Automate Client Onboarding & Get the Right Info Every Time
Automate Client Onboarding & Get the Right Info Every Time
You know that feeling when a client fills out your intake form, and their answers are... vague? Or worse—when you start the project and realize you don’t actually have the info you need?
A solid onboarding questionnaire solves this. It streamlines your process, ensures you’re asking the right questions, and sets expectations from day one.
We’ve refined our questionnaire over the years to work seamlessly for our projects—but no matter your industry, you can tailor the same approach to your business. Here’s how:
Ask Questions That Guide, Not Overwhelm
Most clients don’t know how to describe what they want—may I be so bold to say it’s your job to figure it out? It’s on you to take in their comments, observe their body language during your first call or meeting, and analyze their answers on your questionnaire. Then, you piece it all together in a way that makes sense for you to execute their project well and achieve the results they’re looking for.
Instead of broad, open-ended questions, break things down in a way that helps them articulate their needs without putting the creative burden on them.
For example, instead of:
“What do you want your website to include?”
Try:
“Which of the following features are most important to you?” (With a checklist—e.g., booking system, portfolio, testimonials, blog, online store, etc.)
💡 Tailor it to your industry:
Interior designers: Instead of asking, “What do you need help with in your home?” list specific areas—kitchen remodel, space planning, furniture sourcing, etc.
Photographers: Instead of “What do you envision for your session?” provide options—candid, editorial, lifestyle, posed, etc.
Travel planners: Instead of “What kind of experience are you looking for?” offer categories—relaxation, adventure, food & wine, family-friendly, etc.
Frame Your Questions Like a Story (Not Just a Checklist)
People think in stories. If you’ve been following us for a while, you know we reference Building a StoryBrand by Donald Miller often. It talks about how humans are wired to understand the world through storytelling—so if you can frame your questions in a way that taps into their personal or emotional journey, you’ll get richer, more insightful answers than if you just ask for dry, tactical details.
Instead of:
❌ “What do you want out of this project?”
Try:
✔ “What’s the biggest challenge you’re facing right now that made you decide to work with me?”
Instead of:
❌ “What kind of home do you want?” (for interior designers)
Try:
✔ “How do you to feel when you walk in the door to your home?”
Instead of:
❌ “What style of photography do you want?”
Try:
✔ “When you look back at these photos in 10 years, what do you want to remember?”
These types of questions put the client in the story rather than making them think in abstract terms, making it easier for them to communicate what they truly want.
Stop Asking for Inspiration— Curate It for Them
One of the biggest mistakes service providers make is putting too many creative decisions on the client. When you ask them to build their own inspiration board from scratch, you’re shifting the creative responsibility onto them instead of positioning yourself as the expert.
We provide curated moodboards that clients select from. This does two things:
Builds trust in your expertise—instead of making them findthe right direction, you guide them to it.
Reduces decision fatigue—clients feel more confident choosing from a set of strong, well-thought-out options rather than staring at a blank Pinterest search bar.
💡 How you can apply this:
Interior designers: Create a set of moodboards that showcase different styles—clients pick one that resonates instead of cobbling together their own vision.
Photographers: Show past work in different styles (light & airy, editorial, moody, etc.) and let them select their favorite.
Travel planners: Present themed itineraries (Luxury European Escape, National Parks Adventure, Foodie Tour of Italy) rather than asking what they want to do.
Automate & Integrate It into Your Workflow
You don’t want to chase clients down for details—your onboarding should be seamless and (mostly) automated. Here’s how:
✔ Use Google Forms, Typeform, or Notion → Easy to set up, easy for clients to complete.
✔ Send it automatically → Embed it in your welcome email or client portal.
The goal? Less back-and-forth, fewer miscommunications, and a smoother start to every project.
