Why Onboarding Sets the Tone: A Client Retention Essential
- Darren Bigwood
- Apr 29
- 3 min read
You don’t get a second chance to make a first impression.
That’s never more true than during client onboarding.
Whether you're an accountant, estate agent, legal advisor or consultant—your onboarding process sets the tone for the relationship. It’s your client’s first real experience of how you work. Get it right, and you build trust early. Get it wrong, and even the best service can feel tainted.
What Is Onboarding, Really?
Onboarding isn’t just sending a welcome email. It’s the structured process of guiding a client from agreement to delivery, making them feel confident, informed and supported.
Done well, it covers:
What happens next
What’s expected from both sides
Who their main point of contact is
Timeframes, documentation, and processes
A genuine welcome
It removes uncertainty. It adds clarity. And it builds connection from day one.
Why Onboarding Matters for Client Retention
According to Wyzowl’s onboarding report (2023):
86% of people say they’d be more likely to stay loyal to a business that invests in welcoming and educating them after the sale.
Let that sink in.
Most clients don’t leave because of bad service. They leave because of confusion, unmet expectations or a lack of connection.
Good onboarding helps avoid:
Repeated questions
Delays due to missing info
Misaligned expectations
Early frustrations or anxiety
And most importantly—it makes clients feel valued.
The Key Ingredients of a Great Onboarding Experience
You don’t need a huge system. Just a clear and thoughtful approach.
Here’s what works:
1. Welcome Message That Feels Human
Avoid bland, automated greetings. Make it personal:
“We’re thrilled to have you on board. Here’s what to expect next—and how we’ll make this easy for you.”
2. Clear Next Steps
Break down the first few actions simply. Use plain language and visuals where possible.
3. Set Expectations Early
How often will you communicate? What are your turnaround times? What do you need from the client? Clarity avoids conflict.
4. Provide a Single Point of Contact
Don’t make them guess who to speak to. Introduce the person responsible and make it easy to reach them.
5. Check In Within the First Week
It could be a quick email or a 5-minute call. A simple:
“Just checking in to see how things are going—any questions so far?”
This shows care and gives clients space to raise concerns before they grow.
Common Onboarding Mistakes to Avoid
Overloading with information - A 12-page PDF isn’t helpful. Focus on what they need now.
Too much automation, not enough human contact - Use automation to support, not replace, relationships.
Assuming they understand your industry lingo - Always speak in their language, not yours.
Failing to follow up - A warm start followed by silence kills momentum.
Real-World Example: The Accountancy Firm That Cut Client Drop-Off by 30%
One small firm introduced a 3-step onboarding plan:
Welcome call within 24 hours
A visual “next steps” PDF tailored to the service they purchased
A check-in email one week later
They didn’t change their actual service, just the experience of starting.
Within six months:
Client drop-off in the first 3 months dropped 30%
More referrals came through
Client satisfaction scores increased noticeably
How to Get Started With Your Own Onboarding Process
Write down your current process – Where are the gaps?
List the 3 most common questions new clients ask
Create a simple onboarding checklist
Personalise your communication templates
Ask for feedback after the first 30 days
Small changes lead to big results.
Final Thought
Your onboarding process is your first real opportunity to deliver on your promises.Make it count.
Investing in onboarding isn’t just about efficiency—it’s about trust, and trust is what keeps your clients coming back.
Action Step: Review the first 7 days of your client journey. What’s one thing you can simplify, personalise, or improve?
Start there.
Comments