A client welcome packet is a templated resource sent to clients during onboarding, designed to make your client relationships smoother from day one. It gives them a warm welcome with helpful information that will make working together really straightforward.
Even though we’re talking about a ‘welcome’ packet, this could be something your clients refer to throughout your work with them. It’s intended to make both of your lives simpler, giving answers to straightforward questions in one place.
What could go into a welcome packet?
A welcome message
A short welcome from you: there’s no need to go into too much detail about you and your business, as they’ve already chosen to work with you. You could briefly outline any goals you’ve discussed for working together and outline how you’re going to achieve them.
If you want to say you’re excited to work together, I prefer to do that in a personal message alongside the welcome packet. A templated message about excitement doesn’t generally convey real excitement.
Key milestones, deliverables and timelines
You can choose how much detail you want to go into in a welcome packet, and whether it’s something you’ll be updating as you go (more on the format of this below). It’s a good idea to include your role and your client’s role in each step so you’re both clear from the start. Plus, you could let them know which dates are movable as the project moves and which are set in stone.
Your policies, boundaries and expectations
This is a good place to repeat key policies from your contract, making them easier for your client to access and refer to. For example, cancellation and refund policies, and any specific boundaries you have for working with them, e.g. communication channels and expected response times.
You can also include notes on what you expect from them. For example, if you need feedback from them as part of your service, this is a good place to set out the timeframe for that feedback in order to be able to continue to deliver your service effectively for them.
At this point your client will have agreed (and possibly paid) your fees already but there’s no harm in reiterating the price and exactly what they’ve paid for. If you’ll be invoicing during or after the work, now is also a good time to confirm payment terms.
If you’ll be working together for a while then it may be appropriate to include your terms around holiday times: how much notice you’ll be giving them and how much notice you’ll need from them so you can continue your service without interruption.
How you work best
Beyond setting formal policies and boundaries, you can also use your welcome packet to share how you personally work best and your more flexible preferences. For example, you could let them know that you’re happy to respond to urgent requests but you’re more likely to see those in a WhatsApp message than in an email. Or you might choose to disclose that you’re neurodivergent and what that means for how you process information from them.
These are the types of things you discover over time, so this part of your welcome packet might always be a work in progress.
Additional resources
If these are short then include them directly in the welcome packet. Otherwise add links to key resources, for example any relevant guides or FAQs.
Instructions for any prep work
You can include any forms your client needs to complete, or list how and what materials they need to provide before you can start your work.
It can be tempting to throw the kitchen sink into a welcome packet but ask yourself whether each item will help you and your clients. Make sure your welcome packet is easily editable, so you can edit or delete sections for individual clients. Canva have lots of good welcome packet templates but be sure to remove the parts you don’t need.
Welcome packet formats
A document or set of documents is the traditional option for welcome packets. These can be shared digitally with links included or could be sent by post if that fits with your service. When sent by post, you could also choose to include a small welcome treat.
If you are using a document, it’s a good idea to add your own branding and an image or two to make it look professional – but avoid padding it out with stock photos for the sake of it. Imagine your client sitting and scrolling through it, probably skim reading it initially, and see if it feels off-putting. Even better, ask a friendly past client to review it for you and see how it feels to them.
Alternatively, your clients might prefer a video or audio format (with transcript). This works well when you’re providing one-off information.
Or you could choose the best of both worlds: a welcome video for them to watch once which explains the key points, and then a short PDF document with the key points and links to other resources or pre-prep work.
Another option would be to record a short video of yourself walking through a more in-depth document, giving a tour of the key points.
One last point to consider on the format is whether you need certain parts of it to be dynamic. This only works if you know your client will look at it regularly but it can be a handy place to show timelines and tasks, then update them with any changes as you go. As long as you and your client are both on the same page (literally, in this case) having an evolving timeline can help keep you both on track.
Whatever format you choose, make sure it sounds like you by using your tone, your personality and your branding. If you and your brand are warm and bubbly, it would feel jarring for your clients to receive a corporate-sounding welcome packet – and vice versa.
When should you send your clients a welcome packet?
Welcome packets work best for long term clients or more involved projects where there’s a lot of information to share upfront. They also work well if your service has multiple steps, or has points in the process where you need information or sign-off from your client.
For shorter or simpler services, a full welcome packet could be overkill. However, you may still want to send a mini welcome document with key milestones, policies and boundaries to set yourself up for a great client relationship.
For the right service, a thoughtful welcome packet is a good step in making sure your clients don’t have buyer’s remorse (you can read more about preventing buyer’s remorse over here.)
In short, a welcome packet is worth using if it makes onboarding easier for you and your client, but not if it risks overwhelming them. Unnecessary information can actually make onboarding feel more confusing, not less.
It’s a great way to compile the key information clients need for a successful working relationship with you, and it can help set a positive tone from day one. Having said that, it’s not a silver bullet to ‘fix’ client relationships. Think of it as a helpful foundation for a great relationship instead.
When used thoughtfully, a welcome packet can streamline your onboarding process and helps reassure your clients that they made the right choice in hiring you.
