You’re a creative entrepreneur with a service-based business, and you spend a lot of time communicating with clients. Between following up with potential clients, finalizing terms for new projects and working through feedback, the back-and-forth can become completely overwhelming. Thankfully, a welcome packet is something you can implement to cut down on the chaos when it comes to client communication.
And in my business, the thing that made the biggest impact was creating a Welcome Packet.
What I’m talking about here is a comprehensive overview of your packages, your process, client expectations, etc. It’s basically a detailed extension of your website or “Work With Me” page. I call mine a “Starter Guide”. But I’ll refer to this general tool/resource as an “Welcome Packet” for this post, since the idea is to introduce your potential clients to the ins and outs of working with you (before you ever do business together).
I send my welcome packet immediately after someone reaches out about working with me (usually via the client inquiry form on my site).
My client welcome packet covers:
- Info about me and about my business
- A detailed look at my packages and pricing
- Project flow for clients (so they understand what’s next through the entire process)
- Communication Expectations
- Payment information
- FAQ
- Next Steps
Your packet might include some of the same elements as mine, or it might look completely different. The key here is that a well-done welcome packet has a positive impact on your business and provides value to the potential client by saving you both time, answering common questions and communicating your brand personality while establishing professionalism.
Here are three ways you can make sure your welcome packet has a positive impact on your business by providing value for potential clients:
Impact #1: Save Time
Impact on your biz: The packet should replace the introductory call or those first few emails between you and a potential client. Make sure you clearly communicate what’s included in your offerings, plus your prices (and any flexibility in your pricing, such as payment plans). If you nail this step, you’re likely to save yourself anywhere between 30 minutes and 2 hours of back-and-forth spent just figuring out if the project is a good fit.
Impact on the potential client: Knowing exactly what’s included in your offerings will allow them to quickly decide if you’re right for their project, plus if you fit their budget. They’ll appreciate the clarity and feel confident in their decision to work with you.
Tip: Don’t be afraid to include (and stick with) clear business hours. It’ll help eliminate the pressure to be “on” 24/7 for clients. You’ll wind up being a whole lot more productive when you set these boundaries right from the start.
Impact #2: Provide Answers
Impact on your biz: You know those same 4-5 questions that clients always ask before, during and after working with you? Put them into an FAQ page and include it in your welcome packet. Emphasize the importance of your Intro Guide in email communications with clients so that they remember to reference it before coming to you with questions.
Impact on the potential client: Everyone is busy these days and nobody wants more email cluttering their inbox. Nope, not even clients who have questions. By providing them with answers that they can access at their convenience, you’re respecting their inbox space (and their headspace since they won’t have to remember to email or message you with the question).
Tip: Share the “why” behind some of your answers. Of course, keep answers brief but aim to educate potential clients when you can. Clueless clients are often the most difficult to work with, so inform people about why you do what you do if you want to book more clients who truly appreciate your expertise.
Impact #3: Communicate Professionalism & Brand Personality
Impact on your biz: You’ll work with more of your ideal clients! An welcome packet adds an element of professionalism and helps you stand out as a top-notch pick for potential clients. And showcasing your brand personality in the design + copy will definitely help you win more business from the best kind of clients — those who truly “get” what you’re all about.
Impact on the potential client: Similarly to what I mentioned above, clients want to work with creatives they know, like and trust. An welcome packet can help build each one of these factors.
Tip: Share the “why” behind some of your answers. Of course, keep answers brief but aim to educate potential clients when you can. Clueless clients are often the most difficult to work with, so inform people about why you do what you do if you want to book more clients who truly appreciate your expertise.
