Marketing Agency Client Questionnaire: 27 Questions to Ask New Clients

Stephen Heiner
Last Updated:
April 18, 2022

Is there anything as exciting as signing a new client? You’ve impressed them with your stellar offer and now they’ve decided to work with you. All of the hard work is over, right? All marketing agencies know — nope, not even close. Now you need to welcome them into the thread of your company and start doing what impressed them so much in the first place.

One way to get down to the nitty-gritty of your new client’s expectations in terms of working together is to supply them with a questionnaire. It can streamline the process so that you can avoid a lot of back and forth via email or Slack. 

As a marketing agency, having a questionnaire shows that you’re professional and that you care about your client's needs. Both can help with your client relationships and retention. Let’s explore the other benefits as well as which questions to include on yours.

Why you should have a new client questionnaire

A new client questionnaire is simply a set of questions to send to new customers who you’ve never worked with before. It can help you get insight into their goals and what they want to accomplish by working with you.

As mentioned, it also shows that your agency is professional. It’s a simple way to show the level of care you provide your clients before they’ve even started working with you! Below are some other reasons why you should create a new client questionnaire.

It marks the official beginning of your relationship

While you may already know your client a bit after landing them, you haven’t technically started working together just yet. When you send the questionnaire, use it as an opportunity to send a complete welcome package. This takes the level of professionalism up a notch as well. 

Consider including a one-sheet about your company and its values and mission. You can also include things about the team members that the client can expect to work with. Don’t forget to add a personalized, handwritten note. In an age where we type everything and anything, taking the time to put pen to paper can go a really long way. If you have any branded merchandise that you want to include, feel free to send that along as well.

It allows you to gather valuable information

You likely found your new client because they’re a part of your targeted audience. That should give you a lot of information about them right there. That, along with what you’ve gathered during the sales process, you already know a little bit about them. Even so, there is always more to find out. 

A questionnaire is a great way to gather even more targeted information about your client. That way you can not only provide them with the best quality service, but you can also fine-tune your processes — from the first touchpoint to the ultimate sale to actually working with the client. 

It’s an opportunity to set expectations

A big part of the sales process includes laying out exactly what you can do for a potential client. You may have also discussed the client’s expectations at the time, but nothing is set in stone during a sales pitch. 

A questionnaire gives the client the opportunity to take a moment to really think about what they hope to gain from working from you as well as to get it in writing. That’s not to say that these expectations may not change over time, but it’s a great jumping-off point. It’s also a good chance to determine whether or not the new client has unrealistic expectations. You’re going to want to nip those in the bud as soon as possible. 

It lets you get specific

Not all clients are created equally, which means they aren’t necessarily going to want the same things. This is especially true if you’re a large agency that specializes in many different marketing areas. One of your clients may be all about SEO, while another may be more interested in engagement or brand awareness. 

You can find out exactly what your new client is interested in via a questionnaire so that you can provide them with the specific service they’re after. 

What to include in your new client questionnaire

Be careful not to load down your survey with hundreds of questions. Aim for 15 as a minimum and 25 as a maximum.

Pro tip: you can make your questionnaire stand out even more if you have it live in a client portal.

You’ll turn your new client off before you’ve started working together if the questions are too complicated too. Keep things as simple and straightforward as possible. Start with general client information and then get more specific. Below are a few examples. 

Information on the client

  1. Who should we contact about things concerning this project?
  2. What is their contact information?
  3. How would you like us to contact you?
  4. Do you have any documents you’d like to share with us?

Information on the client's business

  1. What is your company’s mission statement?
  2. What do you hope to achieve in the future?
  3. What are your short-term goals?
  4. What are your long-term goals?
  5. Describe your target audience
  6. Who are your top competitors? Name 3-5
  7. Who are your existing customers? (and why they chose you over competitors)
  8. Is there a specific service we offer that you’re interested in?

Information on the project

  1. Do you have specific goals for this project? What are they?
  2. What metrics will you use to track your results?
  3. Is there a deadline for this project? What is it?
  4. Have you ever completed a similar project?
  5. What has your strategy been in the past? In-house or external?

General questions

  1. How did you hear about our agency?
  2. What made you want to work with us?
  3. What can we do in terms of customer service to provide you with the best experience?
  4. Anything else you’d like to share with us?

Pick and choose your questions from these categories and you can’t go wrong. If something more specific to your particular company or services offered comes to mind, feel free to add that too. Below are a few more examples.

SEO questions

  1. Are you familiar with the concept of SEO?
  2. Do you know your website’s rankings and traffic?
  3. Have you ever worked with targeted keywords? 

Brand awareness questions

  1. What do you hope your customers say about your brand?
  2. If you had to describe your brand in three words, what would they be?
  3. How are you different?
  4. Why do your customers trust you? 

These questions are a great place to start when it comes to building your new client questionnaire. Remember: don’t overwhelm your new customer by bombarding them with all of the above. Pick and choose which works best for your business, and don’t be afraid to come up with a few on your own.


Consideration #1: Should I include questions specific to the type of services my agency offers?

Yes and no. You can include a few questions regarding SEO or another specific service, of course. But, again, it’s important not to overwhelm the new client with more than 20 questions. There will be plenty of opportunities for face-to-face meetings or video chats where you can get down to details. The questionnaire serves as a getting-to-know-you exercise more than anything else — for all parties involved. 

Consideration #2: When should I send the questionnaire?

Don’t wait until the first day of your working contract to send out the questionnaire. Even if the client doesn’t respond right away and does indeed wait until that first day, sending it in advance shows that you’re excited to begin working with them. After you’ve agreed to work together and have signed the contract, start crafting the questionnaire and the welcome packet. Send it sooner rather than later.

Summing things up

There’s no doubt about it: sending a new client questionnaire shows dedication, attention to detail, and a keenness to start working together. Put yourself in your new client’s shoes. Wouldn’t you like to receive a shiny welcome packet that includes a few questions about yourself? 

When you put your questionnaire into a client portal, you’ll take the whole experience up a notch. Additionally, it will be easy to access for both you and your client! If you want to learn more about ManyRequests’ client portal service or to sign up for a free trial, click here.