Welcome Kit 101: Why You Need One & How to Built It

Updated: Jul 9

A Welcome Kit is more than just a way of giving your client the information they need. A Welcome Kit is about building strong and lasting professional relationships and marketing what you have to offer in a quick and easy to view format.

Why Implement a Welcome Kit

  1. Build trust & loyaltyyour welcome kit tells your client that they made the right decision to do business with YOU.

  2. Increase referralsyou’ll see a significant increase in new business after implementing a welcome kit.


Welcome Kit Best Practices

  1. Use Welcome Kit templates or create one visually using tools like Canva (which is FREE)

  2. Read aloud & have your team proofread all pages

  3. Print in color, as this is the strongest sense your client has

  4. Print 1-2 months’ supply at a time, you should be updating it this often and you don't want a bunch of outdated, unusable materials

  5. Advise new clients to look out for their welcome kit in the mail

  6. Mail out 20-30 days after being signed


Elements of a Well-Designed Welcome Kit

  1. Welcome Letter – written by the owner/president, hand signed in ink and explaining what makes your company different – use personalized photos rather than professional ones to really drive home the point that you are here for more than their money

  2. Agency History – explain your business' culture, purpose, and passions, this is also a great place to put your social links – 89% of consumers want to know about company history according to Edelman’s Brandshare Study

  3. Team Bios – these should be written with 2 parts personal to 1 part professional, consumers want to know about who they’re working with

  4. Community Involvement – let your clients know that you are a pillar in your community and that your business goes the extra mile – 90% of consumers will switch companies to ones with a good cause according to Cone Communications – Echo Global CSR Study

  5. Referral Program – a good percentage of your clients will refer their friends or family members, but you have to ASK – there is a 70% close rate of referrals versus a 20% close rate of leads according to Bill Cate’s Beyond Referrals

  6. Important Process to Know – your clients will have lots of questions, make sure they have a cheat sheet relating to the service you're providing – example: an Insurance Agency might send a cheat sheet for the claims process

  7. Testimonials – your audience is spending more and more time online, and with that comes the idea that they will check you out in only about 5 seconds before they decide whether they will get in contact – 86% of consumers read online reviews of local businesses according to BrightLocal Consumer Review Study