Skip to content
Agency Pilot
All resources

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. 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. 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. 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. 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. 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. 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.

Put your agency on autopilot

Start a 14-day trial with 300 credits. Add your first client and send an onboarding link today.

Turn the agency client onboarding checklist into a readiness review

Collecting information is only the first part of onboarding. Before the team starts a dependent task, check whether the information is usable and the required access actually works. A completed form can still contain an old website address, the wrong analytics property or a contact who cannot approve the proposed work. Treat readiness as a set of verified conditions rather than a single checkbox labeled onboarding complete.

Create a short record of the first deliverable, its required inputs and the person who confirms each one. This helps the team see what can begin now and what remains blocked. For example, a content outline may proceed with confirmed services while a website change waits for an authorized CMS account. The goal is to organize dependencies clearly so a missing item does not quietly delay unrelated work.

Run a small access test before the handoff

For each required system, confirm that the agency can reach the intended asset using its authorized account. Viewing an invitation email is not the same as verifying access to the correct property or business. Ask the team member responsible for delivery to confirm the specific action needed for the engagement, without making an unnecessary change just to prove access exists.

Record the asset identity, role and verification date in your normal working notes. If the permission is insufficient, request the appropriate adjustment with a clear explanation of the task it supports. If the agency has more access than needed, review the grant with the owner. This turns the access list into a practical handoff record and reduces the chance that the first real task reveals a problem nobody checked during onboarding.

Handle missing inputs with a clear dependency note

When an item is missing, explain exactly what is needed, why it matters and which task depends on it. Name the person who can supply or approve it, then agree a follow-up date through the normal client communication process. A focused request is easier to complete than a general reminder that onboarding is unfinished.

Keep useful work moving where dependencies allow. A team may be able to review public information while waiting for account access, or prepare a structure while awaiting approved photographs. Be explicit about any assumptions used in draft work and verify them before publication. This avoids two common problems: stopping every activity because one input is missing, and proceeding so far on guesses that the eventual correction creates unnecessary rework.

Separate business facts from publication approval

A client may provide a fact without approving the exact wording or context in which it will appear. Distinguish the source of the information from permission to publish the final material. For a service page, confirm the real offering and location coverage, then route the draft through the named approver. For photographs and brand assets, record the client's confirmation that the material is appropriate for the planned use.

Keep uncertain claims visible in the draft process. Do not turn an informal comment about experience, results or qualifications into a published assertion without confirmation. A short approval record helps the delivery team understand which facts are verified, which wording was accepted and which questions remain open. That clarity matters most when the account manager collecting information is not the person later writing or publishing the content.

Close onboarding with a useful team and client summary

The final handoff should explain what is ready, what remains outstanding and what happens next. Include the agreed first deliverable, responsible contacts, communication route, baseline measurements and any dependencies that affect timing. A colleague should be able to pick up the account without searching through several unrelated messages to reconstruct the agreement.

Give the client the same clear next step in language suited to their role. Confirm how they will review work and who should receive questions. Retain access and approval information in the appropriate team workspace, with sensitive material handled through the agreed systems. A good onboarding summary is a working reference for delivery and eventual offboarding, not simply evidence that the agency collected a long list of answers.

Frequently asked questions

How do I know onboarding is ready for delivery?

Check the requirements of the first agreed deliverable. Confirm that essential business facts are verified, required access works and the approver is known. Other tasks may have different dependencies and can become ready later. This is more useful than treating every account as either entirely complete or entirely blocked based on whether one long form has been submitted.

What is the difference between receiving access and verifying it?

Receiving an invitation indicates that a grant was initiated. Verification means the authorized agency account can reach the correct asset with the permission needed for the agreed task. Confirm that without making an unnecessary production change. Record the result so the delivery teammate does not discover on launch day that the invitation concerned the wrong property or an insufficient role.

Should I request every possible account during onboarding?

Request the access needed for the agreed work and explain its purpose. The checklist should support the engagement rather than become a reason to collect unrelated permissions. If scope expands, add the appropriate request then. A focused access plan is easier for the client to understand and makes later reviews simpler because each grant has a clear connection to a task.

What if the client cannot identify who owns an account?

Record the uncertainty and ask for the relevant business contact or existing administrator who can clarify ownership. Keep tasks requiring that access pending until the correct route is established. Do not solve the ambiguity by asking someone to share a personal password. Meanwhile, continue independent work that has verified inputs and does not depend on controlling the unknown account.

How do I avoid requesting the same information repeatedly?

Keep confirmed facts in a shared client record and identify their source and date. Before contacting the owner, check whether another teammate already collected the answer. When facts change, update the working reference rather than leaving conflicting versions in separate messages. A short, maintained record of services, contacts and approvals can prevent more repeated questions than a much longer form nobody consults.

What belongs in a request for a missing item?

Name the exact item, explain the deliverable it supports and identify the action the recipient should take. Include the agreed timing or next review point where relevant. For example, asking for the approved location photographs for a draft page is clearer than asking for all remaining assets. Focused requests help the client complete one meaningful step without reconstructing the entire project.

Can work start before every onboarding item is complete?

Yes, where the necessary inputs and authorization for that specific work are already available. Make dependencies explicit and keep assumptions visible in drafts. Do not publish or change an account based on unverified information simply to maintain momentum. Separating independent tasks from blocked ones lets the team make useful progress while preserving a clear record of what still needs the client's input.

Who should approve a client's content?

Use the named person authorized to approve that material for the business. The day-to-day contact may collect feedback without having final authority, so clarify the distinction during onboarding. Agree how feedback is consolidated and how approval is recorded. This prevents the delivery team from treating a casual comment as final acceptance or publishing while another decision maker still expects to review the draft.

How should I handle conflicting business information?

Identify the conflict and ask the appropriate owner to confirm the current fact. Keep the question specific, such as which phone number should appear publicly or which locations offer a service. Avoid choosing whichever version is easiest to copy. Once resolved, update the shared working record and any affected draft so the same conflict does not return at the next handoff.

What should I confirm about supplied photographs?

Confirm their intended use, relevance and the client's authority to provide them for publication. Keep that confirmation with the asset handoff through the normal process. If something is unclear, request clarification or an appropriate replacement before publishing. The fact that a file arrived in an email does not explain who created it, whether it remains current or where it should appear.

How do I onboard a client with several locations?

Separate shared brand information from location-specific facts such as hours, services, contacts and profile identities. Name the person who can verify each branch's details and decide how approvals are coordinated. A single central contact can organize the process, but the working record should preserve the differences. Otherwise, a correct fact about one branch can easily be copied to the wrong location.

What should a first-week handoff include?

Include the agreed first deliverable, verified inputs, access status, responsible contacts, approval route and outstanding dependencies. Add relevant baseline observations and the next client communication. Keep it concise enough for the delivery team to use. The purpose is to make the next action obvious, rather than repeat every answer collected during discovery without showing how it affects the work.

How can I prevent onboarding delays from becoming invisible?

Give each missing dependency an owner and a clear next step, then review it through the team's ordinary task process. Explain any effect on the deliverable before a deadline passes. Avoid vague labels such as waiting on client when several distinct items are involved. Specific records help both sides resolve the actual obstacle and understand which parts of delivery can still proceed.

Why think about offboarding during onboarding?

The access structure and ownership decisions made at the beginning affect how cleanly the relationship can end. Keep the client's assets and authorized agency access clearly identified, and record the relevant grants. That makes later review or removal easier to organize. It also helps new teammates understand which systems the agency uses for the client without relying on a former colleague's memory.

How should I improve the checklist after a difficult onboarding?

Review the specific gap that caused delay or rework, then adjust the question, verification step or handoff that would have prevented it. Avoid making every future form longer because one unusual account had a problem. A good checklist distinguishes common requirements from engagement-specific needs and remains understandable enough for clients and teammates to complete accurately.