"You have 7 seconds."
That’s how long it takes someone to decide if they want to keep reading your content or click away. First impressions are everything—especially in the world of design and creative services. Whether you're pitching your services to a new client or onboarding someone who’s just signed on, the way you communicate sets the tone for your entire relationship.
And that’s where investment guides and welcome guides come in.
You’ve likely heard of these terms before, but what exactly are they? More importantly, how do they differ, and why should you be using both in your business?
Let’s break it down. We’ll cover everything from what these guides are to how to create them, and why they’re essential tools in growing your business and streamlining your client communication.
What Is an Investment Guide?
An investment guide is a document designed to help potential clients understand the value of your services before they sign on the dotted line. It’s essentially a pricing guide—but it’s more than just a list of services and rates. Done well, it shows clients what they’re investing in when they choose to work with you.
Think of it as a combination of a portfolio, pricing sheet, and value proposition, all rolled into one. You’re not just selling your services—you’re selling the experience and results that come with them.
What Should an Investment Guide Include?
Overview of Services: What do you offer, and what makes your services unique?
Price Ranges or Packages: You can choose to show your full pricing or provide a range to give potential clients an idea of what to expect.
Case Studies or Testimonials: Show off your best work. Highlight past projects that are similar to what your potential client is looking for.
Your Process: Give a brief overview of how you work. This helps clients understand what they can expect when they invest in your services.
What Is a Welcome Guide?
Once a client has decided to work with you, that’s where the welcome guide comes in. This is the roadmap for your project together, providing essential information and setting expectations right from the start.
Where the investment guide is all about selling your services, the welcome guide is about onboarding your clients. It lays the foundation for a smooth, stress-free project and ensures that both you and your client are on the same page before the work begins.
What Should a Welcome Guide Include?
Welcome Message: A warm greeting that reassures your new client that they’re in good hands.
Next Steps: Outline what happens next. Whether it’s a design consultation or the first site visit, give them a clear understanding of what’s coming.
Project Timeline: Provide an overview of key milestones so they know what to expect at each stage.
Your Working Process: Reinforce how you work, how you communicate, and what you need from the client to ensure a successful project.
FAQs: Address common questions upfront. This could include anything from how to provide feedback to how you handle billing and payments.
Key Differences Between an Investment Guide and a Welcome Guide
Now that you understand what each guide is, let’s talk about the key differences:
Purpose: An investment guide is about selling your services and demonstrating value to potential clients. A welcome guide is about onboarding a client who’s already signed up, ensuring a smooth and aligned working relationship.
Timing: Investment guides are used at the start of your relationship—when a client is considering working with you. Welcome guides are shared after a client has committed, as part of the onboarding process.
Content: While both guides talk about your process and services, an investment guide focuses on showcasing your value and results, while a welcome guide is more practical and instructional, outlining what happens next.
Why You Need Both
Using both guides gives you a double advantage. First, the investment guide helps you land the client by showing them the value you offer. Then, the welcome guide ensures the relationship starts off on the right foot by setting clear expectations and avoiding miscommunication.
Professionalism: Having both guides in place shows that you run a tight ship. You’re prepared, organised, and ready to lead the client through the entire process.
Time-Saving: Answering questions before they’re even asked saves both you and the client time. With a welcome guide, you reduce the need for back-and-forth emails about basic details.
Client Confidence: An investment guide builds trust before the project even starts, while the welcome guide reassures clients they’ve made the right decision.
How to Add-Value to Client Journeys
Here’s how you can create investment and welcome guides that work for your business:
For the Investment Guide:
Start with Value: Lead with what you offer and how it benefits your clients, not just what you charge.
Use Visuals: You’re a designer—make it visually appealing! Showcase your past work with high-quality images or project snapshots.
Be Transparent About Pricing: Whether you give an exact breakdown or a price range, make sure your potential clients have an idea of what to expect.
For the Welcome Guide:
Break Down the Process: Lay out the project journey in simple terms. What happens first, second, and third?
Set Expectations: Be upfront about how you work, how to communicate, and what clients can do to help the process run smoothly.
Include FAQs: Clients will always have questions, so answer them upfront. This saves time and avoids confusion.
Conclusion: Why Investment and Welcome Guides Are Essential for Your Business
Investment guides and welcome guides serve two different purposes, but both are critical for creating a professional, seamless client experience. An investment guide will help you convert leads, while a welcome guide ensures your project starts on the right foot.
If you’re not using both, you’re missing an opportunity to set clear expectations and impress your clients from the very beginning. Don’t have time to create these guides? We’ve done it for you! Explore our collection of professionally crafted essential templates for architects and interior designers, add value, and maximise your chances for referrals and repeat client work.
Written by Tim @ Architecture Templates
