What to Put in Your Client Welcome Guide
When I first started my business, a client welcome guide was not a priority for me. Let me tell you, that was a mistake.
With my first two real clients I pretty much winged the onboarding process and it left my clients with A LOT of uncertainty and lack of trust as they didn't really know me, nor were they provided with reassurance that they could entrust their brand to me.
They say that your clients are your #1 priority, so we need to show them that they are. I've learnt that the best way to build trust, and show my clients that they are important, is through a client welcome guide.
Here's an peak into what mine includes:
COMPANY CULTURE & VALUE
It's important to have a small paragraph in your welcome pack with your values and company culture for two main reasons.
(1) It reminds your clients about how excited you are to work with them by reminding them of the culture that they signed up to.
(2) It helps your clients know the "why" behind your business.
Rather than just copying and pasting the "about" section on your website (which I am sure they've already read), try to personalise this and make it more of a welcome message and a little bit about why you do what you do.
WHAT CLIENTS CAN EXPECT FROM YOU
Things to include within this section:
When will you return emails?
What are your office hours?
What is your average project turnaround time?
Does this turnaround time vary according to project type? (social media vs graphics etc.)
These are the sort of questions that you need to answer in this welcome pack to set boundaries and expectations at the start of your working relationship.
METHODS OF COMMUNICATION
Things to include within this section:
How do you communicate with your clients? (email, voxer, trello, slack etc.)
What is your availability for client calls?
Can clients call you anytime, or should they schedule a call?
Where can they schedule a call?
Will you provide monthly check-ins via video call or is all communication written?
SYSTEMS AND PROCESSES
You have systems and processes to make everything in your business flow. But just remember that these might be different to what your clients use for their business. Be sure to make the following clear:
What systems you use and specify the task.
I recommend creating a Loom video talking through how you would like them to use the systems (make an individual one for each system so they can store it and refer back to it.)
You might also want to suggest a way that your client can schedule a walk-through video call with you in case they have any questions about your software / process
PAYMENT, BILLING & REFERRAL DISCOUNTS
In this section, you should include a break down of your payment process. This should be something you originally cover in your contract, but it is always good to have it in writing in multiple places so that you are both on the same page and ensure that nothing is missed in your onboarding process.
Things to include:
Do you bill upfront or on the completion of services?
Do you bill half upfront, and half on completion?
Do you bill on a specific date each month?
Do you offer any discounts?
Do you offer referral discounts? How do they work?
PASSWORDS & CONFIDENTIALITY
Your confidentiality agreement should also be discussed in your contract, however, it's reassuring to put this as a reminder in your client welcome pack.
How can your clients expect you to handle their sensitive information?
Where can they share their passwords safely? (lastpass etc.)
After writing all of this information about yourself, it is important to remember this is about your clients. At the end of my client welcome pack, I like to attach a small questionnaire. It's the easiest way to get to know everything you need to know about your clients. Within my questionnaire I ask about:
birthday (I like to celebrate my clients and send them gifts on their birthday)
branding (colour palettes, fonts etc.)
Who their competitors are
Industry professionals that they look up to
samples of their work
any concerns or questions they have about working with me
Think about what info you need from your clients? What do you want to ask each of them as you begin your professional relationship? The more you know about them, the better you can represent their brand. The welcome packet can be a good place to ask all of this.
Another section that I like to include within my client welcome packet is a FAQ section (which you should constantly be changing and updating). This page is great because it's genuine questions that your previous clients have asked, and your incoming clients are wondering.
Your client welcome packet is a basically a thank you to the people who have decided to pay you money for your time and knowledge, but also helps you step into a leadership capacity. Creating guide like this allow you to keep the communication and trust line open between you and your client, as well as reassuring your client that they're okay to step back and let you be the professional.
Another section that I like to include within my client welcome packet is a checklist as a reminder and to have every "to-do" item in one spot. This could include a list of systems they need to join, passwords they need to share etc.
P.S. I’ve added all of this info into a Canva document just for you! Grab your free copy below.