Content Strategy & Audit Client Onboarding Form

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This Client Intake Form, explaining its purpose, structure, and how each section helps gather critical information for a successful audit and strategy development.

1. Purpose of the Client Intake Form

This form serves as a foundational tool to:

• Understand the client’s business, goals, and challenges.
• Identify the scope of work (what services they need).
• Set clear expectations (KPIs, timelines, budget).
• Gather technical access and compliance requirements.
• Ensure alignment between the agency’s services and the client’s needs.

2. Section-by-Section Insights

A. Business Overview

Why it’s important:

• Helps tailor the audit to the industry, audience, and competitors.
• Reveals pain points (e.g., low engagement, poor SEO rankings).
• Determines if the client has an existing content strategy (or if one needs to be built from scratch).

Key Questions Analyzed:

• "What are your primary business goals?" → Aligns audit with objectives (e.g., lead gen vs. brand awareness).
• "Biggest marketing challenges?" → Highlights focus areas (e.g., outdated content, weak SEO).

B. Service Selection

Why it’s important:

• Allows customization of the audit (not all clients need every service).
• Helps price the project based on selected services.
• Ensures no critical areas are missed (e.g., SEO, competitor benchmarking).

Breakdown of Key Services:

1. Comprehensive Content Audit
   Full Inventory → Lists all content assets (blogs, videos, social posts).
   Performance Analysis → Identifies top/low-performing content.
   SEO Health Check → Finds technical & on-page SEO issues.
   Gap Analysis → Reveals missing topics vs. competitors.
2. Content Strategy & Optimization
   Messaging Alignment → Ensures brand voice consistency.
   Repurposing Plan → Suggests ways to reuse high-performing content.
   CRO Review → Checks if content drives conversions.
3. Competitor & Market Analysis
   Benchmarking → Compares content quality, keywords, backlinks.
   Trend Analysis → Finds new content opportunities.
4. Additional Services
   *Social Media/Email Audit* → Extends beyond website content.

C. Expectations & Objectives

Why it’s important:

• Defines success metrics (e.g., "Increase organic traffic by 30%").
• Sets realistic timelines (urgent vs. long-term strategy).
• Identifies decision-makers to avoid delays in implementation.

Key Insights from This Section:

• If the client lacks internal resources, the agency may need to offer post-audit support (e.g., content updates).
• If KPIs are vague, the agency can educate the client on measurable goals (e.g., dwell time, backlinks).

D. Technical & Access Requirements

Why it’s important:

• Without access to Google Analytics, Search Console, or CMS, the audit is limited.
• Ensures compliance (e.g., GDPR, industry regulations).

Critical Considerations:

• If the client denies access, alternative methods (e.g., manual content review) may be needed.
• Legal restrictions (e.g., healthcare, finance) may require adjusted reporting.

E. Budget & Next Steps

Why it’s important:

• Aligns project scope with budget (e.g., $500.00 vs $3,000.00 audits).
• Sets communication preferences (e.g., CEOs may prefer summaries over granular reports).

What This Reveals:

• Low-budget clients may need a light audit (e.g., SEO-only).
• High-budget clients may want ongoing strategy support.

3. How This Form Improves the Audit Process

1. Prevents Scope Creep → Clearly defines deliverables upfront.
2. Saves Time → Avoids back-and-forth emails for basic info.
3. Enhances Personalization → Tailors recommendations to business goals.
4. Sets Clear KPIs → Ensures measurable outcomes.

Potential Improvements to the Form

• Industry-Specific Add-ons (e.g., e-commerce product page audits).
• Pre-Audit Checklist (e.g., "Ensure Google Analytics is installed").
• ROI Estimation (e.g., "We expect a 20-40% traffic increase from SEO fixes").

Final Thoughts

This intake form acts as a strategic blueprint for the audit. The more detailed the client’s responses, the more actionable and impactful the audit results will be.