Client Questionnaire: Ask Fewer Questions, at the Right Time
Somewhere out there is a client questionnaire with 74 questions on it, sent the minute someone asks if you're free in June. Question 41 is "Describe your vibe in three words." Nobody has ever reached question 41.
My 14-year-old, who has opinions about every form he's ever met, says a questionnaire that long "isn't a form, it's homework with a logo." He's right, and he's never even seen question 41.
The fix isn't a better list of questions. It's asking them at the right time. Here's a client questionnaire in two parts, and why the split matters.
Why Two Questionnaires, Not One
Before a client books, they're comparing you to two or three other people. Every extra question is a reason to answer someone else's inquiry first. At this stage you need just enough to say "yes, I'm free, and here's the price."
After they book, everything flips. They've paid a deposit, they want the day to go well, and they'll happily answer twenty questions because the answers are now about their day.
So: a short form to get booked. A long form to plan.
Ask for the date before the vibe. Nobody books a vibe.
Part 1: Before Booking (5 Questions)
This goes on your inquiry or booking form. Nothing else does.
- What's the date? If it's taken, nothing else matters.
- Where is it? Venue name and city. It decides travel and sometimes the price.
- How many hours do you need? Or a start and end time. This is the quote.
- What's the event? Wedding, corporate, portrait, brand shoot, party.
- Is there a budget range? Optional. Some people won't answer, and that's fine.
If you only add one more, make it "How did you find me?" It costs the client three seconds and tells you which of your marketing is working.
Part 2: After Booking (The Planning Questionnaire)
Send this once the contract is signed and the deposit is paid, about four to six weeks before the date. Earlier than that, half the answers don't exist yet.
The day
- What's the timeline, start to finish? (Attach one if a planner made it.)
- Where do we start, and where does the day end?
- Are there any moments that run on a fixed time, like a ceremony start or a speech?
The people
- Who's the main contact on the day, if it isn't you?
- Names of the key people I should know: family, VIPs, the person giving the speech.
- Is there anyone I should avoid photographing or filming, or keep apart?
The must-haves
- The three moments you'd be most upset to miss.
- Any family or group photos, with who's in each group.
- Anything you've seen in my work that you'd like again.
The venue and the vendors
- Does the venue have rules for photo, video, drones, sound or flash?
- What's the load-in time and where do I park?
- Contacts for the planner, DJ, videographer or photographer, and the venue coordinator.
The practical bits
- Will there be a meal and a place to sit for me during the break?
- Is power available where I'll set up? (DJs: this is your whole job.)
- Anything else I should know that doesn't fit a question above?
Profession Add-Ons
The core works for most date-based jobs. Add a few lines for your trade:
| If you're a... | Add |
|---|---|
| Wedding photographer | Family photo groupings, getting-ready locations, sunset time, second shooter brief |
| Videographer | Who's mic'd, vows and speeches order, music they like for the film, raw footage or not |
| DJ | First dance song, must-play list, do-not-play list, MC announcements, venue sound curfew |
| Corporate / brand | Brand guidelines, who approves the edit, usage and where it will be published |
Most of the "venue rules" and "power" answers should also land in your contract. The DJ contract template and the videographer contract template have the clauses those answers feed into.
What Not to Ask
- Anything you won't use. If you don't read "describe your style," cut it.
- Things you already know. Don't ask for the date twice. Pre-fill what you have.
- Payment details. Those go in your contract and invoice, not in a questionnaire.
- "Describe your vibe in three words." Question 41 sends its regards.
The Move
Open your current inquiry form and count the questions. If there are more than six, move everything after the sixth into a planning questionnaire you send after the deposit lands.
The form gets shorter, more people finish it, and the long questions get answered by people who actually want to answer them.
About the Author
Steve spent ten years freelancing as a videographer and editor. He now writes the Hardbook Journal — contracts, deposits, and what to say when a client goes quiet.
