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

Input	What to Ask	Default
Service type	"What service will you deliver after collecting this info?"	No default — must be provided
Critical information	"What must you know before starting work?"	No default — must be provided
Client type	"Who fills this out — business owners, marketing managers, individuals?"	Business owners
Form length target	"How long should this take to complete?"	10-15 minutes
Delivery method	"Where will this form live — Google Forms, Typeform, PDF, email?"	Google Forms or Typeform

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

Use closed-ended questions for facts — multiple choice, dropdowns, yes/no
Use open-ended questions for context — limit to 3-5 per form
Provide examples — "Describe your target audience (e.g., women 25-40 who shop online for skincare)"
Make critical fields required — but keep optional fields for nice-to-have info
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

Form submitted — trigger automatic confirmation email
Review responses within 24 hours
Flag any missing or unclear answers for follow-up
Schedule kickoff call only after form is reviewed
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.