Client Intake Forms: Examples and Best Practices

An intake form is often the first direct interaction someone has with a service business and typically includes questions about the client and their needs. For you as the business owner, the intake form can help you:

• Decide whether a client is a good fit for your business

• Help you create a project proposal for a potential client

• Prepare for initial or recurring meetings with clients

• Save time by automating some of your client workflows

Finding the right format for your intake forms can take some trial and error. Here are some guidelines and examples to get you there faster.

Tips for setting up intake forms

An intake form that’s simple and pleasant for clients to fill out will make it easier for you to focus on your business and provide great service. Here are five best practices to keep in mind as you create your forms.

1. Ask questions that set you up for success. Once you’ve covered basic information like names and contact information, get into the details. Brainstorm some questions that would help you connect with your client and go into your meeting with them feeling prepared and energized.

2. Customize your forms by appointment or client type. Different meetings require different information. For example, you might want a form specific to first-time meetings. An event planner might have one form for birthday party clients versus anniversary party clients.

3. Keep forms organized. It helps you and your clients if you organize the questions on your form into categories. For example, you might separate basic information from logistical details and style questions. That helps you group relevant information together while creating a good user experience for your clients.

4. Take the opportunity to get to know your clients. Intake forms don’t have to be all business. Asking for details like their birthday or recent pop culture obsession offers you opportunities to surprise them with a message or connect with them personally.

5. Think about when to deliver your form. How and when you send your form depends on your business. Sharing forms early could help you prepare for client appointments. Sharing a long form later could keep potential clients from feeling overwhelmed by the booking process.

Read our full guide to creating and automating intake forms 

Intake form examples

A great intake form is customized to your needs as a business owner and to your brand style. With Squarespace, you can integrate forms into any website page and match the fonts, colors, and style to your site. Or make them part of your appointment scheduling flow to collect customized information automatically.

Here’s an example of a simple contact intake form.

This may be all you need for your website, but you could also customize it further by adding fields, dropdowns, and checklist options. For example, you could add fields for someone to specify why they’re reaching out, or how they prefer to be contacted by you.

The examples in the GIF below show all the ways you can customize your forms with Squarespace’s design tools—directly in your form box or in your Site Styles panel. Take a closer look for inspiration for your own forms.

See how salon-owner Nià Pettitt uses forms to support her customers

How to incorporate intake forms into your business

Getting information from clients and customers upfront simplifies how you run your business. When thinking about how and where to include forms, think about where they could help you save time or prepare for meetings ahead of time.

• Before booking: For freelancers, creating an interest form for potential customers can help you decide whether they’re a good fit for your business. This form could live on your website’s contact page and ask basic questions about their timelines, vision, and budget. 

• Before a first appointment: If you’re providing personalized services, having some background before you meet is helpful. For example, a makeup artist could ask about skin type and allergies before an appointment. You can attach this form to all first-time appointments in your scheduling calendar.

• For recurring appointments: In some businesses, client needs change from meeting to meeting. For example, a skincare consultant might want to know about their clients’ most up-to-date skin concerns before every appointment. You can make those forms part of the appointment booking process.

While automated forms are a major time-saver, don’t discount the benefits of using one-off forms to collect feedback from followers and customers. You can create forms to:

• Ask your audience for feedback on your content

• Assess a client’s progress while they work with you

• Raise money for a good cause

• Research your customers’ interests and product requests

• Request reviews and testimonials 

Ready to simplify your workflow with intake forms?

This post was updated on November 20, 2023.