A new client is ready to work with you.
You've agreed on the service, discussed the price and confirmed that you're moving forward.
Then the questions begin.
"What's the business name you want on the website?"
"Can you send your logo?"
"Which email address should we use?"
"Do you have your brand colours?"
"Oh, and could you remind me which services you wanted included?"
Some of those questions were probably answered during the first conversation. Others are buried in emails, WhatsApp messages or meeting notes.
And by the time you've collected everything, several days have passed.
This is exactly the kind of problem a client intake form can help solve.
Instead of asking for information one question at a time, you can collect the essential details in a structured way before the work begins.
It doesn't need to be complicated.
In fact, the best client intake forms are usually the ones that ask fewer, better questions.
Here's how to create a client intake form for your small business, what to include and how to make the information useful after someone submits it.
What is a client intake form?
A client intake form is a document or online form used to collect information from a new client.
Depending on your business, it might include contact details, service requirements, project goals and other information needed to get started.
For example, a website designer might ask about the client's business, existing website and the pages they need.
A marketing consultant might ask about the client's target audience, services and current marketing activities.
An administrative support provider might ask about the client's existing tools, communication preferences and the types of tasks they need assistance with.
The questions will vary, but the purpose is the same.
To collect the right information before you begin working, so you can spend less time chasing details later.
A client intake form isn't necessarily a contract or a proposal.
It's part of the onboarding process.
And when used properly, it helps both you and your client understand what information is needed to move forward.
Step 1: Decide when clients should complete the form
Before writing your questions, decide where the form fits into your process.
This matters because a potential customer who hasn't agreed to work with you may not be willing to complete a detailed questionnaire.
Imagine someone asking about website design.
If your first response is a form containing forty questions, they may decide it's easier to contact another provider.
Instead, think about using different forms at different stages.
Initial enquiry form
This should be short.
You might ask for the person's name, email address, service of interest and a brief description of what they need.
The goal is to understand the enquiry well enough to respond.
Client intake form
This comes after the client has decided to move forward or reached the stage where detailed project information is required.
Now you can ask more specific questions.
For example, once someone approves a website proposal, you might request their business details, brand assets and preferred content structure.
Separating these stages can improve the customer experience.
Not everyone who asks a question needs to complete a full onboarding questionnaire.
Step 2: Start with basic contact information
Every client intake form should make it clear who the information belongs to.
Start with the essentials.
For many service businesses, these might include:
Client's full name.
Business name.
Business email address.
Preferred telephone number.
Website address, if applicable.
Preferred method of communication.
Depending on your services, you may also need a billing contact or project contact.
For example, the business owner may approve the project, but a marketing manager might be responsible for supplying the content.
Knowing that from the start can prevent unnecessary delays.
Be careful about collecting personal information that isn't relevant to the service.
If you don't need someone's date of birth or home address, don't ask for it simply because the form builder provides those fields.
Step 3: Ask about the client's business
Contact details tell you who the client is.
Now you need to understand what the business does.
Consider asking:
What products or services does your business offer?
Who are your main customers?
What is your business website or primary online platform?
What is the main goal of this project?
These questions provide useful context.
For example, a client might tell you they need a website.
But when you ask about their goal, you discover they already have a website and the actual problem is that customers can't find the booking form.
That changes the conversation.
They might need a website improvement rather than an entirely new site.
A well-designed intake form can help you understand the real need instead of making assumptions.
Step 4: Ask questions specific to the service
This is where you customise the form.
Different services need different information.
Let's look at a few examples.
For website design
You might ask:
Do you currently have a website?
What is your existing website address?
Which pages do you need?
Do you have a logo and brand guidelines?
Have you prepared the written content?
What features are important, such as booking or enquiry forms?
Are there websites you like, and what do you like about them?
These questions help you understand the project requirements.
For social media content
You might ask:
Which platforms are you currently using?
Who is your target audience?
What products or services should we focus on?
Do you have existing brand photographs?
What tone should your content use?
Are there upcoming promotions or important dates?
Who will approve the content before publication?
For virtual assistance or administrative support
You might ask:
Which tasks do you need help managing?
Which software platforms do you currently use?
How often do these tasks need to be completed?
Who will provide instructions and approvals?
What communication method do you prefer?
Are there any important deadlines or recurring activities?
These are starting points.
You don't need to include every question in every form.
Choose the ones that help you prepare for the actual service.
And if an answer is already documented in an approved proposal, consider carrying it forward rather than making the client repeat it.
Step 5: Use the right question types
Most online form builders offer several types of questions.
Choosing the right one can make your form easier to complete and the responses easier to organise.
Short-answer fields
Use these for names, email addresses, website links and other brief details.
Paragraph fields
These are better for questions that require an explanation.
For example:
"Tell us a little about what you'd like to achieve with this project."
Multiple-choice questions
Use these when the client should select one option.
For example:
"What is your preferred method of communication?"
Email
Telephone
WhatsApp
Scheduled video calls
Checkboxes
These work when several answers may apply.
For example:
"Which services are you interested in?"
Website design
CRM setup
Business automation
Administrative support
File uploads
These can be useful when a client needs to supply a logo, existing document or another project asset.
However, file uploads may have sign-in requirements, size limits and storage considerations depending on the form platform.
Don't request sensitive account credentials or confidential records through a general-purpose form without appropriate protections.
And never ask clients to submit passwords simply because you need access to a website or software account.
Use the platform's proper invitation, permissions or delegated access features instead.
Step 6: Choose a form builder
You don't need to create your intake form from scratch using code.
Several platforms make it possible to build forms using a visual editor.
Google Forms
Google Forms is useful for straightforward questionnaires.
You can add different question types, organise the form into sections and review the responses.
You can also connect responses to Google Sheets, which is helpful if you want to maintain an organised record of submissions.
For example, a small consulting business could collect client intake information through Google Forms and review new submissions in a spreadsheet.
It's a practical starting point when you need something simple.
Jotform
Jotform offers a broader range of form-building features, including conditional logic, custom layouts and integrations.
For example, you could create a form that displays different questions depending on the service selected.
Someone choosing Website Design might see questions about their existing website.
Someone choosing Administrative Support might see questions about the tools they use and tasks they need help managing.
That can help keep the experience relevant without requiring a completely separate form for every service.
Available features and submission limits depend on the plan.
Squarespace Forms
If your website is built on Squarespace, you can use a Form block to collect client enquiries and certain types of intake information.
This may be convenient if you want the form to match the rest of your website.
However, for more detailed questionnaires or advanced workflows, you may prefer to embed a compatible third-party form or use a dedicated form platform.
Choose based on what the form needs to accomplish.
Don't pay for advanced features if a simple questionnaire will do the job.
Step 7: Make the form easy to complete
It's tempting to ask every possible question while you have the client's attention.
But a long intake form can become frustrating.
Before including a question, ask yourself:
Will I actually use this information to prepare or deliver the service?
If the answer is no, consider removing it.
Group related questions together.
For example:
Section 1: Contact Information
Section 2: About Your Business
Section 3: Project Requirements
Section 4: Additional Information
This makes the form feel more organised.
Use clear language rather than technical jargon.
Instead of asking:
"Please define your preferred customer acquisition methodology."
Try:
"How do customers usually find your business?"
The second question is easier to understand and may produce a more useful answer.
Also, avoid making every field required.
Clients may not know every answer yet.
If something can reasonably be discussed later, allow them to leave it blank or select "Not sure".
Step 8: Include a short introduction
Before asking clients to complete the form, explain why you're collecting the information.
A simple introduction might say:
"Thanks for choosing to work with us! This form helps us understand your business and gather the information needed to get started. Please complete the questions as accurately as you can. If you're unsure about something, feel free to leave a note."
That sounds much more welcoming than:
"All fields must be completed prior to the commencement of services."
You can also explain approximately how long the form may take to complete, but only if you've tested that estimate.
If clients need to prepare specific documents, tell them before they begin.
For example:
"You may want to have your business logo and website details available before completing this form."
A little preparation makes the process easier for everyone.
Step 9: Decide what happens after submission
Here's where an intake form becomes more than a questionnaire.
What do you do with the information after the client submits it?
If the responses simply arrive in your inbox and sit there, you're still doing much of the administrative work manually.
Create a simple follow-up process.
For example:
Client submits form → Responses are reviewed → Missing details are requested → Project tasks are created → Work begins.
Depending on your systems, you may be able to automate certain parts of this workflow.
A completed form could trigger a notification to your team.
Responses could be saved to a spreadsheet.
A task might be created in a project management system through a supported integration.
But don't automate the entire process before confirming that the information is accurate.
Someone should review the responses, especially when the client has selected unusual requirements or provided incomplete details.
Step 10: Test the form before sending it to clients
Before making the form part of your onboarding process, complete it yourself.
Open it on your phone.
Read each question as if you've never seen it before.
Check whether:
The instructions are clear.
Required fields are genuinely necessary.
Dropdowns and checkboxes work.
Conditional questions appear correctly.
File uploads work, if included.
The form submits successfully.
The responses reach the correct destination.
The confirmation message appears.
If possible, ask someone outside your business to test it.
They may notice confusing wording or missing options you've overlooked.
Don't skip this step.
A form that looks fine in the editor may behave differently when someone completes it on a mobile device.
What should happen to the client's information afterwards?
Client intake forms often contain personal and business information.
That makes secure handling important.
Decide where responses will be stored, who needs access and how long the information should be retained.
Only collect information relevant to the service.
Use appropriate access permissions and account security.
If your form contains personal data, make sure your privacy notice and handling practices meet the requirements that apply to your business and customers.
These requirements can vary internationally.
For example, businesses serving customers in different countries may need to consider different privacy and data protection rules.
A form builder can help you collect information, but using that tool doesn't automatically make your business compliant with every applicable law.
And when a project ends, review whether all the information collected still needs to be retained.
A simple client intake form structure you can copy
If you're starting from scratch, here's a practical outline.
Section 1 — Your Details
Full name
Business name
Business email address
Preferred contact method
Website address, if applicable
Section 2 — About Your Business
What does your business offer?
Who are your main customers?
What is the primary goal of this project?
Section 3 — Project Information
Which service are we assisting you with?
What would you like us to accomplish?
Are there any important deadlines or considerations?
Do you have existing materials we should review?
Section 4 — Additional Details
13. Is there anything else we should know before getting started?
That's thirteen questions.
You can add or remove questions depending on the service.
For some projects, you'll need more detail.
For others, this may be enough.
The point is to collect useful information without turning onboarding into an exhausting experience.
Common client intake form mistakes
Asking too many questions. Collect what you need, not everything you might someday find interesting.
Using one form for completely different services. Customise the questions or use conditional logic where appropriate.
Making every question compulsory. Allow reasonable flexibility.
Using confusing terminology. Write for your clients, not just your internal team.
Forgetting the follow-up process. Make sure someone reviews submissions and takes the next step.
Collecting sensitive information unnecessarily. Apply data minimisation and appropriate security controls.
Never reviewing the form. Update it as your services and processes change.
Where FirstGen can help
At FirstGen Pro VAs, we help small businesses create more organised processes for managing clients and everyday operations.
That includes client intake forms, onboarding workflows, document organisation, CRM setup and connecting the systems that support service delivery.
We understand that the form itself is only one part of the process.
The real value comes from what happens afterwards.
When client information is collected properly, organised in the right place and connected to a clear workflow, your team can spend less time chasing details and more time delivering the work.
Whether you're onboarding your first few clients or improving an existing process, we can help you create a setup that fits your business.
Explore our Business Systems & Setup services or book a free consultation to discuss your current onboarding workflow.
And if you already have an intake form, take another look at it today.
Ask yourself:
Would I enjoy completing this form if I were the client?
If the answer is no, it might be time to simplify it.
Frequently asked questions
What is the purpose of a client intake form?
A client intake form collects the essential information needed to understand a new client's requirements and prepare for service delivery. It helps reduce repeated questions and missing details.
What questions should I ask on a client intake form?
Start with basic contact information, business details, project goals and service-specific questions. Only ask for information you genuinely need.
Can I create a client intake form for free?
Yes. Tools such as Google Forms allow you to create basic online forms. Other platforms may offer free tiers with usage or feature limitations.
Should I send the intake form before or after the client signs an agreement?
It depends on your workflow. A short enquiry form is suitable before an agreement, while a more detailed onboarding form is often completed after the scope of work has been agreed.
Can I connect a client intake form to Google Sheets?
Yes. Google Forms supports saving responses to a linked Google Sheet, making it easier to review and organise submissions.
Can a client intake form replace a service agreement?
No. A client intake form collects information, while a service agreement establishes the terms of the working relationship. They serve different purposes and can be used together.
