Starting a new web project is exciting for both clients and agencies. The kickoff call is where ideas, expectations, and strategies begin to take shape. But too often, these calls get bogged down by missing information, unclear goals, or mismatched expectations.
To help set projects up for success, here are some things web agencies wish every client knew before that very first kickoff call.
1. Clear Goals Drive Better Results
Agencies aren’t just designing pretty websites—they’re building tools to achieve your business objectives. Before the kickoff, think about:
- What do you want the website to accomplish? (e.g., more sales, stronger brand credibility, improved lead generation)
- Who is your target audience?
- What key actions should visitors take?
Having clarity here helps agencies recommend the right strategies and solutions instead of guessing.
2. Content Matters More Than You Think
Design and functionality get a lot of attention, but content is often the project’s biggest bottleneck. Agencies wish clients came prepared with:
- Existing brand assets (logos, brand guidelines, photography, etc.)
- A plan for copywriting (will you provide it, or should the agency handle it?)
- Any content that must migrate from your old site
The sooner content is considered, the smoother the project runs.
3. Budget Transparency Is Key
Many clients hesitate to share their budget upfront, but doing so actually helps agencies serve you better. With a realistic budget range, agencies can:
- Prioritize features that deliver the most value
- Recommend scalable solutions for growth
- Prevent wasted time on proposals that don’t align financially
4. Decision-Makers Should Be in the Room
Kickoff calls often stall when the people making the final decisions aren’t present. Agencies wish clients would ensure:
- Key stakeholders attend the kickoff
- Everyone’s expectations are aligned from day one
- Approvals won’t be bottlenecked later in the process
5. Timelines Work Both Ways
Agencies can map out milestones and deadlines, but projects succeed only if both sides stick to them. Clients can help by:
- Being realistic about when feedback and approvals will be provided
- Understanding that delays on one side ripple through the entire project
- Allowing adequate time for testing before launch
6. Collaboration Is a Partnership
The most successful projects are collaborative. Agencies wish clients understood that:
- Your input shapes the outcome—your business insights are invaluable
- Feedback should be specific (“I’d like this section to highlight X” rather than “I don’t like it”)
- Mutual trust is crucial—agencies bring expertise, but clients bring context
Final Thoughts
A kickoff call sets the tone for the entire project. When clients come prepared with clear goals, content plans, budget ranges, and decision-makers, the process runs smoother and the results are stronger.
For agencies, the dream kickoff call isn’t just about logistics—it’s about laying the foundation for a successful partnership built on clarity, trust, and shared vision.
