How To Create A Client Welcome Packet

As I’ve become a more experienced business owner (and more importantly - a more experienced service provider), I’ve realized the importance of making your onboarding process as smooth as possible for new clients. When their first interactions with you are clear, concise, and smooth their trust in you grows exponentially. 

One of the key things I’ve started adding to my own client onboarding process is a welcome packet - a customized PDF that outlines what they can expect by working with me.

A welcome packet is a very important surprise and delight strategy, because it makes your clients feel taken care of. Especially in the beginning of any working relationship, you want to make sure that you are answering questions your new client has before they realize they have the question. You want to make them feel like you are tending to their needs and that you really do value them as a client, and as a person.

That’s why going the extra mile to create a custom, branded welcome packet is such a strong tool in your surprise and delight arsenal. Because it allows them to have all of the information they need in one place, and it also lets you rest easy knowing they have all of the information at their fingertips.

So what goes into a welcome packet for your clients? Obviously the specifics will differ based on your specific industry, but the basic bones will remain the same. 

Download the FREE client welcome packet guide:

Welcome them to your business

The first thing you want to do is have a welcome letter inside your welcome packet. Thank them again for choosing to work with you, and let them know how excited you are to get started on their project.

In my own welcome packet, I also include a quick overview of everything that is included in the welcome packet, so they know what other information they’re getting. It’s not quite a table of contents, but it does let them know what I’ve put together in a quick glance.

Reiterate the service you’re offering

While they know what they hired you for, it’s a good idea to just reiterate that again. Make sure you include the deliverables, any communication guidelines, their investment, and your fee structure. 

If you have specific timelines that need to be adhered to, make sure you outline those in this part of your welcome packet. This gives your client a very clear understanding of what is happening when, and what they need to give you in order for those things to happen on time.

And don’t feel like you need to cram this into one page of your welcome packet! Spread out the information over multiple pages to give your client space to digest one piece at a time.

For example, I have the package overview, what’s included, sample tasks, and their investment all on their own pages. That way the client can move through the levels of information without feeling overwhelmed by the sheer number of words on a single page.

Communication Expectations + Methods

While you can mention that in the information about the service you’re providing, it’s a good idea to call this out into it’s own section as well. Because we live in such a technology-based world these days, there can be an expectation from the client that you are always “on” and reachable.

And while I know you love your business, you also want to have a life outside of it. So setting those communication boundaries from the onset will help your clients feel taken care of, they’ll know exactly when they can expect a response from you, and you don’t feel guilty about not checking your email over the weekend.

Any information they need to know about the service you’re providing

Is there anything else they need to know about the service you’re providing to them? Maybe you get asked the same 10 questions by every client - put those questions and answers into a FAQ section of your welcome packet.

Do you only offer development services? Tell your client they need to look for someone else to design their site. 

Try to think of anything else your client may need to know, or want to know, before you get started so you’re both on the same page from the very beginning.

Any resources they’ll need

Is there anything they’ll need to complete or set up before they start working with you? Tell them what it is! 

For example, I have all of my clients create a free LastPass account so they can share their logins with my team and I securely. In my welcome packet I let them know that’s how we manage passwords, and I give them the link to sign up directly.

Try to think of all the little pieces like that and include them in your welcome packet. It will make life much easier for you and for your client!


Ready to create your own welcome packet for your clients? Download the free brainstorming guide I put together just for you!


Do you have a welcome packet already? What do you include in it that’s different from what I outlined above? Let me know in the comments!