We’ve all been there, or at least, I have. I’ve landed a new client before, gotten excited and dove straight into writing.
But then after I turned in the draft, the email I got back made my stomach drop. They told me I got the tone all wrong and I needed to do a rewrite.
Besides the fact that I had to redo the work, the email embarrassed me, to be honest. I don’t want to be known as the writer that doesn’t deliver at the first instance.
Of course, I understand getting feedback to make minor changes. But missing the mark totally is not my idea of fun.
But that was in my early days, thank God. Then, I used to be scared to ask too many questions because I didn’t want to seem annoying or inexperienced.
But actually, asking detailed questions makes you look more professional. It shows the client that you care about the result.
So, before you type a single word, here are the questions writers need to ask clients before starting their project.
Questions Writers Need to Ask Clients Before Taking on a Job
Understanding the “Why” and the “What”
1. What is the primary goal of this piece?
Is this for brand awareness, are we trying to generate leads, or is it purely for SEO ranking?
You need to know the goal because it directs how you write. For instance, if it’s for sales, you’ll be persuasive, and if it’s for education, you’ll be informative.
But you can’t hit a target if you don’t know what it is.
2. What specific topic or angle do you want me to cover?
Telling you to “write about coffee” is too vague. You need to know if they want the history of beans or a guide on how to brew coffee at home?
Nailing down the angle saves you from writing 1,000 words on the wrong subject.
3. Is there a specific call to action (CTA) you want included?
Ask them what they want the reader to do after reading?
Subscribe to a newsletter?
Buy a product?
Or just share the post?
Knowing this helps you build the momentum of the piece toward that final line.
4. What are the key takeaways you want the reader to leave with?
I always ask this because it helps outline the article. That makes it easier to structure the article.
For instance, if the client says, “I want them to know our software is faster than X,” then I know exactly what points to emphasize.
5. Can you share examples of existing content (yours or competitors’) that you like?
Sometimes clients can’t describe what they want, but they can show you.
If they send you a link to a sample, that’s a massive shortcut for you because they’ve literally made your job easier.
Also Read: 20 Common Content Writing Mistakes to Avoid for More Effective Results
Who Are We Talking To?
6. Who is the primary target audience?
You need to visualise the person that would read it. Are they busy moms, tech geeks, or corporate lawyers?
You need to know so you can understand their pain point as well as the language to use.
7. What is their level of expertise regarding the subject matter?
If you’re writing for experts, you can skip the definitions and use industry jargon. If it’s for beginners, you need to break everything down simply.
Ensure you get the answer because you don’t want to bore an expert or confuse a newbie.
8. Are there any specific personas I should be writing for?
Marketing teams often have “avatars” or personas (like “Marketing Mary” or “Developer Dan”). If they have these docs, get your hands on them.
It makes getting into character so much easier.
Also Read: 10 Tips to Make Your Writing More Conversational
Nailing the Vibe
9. What is the desired tone for this project?
Are we being conversational and witty, or corporate and academic?
Don’t make the same mistake I made by having to rewrite it because you got the style all wrong. So get clear on this early.
10. Do you have an existing brand style guide or voice chart?
If they have a brand bible, use it. It’ll tell you if they use the Oxford comma or if they hate emojis.
And it saves you from guessing.
11. Are there specific words or phrases I should avoid?
Some brands hate the word “cheap” and prefer “affordable.” Others might have banned words that their competitors use.
It’s better to know the “no-go” list before you start.
12. Do you prefer first-person (“I/We”) or third-person perspective?
Are you writing as the brand (“We believe…”) or as a neutral observer?
Or maybe ghostwriting as the CEO (“I think…”)?
13. Should the writing be US, UK, or Australian English?
You need to know the type of English they want.
“Color vs. Colour”, “Realize vs. Realise” might seem small, but mixing these up makes the work look sloppy to a native reader.
Also Read: How to Discover Your Writing Voice: 7 Tips
Other Details
14. What is the target word count range?
You don’t want to write a 2,000-word epic when they only wanted a 500-word blog post. And vice versa. So, you should get that right from the start.
15. What format do you need the final file in?
Most people want a Google Doc or Word file. But some might want you to upload it directly to their CMS (like WordPress).
If they want the latter, you might need to charge a little extra for the admin time. So you need to know right off the bat.
16. Do you need me to provide meta titles and descriptions?
This is often an afterthought, but if you write it while you’re in the zone, it’s better than scrambling to do it right before publishing.
Plus, it’s a nice value-add.
17. Do you require suggested images, screenshots, or royalty-free stock photos?
Sourcing images takes time.
If they expect you to find the perfect stock photo, you need to know so you can factor that into your fee.
18. Will this be a bylined article (my name) or ghostwritten?
This matters for your portfolio. If it’s ghostwritten, you usually can’t claim it publicly.
And honestly, ghostwriting usually commands a higher fee since you aren’t getting the exposure.
19. Do you need me to interview subject matter experts (SMEs)?
Interviewing people takes coordination and transcription time.
If they want original quotes, you need to know at the start so you can factor that into your fee.
Also Read: Blogging vs Freelance Writing: Which Is Best for You?
SEO
20. Do you provide a list of target keywords, or should I conduct keyword research?
Keyword research is a whole separate service.
Don’t do it for free if they haven’t provided the list.
21. What are the primary and secondary keywords?
If they do have the list, you need to know which one is the “boss” keyword so you can put it in the title and headers.
22. Are there specific internal or external links I must include?
Linking to their other products or articles is great for their SEO.
Ask for these links upfront so you can weave them in naturally, and not have to shoehorn them in later.
23. Do you have specific competitors you want to outperform?
If they want to beat a specific article on Google, you need to know, so you can read the article and make yours 10x better.
24. Are there specific sources or data you want me to reference?
Some brands may have a proprietary study or a specific news event they want mentioned as it adds credibility to the piece.
Also Read: 11 Tips to Get Noticed on Google
Logistics and Workflow
25. What is the submission schedule?
Notice I didn’t just ask for the deadline, because a schedule is better.
When is the outline due?
When is the first draft due?
You need to know all these as it keeps everyone accountable and prevents last-minute panic.
26. How many rounds of revisions are included in the fee?
This is your safety net. State clearly that the fee covers two rounds of revisions.
Otherwise, you might be stuck tweaking sentences forever.
27. Who will be my main point of contact for questions?
There’s nothing worse than having three different people giving you feedback that contradicts each other.
Ask for one main contact person.
Also Read: 9 Qualities of a Productive Writer
The Money Talk
28. What is your budget for this project?
It’s awkward, but you have to ask, because it saves time.
If their budget is $50 and your rate is $500, it’s better to know now than after three meetings.
29. Do you pay per word, per hour, or a flat project fee?
Make sure you’re comparing apples to apples.
I prefer project fees because it rewards efficiency, but see what works for them.
30. What is your invoicing and payment schedule?
Net-30, Net-15, or immediate?
You have bills to pay, so you need to know when the cash is landing.
31. Do you provide a deposit before work begins?
(Hint: The answer should be yes).
Asking for 50% upfront protects you from getting ghosted after doing the work.
32. Is a contract or Non-Disclosure Agreement (NDA) required?
Always get it in writing. Even a simple email agreement is better than a handshake.
And if they need an NDA, you need to read it before starting.
Also Read: Financial Tips for Writers: Set Your Account in Order
Wrapping it all up
I know it can feel like you’re being a bit extra by sending over a long list of questions, but trust me, your future self will thank you when you send the first draft and the client loves it.
Of course, you don’t have to ask all of them at once depending on the different stages of interviews or chat you may have with the client. Trust your intuition and know when to ask each question.
But make sure you are clear on all you need to do before writing. It saves you and the client time, and time is money.
FAQs
Is it okay to send these questions in an email, or should we do a call?
Honestly, it depends on the client. Some people love a quick 15-minute “discovery call” to vibe-check and talk through the big stuff, while others are super busy and just want to fill out a creative brief over email. If you do a call, just make sure you send a follow-up email summarizing everything so you have a paper trail.
When is it appropriate to ask clients questions?
The best way to ask clients questions is to split these up. Get answers to the big stuff, like budget, goals, and deadlines, during the very first conversation to see if the project is even a good fit. Once you’ve agreed to work together but before you start writing, ask the deeper questions about tone, keywords, and specific sources. Don’t be afraid to ask follow-up questions while you’re in the middle of a draft, either. It’s much better to “bother” them with a quick clarification than to turn in a finished piece that totally misses the mark.
What if the client doesn’t know the answers to half of these?
This happens more than you’d think! Don’t panic, though, as this is where you come in. For instance, if they’re unsure about their audience or tone, it’s your chance to step up as the expert. Offer some suggestions based on their industry or what’s worked for your other clients. They’ll usually be relieved to have your guidance.
Do I really need to ask about the budget right away?
Yes, you need to. It does feel awkward, but it is a way of protecting both of your time. If they only have $100 and you need $1,000, no amount of good vibes will bridge that gap. Plus, asking early shows you’re a professional who knows the value of your work.
What should I do if a client refuses to sign a contract?
Red flag! Seriously. If a client isn’t willing to put the project details and payment terms in writing, they probably aren’t someone you want to work with. A contract protects them just as much as it protects you, so if they’re hesitant, it’s usually a sign of trouble down the road.
How many revisions is “normal” to offer?
Usually, two rounds of revisions are standard. This gives them a chance to give big-picture feedback on the first draft and then some final “polishing” feedback on the second. If they want a third or fourth round, that’s when you should start charging an hourly “add-on” fee.
