One Simple (Still Human) Automation to Save an Hour (and Build Client Excitement)
You've got systems. You've got clients. You've built a service business that actually works. But let me guess what happens after someone signs your contract and pays their invoice…
You send them a client packet with all the important info, then dive back into the three other projects on your plate.
You want to craft a thoughtful welcome sequence and check in with them before their project starts, but between client calls, revisions, and everything else on your to-do list, that new client onboarding gets pushed to "I'll do it tomorrow."
And honestly? You shouldn't feel bad about that. You're busy doing great work for the clients you already have.
But here's what's happening during that gap… Your new client is either getting more excited about working with you, or they're starting to wonder what comes next. That in-between space? It's actually prime real estate for building momentum and setting the tone for your entire working relationship.
The good news is that you don't have to choose between giving your current clients your best work and making new clients feel welcomed and excited.
There's one human-first automation that handles the heavy lifting for you—taking 20 minutes to set up and running perfectly in the background while you focus on what matters most.
By the end of this post, you'll have one custom onboarding sequence mapped that works while you work—designed to keep clients engaged, excited, and already thinking like collaborators.
Step 1: Choose the Right Spot for the Automation
Before you dive into any tech, let's find your biggest time leak. Don't start with the shiny automation tools—start with your actual pain points.
Ask yourself:
Where do clients get confused or go quiet?
What steps do I repeat manually every single time?
What makes me say, "Ugh, I forgot to send that..." at 9 PM on a Tuesday?
If the space between booking and project start feels clunky, or if you're losing momentum after someone signs—this automation is for you.
The goal isn't to automate everything. It's to automate the right thing so you can spend your energy on what actually moves the needle.
The Example: Pre-Start Email Series via HoneyBook
Let me paint you a picture…
You just booked a dream client. Their website project officially starts on the 15th. It's currently the 2nd.
You don't want to overwhelm them with forms and homework, but you also don't want complete radio silence for two weeks.
What usually happens? You wing it. Maybe you send a "just checking in" email. Maybe you don't. Maybe you remember at the last minute to send them that inspiration board link you always forget about.
The opportunity here is golden… build a short, spaced-out onboarding series that feels like pre-project coaching. Human, insightful, energy-building. Not task-oriented—mindset-oriented.
These aren't "to-do" emails. These are mindset-setters that get your client mentally invested before you even start. Here's exactly how this works for a website designer:
Email 1: "Start Noticing"
Sent immediately after contract/invoice completion
This email invites your client to become aware of what they love (and hate) about websites they encounter over the next couple weeks. Not as homework, but as inspiration gathering. You might include a link to a shared inspiration board or a quick Loom explaining why this mental shift matters for their project.
The goal: Get them thinking like a collaborator, not just a client waiting for their turn.
Email 2: "Set the Mood"
Sent 3-5 days later
This one's about emotional tone. You're asking them to think beyond what their website should DO and consider how they want people to FEEL when they land there. Confident? Curious? Like they just found exactly what they've been looking for?
This question becomes the foundation for every design decision you'll make together—colors, copy, layout, everything.
The goal: Shift them from thinking tactically to thinking strategically about their brand presence.
Email 3: "We're Almost There"
Sent 2 days before project start
This email builds excitement and sets clear expectations. You're letting them know what happens next, what to bring to your first call, and reassuring them about the process ahead. Consider including a short Loom where you walk through your process—it's amazing how much this eases any first-project nerves.
The goal: Transform project kickoff from orientation meeting to strategic collaboration session.
Step 3: Set It Up in HoneyBook
Here's the technical setup (and yes, it really is this simple):
Set your trigger: Contract signed + invoice paid
Create your automation series with the three emails above
Add time delays: Immediate, then 3-5 days, then 2 days before project start
Embed smart fields like client first name and project start date
Add your Loom videos for that extra human touch
The beauty of HoneyBook is that it handles all the timing for you. You write it once, and it runs perfectly every time—but still feels personal because of how you've written it.
Pro Tip: You don't need to sound like a robot to automate. Use short Looms, custom intro lines, or humor (here’s a great place to add gifs, fyi) to keep it real. The goal is to sound like you, just systematized.
Why This Actually Works
Let me tell you what happens when you implement this…
You stop rewriting the same check-in email. No more "How should I follow up?" decision fatigue. It's handled.
Your client feels seen and guided—before you even start. They're not wondering if you forgot about them or what comes next. They're excited and prepared.
The project kicks off with clarity, not chaos. Your first official call becomes a strategy session, not an orientation meeting, because they already understand your process and have done the mental prep work.
This isn't just about saving time (though you will). It's about creating momentum and setting the tone for a collaborative, exciting project from day one.
What to Automate Next
Once you've got this running smoothly, here are your next automation wins:
End of project → Testimonial request: Strike while the love is hot
Inquiry received → Lead filter or call booking flow: Qualify leads while you sleep
Project completed → Referral or rebook email: Turn happy clients into your marketing team
But don't get ahead of yourself. Master this one first. Let it run for a few months. See how it feels, adjust the messaging, then add the next piece.
Want More Systems that Feel Like You?
If this resonated and you're thinking "Yes, but what about the rest of my client journey?"—I get it. There are so many places where the right automation can save you time and create better client experiences.
If you want more examples like this one delivered straight to your inbox, subscribe here for weekly systems and automation ideas that actually feel human.
And if you're ready to dive deeper into creating an onboarding experience your clients will rave about, check out Lead to Love for step-by-step client journey strategy.
Tools I Use to Set This Up:
HoneyBook: For trigger setup and automated email sequences (this example uses HoneyBook, but you can adapt this workflow to whatever CRM or email platform you're already using—Dubsado, 17hats, ConvertKit, or even a simple email scheduler)
Loom: For async video welcomes and process walkthroughs
Google Drive, Pinterest, or Notion: For shared inspiration boards and collaboration
Copy/Paste Quick-Start Pack
Subject Line Ideas…
Email 1: "Start noticing what catches your eye..." / "Something fun to think about before we start"
Email 2: "How do you want people to feel when they land on your site?" / "Let's talk about the vibe"
Email 3: "Can't wait to kick things off!" / "It's almost time..."
Disclosure: This post contains affiliate links for HoneyBook. I'm using HoneyBook as an example since it's what I use, but you can create similar automations in most CRM tools (Dubsado, 17hats, ConvertKit, etc.). If you do decide to try HoneyBook through my link, I may earn a small commission at no extra cost to you—but the strategy works regardless of which platform you choose!
