Hey there. It's Rob Da Costa here, and welcome back to the Agency Accelerator. This podcast is all about helping agency owners like you navigate the ups and downs of running a successful business while keeping your sanity intact. Today, we're diving into a topic crucial for the long-term success of your agency but often overlooked: onboarding new clients. You've probably heard the saying, "You never get a second chance to make a first impression," and that’s especially true with onboarding.

Onboarding is not just about making a good first impression; it sets the tone for the entire client relationship, helps prevent future issues, and lays the foundation for long-term success. If you've ever felt like your projects start off on the wrong foot or you’re scrambling to get things on track after a client signs on, or if each new project feels like a fresh start from scratch, this episode is for you. We’ll cover why a structured onboarding process is essential, how to set the right tone and expectations from day one, and some practical tools and techniques to make onboarding seamless and stress-free. I'll also share common onboarding mistakes I’ve seen many agency owners make—and how you can avoid them. Nailing your onboarding process will not only save time and reduce headaches, but it will also keep clients happy and coming back for more. So, let's dive in.

As someone who has been in your shoes, having started, grown, and sold my own agency, I know the ups and downs of agency life. This podcast aims to ease your journey a bit by sharing my experiences and advice, along with those of my guests, as you grow a profitable, sustainable, and enjoyable business.

You’ve worked hard to win a new client, and you’re eagerly waiting for that confirmation email. When it finally arrives, your excitement is real. But that euphoria quickly turns to worry about delivering on your promise and keeping the client happy. This is where onboarding is crucial. By onboarding, I don’t just mean sending a welcome email or getting a signed contract. I’m talking about a structured, intentional process that sets everyone—your team, if you have one, and the client—up for success from day one.

Let me share a quick story. Early in my agency career, we landed a big client and jumped straight into the project without a clear onboarding process. We assumed we were on the same page, but as you might guess, things didn’t go well. We hit roadblocks immediately because we hadn’t set clear expectations. The client expected certain deliverables and timelines that we hadn’t aligned on, and by the time we realized it, tensions were high. This is a classic case of "slow down to speed up." If you don’t clarify expectations upfront, you’re setting yourself up for misunderstandings and conflicts.

Now imagine you onboarded that same client through a clear, step-by-step process outlined in your proposal. You go over timelines, deliverables, roles, and responsibilities—including what they can expect from you and what you expect from them. After all, this is a partnership, not an imbalanced client-supplier relationship.

A big benefit of structured onboarding is that it prevents scope creep, something every agency owner knows all too well. By clearly defining the scope from the start, you avoid awkward "just one more thing" conversations later. Ultimately, onboarding is about creating alignment, ensuring you and your client are on the same page from the beginning, saving time, reducing stress, and helping the project run smoothly and profitably.

Let’s talk about setting the right tone and expectations from day one. Think of the first few days with a new client like the early dates in a relationship; you’re both feeling things out and setting expectations. Start by establishing clear timelines with specific deadlines. Avoid vague terms like “as soon as possible” or “next week”—be precise. For instance, if a first draft is due on the 10th, say “due by 5 PM on the 10th.” This avoids misinterpretations and sets the stage for smooth project flow.

Use a shared project calendar like Google Calendar, Asana, or Monday to keep everyone accountable. Make sure to clearly define deliverables and the project scope. If you're designing a website, for example, specify which pages are included, any custom features, and how many revisions are allowed. This not only protects you from scope creep but also helps clients understand the full value of what they're getting.

Clear communication is another key area. Agree on communication channels and frequency—whether it's weekly check-ins or updates via Slack, email, or phone. Let clients know your response times; for instance, respond to emails within 24 hours but use Slack or a call for urgent requests. Match response times to the client's fee level; premium clients expect premium responses.

Next, let’s discuss practical tools and techniques to make your onboarding efficient. First, I’m a big fan of the welcome pack. This can be a document, PDF, or video you send to new clients with a welcome message, an outline of what they’ve purchased, key dates, and communication guidelines. It’s a small touch that makes a big impact, showing professionalism and getting everyone aligned from the start.

The discovery questionnaire is another game-changer. After the contract is signed, take clients through a discovery process to dig deeper into their needs, challenges, and expectations. This might be a meeting, phone call, or even a questionnaire, depending on client preference.

Project management tools are essential for streamlined onboarding. Options like Trello, Asana, ClickUp, or Monday.com work well. Create a specific onboarding template for each new client with tasks, milestones, and team assignments. This keeps you organized and gives clients visibility, reducing those constant "what’s the status?" emails. Consider setting up SOPs (standard operating procedures) and, if needed, a client portal for easy access to project documents, timelines, and updates. For even more convenience, think about a chatbot for project updates, available 24/7.

Let’s talk about common onboarding mistakes. First, using vague timelines. Specific dates prevent misunderstandings. Next, clarify roles—don’t assume clients will provide content if that’s your team's role, and make sure everyone knows who’s handling approvals. Never skip the kickoff meeting; it’s essential to align expectations, introduce teams, and establish rapport. Ask enough questions upfront to avoid missing crucial details that could save time and hassle later.

Avoid overpromising. The temptation is there, especially with a big client, but unrealistic expectations almost always lead to disappointment. Make sure your team understands this.

Onboarding isn't just about starting a project right; it's about setting up long-term client satisfaction and retention. It's an opportunity to lay the groundwork for a lasting, prosperous relationship. Happy clients are advocates—they’ll refer you, come back for repeat business, and trust you with bigger projects over time. That’s the true value of strong onboarding.

So, there you have it—everything you need to start your clients off right and build a foundation for long-term success. If you’re ready to level up your client management skills, check out my Client & Account Management Mastery course, now updated for 2024. It’s packed with practical strategies, real-world examples, and templates to help you master client relationships. And here’s the best part: it’s supported by Ask Rob Anything, my AI-powered digital coach. If you’re ever stuck, need advice, or feedback, it’s like having me in your back pocket.

Head over to dacostacoaching.co.uk/client-management-course for more info. Thanks for tuning into the Agency Accelerator. If today’s episode was helpful, please subscribe, leave a review, and share it with anyone who could benefit from a more structured onboarding process. Until next time, take care of your clients, your agency, and keep accelerating your success.