Expectation Setter
Auto-send clients a guide to how web design actually works
Clients expect a full website in a week and don't know the difference between wireframes and mockups. This recipe sends an automated email sequence explaining your design process, what each phase involves, what the client needs to provide, and how feedback works — before the first kickoff call.
INGREDIENTS
PROMPT
Create a skill called "Expectation Setter". When I start a new web design project, generate and send an automated email sequence to the client explaining my design process. Create 4-5 short, friendly emails: (1) Project overview with a visual timeline showing phases (discovery, design, development, QA, launch) and what happens in each. (2) The content guide — exactly what the client needs to provide, with examples and deadlines. (3) How to give useful feedback — specific vs. vague examples, how to consolidate stakeholder opinions, and how revision rounds work. (4) What's included vs. what costs extra — revision limits, scope boundaries, change order process. (5) Launch week — what happens before, during, and after go-live. Customize based on project type (e-commerce, portfolio, business site, SaaS). Let me customize the templates and schedule. Send them at intervals I configure (default: 1 email every 2-3 days after contract signing).
How It Works
When you onboard a new client, your Claw sends a series of short,
visual emails explaining the design process. The client learns what to
expect at each phase, what they need to provide and when, and how to
give useful feedback — before any misunderstandings happen.
What You Get
- A configurable email sequence (default: 3-5 emails over 1-2 weeks)
- Email 1: Project overview and timeline — what happens in each phase
- Email 2: The content guide — what the client needs to provide and when
- Email 3: How to give feedback — specific vs. vague, consolidating stakeholders
- Email 4: What revisions mean — what's included, what costs extra
- Email 5: Launch checklist — what happens before, during, and after launch
- Visual timelines and FAQs in each email
- Customized based on project type (e-commerce, portfolio, business site)
Setup Steps
- Customize the email templates to match your process and voice
- When a new project starts, trigger the sequence with the client's email
- Emails send on a schedule (or you can trigger them manually per phase)
- The client arrives at the kickoff call actually understanding the process
Tips
- Sending this before the kickoff call dramatically reduces "Why is this taking so long?" conversations
- The feedback guide alone prevents hours of revision hell
- Customize once and use for every client — adjust per project type
- Pair with Zero to Project for a complete onboarding automation
- Clients actually appreciate this — it makes you look professional and organized