The best examples of client intake form examples for copywriters in 2025

Real-world examples of client intake form examples for copywriters

Let’s skip theory and go straight into what you actually need: real examples. Below are several examples of client intake form examples for copywriters working in different niches—website copy, email, content marketing, and brand messaging.

Each one is written in plain language you can copy, paste, and customize. Think of them as starting points, not scripts carved in stone.

Example of a short “quick inquiry” intake form for busy copywriters

This first example works well if you get a lot of leads and need something light that screens for fit before you invest time in a call.

Purpose: Capture basic info, budget range, and timeline in under five minutes.

Key questions you might include:

• Contact basics
  “What’s your name, role, and the best email to reach you?”
  Keep this simple. You can add a phone number field if you do calls.

• Business snapshot
  “Tell me briefly about your business—who you serve and what you sell.”
  You’re looking for niche, offer type, and audience.

• Project overview
  “What kind of copy support are you looking for right now?”
  With checkboxes like: website copy, landing page, email sequence, sales page, blog content, or not sure.

• Timeline and urgency
  “When would you like this project completed?”
  Offer ranges: 2–3 weeks, 1–2 months, flexible.

• Budget comfort zone
  “What investment range have you set aside for this project?”
  You can list ranges that match your pricing. This is one of the best examples of an intake question that saves you from awkward pricing calls.

• How they found you
  “How did you hear about my services?”
  This helps you track which marketing channels actually work.

This example of a client intake form is ideal for solo copywriters who want to be respectful of a lead’s time while still protecting their own.

Long-form discovery: examples of client intake form examples for copywriters doing brand messaging

If you’re doing deeper strategy work—brand voice guides, messaging frameworks, or full website rewrites—you need more context up front.

Here’s a longer intake structure used by brand and conversion copywriters:

Business and audience foundation

You might ask:

• “What does your business do in one or two sentences?”
• “Who are your primary customers or clients?”
• “What problem are they trying to solve when they find you?”

These questions help you see if the client understands their own offer and audience. If they don’t, you know strategy work needs to come first.

Offer and differentiation

Examples include:

• “What are your main products or services, and which one is the focus of this project?”
• “Why do customers choose you instead of your competitors?”
• “Share 2–3 competitors or alternatives your audience might consider.”

This intake section doubles as early research. It’s one of the best examples of using the form to prep for your discovery call.

Brand voice and tone

Copywriters often struggle when clients say “We want it to sound fun but professional.” Your intake form can push for clarity:

• “Describe your brand voice in 3–5 adjectives (for example: bold, friendly, expert, playful).”
• “Share 2–3 brands whose tone you like and tell me what you like about them.”
• “Are there any words, phrases, or topics I should avoid?”

Goals and metrics

In 2024–2025, clients are more metrics-aware. Use that:

• “What does success look like for this project in the next 3–6 months?”
• “Which metrics matter most to you? (For example: email signups, sales, booked calls, time on page.)”

This example of an intake question gets clients thinking in numbers, not just vibes.

Process and approvals

To prevent bottlenecks:

• “Who will review and approve the copy?”
• “Is there a legal or compliance review step I should know about?”

If you work with clients in regulated industries like health, finance, or education, this section is non-negotiable. You can point them to general guidance from resources like the U.S. Small Business Administration about working with contractors so they understand why your process matters.

Examples of client intake form examples for copywriters specializing in website copy

Website projects are messy if you don’t gather the right details up front. A website-specific intake form can save you from endless “Oh, we forgot to mention we’re rebranding” surprises.

Here’s how one might look in practice.

Technical and logistics section

• “Is this a new website or a redesign?”
• “What platform are you using (for example: WordPress, Squarespace, Shopify, Webflow)?”
• “Do you already have a designer or developer on board? If yes, please share their contact info.”

Pages and scope

Instead of a vague “website copy” checkbox, ask:

• “Which pages need copy? Please check all that apply and share URLs if they exist.”
  Home, About, Services, Product pages, Contact, Blog, Landing pages, other.

Current performance snapshot

To write effective copy, you need to know what’s working now:

• “Do you have access to analytics (for example: Google Analytics, Search Console)?”
• “Are there any pages that currently perform well that you want to protect or build on?”

You can even link to a resource like Google’s Analytics Help Center so clients can grab screenshots or data if they’re not sure what to pull.

Brand and content assets

• “Please share links to your brand guidelines, logo files, and any existing content you like.”
• “Do you have approved photography or will stock images be used?”

These are simple examples of intake questions that prevent last-minute delays.

Email and funnel projects: targeted examples of client intake form examples for copywriters

Email and funnel work is very context-heavy. You’re stepping into an ecosystem—CRM, automations, lead magnets, and existing lists.

A strong email-specific intake form might include:

Platform and list health

• “Which email service provider do you use (for example: Klaviyo, Mailchimp, ConvertKit, HubSpot)?”
• “Approximately how many active subscribers are on your list?”
• “How often are you currently emailing your list?”

If a client hasn’t emailed in a year, you’ll approach the project differently than if they’re sending weekly campaigns.

Current automations and assets

• “Do you already have welcome sequences, abandoned cart flows, or post-purchase sequences in place?”
• “Please share links or exports of any existing email sequences related to this project.”

Offer and funnel goal

• “What is the primary goal of this sequence or campaign?”
  Examples include: sell a course, book sales calls, nurture new subscribers, launch a product.

• “What is the main offer this funnel is leading to, and what is the price point?”

These examples of client intake form examples for copywriters in email marketing help you see the big picture quickly and write copy that fits the client’s sales process.

Content and blog projects: examples include strategy-focused intake questions

Content marketing clients often think they’re just buying blog posts, but you’re actually helping them with authority, SEO, and thought leadership.

For ongoing content retainers, your intake form can:

Clarify strategy and audience

• “What role does content play in your marketing strategy right now? (For example: traffic, education, sales enablement.)”
• “Who is the primary reader you want to reach with your content?”

Topics, expertise, and sources

• “Which topics are in-bounds and which are off-limits?”
• “Do you have internal subject matter experts I can interview?”
• “Are there any industry guidelines or research sources you prefer I use?”

If you write in health, wellness, or medical-adjacent spaces, you can suggest that clients align with evidence-based sources like Mayo Clinic or MedlinePlus from the U.S. National Library of Medicine to support their credibility.

Review and compliance

For regulated industries, add:

• “Does your content require review by legal, medical, or compliance teams before publication?”
• “Are there any specific disclaimers or statements that must appear?”

This is a practical example of an intake form question that keeps you and your client safer.

2024–2025 trends shaping the best examples of client intake forms for copywriters

Client expectations and tools have shifted in the last couple of years. The best examples of client intake form examples for copywriters in 2024–2025 tend to share a few patterns.

They acknowledge AI and content tools.
Many clients are already using AI tools and want to know how you fit into that picture. You might add:

• “Are you currently using any AI writing tools? If yes, how would you like me to integrate with or replace that workflow?”

This question opens a candid conversation about originality, editing, and expectations.

They ask about accessibility and inclusivity.
More brands are paying attention to inclusive language and accessibility. You can ask:

• “Do you have any accessibility or inclusivity guidelines I should follow (for example: reading level, style guides, or terminology preferences)?”

You can reference general writing guidance from institutions like Harvard’s Writing Center if you want to offer clients a starting point.

They’re mobile-friendly and short on the surface.
Even longer intake forms are often broken into sections or pages so they feel lighter. Many copywriters now:

• Use conditional logic (showing extra questions only when relevant).
• Offer a short pre-intake form, then a deeper form after a discovery call.

These are small but powerful examples of how intake forms are evolving with client behavior.

How to adapt these examples of client intake form examples for copywriters to your own business

You don’t need to copy every question from every example. Instead, think in layers.

Layer 1: The non-negotiables
These are questions you ask every client, for every project type:

• Contact info and role
• Business overview
• Project type and scope
• Timeline
• Budget range
• How they found you

These form the spine of your intake form.

Layer 2: The project-specific sections
This is where you plug in whichever set of questions fits the work: website, email, content, or brand messaging. For example, you might:

• Use the website copy section only when a client selects “website project.”
• Show the funnel questions only when they select “email or funnel copy.”

Layer 3: The optional deep-dive
If you work on high-ticket projects, you can send a second, deeper intake form after the client signs or after your first strategy call. This might cover:

• Detailed customer personas
• Brand story background
• Internal docs, research, testimonials, and data

Treat all of these as flexible examples of client intake form examples for copywriters, not rules. The goal is to create a form that fits how you actually work.

Common mistakes copywriters make with intake forms (and better examples to follow)

When you look at weaker intake forms side by side with the best examples, a few patterns jump out.

Mistake: Asking everything up front.
Some forms read like an interrogation. A better example of an intake process is to ask only what you truly need to decide whether to move forward, then gather details later.

Mistake: Skipping budget questions.
Hoping the client “won’t be scared off” by budget fields usually backfires. Instead, frame it gently:

“To recommend the best approach, it helps to know the investment range you’re comfortable with. A ballpark is fine.”

Mistake: Vague project descriptions.
If your form just says “Tell me about your project,” you’ll get unhelpful answers. The examples of client intake form examples for copywriters above show how to break that into focused prompts: project type, goals, pages, offers.

Mistake: No expectations around next steps.
Always end your form with clarity:

• “After you submit this form, I’ll review it within 2 business days and email you with next steps.”
• “If we’re a good fit, I’ll invite you to a 20-minute discovery call.”

These tiny sentences turn a static form into the start of a professional client experience.

FAQ about client intake form examples for copywriters

How long should a client intake form be for a freelance copywriter?
Long enough to help you say yes or no confidently, but not so long it scares people away. Many of the best examples hover around 8–15 questions for the initial form, then use a second, more detailed form for complex projects.

Can you share examples of questions that filter out bad-fit clients?
Yes. Practical examples include: asking for a budget range, asking about timeline (“Are you open to a 4–6 week process?”), and asking whether decision-makers are already on board. If someone wants a full website in three days for $100, you’ll see that before you invest more time.

What’s an example of a good first question on a client intake form?
A friendly opener like, “Tell me a bit about your business and what you’re looking for help with right now” works well. It’s open-ended enough to give you context but focused on the immediate need.

Should I use a PDF, a document, or an online form for intake?
In 2024–2025, most copywriters use online forms (Google Forms, Typeform, their CRM, or website forms). They’re easier to complete on mobile, and responses are organized automatically. You can still offer a document version if you work with less tech-comfortable clients.

Do I need different intake form examples for retainer vs. one-off projects?
You can reuse much of the same structure, but it helps to have small variations. For retainers, add questions about ongoing priorities, communication cadence, and internal processes. For one-off projects, focus more on specific deliverables and deadlines.

The bottom line: the best examples of client intake form examples for copywriters are the ones that feel natural to fill out, give you the information you need to do great work, and quietly teach clients how you operate. Start with the examples here, strip out anything you don’t need, and then keep tweaking your form every time a project goes sideways because of something you didn’t ask.

Your intake form isn’t just paperwork—it’s the first draft of how you and your client will work together.