Intake Forms That Work: Templates and Best Practices for Solos

Bad intake forms create one of two problems:

1. Too many questions → clients ghost or rush through, giving useless answers
2. Too few questions → you spend the first week asking basic questions you should have gotten up front

This guide gives you the template that works: the questions you actually need, organized in a way that clients will actually complete.

Why Intake Forms Matter

A good intake form:

• Gets you the context to start effectively
• Reduces kickoff call time (you're confirming, not discovering)
• Surfaces misalignment before work starts
• Creates a record of client expectations
• Shows you have a real process (builds credibility)

The goal: Gather essential information without creating friction.

The Core Template (8-12 Questions)

This template works for most service-based solo projects. Customize based on your segment.

Section 1: Project Context (3-4 Questions)

Question 1: Project Summary

In your own words, what does success look like for this project?

(Be specific: what outcomes, deliverables, or changes are you looking for?)

Why it matters: Surfaces their actual goals, not just what's in the SOW. You're checking for alignment.

Question 2: Key Stakeholders

Who are the decision-makers and stakeholders for this project?

For each person, include:
- Name
- Role
- Email
- Level of involvement (decision-maker, reviewer, informed)

Why it matters: Know who approves what. Prevents "oh, you should have asked Susan" moments.

Question 3: Timeline & Constraints

Are there any hard deadlines, launch dates, or timing constraints we should know about?

(Events, seasonal peaks, dependency on other projects, etc.)

Why it matters: Surfaces hidden urgency. Lets you prioritize or pushback early.

Question 4: Existing Assets & Context

What existing materials, documents, or past work should I review before we start?

Please share links or attach files: brand guidelines, previous campaigns, relevant docs, competitor examples, etc.

Why it matters: Prevents "oh, I forgot we already have that" surprises. Gives you context.

Section 2: Working Together (3-4 Questions)

Question 5: Communication Preferences

How do you prefer to receive updates and communicate during the project?

- Update frequency: (daily check-ins / weekly summaries / as-needed / other)
- Preferred channel: (email / Slack / scheduled calls / other)
- Best times to reach you: (if applicable)

Why it matters: Match their style, not yours. Reduces friction.

Question 6: Feedback Style

When reviewing work, do you prefer:

a) Consolidated feedback in one document (I'll compile notes and share once)
b) Async comments as you review (add comments in real-time, I'll respond)
c) Scheduled review calls (we discuss together)
d) Combination (describe your preferred mix)

Why it matters: Prevents revision chaos. Sets expectations for how feedback happens.

Question 7: Decision-Making Process

How will approvals work for this project?

- Who has final approval?
- Do deliverables need to go through a review chain?
- What's your typical timeline for feedback/approval?

Why it matters: Surfaces bureaucracy early. Helps you plan realistic timelines.

Section 3: Logistics & Access (2-3 Questions)

Question 8: Tools & Access

I'll need access to the following tools/accounts to complete this project:

[Pre-populate with what you need, e.g.:]
- [ ] Google Drive / Shared Folder
- [ ] Website CMS or hosting
- [ ] Analytics (Google Analytics, Plausible, etc.)
- [ ] CRM or customer database
- [ ] Social media accounts
- [ ] Other: _________________

For each, please either:
- Grant access to [your email]
- Provide login credentials via [secure method]

Timeline: I'll need this access by [Date] to stay on schedule.

Why it matters: Don't wait three days for a password. Make it a checklist they can action immediately.

Question 9: Out-of-Scope Confirmation

Just to confirm, here's what's NOT included in this engagement:

[Pre-populate based on your SOW, e.g.:]
- Custom development outside the agreed scope
- Ongoing maintenance beyond [X weeks]
- Additional revisions beyond [X rounds]
- [Other specific exclusions]

If any of these should be included, let's discuss before we start.

Why it matters: Last chance to clarify scope. Prevents "I thought that was included" later.

Question 10 (Optional): Concerns or Past Frustrations

What's your biggest concern about this project?

Or: What's frustrated you in past projects with other providers?

Why it matters: Uncovers fears so you can address them proactively. Builds trust.

Section 4: Segment-Specific Add-Ons

Add 1-3 questions based on your niche.

For Agencies (Design, Dev, Marketing):

Brand & Creative Direction

Please share:
- Brand guidelines or style references (link or attach)
- Examples you love (competitors, inspiration, "this but different")
- Examples to avoid ("not like this")

Target Audience

Who is the primary audience for this work?

(Demographics, pain points, buying behavior—whatever's relevant)

For Fractionals & Advisors:

Current Challenges

What's the immediate problem or blocker you're trying to solve?

What have you already tried?

Internal Team Context

Who will I be working with on your team?

- Names, roles, and how they'll interact with this project
- Existing processes or frameworks I should know about

For SMBs (Local Services, Trades, Retail):

Site Visit / Location Access

Will this work require an on-site visit or access to your location?

If yes:
- Address:
- Best days/times for access:
- Any access restrictions or special requirements:

Operating Hours & Availability

What are your normal operating hours?

Are there specific days/times when you're unavailable or prefer not to be contacted?

How to Structure Your Intake Form

Format Options

Option 1: Google Forms (Free, Simple)

• Best for: basic needs, low volume
• Pros: free, integrates with Google Sheets, easy to set up
• Cons: ugly UI, limited logic/branching
• Setup time: 15 minutes

Option 2: Typeform (Better UX, $29/month)

• Best for: professional appearance, better completion rates
• Pros: beautiful UI, conversational flow, logic jumps, integrations
• Cons: costs money, feature bloat
• Setup time: 30 minutes

Option 3: Notion (If You Use Notion)

• Best for: keeping everything in one place
• Pros: form + database + project hub in one tool
• Cons: Notion forms are basic, not as polished
• Setup time: 20 minutes

Option 4: Airtable (If You Use Airtable as CRM)

• Best for: connecting intake to client database
• Pros: powerful database + automation capabilities
• Cons: steeper learning curve
• Setup time: 45 minutes

Recommendation: Start with Google Forms. Upgrade to Typeform when you're doing 10+ projects/year and want better completion rates.

UX Best Practices

1. Short and Focused

• Aim for 8-12 questions maximum
• Tell them upfront: "This takes ~5 minutes"
• Use progress indicators if your tool supports it

2. Clear and Specific

• Don't ask: "Tell us about your project"
• Do ask: "In your own words, what does success look like for this project?"

3. Help Text and Examples

• Add context for questions that might be unclear
• Provide examples where helpful
• Use placeholder text to show format

4. Pre-Populate What You Can

• List the tools/access you need (with checkboxes)
• Pre-fill out-of-scope items from your SOW
• Reduces cognitive load

5. Make It Actionable

• Include deadlines: "Please complete by [Date] so we can start on schedule"
• Link to instructions for granting access
• Provide a secure method for sharing credentials (LastPass, 1Password shared vault, not email)

6. One Page or Conversational Flow

• For short forms: single page works fine
• For longer forms: use Typeform's conversational UI (one question at a time)
• Avoid multi-page forms with "Next" buttons (high abandonment)

The Workflow: When and How to Send It

Timing

Send the intake form immediately after contract signature.

Ideal sequence:

1. Contract signed
2. Within 1 hour: Welcome email with intake form link
3. Within 24 hours: Client completes intake form
4. Within 48 hours: You review responses and prepare for kickoff
5. Within 3-5 days: Kickoff call happens

What to include in the welcome email:

Subject: Welcome! Next steps for [Project Name]

Hi [Client Name],

Excited to get started!

Here's what happens next:

1. **Intake Form** (5 minutes): [link]
   This helps me hit the ground running with the right context.
   Please complete by [Date] so we can start on schedule.

2. **Kickoff Call**: I've sent a calendar invite for [Date/Time].
   We'll use this to align on goals, timeline, and workflow.

3. **Access/Credentials**: Instructions for granting access are in the intake form.

Expected timeline:
- Kickoff: [Date]
- First deliverable: [Date]
- [Milestone 2]: [Date]

Questions? Just reply to this email.

[Your Name]

What to Do with the Responses

Before the kickoff call:

1. Read all responses carefully
2. Flag anything unclear or concerning
3. Prepare follow-up questions
4. Update your project plan based on constraints/deadlines
5. Confirm you have (or will get) all necessary access

During the kickoff call:

• Reference their answers: "You mentioned [X] in the intake form—let's dig into that."
• Clarify anything vague
• Confirm alignment on goals and success criteria

After the kickoff call:

• Save intake responses in your project folder
• Use them to create your project brief or scope doc
• Refer back when making decisions or resolving ambiguity

Common Intake Form Mistakes

Mistake 1: Asking Too Many Questions

Problem: 30-question intake form that takes an hour. Result: Clients ghost or rush through, giving one-word answers. Fix: Ruthlessly cut to 8-12 essential questions. Get the rest during kickoff.

Mistake 2: Vague Questions

Problem: "Tell us about your project." Result: Rambling paragraphs that don't answer what you need. Fix: Ask specific questions with examples or structure.

Mistake 3: No Context or Help Text

Problem: Questions without explanation. Result: Clients answer the wrong question or skip it. Fix: Add brief help text or examples to clarify intent.

Mistake 4: Sending It Too Late

Problem: Contract signed Monday, intake form sent Friday. Result: Lost momentum, delays, forgotten context. Fix: Send intake form within 1 hour of contract signature (automate this if possible).

Mistake 5: Not Following Up

Problem: Client completes form, you never acknowledge or act on it. Result: Client wonders if you read it. Erodes trust. Fix: Reply within 24 hours confirming receipt and flagging any follow-ups.

Mistake 6: Asking for Sensitive Info Insecurely

Problem: "What's your password?" in a Google Form. Result: Security risk, loss of credibility. Fix: Use a secure method: shared password manager, encrypted link, or handle it on a call.

Template Examples by Segment

Fractional / Consultant Intake Form

Section 1: Project Context

1. What's the immediate problem or challenge you're trying to solve?
2. What have you already tried?
3. Who are the key stakeholders? (names, roles, decision-making authority)
4. Are there any hard deadlines or constraints?

Section 2: Team & Process 5. Who will I be working with internally? (names, roles) 6. What existing processes or frameworks should I know about? 7. How do you prefer to receive updates? (frequency, channel) 8. How will decisions and approvals work?

Section 3: Logistics 9. What tools/access will I need? (list with checkboxes) 10. What docs or context should I review before we start? (links)

Agency (Design/Dev/Marketing) Intake Form

Section 1: Project Goals

1. In your own words, what does success look like for this project?
2. Who is the target audience? (demographics, pain points, behavior)
3. Any hard deadlines or launch dates we should know about?

Section 2: Creative Direction 4. Please share brand guidelines or style references (link or attach) 5. Examples you love (competitors, inspiration—paste links) 6. Examples to avoid (paste links and explain why)

Section 3: Workflow 7. Who are the decision-makers for this project? (names, roles, email) 8. How do you prefer to give feedback? (consolidated doc / async comments / calls) 9. What's your typical approval timeline?

Section 4: Logistics 10. What access do I need? (CMS, hosting, analytics, social accounts—checklist) 11. Please share any existing assets I should review (past campaigns, content, docs)

SMB (Local Services) Intake Form

Section 1: Service Details

1. What service or work are you requesting?
2. What does a successful result look like?
3. Any deadlines or time constraints?

Section 2: Location & Access 4. Will this require a site visit or on-site work?

• Address:
• Best days/times:
• Access instructions or restrictions:

Section 3: Communication 5. How do you prefer to communicate? (phone / text / email) 6. Best times to reach you: 7. Operating hours or blackout dates we should know about:

Section 4: Logistics 8. Payment method preference: (cash / check / card / invoice) 9. Special requirements or requests:

When to Upgrade Your Intake Form

Start Here (Minimum Viable):

• Google Form with 8-10 questions
• Sent manually via email after contract signature
• Responses reviewed manually before kickoff

Upgrade When You're Doing 10+ Projects/Year:

• Switch to Typeform for better UX and completion rates
• Add automation: contract signed → intake form auto-sent (via Zapier, Make)
• Connect responses to project management tool (Notion, Airtable)

Upgrade When You're Doing 25+ Projects/Year:

• Build intake into a CRM workflow (HubSpot, Pipedrive, Airtable)
• Automate project setup: intake response → create project folder, doc, timeline
• Segment-specific form variants (different questions for different service types)

Don't upgrade before you need it. A simple form you actually use is better than a fancy system that adds friction.

Integration with Your Broader Onboarding

The intake form is one piece of your onboarding system:

Before the Form:

• Sales conversation
• Proposal/quote
• Contract/SOW signature

The Form:

• Gathers essential project context
• Surfaces misalignment early
• Prepares you for the kickoff call

After the Form:

• Kickoff call (confirm and deepen)
• Project workspace setup
• First deliverable or check-in

For the complete onboarding process, see: Client Onboarding as a Solo: The Minimum Viable Process.

The Bottom Line

A good intake form:

• Focused: 8-12 questions, not 50
• Specific: Clear questions with examples
• Actionable: Easy for client to complete
• Timely: Sent immediately after contract signature

Start with the core template. Customize for your segment. Keep it short.

Your goal: Get the information you need to start effectively, without creating friction.

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Next Steps

Build out your operations system:

• Client Onboarding as a Solo - Complete onboarding process
• Invoicing Workflow for Solos - Payment setup and follow-up
• Scoping Projects to Prevent Scope Creep - Define deliverables and boundaries

Set up the legal and financial foundation:

• Contract Basics for Solos - MSA, SOW, templates
• Solo Finance Setup - Banking, bookkeeping, taxes

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