A client onboarding checklist for marketing agencies

1. Prepare the intake before asking the client

Start with the work you have actually agreed to deliver. A website project, paid advertising campaign and social media retainer need different inputs. Avoid asking every client every possible question.

• Confirm the service, agreed scope, target start date and client decision-maker.
• Name the person at your agency responsible for onboarding and chasing outstanding items.
• Separate required information from optional background. Give each required item a clear completion rule.
• Choose or create a reusable template for this service. Explain unfamiliar terms and which file formats you accept.

For example, “upload your logo” is clearer if you explain whether the team needs an editable source file or just an image. Clientovo accepts PDF, PNG, JPEG, WebP and TXT uploads, up to 10 MB per file. For editable artwork, SVG, Word documents or video, agree an access-controlled sharing link rather than uploading an unsupported format. Ask only for information needed for the work.

2. Collect the information your team will use

Client details and project goals

• Business name, website and main project contact.
• The products or services being promoted, target customers and relevant locations.
• The outcome the client wants and how you will agree to measure it.
• Existing campaigns or website issues, important deadlines and approval contacts.

Brand files and content

• Logos, brand guidelines, approved colours and fonts, where relevant.
• Approved photos and copy, with permission to use them. Share video and editable source files through an agreed private link.
• Existing documents or campaign briefs your delivery team needs.
• Clear filenames and a note explaining which version is current.

Platform and account access

List the platforms needed for the agreed work, such as the website CMS, analytics or advertising account. Prefer platform invitations and appropriate permissions to collecting passwords in a form. Do not ask for payment-card details or two-factor authentication codes.

Receiving an answer saying “access granted” is not proof that your team can log in. The agency should verify access in the relevant platform and resolve permissions before starting work.

3. Follow up on gaps, then review the answers

Keep one outstanding-items list rather than chasing in separate email threads. A useful follow-up says exactly what is missing, why it is needed and where the client can provide it. Agree a reasonable follow-up schedule instead of repeatedly sending the same generic reminder.

• Check which required answers and files are still missing.
• Ask for clarification when a response is incomplete or contradictory.
• Check that files are usable and relate to the correct client and project.
• Keep internal review notes separate from client-facing instructions.

A completion percentage measures collection progress. It should not replace a review: every required field can be filled while an answer still needs correcting.

4. Give the delivery team a clear handover

The handover should bring together approved answers, files, project contacts and any outstanding dependencies. Assign responsibility for unresolved items rather than treating them as complete.

• Include a readable report and the relevant uploaded files.
• Identify the template or service the intake belongs to.
• Tell the team where approved information is stored and who should have access.
• Keep downloaded client information secure and follow your agreed retention process.

Checklist FAQs

Should every marketing client get the same checklist?

Keep a shared core for contact details and goals, then add service-specific questions. A paid advertising client may need different access and assets from a website client.

Is a form enough for client onboarding?

A form can be enough when your team can handle the follow-ups, review and handover. If those jobs are the problem, read our guide to forms versus managed onboarding.

Does 100% complete mean the pack is ready?

Not necessarily. Clientovo reviews the submitted answers and files before approving the handover. Reaching 100% does not send the pack automatically.