Client intake form questions agencies should ask before delivery starts

A good agency intake form is not a survey. It is the handoff from sales to delivery.

The questions should help the team understand what was sold, what needs to be created, who approves it, where assets live, and what proof the client expects later.

Business context

Start with the basics the delivery team will need again and again.

• What does the business sell?
• Who is the primary audience?
• Which offers or services matter most right now?
• What markets, regions, or languages should we consider?
• Are there seasonal priorities or launch dates?
• Who are the main competitors?

Goals and success criteria

Avoid vague goals like "grow awareness" without a practical follow-up.

Ask:

• What are the top three goals for this engagement?
• What would make the first 90 days feel successful?
• Which metrics does the client already track?
• Are there internal deadlines we should know about?
• What should we avoid optimizing for?

Scope and package confirmation

The intake form should quietly confirm the package.

• Which service package did you select?
• Are there any deliverables you expect that are not listed?
• Are there blackout dates or unavailable periods?
• Who should receive reports or delivery summaries?
• Are there required review or compliance steps?

This catches scope confusion early.

Brand assets and creative direction

Ask for the things that prevent first-draft rework.

• Logo files
• Brand guidelines
• Fonts and colors
• Existing photo or video assets
• Examples the client likes
• Examples the client dislikes
• Tone of voice notes
• Words or claims to avoid

Access and systems

Do not collect passwords through a plain form. Do collect what access is needed and who owns it.

• Which accounts will the agency need access to?
• Who can approve access requests?
• Which tools does the client already use?
• Where are current files stored?
• Are there analytics or reporting tools we should connect?

Approval workflow

This section saves more time than almost any other.

• Who is the final approver?
• Who can request changes?
• What is the expected review window?
• What happens if feedback is late?
• How many review rounds are included?
• Should approval be required before publishing or delivery?

Proof and reporting

Ask what the client expects to see after work ships.

• What proof should be attached to completed work?
• Should proof include screenshots, links, reports, files, or notes?
• Who receives the delivery summary?
• How often should proof or reporting be reviewed?

Make the answers usable

The biggest mistake is collecting good answers in a form tool, then forcing the delivery team to hunt for them later.

Connect intake responses to the client workspace, service plan, approval workflow, and deliverables. That is the difference between a form and an onboarding system.

Blae's agency intake form software is built for this post-sale workflow.

FAQ

What is an agency client intake form?

It is a post-sale form that collects the context, assets, access, approval rules, and delivery expectations an agency needs to start client work.

How long should an intake form be?

Long enough to prevent delivery confusion, but not so long that the client avoids completing it. Group questions by topic and only ask for what the team will use.

Should every agency use the same intake form?

No. Use shared sections for business context, access, approvals, and reporting, then add service-specific questions for social, SEO, video, design, or content work.