The Offboarding Checklist Every Freelance Marketer Needs
The Right (And Wrong) Way to Say Goodbye to Clients
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Today, we need to talk about something that makes most freelancers squirm – saying goodbye to clients.
It doesn’t matter how great you are at what you do, you will lose clients. That’s just inevitable. A strong pitch from a competing freelancer or agency, the client running low on cash, a recession… the list goes on.
In my agency days, I used to tell my team they should put in the work for their clients all the way through the very last day no matter how disappointed or upset they were.
I’m a huge believer in lasting impressions. How you handle the offboarding will determine whether they work with you again in the future, and what your reputation looks like in the industry.
In other words, how you end things matters just as much as how you start them. But here's the good news – you don't need a 50-page offboarding manual to do it right.
Signs A Client Might Be Churning
Sometimes clients tell you directly that it's time to wrap up. But often, you'll notice subtle signs first – delayed responses, reduced scope, or conversations about budget constraints. When you spot these signs, don't panic. Instead, take the lead.
See if there’s anything you can do to salvage the situation, start an honest conversation with your client and offer a new way of working together if that makes more sense for now.
But if none of that is feasible, it might be time to take the bullet and start the offboarding process.
What Actually Matters During Offboarding
People often overcomplicate the offboarding process. Most of what they do isn’t necessary. Or worse, they have zero offboarding process in place leaving clients confused and with a bad taste in their mouth about your entire experience working together.
Let’s be clear about what really matters when wrapping things up:
- Your client needs to know where everything is
- They need to understand how to move forward without you
- They should feel good about the work you've done together
Everything else is just extra.
1. Having That First "Transition" Conversation
The first thing to do is to have an initial transition conversation. Don't overcomplicate this.
A simple email or call works fine: "Hey [Client], since we're approaching the end of our work together, I'd love to plan a smooth handover. What would be most helpful for you?"
This one question usually tells you exactly what they need. Some clients want detailed documentation; others just want a quick walkthrough of where to find files. Let them guide the level of detail.
Once that’s done, make a note of everything they’ll need.
2. Making the Handover Actually Work
Here's what I've found clients actually need (and use):
- A simple document with logins and passwords
- One master Google Drive with your creative folders, ad copy spreadsheets, reports etc..
- Basic instructions for common tasks they'll need to do
- Contact info for emergencies
That's usually enough. If they need more, they'll ask.
3. What to Focus On In The Last Few Weeks
During the final week, keep your focus on these three things:
- Finishing any crucial work
- Making sure they have what they need
- Leaving things better than you found them
Don't start new initiatives or suggest big changes. Your job now is to set them up for success without you.
The Follow-up Note That Makes a Difference
A month or two later, give them a follow up if you think they were better off continuing to work with you.
That's it. Really.
Oh, and here’s what I mean about the follow up.
A week after everything's done, send a quick check-in: "Hey, just wanted to make sure everything's running smoothly. Any questions I can clear up?"
Then, about a month later, share something relevant to their business – an article, a resource, or just a genuine note about their recent work. This shows you're still invested in their success, even though the project's over.
What to Do If A Project Ends With No Notice
Now, you may also not always get time to do your entire offboarding process. Sometimes endings come suddenly.
A project gets canceled, budgets get cut, or circumstances change. When this happens, stay professional. Send a brief email outlining where everything stands and what they need to move forward. Keep it simple and drama-free.
Why You Need to Focus On How They’re Going To Remember You
Want to know what really makes clients remember you? It's not your detailed documentation or organized files (though those help). It's how you make them feel during the transition.
I had a client come back after 6 months specifically because, as they put it, "You made ending our work together feel as professional as starting it." No complicated processes – just clear communication and genuine care about their success.
A lot of the time, the grass is always greener, and clients end up “boomeranging”!
Keep it simple, keep it professional, and focus on leaving doors open rather than closing them completely.
So next time you're wrapping up with a client, forget about creating the perfect process. Focus instead on making them feel confident and supported during the transition. That's what they'll remember, and that's what will bring them – or their network – back to you in the future.
For now, your only action step is to ensure you have a rough onboarding system drawn up.
