Down to Business: The Best Questions to Ask on an White Label Marketing Onboarding Call

Marketing / 12 Oct 2021

what are the best questions to ask on a marketing agency onboarding call white label seo and copywriting scaled

As a white label copywriting and white label SEO agency, we’ve experienced many onboarding processes. In our professional opinion, an onboarding call should always be smooth like butter.

Your onboarding call is your first ‘real’ experience of working together after the initial wooing phase of your business relationship. It sets the tone moving forward and defines all parties’ expectations.

Most importantly, it informs your creative brief – the nitty-gritty of your white label working relationship.

Onboarding Call Questions: The Basics

The purpose of an onboarding call is to ensure that you have everything you need to move forward with your project. It’s your opportunity to wow your client and establish yourself as the safe pair of hands you know you are.

1. Primary and Secondary Contact (and contact information)

You’d be surprised how many businesses forget the basics because they jump into the detail. Having a primary and secondary contact, their contact information, and a clear understanding of internal dynamics, hierarchies and approval processes are necessary for success.

2. The Tools You Need

Always ask upfront for things like a company’s fonts, their logos in a specified format, existing style guidelines, and house rules for your review.

Other useful things to find out include whether the agency uses any specialist software you’ll need access to and whether you’ll need a company email address. We do, frequently. As a white label copywriting agency, we often contact an agency’s clients on their behalf.

Getting systems set up before they’re needed prevents a significant headache later on for you, the agency, and their IT department.

3. Project Scope

Your role in your onboarding call is to dig deeper into the specifics of your client’s needs.

Defining the project’s scope at an early stage ensures that everyone is clear on the work’s nature. It guarantees everyone has the same expectations for the project and understands where tasks and responsibilities will sit. Maintaining a documented record of agreements and actions also prevents scope creep.

With clarity comes confidence. Asking the right questions and defining your project remit builds trust and establishes you as an indispensable partner they always knew they needed.

Understanding Your Client’s Business, Needs, and Market Position

With the boring bits out of the way, it’s time to draw out those juicy details by getting to know your client better.

4. Your Client’s Values

Values guide how people do business. They determine whether a prospect knows, likes, and trusts your client and help them to decide whether they’re the right person for the job.

By drilling down into the detail of your client’s values, you embody their brand’s personality more effectively and authentically in your work.

5. Your Client’s Services and Target Audience

Knowledge is power. To do your job well, you need a detailed understanding of their core services, brand story, culture, problems they exist to solve, detailed buyer personas, common objections to purchase and reasons cited for customer loyalty.

6. Your Client’s Competitors

A detailed understanding of your client’s competitors will offer insights into their current place in the market and their future market positioning.


Take time to understand what competitors do better than your client and vice versa, and identify critical differentiators between them for maximum impact.

7. Your Client’s Unique Selling Proposition (USP)

The information gathered in 4, 5, and 6 puts you in a powerful position to articulate your client’s USP. A strong USP is a triple threat because it addresses the pain they alleviate, the solution they bring, and why theirs is the best in the business.

Making a Plan: Setting the Tone

8. Your client’s likes and dislikes

The last piece of the onboarding puzzle. Bearing in mind your client’s target market, competitors, and industry, explore what your client loves and hates about their current copy, how they want their clients to feel when reviewing their digital presence, and learn about companies and brands they like the ‘feel’ of and enjoy.

This information will form an integral part of your research when constructing their brand voice at a later date.

White Label Marketing for Success?

As the famous idiom goes, the devil’s in the details. Hidden amongst all that detail is the seed of a great idea and the beginnings of a prosperous relationship.

If your agency needs white label services to expand its repertoire, look no further. We’re the safe pair of experienced hands you’ve been searching for.

Book your discovery call today.