This blog post was created based on Adam Ortman’s feature on the “Exploring Growth” podcast with Lee Murray. Listen to the full podcast, “How to Turn Buyers into Brand Advocates,” here.
They say not to judge a book by its cover, but in business, this is unavoidable.
First impressions matter. They matter a lot. When you’re bringing on a new client, the onboarding process may seem like just a formality, but the truth is that it sets the tone for your entire working relationship.
A seamless, integrated, and well-thought-out onboarding experience can affirm your client’s decision to work with you and also help them evolve into loyal advocates for your brand.
In the past, you may have shrugged off onboarding as just more paperwork and emails, but it’s time to rethink your strategy. Give your customers a reason to stick around (to keep reading, as the book analogy might go), and you’ll have loyal customers who serve as vocal mouthpieces for your brand for life.
Here’s how to master the art of onboarding.
The Psychology of Onboarding
Human psychology plays a bigger role in onboarding than you might imagine. Right after a client signs on the dotted line, they’re likely to experience a mix of emotions including, but not limited to, profound excitement and uncertainty.
This phenomenon, often referred to as “buyer’s remorse,” is a critical juncture for you and your business. Your job during the onboarding phase is to replace any nagging doubts with assurance that they’ve made the right choice.
Aligning expectations early is equally important. This means being clear about deliverables, timelines, and results while leaving zero room for misinterpretation.
For example, if a client signs up for a branding strategy, explain what phases are involved, the milestones you’ll hit, and the collaborative aspects of the process. When your expectations align with your client's, you’re able to avoid misunderstandings that could derail the relationship before it even has a chance to begin.
Key Elements of an Effective Onboarding Process
To create an onboarding process that truly works, you have to get specific. A "one-size-fits-all" approach won’t cut it, especially if you’re working with diverse clients who come with varying needs and expectations.
Here’s how you can elevate your game.
1. Start with Clear Expectations
The first conversation sets the foundation, so be as detailed as possible about what to expect. This means creating a communication plan that addresses how, how often, and through which channels you’ll keep them updated.
Prefer emails? Stick to them. Working with a tech-savvy startup? Maybe Slack is the way to go. Tailoring communication to your client’s preferences shows that you care about their comfort, not just your efficiency.
Plan out the first 30, 60, and 90 days in a way that balances structure with flexibility. Think of it as a roadmap, rather than a rigid itinerary.
Giving clients an overview of the process lets them know where you’re going and how you’ll get there. Better yet, use efficient tools such as onboarding templates to streamline the process and ensure every client gets the same level of care and attention.
2. Create Tailored Lines of Communication That Build Trust
Building trust begins with transparency. Share behind-the-scenes glimpses of your processes so clients understand what’s happening.
For instance, if you’re working on an ad campaign, you could share mockups or updates about performance testing. Storytelling plays a key role here, too, as it helps humanize your service. Instead of just delivering data, provide the "why" behind the work, your justification for your actions, to help clients see the value in your efforts.
Rapport will grow only stronger when communication feels personal, so make sure you understand your client’s pain points early on. Whether they’ve struggled with unreliable partners in the past or felt disengaged by aloof service providers, tailor your messaging to alleviate those concerns. And finally, keep lines of communication open. No matter what, however, remember that prompt responses are non-negotiable.
3. Deliver Early Wins
Nothing reassures a client like results—early ones, to be specific. The first 30 days are your opportunity to eliminate any lingering doubts.
Start by identifying quick wins that can be delivered within this period. Maybe it’s a detailed audit that highlights actionable improvements, a draft strategy deck, or simply an insightful report showcasing data analysis.
Surprising clients with small gestures is another way to create memorable moments. It doesn’t have to be extravagant—a handwritten thank-you note or an additional feature they didn’t expect can work wonders in solidifying your relationship. Surprises show effort, and effort builds loyalty.
Long-Term Advantages of a Strong Onboarding Process
When onboarding is done right, it’s far more than the beginning of a project, but is also the foundation of a lasting partnership. A well-designed onboarding process establishes trust by proving early on that you’re an expert who delivers what you promise.
When clients trust you, they’re more likely to see you as a partner rather than a vendor. And that’s more important than words can describe or numbers can quantify.
A robust onboarding process also opens doors for future collaboration. When clients are impressed with your professionalism and results from the outset, upselling or securing repeat business becomes significantly easier. They’ll be more inclined to invest further because you’ve already proven the value of working with you.
Last but not least, satisfied clients are also your best advocates. Word-of-mouth referrals can only happen when the foundation of the relationship has been strong from the start.
When you have in place a streamlined onboarding experience that exceeds expectations, it leaves your clients eager to recommend your services to their colleagues and peers. And word-of-mouth referrals, as we know, are more effective than any other type of advertising.
Practical Takeaways for Your Business
Building an effective onboarding process isn’t about overhauling your operations overnight. Small, intentional changes can yield bigger results than you may have expected.
Consider implementing templates for emails, timelines, or checklists to save time without sacrificing quality, as these tools create consistency and reduce the margin for error.
Another practical tip is to survey your clients after onboarding and try to figure out where any improvements can be made. Feedback is invaluable in refining your approach and ensuring your process evolves over time.
Sometimes, the smallest tweaks—a shorter kickoff meeting, more frequent updates, or a clearer initial proposal—can make a big difference in the client experience.
The Takeaway
A thoughtful onboarding process is more than just good business practice. It is equal parts an art and a science. Each of these elements described above builds trust, reinforces confidence, and lays the groundwork for meaningful collaborations - collaborations that go far beyond the first project.
If your onboarding strategy needs a refresh, we’re here to help. At Kinetic319, we specialize in creating customer success strategies that deliver measurable impact.
Reach out to us, and together we’ll make sure your first impression isn’t just a good one—it’s the start of something incredible.