Making a lasting impression: How to onboard clients brilliantly

Bringing in a new client is exciting. It's proof that your marketing works and that someone trusts you enough to spend money with you. But what happens after the sale is just as important as what came before it.

Good onboarding can turn a one-off buyer into a long-term client. It's the step that confirms their decision was right, builds confidence and helps prevent buyer's remorse.

Yet many small businesses overlook it. They spend time chasing leads and perfecting sales pitches, then lose momentum once a client signs up.

Business coach Karen Skidmore spoke about this during a Lunch and Learn session with Enterprise Nation. With two decades of experience running coaching and consultancy businesses, she knows that a smooth onboarding process can make all the difference.

Here are Karen's main lessons for small business owners like you.

1. Start by understanding how clients want to feel

Karen asked the audience to think about how they like to feel when buying something. Words like confident, reassured, appreciated and valued came up. Everyone wants to feel they've made a good choice.

The same applies to your clients. They want to know they can trust you and that you'll deliver what you've promised. If you can create that feeling early on, you'll build loyalty and trust. If you don't, they might start to doubt their decision.

That's why it's important not to think of onboarding as admin. Instead, see it as a way of setting the tone for the whole relationship.

2. Look beyond the sale

Many business owners put their energy into finding new clients. They focus on generating leads, writing proposals and closing deals. What often gets forgotten is the opportunity that comes after the sale.

A client who feels supported is more likely to stay with you, recommend you to others and buy again. As Karen put it, it's easier to keep a happy client than to find a new one. That ongoing relationship is where real business growth happens.

So rather than looking at onboarding as a single task, consider it the beginning of a longer journey.

3. Get the basics right

Legal stuff

The first step in onboarding is getting your legal and financial foundations sorted. This might not feel exciting, but it matters.

Every business should have clear terms and conditions that are specific to what they sell. Don't copy them from someone else's website. Make sure they reflect your own services, prices and policies.

Karen also recommends creating a short service level agreement, especially if you sell to other businesses.

This isn't a legal document but a simple outline of what both sides can expect – for example, how quickly you'll reply to messages or how you'll handle missed appointments. Do this and it'll help avoid any confusion later.

There are plenty of affordable online tools for sending and signing documents, such as DocuSign or SignWell. Using them makes you look organised and saves time.

Invoicing

Next comes invoicing. It's easy to treat an invoice as a formality, but it's another touchpoint in the client experience.

A clear, well-designed invoice with your logo and contact details helps you come across as professional. Systems like Xero or FreeAgent make this process simple and allow clients to pay easily, which is always a plus.

4. Make a strong first impression

Once the paperwork and payment are sorted, think about how you welcome clients. This is where you can really make them feel special.

A good welcome doesn't have to cost much. It could be a short note thanking them for choosing you, a clear outline of what happens next or a small surprise gift. The goal is to help them feel confident and excited about working with you.

During the webinar, Karen shared an example of what not to do. She once joined a well-known health spa and received a dull envelope containing a card, a basic letter and an invoice.

No welcome message, no introduction, no warmth. It did the job, but it didn't make her feel valued or connected to the brand. She stayed for a year, but it left no lasting impression.

A simple welcome gesture can do the opposite. It can make people talk about your business for the right reasons.

5. Keep communication open

In the early stages, clear communication is vital. Once someone becomes a client, check that they've received everything they need. Make sure they know how to access any products, programmes or services they've paid for.

For digital businesses, this step is often automated, but Karen warns against relying only on systems. It's worth sending a personal email or offering a short call to walk through what happens next. That small human touch can make a big difference.

It's also smart to ask for early feedback. A short survey or a friendly message can help you understand what's working and where you could improve. Clients appreciate being asked, and it helps you spot problems before they turn into complaints.

6. Plan for long-term contact

A good onboarding process doesn't end after the first week. Plan a few key points to check in with your clients over time. This could be after one month, three months and a year.

You can use these check-ins to gather feedback, ask for testimonials or discuss new services clients might find useful.

This kind of contact shows that you care about their experience, not just their payment. It also helps keep your business front of mind when they need more support later.

7. Build a process you can trust

As your business grows, you'll want your onboarding process to be consistent and easy to manage. Karen suggests making it trackable, repeatable and delegable.

That means you can see where each client is in the process, deliver the same standard every time and hand it over to someone else if you need to.

Having a clear system also reduces stress. You won't have to remember each step from scratch, and clients will get a smoother experience.

8. Keep it simple and genuine

The key to good onboarding is to be thoughtful, clear and reliable. Clients want to know they're in good hands. So take a step back and look at your current process.

• Does it make clients feel welcome?

• Does it explain what happens next?

• Does it reflect the level of care you want to be known for?

If the answer is no, improve it. Add a short welcome message. Send a follow-up note a week later. Check that your invoices and emails are consistent and friendly. These small touches can turn a good client experience into a great one.

Because when clients feel looked after, they stay longer, spend more and tell others about you. And that's how small businesses grow – not through endless selling, but through relationships built on trust and care.

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