Lessons from Scaling My Agency: 5 Onboarding Secrets My Clients Begged to Copy
Most client onboarding experiences suck.
A ton of energy goes into generating leads and closing deals. But once the deal is done, the salesperson is eager to move on to the next fish, tossing the account to a client lead who’s already swamped.
This creates a bumpy, sour experience for everyone.
Onboarding is the most critical step in the client journey because this is when your client decides if what you sold them was fact or fiction.
Unfortunately, most client service businesses botch this phase.
Why?
They’re so eager to “get to work” that they fail to craft an onboarding experience that wows the client and sets the fulfillment team up for success.
Sound familiar?
The result:
- Clients are flooded with asset requests
- Bombarded by new faces
- Forced to answer the same questions twice
- Given logins they’ll never use
- Left wondering what happens next
When I started scaling my last agency, I vowed to avoid this chaos.
Our mantra: Even though we’re a service company, we’re going to think like a product company.
The result? Five killer client-facing onboarding elements that new clients begged to swipe for their own processes:
1. Automatic Video Welcome After Signing the Contract
We used PandaDocs for contracts and HubSpot for invoicing. After signing, clients were redirected to a welcome page featuring a friendly video. The video introduced our team, congratulated the client on their decision, and outlined the next steps.
Why It Worked: Clients crave clarity. This simple step reassured them they’d made the right decision and helped set expectations.
2. Pre-Written Team Survey Message for Stakeholders
We needed input from the client’s team early in the process. To make this easy, we sent the primary stakeholder a ready-to-send email template they could forward to their team to gather feedback.
Why It Worked: When you need clients to take action, make it as simple as copy, paste, and send.
3. Directions to Complete Content Snare
Gathering client information can feel like pulling teeth. We used Content Snare to request assets, allowing clients to upload files, collaborate with teammates, and track progress—all in one place.
Why It Worked: Automated reminders kept clients on track, and our team could monitor submissions in real-time. No more chasing clients for info!
4. Agenda-Driven Kickoff Call
Every kickoff call followed a tight agenda:
- Reviewing the client journey
- Clarifying roles and responsibilities
- Aligning on goals
- Ending on time
We also showcased the leadership of the primary point of contact (POC), ensuring they stayed in control of the conversation.
Why It Worked: Clients appreciate clarity and confident leadership.
5. Follow-Up Email with Next Steps
After each kickoff call, we sent a detailed recap email. It included:
- Key takeaways
- Action items for each person
- Links to the call recording and transcription
- Any referenced assets
- The date/time of the next session
Why It Worked: Clients were thrilled by our attention to detail, which built trust and confidence.
Take Action
Take a few minutes to review your onboarding process. Could any of these steps elevate your client experience? Remember the two objectives:
- Delight your clients with a seamless, enjoyable experience.
- Set up your fulfillment team to deliver value quickly and efficiently.