The transition from a signed proposal to a productive partnership is the most delicate phase of any agency-client relationship. Get it right, and you establish a foundation of trust and efficiency. Get it wrong, and you risk early friction, misalignment, and even premature client churn.
A systematic and digitally streamlined agency client onboarding process is not just administrative housekeeping; it is a critical revenue driver and a powerful tool for customer retention. It’s the moment to demonstrate your professionalism, expertise, and commitment to a seamless working relationship.
This comprehensive guide and agency onboarding checklist breaks down the essential steps your agency must take to ensure every new client relationship starts on the strongest possible footing, while showing you how to save time and enhance the user experience, the core promise of Touch Stay digital guidebooks.
Here is the complete guide to mastering agency client onboarding:
- What is an agency onboarding process?
- Why is client onboarding important for agencies?
- How to execute agency client onboarding?
- Agency client onboarding checklist
- Frequently asked questions
Revolutionise the client onboarding experience with Touch Stay
What is an agency onboarding process?
The agency onboarding process is the structured series of steps an agency follows to transition a new customer from a prospect who has just signed a contract to an active client whose project is fully underway.
More than just a formality, it is the bridge that connects the promises made during the sales pitch with the actual delivery of services. A robust agency onboarding plan involves administrative tasks, technical setups, internal team alignment, and, critically, client communication and expectation setting. Its core purpose is to gather all necessary information and credentials, align the client's goals with the agency’s capabilities, and establish clear lines of communication and reporting before the main project work begins.
Why is client onboarding important for agencies?
For client onboarding for agencies, the benefits extend far beyond a tidy administrative file. A well-executed strategy is a direct investment in the agency’s long-term success and reputation.
- Reduces Time-to-Value (TTV): The faster you move from contract signing to project start, the quicker the client sees results. Efficient onboarding slashes the administrative lag time, boosting client confidence.
- Improves Retention and Loyalty: A smooth start sets a positive tone for the entire relationship. Agencies with stellar onboarding processes are perceived as more organised and professional, leading to higher client satisfaction and lower churn rates.
- Sets Clear Expectations: Onboarding is the moment to finalise scope, agree on communication frequency, and define success. Clarity in these areas prevents miscommunication and scope creep later in the project.
- Saves Valuable Staff Time: When information is collected systematically and stored centrally, agency staff spend less time chasing emails, searching for login details, and answering repetitive questions; a key principle that Touch Stay guidebooks are built upon.
- Enhances Referrals: A delightful and efficient agency client onboarding experience makes clients more likely to recommend your services to their network.
💡 Pro tip: Learn more about onboarding and how it works
How to execute agency client onboarding?
To deliver a world-class agency onboarding experience, agencies should follow these 13 critical steps.
1. Research the client
Before the first official onboarding call, review everything you know. This includes the original pitch deck, any existing website analytics, social media presence, and competitor research. This preparation prevents you from asking redundant questions and demonstrates that you have already invested time in understanding their business.
2. Prepare digital welcome message
Ditch the 10-page PDF document or the overwhelming ‘welcome’ email chain. The modern client expects instant access to information that is easy to search and always up-to-date. This is where a digital guidebook from Touch Stay transforms your client onboarding for agencies. Create a dedicated, branded guide containing:
- Agency key contact list (with photos and roles)
- Company values and ethos
- Service delivery FAQs
- Standard operating procedure (SOP) on how to book meetings
- Glossary of industry-specific terms
This central hub instantly makes your agency appear more organised and drastically reduces the number of administrative questions your team receives.
Ready to transform your client's first impression and eliminate those repetitive ‘where do I find that?’ questions?
Give your clients a professional, branded digital welcome experience that saves your team countless hours.
3. Create and send questions for the client
Develop a standardised questionnaire covering essential items such as:
- Company background, mission, and unique selling points.
- Client's target audience personas.
- The project's key challenges and desired outcomes.
- Key stakeholders and their roles in the project.
Sending this before the kick-off meeting ensures the client is prepared and allows your team to analyse the answers beforehand, making the meeting more strategic.
4. Collect all important credentials and logins
There is no project without access. Systematically request and securely store all necessary credentials, which may include:
- Website CMS login details.
- Advertising platform access (Google, Meta, etc.).
- Social media accounts.
- Analytics and CRM system access.
Ensure your process prioritises security, using encrypted or secure methods for sharing sensitive data.
5. Assign specialists to the onboarding process
The initial client contact is often a sales person, but the onboarding should be led by a specialist. Assign a dedicated Onboarding Manager or Account Manager who will serve as the client’s main point of contact for the first 30-60 days. This person coordinates internal resources and ensures the process remains smooth.
6. Set up meetings with the client
Schedule the essential meetings immediately:
- Kick-off Meeting: The single most important meeting to align on strategy and officially launch the partnership.
- Regular Reporting Meetings: Set the cadence for weekly or bi-weekly check-ins.
- Client Training/Workshop: If the project requires the client to use new tools or follow specific procedures.
7. Align your teams with client goals
Host an internal debrief (often called a "handover") where the sales team officially briefs the delivery team. Every member of your team, from the copywriter to the developer, must clearly understand the client's objectives, brand tone of voice, and definition of success.
8. Set up a project, timeline and goals
Define and document the agency client onboarding schedule, outlining key milestones and responsibilities for both the agency and the client. Critically, establish the specific, measurable, achievable, relevant, and time-bound (SMART) goals for the first phase of work.
9. Prepare and measure all important KPIs
Before any work begins, agree on the Key Performance Indicators (KPIs) you will track. This is not just about measuring your output but about measuring the client's outcome. Document the baseline metrics so that future success can be quantified accurately.
10. Regularly report to the client
Set up the reporting dashboards and tools immediately. Give the client access to live data if possible. Consistent, transparent reporting builds trust and allows for course correction before minor issues escalate.
11. Schedule check-ins
In addition to formal reporting, schedule brief, non-project-specific check-ins. These are quick calls to gauge client satisfaction and address any minor concerns that may not warrant an email. Prioritising these human touches elevates the experience.
12. Track the progress
Use project management software to track the agency onboarding process itself, not just the project. Ensure every step is completed within the agreed timeframe to demonstrate your commitment to efficiency and professionalism.
13. Send survey after the project
Once the initial project (or the first 60-90 days) is complete, send a brief client satisfaction survey. This invaluable feedback loop helps you continuously refine your internal processes and highlight areas where your agency onboarding process can be further optimised.
💡 Pro tip: Discover exactly what makes a good onboarding experience
Agency client onboarding checklist
Use this concise agency onboarding checklist to ensure you never miss a step.
Pre-work:
Research the client’s business and competitors
Welcome:
Prepare and send the digital welcome guide (e.g., Touch Stay)
Information:
Send the detailed client questionnaire
Access:
Securely collect all necessary credentials and logins
Internal:
Assign the dedicated Onboarding/Account Manager
Meetings:
Schedule the kick-off meeting and regular reporting calls
Alignment:
Conduct an internal team handover/debrief
Planning:
Document SMART goals and the phased project timeline
Measurement:
Define baseline KPIs and reporting mechanisms
Reporting:
Set up the client reporting dashboards
Check-ins:
Schedule interim client satisfaction check-in calls
Monitoring:
Track internal progress of the onboarding steps
Feedback:
Prepare and send the post-onboarding satisfaction survey
💡 Pro tip: A well-structured project starts with a well-informed client. Give your clients 24/7 access to all project resources, contact details and SOPs with a Touch Stay digital guidebook.
See how easy it is to set up your first client guide!
Revolutionise your agency client onboarding experience by providing a single, intuitive source of truth for all client information, SOPs, and contact details.
Frequently asked questions
