05/22/2026
In a digital marketer discussion group recently, I read a post from someone concerned about a new client's complaint:
"The onboarding process is too complicated."
The comments under the post were filled with well-meaning recommendations for Etsy / Pinterest onboarding kit download packages.
I understand why the questionnaire kits are popular - they're beautiful and look well-organized. They're also often 10+ pages.
Some clients prefer an asynchronous onboarding, with time to think and articulate their answers. But for others, a multi-step process or 10-page kit they have to complete solo creates decision fatigue, overwhelm and worse yet, a disconnect before the work even starts.
In 17 years of business, I've learned that onboarding is an opportunity. It doesn't just serve to shape the strategy, it builds trust and momentum. For that to happen, it has to feel comfortable.
My own onboarding process is dead simple.
I just meet with them.
It's nothing revolutionary. It's just a 1:1 where I'm combining typical onboarding steps (information gathering, kickoff, setting expectations, strategy, planning, review) into a more personal experience. The client is actively engaged in the process, listened to and given space to feel heard.
For many clients, a long document just can't build connection, confidence or trust like that.
But this isn't really about meetings vs. kits. It's about optimizing the experience.
Part of a marketer's job is to be mindful of UX. And part of that is finding ways to reduce friction in the customer journey. A client deserves the same level of intentionality we apply when we focus on their audience.
They deserve to feel connected to the process.
