Free Template
Agency Client Onboarding Template
A comprehensive client onboarding document for digital marketing agencies. Covers team contacts, communication channels, access checklist, brand guidelines, goals and KPIs agreement, kick-off meeting agenda, first 30 days plan, and billing information — all ready to send on day one.
How to use this template
- 1. Click “Copy Template” above.
- 2. Paste into Google Docs, Notion, or your preferred tool.
- 3. Replace all
[Placeholder]text with your information. - 4. Add your branding and share with the client before the kick-off call.
Template Content
Click Copy, then paste into any document
CLIENT ONBOARDING DOCUMENT ═══════════════════════════════════════════ Client: [Client Name] Account Director: [Account Director Name] Project Manager: [Project Manager Name] Kick-off Date: [Kick-off Date] ═══════════════════════════════════════════ WELCOME TO [AGENCY NAME] ───────────────────────── Dear [Client Name] team, We are delighted to welcome you as a client. This document covers everything you need to know to get started — your team contacts, communication preferences, access requirements, agreed goals, and your first 30 days plan. Our commitment to you: you will always know what we are working on, why we are doing it, and what results it is driving. If at any point you have a question or concern, please reach out directly — we would rather over-communicate than leave anything unclear. Let's build something great together. [Account Director Name] Account Director, [Agency Name] ─────────────────────────────────────────── YOUR DEDICATED TEAM ─────────────────────────────────────────── ROLE NAME EMAIL SLACK ──────────────────────────────────────────────────────────────────────────────── Account Director [Name] [[email protected]] @[handle] Project Manager [Name] [[email protected]] @[handle] SEO Strategist [Name] [[email protected]] @[handle] Content Lead [Name] [[email protected]] @[handle] Paid Media Specialist [Name] [[email protected]] @[handle] Designer [Name] [[email protected]] @[handle] Data Analyst [Name] [[email protected]] @[handle] ──────────────────────────────────────────────────────────────────────────────── Your primary point of contact for day-to-day questions is [Project Manager Name]. For strategic decisions and escalations, please contact [Account Director Name]. ─────────────────────────────────────────── COMMUNICATION CHANNELS & RESPONSE TIMES ─────────────────────────────────────────── SLACK (primary tool for day-to-day communication) • Channel: #[client-name]-general • Use for: Quick questions, sharing assets, updates • Response time: Within 4 business hours (Mon–Fri, 9am–5:30pm) EMAIL • Use for: Formal requests, documents, approval sign-offs • Response time: Within 4 business hours VIDEO CALLS (via [Zoom / Google Meet / Teams]) • Monthly strategy review: [Day of month], [Time] • Ad-hoc calls: Book via [Calendar Link] URGENT ISSUES • Contact [Account Director Name] directly via Slack DM or phone: [Phone Number] • After-hours emergencies: [Emergency contact protocol] PROJECT MANAGEMENT TOOL • We use [Notion / Asana / Monday.com] to track all tasks and deliverables • You will receive an invite to: [Workspace URL] • Training: 15-minute walkthrough included in kick-off call ─────────────────────────────────────────── ACCESS REQUEST CHECKLIST ─────────────────────────────────────────── Please provide access to the following within the first 5 business days. We will send individual access requests to the appropriate platforms. ANALYTICS & TRACKING: ☐ Google Analytics 4 (Admin access) ☐ Google Search Console (Full access) ☐ Google Tag Manager (Publish access) PAID MEDIA: ☐ Google Ads (Admin access to MCC: [Manager Account ID]) ☐ Meta Business Manager (Admin access) ☐ [Other ad platform] (Admin access) SOCIAL MEDIA: ☐ Instagram (Admin via Facebook Business Manager) ☐ Facebook Page (Admin access) ☐ LinkedIn Company Page (Super Admin) ☐ [Other platform] (Admin) WEBSITE & CMS: ☐ [WordPress / Webflow / Shopify] (Admin access) ☐ Hosting control panel access (if technical SEO required) ☐ DNS access (if technical redirects needed) BRAND ASSETS: ☐ Brand guidelines document ☐ Logo files (SVG, PNG with transparent background) ☐ Brand colour HEX codes: Primary [#XXXXXX], Secondary [#XXXXXX], Accent [#XXXXXX] ☐ Brand fonts (names and/or files) ☐ Photography library (shared Google Drive / Dropbox link) ☐ Video assets (if available) ☐ Brand voice guide or tone of voice document OTHER: ☐ CRM access (for lead attribution) — [HubSpot / Salesforce / Other] ☐ Email platform access — [Klaviyo / Mailchimp / ActiveCampaign] ☐ Previous agency reports or data exports ─────────────────────────────────────────── BRAND GUIDELINES SUMMARY ─────────────────────────────────────────── Complete the following for our records (or share your brand guide): BRAND COLOURS: • Primary: [#XXXXXX] — [Colour name] • Secondary: [#XXXXXX] — [Colour name] • Accent: [#XXXXXX] — [Colour name] • Background: [#XXXXXX] • Text: [#XXXXXX] TYPOGRAPHY: • Heading font: [Font name] • Body font: [Font name] BRAND VOICE: • We are: [adjective], [adjective], [adjective] • We are NOT: [adjective], [adjective] • Example of great brand writing: [Link or paste example] • Tone for social: [Formal / Conversational / Playful / Expert / Other] COMPETITORS TO AVOID FEATURING OR REFERENCING: • [Competitor 1] • [Competitor 2] • [Competitor 3] ─────────────────────────────────────────── GOALS & KPIs AGREEMENT ─────────────────────────────────────────── KPI CURRENT BASELINE 3-MONTH TARGET 12-MONTH TARGET ────────────────────────────────────────────────────────────────────────────────── Monthly website traffic [X,XXX] [X,XXX] [X,XXX] Organic search traffic [X,XXX] [X,XXX] [X,XXX] Monthly leads [X] [X] [X] Cost per acquisition $[XXX] $[XXX] $[XXX] Conversion rate [X]% [X]% [X]% Revenue from digital $[X,XXX] $[X,XXX] $[X,XXX] [Custom KPI] [Baseline] [Target] [Target] ────────────────────────────────────────────────────────────────────────────────── These KPIs will be reviewed monthly and formally reviewed at the 3-month and 12-month marks. If targets need to be revised based on market conditions, we will discuss this proactively. ─────────────────────────────────────────── KICK-OFF MEETING AGENDA (60 MINUTES) ─────────────────────────────────────────── [Kick-off Date] | [Time] | [Location/Video Link] 0:00 – 0:10 Introductions (agency team + client team) 0:10 – 0:25 Business overview (client presents: products, audience, USP, seasonality) 0:25 – 0:40 Current performance review (analytics walkthrough together) 0:40 – 0:50 Priorities, blockers, and quick wins 0:50 – 0:55 Decision-making process (who approves what, escalation path) 0:55 – 1:00 Next steps and immediate actions ACTION ITEMS FROM KICK-OFF (to be completed): • [Agency]: [Action] by [Date] • [Agency]: [Action] by [Date] • [Client]: Provide access to [Platform] by [Date] • [Client]: Share [Asset] by [Date] ─────────────────────────────────────────── YOUR FIRST 30 DAYS PLAN ─────────────────────────────────────────── WEEK 1: DISCOVERY & AUDIT ✓ Account access set up across all platforms ✓ Full analytics and current performance audit ✓ Competitor landscape review ✓ Brand assets received and catalogued ✓ Kick-off meeting completed WEEK 2: STRATEGY ✓ Strategy document drafted and sent for review ✓ Keyword research completed (if SEO/content included) ✓ Campaign structure planned (if paid media included) ✓ Content calendar for months 1–3 drafted WEEK 3: BUILD ✓ Campaigns/content approved by client ✓ Tracking and analytics configuration confirmed ✓ First campaign/content assets in production WEEK 4: LAUNCH ✓ First campaigns / content live ✓ Tracking confirmed working in all platforms ✓ Week 4 check-in call (30 minutes) ─────────────────────────────────────────── INVOICE & BILLING INFORMATION ─────────────────────────────────────────── BILLING CONTACT: Name: [Finance Contact Name] Email: [[email protected]] PO Number required: [Yes / No] PAYMENT TERMS: • Management retainer: Invoiced on [1st of month / Start of engagement] • Payment due: [X] days from invoice date • Payment method: [Bank transfer / Direct debit / Other] BANK DETAILS FOR TRANSFER: Bank: [Bank Name] Account name: [Agency Legal Name] Account number: [XXXXXXXX] Sort code: [XX-XX-XX] Reference: [Invoice number] LATE PAYMENT: Invoices unpaid after [X] days may incur a late payment charge of [X]% per month. If you anticipate any payment delays, please notify us in advance. ─────────────────────────────────────────── QUESTIONS? ─────────────────────────────────────────── We are here to make this as smooth as possible. If anything is unclear or you need something not covered in this document, please reach out: [Account Director Name] [Email] | [Phone] | Slack: @[handle] [Agency Name] | [Website] | [Address]
Client Onboarding FAQs
What should be in a client onboarding document?
A strong client onboarding document should cover: a welcome message with your team's contact details, communication channels and response time commitments, a complete access checklist (analytics, ads, CMS, social, brand assets), agreed KPIs with baselines and targets, a kick-off meeting agenda, a week-by-week first 30 days plan, and billing information. The goal is to eliminate uncertainty and set clear expectations on both sides from day one.
How long should agency onboarding take?
For most agency engagements, onboarding should be completed within the first 2–3 weeks. This includes obtaining all access, completing the discovery audit, holding the kick-off call, and agreeing the strategy. Delays in access or asset provision from the client are the most common bottleneck — this template's access checklist helps prevent that.
What access does an agency need at the start of an engagement?
At minimum: Google Analytics (admin), Google Search Console (full access), Google Ads (if applicable), Meta Business Manager, social media admin access, CMS or website access, and brand assets. For content-led programmes, also CRM access for lead attribution. Share this checklist with your client before the kick-off to avoid delays.
How do you set expectations with a new agency client?
Set expectations in writing before work begins: agreed KPIs with baselines, communication cadence and response time commitments, approval processes and turnaround times, what is and is not included in the retainer, and realistic timelines for results by channel. The first 30 days plan in this template is especially useful for managing early expectations.