Client Intake Form

Client Intake Form

When to Use This Skill

Use this skill when you need to:

• Create an intake form that captures essential project information before kickoff
• Design questionnaires for onboarding new clients efficiently
• Reduce discovery call time by gathering key details in advance
• Standardize information collection across all new engagements

DO NOT use this skill for customer surveys, feedback forms, or lead generation forms. This is for service provider intake — gathering what you need to start working.

Core Principle

A GREAT INTAKE FORM ASKS THE RIGHT QUESTIONS IN THE RIGHT ORDER — IT REPLACES A 60-MINUTE DISCOVERY CALL WITH A 10-MINUTE FORM THAT GIVES YOU BETTER INFORMATION.

Phase 1: Form Requirements

Required Inputs

GATE: Confirm service type and critical info needs before designing the form.

Phase 2: Form Structure

Section Framework

Organize questions into logical sections:

## Client Intake Form — [Service Name]

### Section 1: About You
- Business name
- Your name and role
- Website URL
- Industry/niche

### Section 2: Your Goals
- What is the primary goal for this project?
- What does success look like to you?
- Is there a deadline or launch date?

### Section 3: Current Situation
- What have you tried before?
- What is working well that we should keep?
- What is NOT working that prompted this project?

### Section 4: Project Specifics
- [Service-specific questions — see templates below]
- [Scope-defining questions]
- [Preference or style questions]

### Section 5: Logistics
- Budget range (provide tiers, not open-ended)
- Timeline preference
- Preferred communication method
- How did you hear about us?

Question Design Rules

1. Use closed-ended questions for facts — multiple choice, dropdowns, yes/no
2. Use open-ended questions for context — limit to 3-5 per form
3. Provide examples — "Describe your target audience (e.g., women 25-40 who shop online for skincare)"
4. Make critical fields required — but keep optional fields for nice-to-have info
5. Group related questions — do not jump between topics randomly

Phase 3: Service-Specific Templates

Design/Branding Intake

• Do you have existing brand guidelines? (Upload option)
• Share 3 websites or brands whose design style you admire
• What colors, fonts, or imagery should we use or avoid?
• Who is your target audience?
• Where will this design be used — web, print, social?

Copywriting/Content Intake

• What is the purpose of this content — sell, inform, educate, entertain?
• Describe your brand voice in 3 adjectives
• Who is reading this? What do they care about?
• Are there specific keywords or phrases to include?
• Share examples of content you like (URLs or uploads)

Consulting/Strategy Intake

• What is the biggest challenge your business faces right now?
• What is your revenue and team size?
• What have you already tried to solve this problem?
• What resources (budget, team, time) are available for implementation?
• What would make this engagement a success in your eyes?

Web Development Intake

• What platform does your site run on?
• What features or functionality do you need?
• Do you have content ready (copy, images, videos)?
• How many pages does the project include?
• Do you need e-commerce, booking, or membership functionality?

Phase 4: Form Optimization

Completion Rate Tips

• Keep forms under 15 questions for best completion rates
• Use progress bars to show how much is left
• Auto-save responses so clients can return later
• Send a reminder if the form is not completed within 48 hours
• Thank them immediately upon submission with a confirmation and next steps

Post-Submission Workflow

1. Form submitted — trigger automatic confirmation email
2. Review responses within 24 hours
3. Flag any missing or unclear answers for follow-up
4. Schedule kickoff call only after form is reviewed
5. Reference form answers during kickoff to show you prepared

Form Checklist

• Every question serves a specific purpose — no filler
• Required fields are limited to truly essential info
• Open-ended questions include example answers
• Budget question uses ranges, not open text
• File upload option is included for assets and references
• Confirmation message includes next steps and timeline
• Form is mobile-friendly

Anti-Patterns

• Too many open-ended questions — 10 text boxes guarantee short, unhelpful answers. Use specific, guided prompts.
• No budget question — asking about budget early saves everyone time. Use ranges so clients feel comfortable.
• Asking for info you will not use — every question should connect to a decision you make during the project.
• No confirmation or next steps — submitting a form into a void makes clients anxious. Tell them what happens next.
• Duplicating the discovery call — if you still ask the same questions on the call, the form is not doing its job.

Recovery

• Client skips the form: Make it a prerequisite — "I'll review your responses before our kickoff call." No form, no call.
• Answers are vague or unhelpful: Follow up with 2-3 targeted clarifying questions. Do not re-send the whole form.
• Client pushes back on form length: Shorten to the absolute essentials and gather the rest during the kickoff call.
• Form tool limitations: Use a simple Google Form or even a well-formatted email with numbered questions. The tool matters less than the questions.
• Different clients need different forms: Create 2-3 variations by service type rather than one catch-all form.