Operations
What to collect before the work starts
Missing access, unclear approvals and incomplete business information can delay delivery. A clear onboarding checklist helps the team resolve those dependencies before the work begins.
9 min read · Updated 13 October 2026
Use onboarding to agree on the information, permissions and decisions the first deliverable needs. Ask for the essentials early, explain why each item matters and give the client a clear owner and next step for anything that remains outstanding.
Access, and how to get it properly
Shared account credentials can make access harder to secure and trace. Password or authentication changes may interrupt the workflow, staff actions can be harder to distinguish, and offboarding may require credential changes. Prefer an individual account or delegated agency access where the platform supports it.
Delegated access grants permissions to your own account, scoped to the work. Many platforms support user invitations or agency partnerships, but the available roles and revocation controls differ. Check the relevant platform guide and verify the resulting access with the client.
- Google Business Profile — manager access, not the owner login. Never accept ownership transfer unless the client explicitly wants that.
- Google Analytics — property-level access at the permission level the work needs, which is usually not administrator.
- Google Search Console — delegated user, full or restricted depending on whether you need to submit changes.
- Google Ads — linked through a manager account rather than a shared login.
- Meta assets — through Business Manager, with the client's business as the asset owner and your agency as a partner.
- Website — a user account of your own on the CMS, and hosting or DNS access only if you genuinely need it.
Keep the client's Business Profile, ad account and domain under the client's ownership unless a separate, explicit arrangement requires otherwise. Unnecessary ownership transfers can complicate recovery and offboarding. Record the agency's role and the client's route to remove it.
The business facts you will need later
Collect these once, in writing, and store them where the whole team can see them. Every one of these is something an account manager will otherwise ask the client about twice.
- Exact legal name, trading name, and the name as it should appear publicly — these are frequently three different things.
- Address as it appears on the Business Profile, and whether the business serves customers at that address or travels to them.
- Service area: the actual one, in the client's words, not the aspirational one on their website.
- Opening hours including holidays, and who updates them.
- Phone numbers, including whether a tracking number may be used and on what.
- The services they want more of, and — more useful — the ones they want less of.
- Their three real competitors, named by them. This is more accurate than anything you will find yourself.
The things nobody asks and everybody needs
- 1
Who decides
Name the person who can approve work and the person who can stop it. In a small business these are usually the same person; in a slightly larger one, assuming so costs you a month.
- 2
How they want to be contacted
Ask, and then use it. An owner who reads texts and ignores email is not being difficult, and discovering it in month three is your fault, not theirs.
- 3
What success looks like to them
Get a sentence in their words. "More calls from the east side" is a brief. "Improve our SEO" is not, and if that is all you have, keep asking.
- 4
What went wrong last time
Ask whether the client has worked with an agency before and what they would like handled differently. Record specific preferences without assuming the same problems will recur.
- 5
Their worst month and their busiest month
Seasonality changes what a chart means. Without it you will report a bad August as a failure.
- 6
Anything they cannot say publicly
Pending litigation, a bad review they are contesting, a location about to close. Ask directly; it is less awkward now than in a published post.
Assets and permissions
Logos in a vector format, photographs they own, and — critically — written confirmation that they have the right to use the images they are giving you. Stock photography someone downloaded years ago is a recurring and genuinely expensive problem.
If you will be writing or posting as the business, agree the tone and the boundaries now. A single page covering what the business does and does not say is worth more than any style guide.
Make it one step for the client
A long checklist is easier to follow when the client can see the required steps in one place. A consolidated link can reduce scattered requests, but completion still depends on the right account owner, available information and any platform approvals.
Use onboarding links to organize requests and make progress easier to review. Follow up on unresolved steps and verify access before declaring the account ready; one link does not guarantee that every dependency can be completed in a single sitting.
