What Questions Should I ask During Client Interviews?

27 Apr, 2025

It reminds me a bit of prepping for a long motorcycle ride – you don't just jump on and hope for the best. You check the bike, plan the route, look at the weather... that preparation sets you up for a smooth journey, or at least helps you handle the bumps better.

That first conversation with a client? It's your prep work. It lays the groundwork for everything that follows.

Based on my own experience, just taking orders doesn't cut it. When I learned to stop just saying "yes" and started asking why, things changed.

It wasn't about being difficult; it was about understanding the bigger picture so I could actually help, not just type words. Asking smart questions shows you're thinking strategically, like a partner, not just a hired hand.

It builds trust and, honestly, makes the whole process less painful down the road by avoiding confusion and those dreaded scope creeps.

Figuring Out What They Really Want: The Big Picture

Before you even talk blog posts, you need to get a feel for the client's world. Think of it like this: you wouldn't start decorating a room without knowing if it's a nursery or a home office, right?

Same idea. The blog is usually just one piece of their marketing puzzle.

I find it helps to show I've done my homework – maybe mention something specific from their website. Then, I usually ask things like:

• "So, tell me about your business. What's your main thing, and who do you help?" Even if I think I know from their site, hearing it in their words gives me insights I wouldn't get otherwise.
• "Looking ahead, say 6-12 months, what are the big goals for the company?" This helps me see where the blog fits in their grand plan. Maybe they want more leads, maybe they want to be seen as the go-to expert, maybe something else entirely.
• "Specifically for the blog, what are you hoping it achieves? More traffic? Better leads? Building trust?" This is key. The answer tells me why they need content, which shapes everything I write.
• "How will you know if the blog is working? What numbers are you watching?" Website visits? Sign-ups? Shares? Knowing their Key Performance Indicators (KPIs) means I can focus on hitting those targets.
• "Numbers aside, what does a 'win' look like for you on this project?" Sometimes the best outcomes aren't just metrics.
• "What's the main problem this content needs to solve for your audience?" Getting to the root issue helps me write stuff that actually connects.
• "Who are your main competitors, and what makes you different?" Understanding the landscape helps me highlight their unique strengths.

When clients have clear answers here, it's usually a good sign. If things are fuzzy, I gently push for clarity.

It's better to sort that out now than deal with disappointment later.

Pinning Down the Details: What Are We Actually Making?

Once the vision is clear, it's time to get specific about the what. I learned the hard way that assumptions are dangerous.

Defining the deliverables clearly avoids misunderstandings and protects you from doing unpaid extra work. Think of it as drawing the lines on the map before you start driving.

Here’s what I usually ask to nail down the specifics:

• "Just to confirm, we're talking about blog posts, right? Not website pages or case studies?" Sounds basic, but best to be sure.
• "Roughly how long should these posts be? Is there a target word count?" This directly impacts my time and how I price things.
• "How many posts are we talking about? Per week, per month?" Sets the workload expectation.
• "Is this a one-time batch of posts, or are you looking for ongoing help?" Big difference for scheduling!
• "Topic-wise, will you give me titles, or should I pitch ideas?" Defines my role in the strategy.
• "Any specific SEO needs? Will you provide keywords, or is research part of my job?" SEO can be a whole extra layer of work.
• "Will I need to find or create images/charts for the posts?" Often forgotten, but adds time and maybe cost.
• "Will interviews be needed? If so, who lines them up?" Interviews take coordination and time.
• "How deep does the research need to go? Any specific source requirements?" Sets the standard for research effort.
• "Am I responsible for getting the final post into your system, like WordPress?" This is a technical task beyond just writing.

Getting these answers helps build the Statement of Work (SOW) for the contract. It protects everyone.

Knowing Your Reader: Who Are We Talking To?

You can write the best article in the world, but if it doesn't connect with the intended reader, it's like shouting into the wind. You have to know who you're writing for.

Trying to write for "everyone" usually means you end up writing for no one. I always try to dig into the audience:

• "Who exactly is the ideal reader for this blog?" The starting point.
• "Can you paint me a picture of them? Age, job, industry, biggest challenges, what keeps them up at night?" The more details, the better I can tailor the message. Their problems are often where the best topic ideas come from.
• "How much do they already know about these topics? Beginner, intermediate, expert?" This dictates the language and depth.
• "Where do they hang out online? LinkedIn? Specific forums? Industry sites?" Helps me understand their world and maybe find relevant examples.
• "Do you already know what kinds of topics or formats work best with them?" (If they have data) Let's not reinvent the wheel if they know what works.
• "Do you have any buyer personas or audience profiles I could look at?" Saves time and keeps us aligned.

If a client can't really define their audience, that's a red flag for me. The content likely won't hit the mark.

Sometimes, you might need to suggest figuring that out first.

Sounding Like Them: Getting the Brand Voice Right

The blog needs to sound like it comes from the client, not from some random writer. Consistency in voice builds trust.

It’s like recognizing a friend's voice on the phone – it feels familiar and right. To capture that, I ask:

• "How would you describe your brand's personality? Formal? Casual? Witty? Authoritative? Friendly?" Asking for 3 adjectives can be a good shortcut.
• "Do you have a style guide or any content guidelines I can use?" This is gold if they have one! It saves so much guesswork.
• "Can you share a couple of examples of content – yours or someone else's – that really nail the style you want?" Examples are often clearer than descriptions. What they don't like is useful too.
• "Any specific words, jargon, or acronyms I should definitely use or avoid?" Keeps the language consistent and appropriate.
• "Will my name be on the published posts, or is this ghostwriting?" This is important! It affects whether I can use it in my portfolio and sometimes the rate.

A style guide usually means the client is serious about their content. If they don't have one, I know I might need to budget more time for revisions or clarifying things.

And get that byline question answered early.

How We'll Actually Do This: The Process

Understanding the practical, step-by-step mechanics of how content gets made is crucial for working together smoothly. Ambiguity here often causes friction and wasted time – like trying to build IKEA furniture without the instructions.

Clarifying these steps is vital. It takes me back to my early nursing days.

I remember this one time, during my internship, being assigned to the Delivery Room for the first time. It was intense.

I knew the procedures, the steps I was supposed to follow. After a baby was born, the doctor asked me to take the mom's blood pressure – a routine check.

Simple enough, right? I’d done it countless times in practice.

But in that moment, in that high-stakes environment, something just… broke. I grabbed the manual cuff, went through the motions, listened with the stethoscope… and heard nothing.

Complete silence. Tried again, repositioned everything, focused like crazy – still nothing.

My own anxiety and the pressure of the situation completely blocked my ability to perform a task I technically knew how to do. When the doctor asked what was wrong, I just froze – couldn't explain it, couldn't fix it.

It was purely the uncertainty and pressure getting to me. That feeling – knowing the goal but being tripped up by the specifics of the process or the environment – is something I think we can all relate to in different situations.

It’s exactly why mapping out the content creation process with a client isn't just about ticking boxes. It's about removing that uncertainty for both sides.

Asking questions upfront helps avoid those "frozen" moments where you're unsure what's expected, how feedback works, or what the next step is. Clarifying the workflow involves questions like:

• "How do blog topics get decided? Do you assign them, or do I pitch ideas?" Defines my role in planning.
• "Do you use an editorial calendar? How far ahead do you plan?" Gives me a sense of their planning rhythm.
• "What kind of research is usually needed? Will you provide background info, or am I digging it all up myself?" Clarifies expectations on research effort.
• "If we need interviews, who sets them up and provides contacts?" Coordination takes time.
• "Just double-checking – who's handling keyword research and SEO?" Good to reconfirm.
• "What info will I get with each assignment? A detailed brief, just a title, key points?" More upfront info usually means less guesswork for me.

A clear process suggests an organized client. If it's vague, I'll often suggest a workflow myself to set expectations and make sure everyone knows their part – hopefully preventing any unnecessary moments of panic or confusion down the line, unlike my rough start in the DR!

Staying in Sync: Workflow and Communication

Good collaboration needs clear rules of engagement – how we talk, how feedback happens, timelines. Setting this up front saves headaches later.

Key questions here are:

• "Who's my main go-to person for questions on this project?" One contact point is usually smoother.
• "Who gives the final 'yes' on content drafts?" Avoids getting feedback from too many cooks in the kitchen.
• "How do you prefer to communicate? Email? Slack? Scheduled calls? How often do you expect updates?" Matching preferences makes life easier for everyone.
• "What tools do you use for project management? Google Workspace, Trello, Asana?" Good to know for sharing files and tracking tasks.
• "How does feedback usually work? Track changes? Comments? An email summary?" Helps me know what to expect.
• "How many rounds of revisions are typically included or expected?" Manages expectations and scope creep. Defining a "round" helps too.
• "Once I send a draft, what's your usual turnaround time for feedback?" Need this to keep things moving.
• "Generally, what's the expected turnaround time for me to complete a post once the topic is set?" Need to make sure deadlines are realistic.
• "Have you worked with freelance writers before? What went well, or what were the challenges?" This tells me a lot about their experience and expectations. It can highlight potential issues or just show where I might need to guide them more, especially if they're new to this.

How clients talk about this stuff reveals a lot. Disorganization, unrealistic timelines, or too many decision-makers can be warning signs.

Clear processes and respectful communication suggest a smoother ride.

The Money Talk: Budget, Payments, and Contracts

We have to talk about money and the legal stuff. It's not awkward; it's professional.

Getting this clear ensures the project makes sense for you and sets payment expectations. It also covers important rights and rules.

Don't shy away from asking:

• "What budget do you have in mind for this? Are you thinking per post, per month, or a total project fee?" The big one. Gauges seriousness and alignment with your rates. If they hesitate, be ready to state your rates.
• "How do you usually pay for writing? Per word, per article, hourly, retainer?" Good to know the model.
• "What's your payment schedule? On completion? Net 30? Milestones?" Crucial for your cash flow. Talking about upfront or milestone payments is smart, especially for new clients.
• "What payment methods do you use? Direct deposit, PayPal, etc.?" Practical details for invoicing.
• "Do you have a standard freelance contract, or should I provide one?" Determines whose template we use. Either way, read it carefully.
• "Just to make sure we're on the same page legally, can we clarify a few things usually in the contract?"
  • "Intellectual Property (IP): Who owns the final content? Is it 'work-for-hire', or am I licensing it?" Huge difference! Work-for-hire means they own it completely. Licensing means you might retain ownership but grant them usage rights.
  • "Byline: Will I get credit as the author, or is it ghostwritten?" Impacts portfolio use and rates.
  • "Portfolio Use: Can I show this work in my portfolio later?" Vital for marketing yourself. Get explicit permission.
  • "Confidentiality/NDA: Is an NDA needed? What information is considered confidential?" Understand your obligations.

These contract points – IP, portfolio use, confidentiality – are just as important as the budget. Don't skim over them.

If needed, get legal eyes on the contract.

Bonus Round: Looking Back and Looking Ahead

Sometimes, asking about past experiences and future plans gives you valuable context. It can surface red flags or show potential for a long-term relationship.

Consider asking:

• "Have you worked with freelancers before? What made things go well, or what challenges came up?" You learn about their expectations and how they view collaborations. Listen to how they answer this.
• "Beyond this project, what's the bigger vision for the company?" Shows you're thinking strategically and helps gauge long-term potential.
• "Regarding past blog content, did any topics or approaches work particularly well or fall flat?" Learn from their history.

How they talk about past freelancers is telling. And understanding their long-term goals helps you see if it's a good fit beyond just this one project.

Running the Interview: Making it Count

It's not just what you ask, but how you run the call. Preparation and active listening are key.

• Before: Research them. Prep your questions. Have your own quick intro ready. Check your tech.
• During: Set the agenda. Ask open-ended questions. Listen more than you talk. Take notes. Ask to record if it helps. Focus on the value you bring. Be confident, but collaborative. Explain your own process too.
• After: Clarify next steps. Recap key points. Send a thank-you email quickly.

Remember, this call is for you too. You're evaluating them as much as they're evaluating you.

Do you want this project? Does it feel right?

Trust your gut.

Wrapping Up: Building a Solid Foundation

Look, I know it seems like a lot of questions, but treating this discovery call seriously is fundamental, not optional. It's like laying the foundation for a house – you need it to be strong.

Asking these questions systematically helps you understand the whole picture, positions you as a thinking partner, builds trust, manages expectations, and avoids problems later.

In my experience, mastering this conversation is key to finding good clients, building strong relationships, getting paid fairly, and ultimately, delivering work you can both be proud of. It sets the stage for success.

Essential Client Interview Questions Checklist

Here's that checklist laid out again, nice and clean:

#Fundamental skills