Best Practice: Client Intake Forms

Whether a business provides a professional service, products, or other goods, chances are you have an onboarding process. Well-established companies, as well as brand new ones, can benefit from client intake forms.

In the simplest of terms, a client intake form is a questionnaire shared with clients at the start of their relationship with a brand or business. These forms can serve a few different purposes. They can screen potential clients and determine whether or not they are a good fit for the services provided. A well-thought-out client intake form allows a business owner to prep for that client or to potentially save them both some time if it's not a good fit after all. Additionally, intake forms allow a business to gather necessary relevant information before starting on the services offered.

Anyone from marketing agencies to law firms and online entrepreneurs can benefit from client intake forms.

Client intake forms are pretty simple, which means they're either really easy to get right or easy to get wrong. So here are a few of our best practice tips for creating effective client intake forms for your business or organization.

Reduce Scope Creep

The devil is in the details. A great client intake form will serve as a great way to guide clients and assist them in fine-tuning their goals. An intake form should encourage a client to think through project specifics. If they haven't done the work, their plans might seem unclear and undefined, leaving you and the client confused and unable to attain the results promised.

Create Realistic Timelines

Client intake forms should encourage a discussion about realistic timelines. Clients may not always realize or understand how much time a particular process or service takes. Understandably so, they're eager to see the payoff as soon as possible; however, it's important to communicate clear timelines. If the client isn't a subject matter expert, it's essential to share the proposed timeline and why.

Avoid Resource Blocks

Some clients may be more communicative than others. Rather than relying on the client's responsiveness (or lack-there-of), be sure to collect all the essentials at the client intake form step. They may need to provide brand style guides, custom designs, buyer personas, etc. Having all the requirements and access early on will help preserve the proposed timeline.

Contact Information and Preferences

Gathering contact information may seem like an obvious tip, but it doesn't make it any less critical. Minimally, collect emails and phone numbers for stakeholders. Additionally, discuss the preferred method of contact (email, video meetings, etc.) Consistent lines of communication play a huge role in creating a pleasant customer experience.

Don't Shy Away From Talking About Money

While this may seem like an uncomfortable topic, it's crucial to get the discussion going immediately. Companies and organizations have budgets to consider. You don't want to talk about all the bells and whistles, only to realize their budget is half of what your services would cost. When budgets are discussed early on, it can prevent wasting any time for either party involved.

Scope and Deliverables

Compatibility is a substantial contributing factor to the success of a client and service provider relationship. Questions about the project scope should make up a considerable bulk of the client intake form. This section should consist of thoughtful questions—Prep these in an in-depth mental map of the client's needs, goals, and expectations.

Industry Insight

If you're a marketing agency, gathering the client's industry information is crucial. No client is the same. You'll want to know what sets them apart in their industry? Who is their biggest competitor? What are huge trends in their world?

Establish Goals and Expectations

There's a reason the client is seeking help in the first place — what are the client's goals and expectations? Go through these carefully to ensure their asks can be met. Are these goals aligned with their business goals and the bigger picture? When these discussions occur, service providers and clients can set a healthy foundation for a healthy relationship. When you're clear on your client's goals, you can also help guide them in the right direction. You can help correct them along the way if a deliverable requested doesn't match up or impact their bottom line.

Client Questions

This catch-all section allows clients to work through any lingering fears, doubts, or concerns. Now that you've gotten a clearer picture of who they are and what they're seeking, you can confidently work through these concerns.

It's imperative to get clear on who your ideal clients are. Need some help creating the perfect client intake form? Let's chat! When you're clear on who you want to work with, your intake forms become more specific and effective.