questionnaire, book their kickoff call, remind them about when certain homework is due, or it might just be an email letting them know you're still thinking about them even though their project is still several weeks out. They should not only be giving your client a sense of security, but they will also be reinforcing your communication expectations and timeline boundaries.
Without these emails, your client may be wondering if they made the right decision. Crickets after paying is a red flag, especially when it’s a high-ticket item like a custom website!
Your Client's Comprehensive Guide to Achieving Gold Star Status
Think of your welcome packet as the ultimate guidebook to working with you. It should give you an easy (visual) way to communicate expectations, next steps, deliverables, timelines, and FAQs. While your packet might be a little different, here are some areas that you'll want to touch on.
Your Office Hours: Be clear about your availability. When should they expect to hear from you? What is a typical response time if they have questions? If you’re a mom with limited availability, now is the time to relay the specifics. Your clients won’t be wondering if you got their message when they’ve been told you only respond Tues-Thu.
Communication Avenues: How should clients contact you? Email, Slack, Carrier pigeon? Clearly lay out when you'll be having calls and when you won't. Make sure they understand the protocol. Consider what’s easiest and least stressful for you and your clients. If you get distracted when you head to your inbox, maybe you should find an alternate avenue for clients.
Deliverables/Project Scope: Spell out exactly what's included in the project. No room for misunderstandings here! This should be an easy copy and paste from your proposal/contract. We're just reminding everyone involved what they paid for.
Feedback Process: How and when should clients provide feedback? Set clear expectations to avoid the dreaded "design by committee" scenario. This needs to include the tool where they will leave feedback and the expected timeline. Will feedback always be due in 5 days or less? If it's a sprint-style project, be sure to include time zones.
Client Homework: This is crucial! Clearly outline what you need from them to get started. List out any questionnaires, brand assets, or other materials you'll need. Explain why each piece is important and how delays in submitting these can impact the project timeline. Example: One of my clients who works with Photographers kept receiving hundreds of photos and it became too overwhelming for her to make the decision on which shows up on the website. We created a very specific guide, with numeric ranges, that was included in the welcome packet so her photographer clients understood how the photos were showing up and could provide the variety we needed.
Expectations: This is your chance to lay out what you expect from clients (timely feedback, prompt submission of materials, etc.) and what they can expect from you (regular updates, revision rounds, etc.). Think of the worst clients you've had and the best. What are things that made a difference? Make sure those are in your expectations.
FAQs: Are there other commonly asked questions that don't really fit into a section? Or do you just really want to bring home a few key areas? Add an FAQ page to clearly and concisely provide the details.
The Welcome Packet should not read like a boring rule book or a contract! You want to make sure everything shows why the rule/boundary/timeline is a good thing for them. Why your clear process ensures they get your brain in creative mode when it's important. Use visual graphics to not only showcase your skills but also communicate these topics. This might include graphs, symbols, or videos embedded into your packet. This goes a LONG way to making sure your clients are paying attention, not just flipping the page.
Tech Tip: Build the Welcome Packet in your CRM (Honeybook, Dubsado, Moxie, etc) to allow for repetitive use and give you the option to include automation: as a way to send it and to trigger the next step once it's completed.
The Call Where the Magic Begins
The kickoff call is (presumably) the first face-to-face meeting since your client booked their project. Here's your opportunity to really shine! You've hyped them up and now you're in your element. Before you jump into all the web design-related questions, make sure you have a few other items on your agenda. [Yes, you should have an agenda]
Some key items that should be included in your conversation:
Cover meetings and communications expectations
Focus on any boundaries you find clients often struggle with
Cover the importance of timely responses and feedback along with what happens if dates are missed
Review any out of office planned and how it will change the timeline
Confirm the Project Goal(s) and what success looks like
Clearly lay out the next steps including deadlines.
Plus any web design questions you typically cover on this call!
While some of these items might feel uncomfortable to discuss initially, you're less likely to face unexpected bumps down the road.
This Will Make Your Clients Go Wow!
You might be worried these changes will leave your clients feeling like they are back in school rather than being excited about the process. Let me put your mind at ease - people LIKE to be told what to do. It gives them confidence in you. It's how you present it that matters. Make sure they have a chance to raise any objections or hesitations.
Here are a few screenshots from my client's clients after we updated her onboarding process:
Here is what else happens after these changes are implemented:
The client is excited for the project and their confidence in you is even higher than before. These types of clients are ready to put in the work because you clearly have already.
You end up with rave reviews (like the ones above) so you can attract even more great leads.
These clients are the ones talking about you to other people. They are telling their business friends about the amazing experience. This is the best type of referral.
You end up Confident AF. This gives you a boost for the rest of the project and future sales calls.
Where should you start?
Implementing new processes can feel overwhelming, but it's worth it when your clients are thrilled and you aren't floundering every time a new one signs. These changes result in more time for you, a smooth client experience, and on-time projects. It's worth the effort.
Start slow and don't try to overhaul your entire process at once. When you have more than one offer and multiple tools, this can quickly start to feel like a mountain. Small, steady adjustments are more likely to stick. I always start my retainer clients off by mapping out every step within every offer. Then it’s easy to highlight where changes are needed and slowly start implementing one piece at a time. You can use a tool like Canva to create a process map of your business.
If you're planning on implementing all the tips I've laid out in this blog post, give yourself at least three months to do it. These things end up taking longer than we expect. Usually, it will uncover other areas where you'd like to make an upgrade, so give yourself time. When I work with clients 1:1 or within my membership, we can usually tackle items a little faster but this is a good timeline to expect.
Client Onboarding Wrap Up
Remember, your onboarding process is more than just a series of emails and documents. It's your chance to make an incredible first impression, set the stage for an amazing client experience, and ensure you get what you need from clients to do your best work. So, are you ready to put down the matches and design a calmer, more impressive onboarding process?
If you're feeling fired up and ready to transform your onboarding process but don't want to go it alone, I've got good news. This is exactly the kind of stuff we dive into in my SOS Membership. You'll get access to trainings, templates, and strategies to help you streamline your operations (including your onboarding process) and fall back in love with your business.
Ready to join a community of creative service providers who are all about building freedom into their businesses? Click here to learn more about the SOS Membership and take the first step towards a more organized, profitable, and enjoyable business.
