The first 30 days with a new client set the tone for the entire relationship. Here's your complete onboarding checklist.
You close a deal. The client signs. You celebrate.
Then... crickets. No one knows what happens next.
Three weeks later:
Bad onboarding = Churn within 90 days.
Good onboarding:
This is your complete 30-day onboarding checklist.
Average agency churn rate: 20-30% per year. Agencies with great onboarding: <10% churn. Onboarding is retention.
Subject: Welcome to [Agency Name]! 🎉 Here's what happens next
Hi [Client],
So excited to work with you!
Here's what to expect in the next 7 days:
TODAY:
âś“ You'll receive access to our client portal
âś“ Please complete the onboarding form (takes 10 min)
BY FRIDAY:
âś“ We'll schedule your kickoff meeting
âś“ You'll meet your dedicated team
NEXT WEEK:
âś“ Kickoff meeting (we'll walk through the plan)
âś“ You'll review and approve the project timeline
Your main point of contact: [Name] ([email])
Portal login: [link]
Questions? Just reply to this email.
Looking forward to great work together!
- [Your Name]
Why it works: Immediate clarity. No awkward silence.
Portal should include:
Onboarding form should ask:
Pro tip: Make the onboarding form fun. Add personality. "Show us 3 brands you wish you were" beats "Provide competitor analysis."
Before the client kickoff, have an internal meeting:
Discuss:
Assign roles:
Create:
Send calendar invite for 60-90 minutes within the next 7 days.
Agenda:
Attendees:
Access needed:
Assets needed:
Pro tip: Create a shared folder (Google Drive or Dropbox) for all assets. Keep everything organized from day one.
Before the kickoff, do your homework:
Total time: 50 minutes. But you'll show up WAY more prepared than 95% of agencies.
"We started doing competitor research before kickoff meetings. Clients are SHOCKED that we come prepared. It's a huge trust builder."
Opening (5 min): "Thanks for joining. Today's goal is to align on the plan, confirm timeline, and make sure we have everything we need to start strong. We'll be done in 60 minutes."
Team intros (10 min):
Your understanding of their goals (10 min): "Before we show you the plan, let me confirm what we heard in our sales conversations:
Did we get that right? Anything to add?"
Walk through plan + timeline (20 min):
Gather missing info (15 min): "Here's what we still need from you:
Can you commit to these dates?"
Set communication expectations (10 min):
Q&A (10 min)
Closing: "Great. I'll send a recap email with all of this documented. Next steps: you'll send us [X] by [date], we'll deliver [Y] by [date]. Our next meeting is [date]. Excited to get started!"
Within 2 hours of the meeting, send:
Subject: Kickoff Meeting Recap - [Project Name]
Hi [Client],
Great kickoff today! Here's what we aligned on:
GOALS:
- Increase qualified leads by 40% in Q1
- Improve brand awareness in [target market]
TIMELINE:
- Phase 1 (Weeks 1-2): Discovery & strategy
- Phase 2 (Weeks 3-6): Execution
- Phase 3 (Week 7+): Optimization
KEY MILESTONES:
- Feb 15: Strategy presentation
- Feb 28: First campaign launch
- March 15: Performance review
ACTION ITEMS:
→ You: Send brand guidelines by Friday 2/10
→ You: Grant analytics access by Monday 2/13
→ Us: Deliver strategy deck by Thursday 2/16
COMMUNICATION:
- Weekly check-ins: Mondays at 2 PM
- Slack for quick questions
- Email for approvals (24-hour response time)
NEXT MEETING:
Monday 2/13 at 2 PM - Strategy presentation
Attached: Meeting notes + project timeline
Questions? Reply here or Slack me.
- [Your Name]
What to include:
Format: PDF or slide deck (whatever looks professional)
How to present: Schedule 30-minute call to walk through it. Don't just email and hope they read it.
Create project in your system:
Give client visibility:
Every Monday (or your chosen day), send:
Subject: Weekly Update - [Project Name] - Week of [Date]
Hi [Client],
Quick update on what happened last week and what's coming:
COMPLETED:
âś“ Strategy deck finalized
âś“ First round of creative concepting
IN PROGRESS:
→ Ad copy drafts (ready for review Wednesday)
→ Landing page wireframes (ready Thursday)
UPCOMING:
→ Creative review meeting (Friday 10 AM)
→ Final approvals needed by next Tuesday
BLOCKERS:
⚠️ Still waiting on logo files (needed by Wednesday to stay on schedule)
Next meeting: Friday 2/17 at 10 AM
- [Your Name]
Why it works: Client always knows status. No surprises.
This is critical. By day 21-30, client should see something:
Something they can react to.
Why it matters: Until they see work, they're wondering if you're worth the money. Show value early.
Walk client through approval process:
"Here's how approvals work:
Let's test it now with this first deliverable. Can you approve or give feedback by end of day Thursday?"
Training them on your process = fewer delays later.
At the end of the first month, schedule a 30-minute call:
Agenda:
Why it works: Catches issues early. Shows you care about their experience.
The trap: Contract is signed. Then... nothing for a week.
The fix: Welcome email within 1 hour. Kickoff scheduled within 7 days.
The trap: "Oh, we also need your logo." Week later: "Can you send those brand colors again?"
The fix: One comprehensive onboarding form. Get everything upfront.
The trap: Sales says "We'll launch in 2 weeks!" Reality: It takes 6 weeks.
The fix: Realistic timelines from day one. Underpromise, overdeliver.
The trap: Client emails multiple people. No one responds. Everyone thinks someone else will.
The fix: One account lead. All communication goes through them.
Day 1: Contract signed
Days 2-7: Gather info
Days 7-14: Kickoff
Days 14-21: Strategy
Days 21-30: Execute
Great onboarding:
Bad onboarding:
The first 30 days predict the next 12 months.
Get onboarding right, and everything else gets easier.
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