Starting with a new marketing agency can feel like a leap of faith, especially in behavioral healthcare, where trust, compliance, and clinical nuance matter as much as SEO rankings. At MGMT Digital, our onboarding process is built to remove that uncertainty. From the moment you sign on, you’ll know exactly who’s on your team, what we need from you, and when you can expect to see results. Here’s what onboarding actually looks like when you work with us.
Your Kickoff Call Introduces Your Whole Team
Your onboarding journey starts with a kickoff call, and it’s not a one-on-one with a single account manager. Depending on the scope of your project, you’ll meet your Director of Operations, your SEO strategist, a web design specialist, a branding manager, a content specialist, and, if paid media is part of your plan, a paid ads manager. Everyone introduces themselves and their role on the account so you know exactly who to reach out to for what, from day one.
We follow a set agenda during this call, but the first priority is always understanding your program in your own words. We want to hear how you describe your services, your ideal client, and what makes your facility different, straight from you, before we start writing a single word of copy.
We Get to Know Your Program, Clinically and Operationally
Behavioral health marketing only works when it’s grounded in clinical accuracy. During onboarding, we’ll ask detailed questions about your levels of care, session structure, therapeutic modalities, and admissions process. We also want to understand your census, your insurance participation, and any populations or conditions you don’t treat, so we never misrepresent your program to a prospective client or their family.
This is also when we’ll ask about your outcome data, family programming, aftercare planning, and any brand language you prefer (or want to avoid). The more specific you are here, the more your website and content will sound like you, not like a generic template.
Branding and Creative Direction Get Decided Early
If your project includes a rebrand or new site design, we’ll walk through creative direction during onboarding rather than waiting until later in the build. That typically means reviewing color palette options, narrowing down typography choices, and aligning on the overall feel you want the brand to convey, whether that’s clinical and credible, warm and approachable, or upscale and boutique.
We’ll also flag any existing brand assets worth preserving. If you have a logo, color codes, or photography you want carried into the new site, let us know during this stage so nothing gets lost in the handoff.
We Confirm Access and Technical Requirements
Before real work can begin, we need access to a handful of technical accounts: your domain registrar, hosting, Google Business Profile, and analytics, at minimum. If HIPAA-compliant forms or call tracking software are part of your plan, we’ll confirm which platform you’re using or help you select one during this stage.
We’ll also ask whether you work with an internal web developer, so we can establish a clear workflow and avoid stepping on each other’s changes once the site is live.
You’ll Receive a Content Plan and Timeline
Once we understand your program and have the access we need, our team builds out a content calendar, typically covering the next three months, mapped to the pages and blog topics that will move the needle fastest for your priority keywords. You’ll have a chance to review and give feedback before anything goes live.
We also set expectations on timing during onboarding. For a full website build, that usually means a homepage design for your review within the first couple of weeks, with a full development timeline laid out from there. You’ll know the target launch window before onboarding even ends.
Next Steps Are Always in Writing
Before your kickoff call wraps, we recap decisions and next steps and follow up with a written summary. That includes a contact list for your whole team, a copy of the content plan, and a clear list of what we still need from you, whether that’s photography, staff bios, or outcome data. Nothing gets left to memory.
Onboarding Sets the Foundation for Everything After
Onboarding isn’t just paperwork. It’s where we build the shared understanding that makes everything downstream, your website copy, your SEO strategy, your ad campaigns, actually reflect your program accurately. The time we invest upfront is what allows us to move quickly and confidently once the real work begins.
Frequently Asked Questions
How long does onboarding take?
Onboarding typically takes place over one or two calls spread across a couple of weeks, though the timeline can flex depending on how quickly access and information are provided.
What do I need to prepare before the kickoff call?
Having your domain registrar login, hosting information, and Google Business Profile access ready will help your kickoff call move faster. It’s also helpful to think through how you’d describe your program’s differentiators ahead of time.
Will I meet everyone working on my account?
Yes. Our kickoff call introduces you to every specialist assigned to your project, from SEO and content to design and paid media, so you know exactly who’s responsible for what.
What happens after onboarding is complete?
Once onboarding wraps, we move into active production based on the content plan and timeline established during your kickoff call, with regular check-ins to keep you updated on progress.