SOPs for Small Agencies: What to Document and How

I ran my agency for three years before writing my first SOP. Every process lived in my head. Every client interaction depended on me remembering the right steps. Every new hire meant weeks of “let me show you how we do this” sessions that I’d repeat from scratch for the next hire.

Then I got sick for two weeks. Projects stalled. Emails went unanswered. Clients got frustrated. My team did their best, but they didn’t know the dozens of small decisions I made unconsciously every day. That’s when I understood: my agency’s processes weren’t processes. They were me.

Standard Operating Procedures sound corporate and boring. They’re actually freedom. Well-documented SOPs let you hire faster, delegate confidently, maintain quality without micromanaging, and take actual vacations. Here’s what to document and how to do it without creating a bureaucratic nightmare.

What SOPs Actually Are

An SOP is a written document that explains exactly how to complete a recurring task or process. Not “do this vaguely.” Exactly how. Step by step. With enough detail that someone unfamiliar with the task could complete it successfully.

Good SOPs are:

• Specific. Not “handle client communication” but “how to respond to a client asking for project status updates.”
• Actionable. Each step tells you what to do, not just what to think about.
• Maintained. Outdated SOPs are worse than none because they create false confidence.
• Accessible. SOPs buried in folders nobody opens don’t help anyone.

Bad SOPs are walls of text that nobody reads, overly detailed procedures for tasks that change weekly, or generic statements that don’t actually guide behavior.

What Small Agencies Should Document First

You can’t document everything at once. Prioritize based on frequency, impact, and pain.

Priority 1: Client-Facing Processes

These affect client perception directly. Inconsistency here damages relationships and reputation.

Client Onboarding What happens between contract signing and project kickoff? Document:

• Welcome email template and timing
• Information gathering process (forms, questionnaires, calls)
• Account setup (project management tools, communication channels)
• Kickoff meeting agenda
• Initial expectations setting

Example SOP: Client Onboarding (Web Design)

SOP: New Client Onboarding - Web Design Projects
Last Updated: [Date]
Owner: [Project Manager]

TRIGGER: Contract signed and deposit received

STEP 1: Welcome Email (within 2 hours of deposit)
- Send welcome email using template [LINK]
- Include: kickoff scheduling link, onboarding questionnaire link
- CC: designer assigned to project, account manager

STEP 2: Create Project Infrastructure (within 24 hours)
- Create project in [ClickUp/Basecamp/etc.]
- Create client folder in Google Drive using template [LINK]
- Add client to project management tool as guest
- Create Slack channel: #client-[clientname]

STEP 3: Onboarding Questionnaire Review (within 48 hours of receipt)
- Review questionnaire responses
- Flag unclear responses for kickoff discussion
- Share relevant responses with design team

STEP 4: Kickoff Call (within 5 business days of contract)
- Use kickoff agenda template [LINK]
- Record call with permission
- Summarize action items in follow-up email within 24 hours

STEP 5: Project Timeline
- Create project timeline in PM tool
- Share timeline with client
- Confirm understanding via email

COMPLETE WHEN: Client confirms timeline understanding

Status Updates and Check-ins How often do you update clients? What format? What triggers an unscheduled update?

Deliverable Handoffs How do you present finished work? What files do you provide? How do you document what was delivered?

Project Closeout What happens when a project ends? Final delivery, feedback collection, testimonial requests, offboarding from tools.

Priority 2: Internal Operations

These affect your team’s efficiency and your stress level.

Employee Onboarding What does someone’s first week look like? Document:

• Day one setup (accounts, tools, access)
• First week training schedule
• Key contacts and who to ask for what
• Performance expectations and review timeline

Example SOP: New Employee First Day

SOP: Employee First Day Setup
Last Updated: [Date]
Owner: [Operations Manager]

BEFORE START DATE:
- Create email account: [firstname]@[agency].com
- Invite to Slack workspace
- Add to project management tool
- Prepare hardware (if applicable)
- Send first-day logistics email (arrival time, parking, what to bring)

DAY ONE MORNING:
1. Greet and office tour (15 min)
2. Workstation setup verification (30 min)
3. Tool access confirmation - test login to:
   [ ] Email
   [ ] Slack
   [ ] Project management tool
   [ ] Time tracking
   [ ] Cloud storage
4. HR paperwork completion (30 min)
5. Company overview presentation (45 min)
   - Use deck: [LINK]

DAY ONE AFTERNOON:
1. Team introductions (scheduled 15-min meetings)
2. Assigned buddy introduction and lunch
3. Role-specific tool training begins
4. First week expectations document review
5. End-of-day check-in with manager

WEEK ONE GOALS:
- Complete all tool training modules
- Shadow two client calls
- Complete first small assigned task
- Daily 15-min check-in with manager

DOCUMENTATION:
- Complete onboarding checklist: [LINK]
- New employee completes feedback form Friday

Time Tracking and Reporting How do you track billable hours? What codes do you use? When is time logged? Who reviews it?

Financial Processes Invoicing procedures, expense submission, payroll timing.

Priority 3: Service Delivery Processes

These are how you actually do your work. They vary by agency type but might include:

Quality Checklists What gets checked before anything goes to a client?

Example SOP: Website QA Checklist

SOP: Pre-Launch Website QA Checklist
Last Updated: [Date]
Owner: [Lead Developer]

FUNCTIONALITY TESTING:
[ ] All links work (use Screaming Frog or manual check)
[ ] All forms submit correctly and notifications work
[ ] Search functionality works (if applicable)
[ ] E-commerce cart and checkout work (if applicable)
[ ] 404 page displays correctly
[ ] Redirects from old URLs work (if migration)

CROSS-BROWSER TESTING:
[ ] Chrome (latest)
[ ] Firefox (latest)
[ ] Safari (latest)
[ ] Edge (latest)

CROSS-DEVICE TESTING:
[ ] Desktop (1920px+)
[ ] Laptop (1366px)
[ ] Tablet landscape
[ ] Tablet portrait
[ ] Mobile (375px)

PERFORMANCE:
[ ] PageSpeed score: Desktop 90+ / Mobile 80+
[ ] Images optimized and lazy-loaded
[ ] No console errors
[ ] GZIP/Brotli compression enabled

SEO BASICS:
[ ] All pages have unique title tags
[ ] All pages have meta descriptions
[ ] H1 on every page
[ ] Alt text on images
[ ] XML sitemap generated
[ ] Robots.txt configured

SECURITY:
[ ] SSL certificate installed
[ ] Forms protected against spam (reCAPTCHA, honeypot)
[ ] Admin access uses strong credentials
[ ] Backup system configured

LEGAL:
[ ] Privacy policy published
[ ] Cookie consent (if required)
[ ] Terms of service (if applicable)

FINAL:
[ ] Client walkthrough scheduled
[ ] Handoff documentation prepared
[ ] Maintenance/support agreement discussed

SIGN-OFF: [Developer] [Project Manager] [Date]

Revision Handling How do you process client feedback? How do you track what’s implemented?

Production Workflows For content agencies, what’s the writing > editing > approval flow? For design agencies, what’s the concept > revision > finalization flow?

Priority 4: Edge Cases and Problem Resolution

These cover when things go wrong.

Scope Creep Handling (You have an article on this.) What’s the exact process when a client requests out-of-scope work?

Client Escalation What happens when a client is unhappy? Who handles it? What authority do team members have?

Example SOP: Client Complaint Handling

SOP: Handling Client Complaints
Last Updated: [Date]
Owner: [Account Manager]

TIER 1: MINOR DISSATISFACTION
- Example: Client unhappy with revision turnaround time
- Handler: Account Manager
- Response time: Within 4 hours
- Actions:
  1. Acknowledge the concern
  2. Explain situation if relevant
  3. Offer solution (expedited revision, future accommodation)
  4. Document in client notes

TIER 2: SIGNIFICANT ISSUE
- Example: Deliverable doesn't meet expectations, missed deadline
- Handler: Account Manager + Project Lead
- Response time: Within 2 hours
- Actions:
  1. Immediate acknowledgment call (not just email)
  2. Identify root cause internally before responding with solutions
  3. Propose concrete remediation
  4. Schedule follow-up check-in
  5. Document fully in project notes
  6. Debrief in next team meeting

TIER 3: MAJOR/RELATIONSHIP-THREATENING
- Example: Major error in public-facing work, repeated issues
- Handler: Agency Owner/Director
- Response time: Within 1 hour
- Actions:
  1. Owner-to-owner or owner-to-main-contact call
  2. Genuine apology without excessive blame-taking
  3. Concrete plan with timeline
  4. Consider goodwill gesture (discount, added service)
  5. Internal post-mortem required
  6. Process improvement implementation

ESCALATION TRIGGERS:
- Client uses words: "unacceptable," "considering other options," "disappointed"
- Client CC's their boss on complaint email
- Client cancels or threatens to cancel
- Issue mentioned more than twice without resolution

DOCUMENTATION:
- All complaints logged in [system]
- Monthly complaint review in ops meeting

Missed Deadlines What’s the communication protocol when you’re going to miss a date?

How to Write Effective SOPs

Now you know what to document. Here’s how to document it well.

Start With the Trigger

Every SOP starts with what initiates it. “When a client signs a contract…” “When a website is ready for QA…” “When an employee gives notice…”

Clear triggers prevent confusion about when to use which process.

Write Steps, Not Paragraphs

Each step should be one action. Use action verbs at the start: Send, Create, Review, Schedule, Confirm, Document.

Too vague: “Handle the client’s onboarding needs and make sure they have access to everything.”

Better:

1. Send welcome email using template [LINK]
2. Create client folder in Google Drive
3. Add client to project management tool
4. Schedule kickoff call

Include Links and References

SOPs should link to templates, tools, and related documents. Someone following the SOP shouldn’t have to search for the welcome email template. Link it directly.

Specify Who and When

“Review within 48 hours” is better than “review soon.” “Project Manager handles” is better than “someone should handle.” Remove ambiguity.

Define Done

How does someone know they’ve completed the process? What’s the end state? “Complete when client confirms receipt and understanding.” “Complete when checklist is fully signed off.”

Keep Them Findable

Store SOPs where your team actually works. If you use Notion for documentation, SOPs live in Notion. If you use ClickUp for project management, put SOPs in ClickUp docs. If you use Google Drive, create a dedicated SOP folder with clear naming.

Naming convention matters. I use: SOP - [Category] - [Process Name]

• SOP – Client – Onboarding
• SOP – HR – New Employee First Week
• SOP – QA – Website Launch Checklist

Assign Owners

Every SOP has an owner responsible for keeping it updated. Not “the team.” A specific person. When processes change, the owner updates the document.

Creating Your First SOPs: A Practical Approach

Don’t try to document everything at once. Here’s a manageable approach:

Week 1-2: Document As You Work

For two weeks, every time you do a recurring task, write down your steps immediately afterward. Don’t try to make them perfect. Just capture what you did.

You’ll end up with rough drafts of 10-20 processes, which reveals what you actually do repeatedly.

Week 3: Prioritize and Polish

Review your rough drafts. Which processes cause the most problems when done inconsistently? Which do you delegate (or want to delegate)? Those become polished SOPs first.

For each priority process, clean up the draft:

• Add clear triggers
• Make steps specific and actionable
• Add links and references
• Define completion criteria
• Assign an owner

Week 4: Test With Your Team

Have someone not involved in creating the SOP try to follow it. Watch where they get confused. What did you assume they knew? What step did you skip because it felt obvious?

Their confusion reveals gaps in your documentation.

Ongoing: Build Incrementally

Add SOPs when you:

• Hire someone who needs training
• Find yourself explaining the same thing multiple times
• Experience a problem caused by inconsistent process
• Delegate a task for the first time

SOPs are living documents. Build them over time rather than in one exhausting sprint.

SOP Examples by Agency Type

Here are additional examples for common agency services:

Content Marketing Agency

Example SOP: Blog Post Production

SOP: Blog Post Production Workflow
Last Updated: [Date]
Owner: [Content Director]

STEP 1: Assignment (Day 1)
- Editor assigns topic from content calendar
- Writer receives: topic, target keyword, word count, deadline
- Writer confirms acceptance within 24 hours

STEP 2: Outline (Day 2-3)
- Writer submits outline: H2s, key points, sources
- Editor reviews within 24 hours
- Approval or revision request communicated

STEP 3: First Draft (Day 4-7)
- Writer completes draft in Google Docs
- Writer runs Grammarly check
- Writer adds internal/external links
- Writer adds image suggestions with alt text
- Notifies editor via Slack

STEP 4: Editorial Review (Day 8-9)
- Editor reviews for: accuracy, tone, SEO, structure
- Editor comments in Google Docs
- If major revisions: return to writer
- If minor/none: proceed to final edit

STEP 5: Final Edit (Day 10)
- Editor makes final corrections
- Editor adds featured image
- Editor formats for CMS

STEP 6: Client Review (Day 11-13)
- Send to client with feedback deadline
- Implement client edits (within scope)
- Flag scope creep for account manager

STEP 7: Publish (Day 14)
- Schedule/publish in CMS
- Verify formatting live
- Submit to Search Console
- Add to social queue
- Update content calendar status

QUALITY GATES:
- No post published without editor sign-off
- All posts must score 80+ in Yoast/Rank Math
- All links verified working before publish

Design Agency

Example SOP: Logo Design Process

SOP: Logo Design Project Workflow
Last Updated: [Date]
Owner: [Creative Director]

PHASE 1: DISCOVERY (Week 1)
Day 1-2:
- Review client questionnaire responses
- Conduct competitor analysis (document 5-10 competitor logos)
- Research industry visual conventions
- Create mood board (3 directions minimum)

Day 3:
- Internal creative brief presentation
- Document approved direction(s)

PHASE 2: CONCEPT DEVELOPMENT (Week 2)
Day 4-8:
- Develop 3 distinct concepts per approved direction
- Each concept: primary logo, B/W version, simplified mark
- Prepare presentation showing concepts on mockups

Day 9:
- Internal review with Creative Director
- Revise based on feedback
- Prepare client presentation

PHASE 3: CLIENT PRESENTATION (Week 2-3)
- Present using video call with screen share
- Walk through rationale for each concept
- Client selects 1-2 concepts for refinement OR
- If no concepts suitable: document feedback, return to Phase 2

PHASE 4: REFINEMENT (Week 3)
- Develop 2-3 variations of selected concept(s)
- Apply color palette
- Show in context (mockups of business card, website, signage)
- Client selects final direction
- Up to 2 revision rounds included

PHASE 5: FINALIZATION (Week 4)
- Prepare final files:
  [ ] Primary logo (AI, EPS, SVG, PNG, JPG)
  [ ] Reverse/white version
  [ ] Simplified mark/favicon
  [ ] Black version
  [ ] Grayscale version
- Prepare usage guidelines (1-page minimum)
- Create handoff email with file overview

PHASE 6: DELIVERY
- Send via Google Drive link (not attachments)
- Walk client through files and usage
- Request testimonial if relationship positive
- Move project to "Complete" in PM tool

Development Agency

Example SOP: Code Deployment

SOP: Production Deployment Process
Last Updated: [Date]
Owner: [Lead Developer]

PRE-DEPLOYMENT:
1. All code reviewed and approved via PR
2. All tests passing in staging
3. Client sign-off documented 
4. Deployment window confirmed (prefer low-traffic hours)
5. Rollback plan documented

DEPLOYMENT STEPS:
1. Announce in #dev-ops Slack: "Beginning [project] deployment"
2. Create database backup
3. Create files backup (full site)
4. Enable maintenance mode (if downtime required)
5. Pull/deploy code to production
6. Run database migrations (if applicable)
7. Clear caches (server, CDN, plugin)
8. Disable maintenance mode
9. Verify: homepage loads
10. Verify: key functionality (forms, checkout, login)
11. Announce in #dev-ops: "Deployment complete"

POST-DEPLOYMENT MONITORING:
- Monitor error logs for 1 hour
- Check uptime monitoring for alerts
- Verify analytics tracking active
- Check Search Console for crawl errors (next day)

IF ISSUES DETECTED:
1. Assess severity (cosmetic vs. functional)
2. If critical: initiate rollback immediately
3. If non-critical: document, fix on schedule
4. Notify client of any visible issues

ROLLBACK PROCEDURE:
1. Announce rollback in #dev-ops
2. Restore files from backup
3. Restore database from backup
4. Clear caches
5. Verify functionality
6. Post-mortem required within 24 hours

DOCUMENTATION:
- Log deployment in [system]
- Note: time, deployer, changes, issues

Tools for SOP Management

Notion excels at documentation. Create a dedicated SOP database with properties for category, owner, last updated, and status. Link SOPs to relevant project templates.

ClickUp Docs keep SOPs alongside the project work they support. Good for teams already using ClickUp for project management.

Google Docs works fine for small teams. Create a shared folder, enforce naming conventions, and use the search function.

Trainual and Process Street are dedicated SOP tools with training features. Worth it for agencies with significant onboarding needs.

Loom pairs well with written SOPs. Record yourself doing the process, embed the video in the doc. Some people learn better watching than reading.

Maintaining SOPs

Outdated SOPs are dangerous. Someone follows them, gets bad results, and loses trust in all your documentation.

Review Triggers

Update SOPs when:

• Someone reports confusion or errors
• Tools or vendors change
• You change your approach based on experience
• Quarterly review (put it on your calendar)

Version Control

Note “Last Updated” on every SOP. For significant changes, keep a changelog at the bottom of the document. Someone should be able to see what changed recently.

Ownership Accountability

Each SOP owner reviews their documents quarterly. Add it to their responsibilities formally. If no one is accountable for updates, no updates will happen.

The ROI of Documentation

“I don’t have time to write SOPs” is the most common objection. Here’s the math:

Without SOPs:

• Training new hire: 20 hours of your time
• Next new hire: 20 hours again
• Answering “how do we do X” questions: 2 hours weekly
• Fixing inconsistency mistakes: 3 hours weekly

With SOPs:

• Training new hire: 5 hours of your time + they read docs
• Next new hire: 5 hours (same docs)
• “How do we do X” questions: Rare (check the SOP)
• Inconsistency mistakes: Rare (SOP-verified workflows)

The first few SOPs take hours to write. They save hundreds of hours over years. That’s before counting the mental bandwidth you recover from not being the answer to every question.

SOPs are investment. Make them. Combined with the right tools for freelancers and agencies, documented processes transform how you run your business.