When to Send the Intake Form (Timing Matters More Than You Think)

Timing your intake form wrong costs you in ways that don't show up on a spreadsheet. Send it too early, before a prospect has committed, and it feels presumptuous -- or it just gets forgotten in their inbox. Send it too late, after they've signed on, and you're delaying the start of actual work while you wait for paperwork.

The right timing depends on your business, but the principles are universal.

Don't Lead With Paperwork

When someone first expresses interest in your services, the last thing you want to do is hit them with a 30-field intake form. At this stage, you're still selling. The conversation should be about their needs, your approach, and whether there's a fit.

Save the intake form for after they've decided to move forward. Nobody wants to invest 15 minutes filling out detailed background information for a service they haven't committed to yet.

Preview the Process in Your Proposal

If you send proposals or engagement letters, include a brief note about what the intake process will look like: "Once you're ready to proceed, we'll send a short intake form to collect the details we need to get started."

This sets expectations without asking for anything. Some practices even include a shortened "quick info" form at this stage -- just name, contact info, and one or two key details. This is enough to keep momentum without being demanding.

The Sweet Spot: Within 24 Hours of Commitment

Once a client signs on, send the full intake form within 24 hours. The motivation is highest right after someone makes a decision. They're excited to get started and ready to do what's needed to move forward.

Include a brief message explaining what the form covers and why you need the information. Something like: "This helps us prepare for your first visit so we can make the most of our time together."

For healthcare practices, automated emails that send intake forms before appointments hit this timing perfectly. The patient has already booked -- they're committed -- and the form arrives with enough lead time to complete it at home.

Let People Complete It on Their Schedule

Even with perfect timing, not everyone will sit down and complete a 20-minute form in one session. Some people will need to dig up insurance cards, look up medication names, or consult with a family member.

Auto-save is essential here. Let people start, close the tab, and come back later without losing progress. Multi-page forms with progress indicators also help -- people are more likely to finish something when they can see how far along they are.

For Recurring Clients: Keep It Light

Existing clients who come back for new services shouldn't have to fill out the full intake again. Send a shorter update form that asks them to verify their current information and update anything that's changed.

This respects their time and shows that you value the relationship enough to remember them.

The Timing Checklist

1. Initial interest -- no intake form, just conversation
2. Proposal stage -- preview the process, maybe collect basic contact info
3. Commitment -- send the full form within 24 hours
4. Before the appointment -- send a reminder if the form isn't completed
5. Return visits -- send an update form, not the full intake

Get the timing right and your forms get completed faster, with better data, and with less chasing from your staff.