Projects don't miss deadlines because of execution. They miss because clients take two weeks to review something that should take two days. If you've ever had a launch pushed back while your team twiddled their thumbs waiting for sign-off, you know the real bottleneck: the client approval workflow.
Approvals are often the least-designed part of agency operations. You have processes for scoping, execution, and delivery — but the handoff from "we're done" to "client says go" is often ad hoc. Emails get buried. Slack messages get lost. Someone's on vacation. Someone else needs to "check with the boss." Meanwhile, your timeline slips, your team reschedules, and the client wonders why things are taking so long.
The fix isn't more hustle. It's building a deliberate client approval workflow that sets expectations, creates accountability, and keeps projects moving even when clients don't move fast.
Key Takeaways:
- Approvals are the #1 bottleneck in agency work — projects slip more from slow client review than from execution delays
- Not everything needs approval — define what requires formal sign-off vs what can proceed without client input
- Set explicit review windows and stick to them — "You have 3 business days to review" must be in writing, in your SOW
- Specify what "approved" means — written confirmation, a button click, or an email reply — and use a single source of truth
- Build in consequences for delays — if the client doesn't review within X days, you proceed with the current version
- Create an escalation ladder for unresponsive clients — reminder → second reminder → phone call → delay clause activation
- Include approval terms in your SOW/contract — sample language is provided below
Why Approvals Are the Real Bottleneck
Your team can design, write, develop, and QA at a predictable pace. What you can't control is how quickly a client opens an email, looks at a Figma link, or gathers feedback from three stakeholders. And yet — that uncontrolled variable is what determines whether you hit your launch date.
Most agency deadlines are built around execution. "We need 4 weeks for design, 6 weeks for development." But the timeline rarely accounts for the 2 weeks of radio silence between "here's the design" and "looks good." Add a few approval touchpoints across a project, and you've easily added 3-6 weeks of dead time. That's not your team underperforming. That's your approval process under-designed.
The solution is to treat approvals as a first-class process: defined, documented, and enforceable.
Types of Approvals Agencies Need
Different deliverables require different approval workflows. Here are the main categories:
Design and creative approvals — Logo concepts, mockups, ad creative. High-touch, subjective, often multiple revision rounds.
Content approvals — Blog posts, copy, scripts. Must be accurate, on-brand, compliant. Can get stuck in legal or committee review.
Milestone and phase approvals — End of discovery, wireframes, staging. Gate checks before the next phase.
Final delivery sign-off — Formal acceptance so you can close the project and trigger final payment.
Scope change approvals — Add a feature, change direction, extend timeline. Require explicit approval since they affect budget and schedule.
Each type may need different review windows and approvers, but the same principles apply.
Building an Approval Workflow Step by Step
1. Define What Needs Approval vs What Doesn't
Not everything requires formal sign-off. If you treat every tiny decision as an approval point, you'll create friction and slow the project unnecessarily.
Needs approval:
- Creative concepts and designs before moving to production
- Content before publication
- Milestone deliverables before starting the next phase
- Final deliverables before project close
- Any scope change that affects timeline or budget
Doesn't need approval:
- Internal process decisions (which tool you use, how you organize files)
- Minor typo fixes or small tweaks within an already-approved direction
- Routine status updates or progress reports
- Decisions that fall within pre-agreed parameters
Spell this out in your SOW or project brief. "The following require written client approval: wireframes, visual design mockups, staging site, and final launch. Feedback on copy edits and minor design tweaks will be incorporated within 48 hours without formal re-approval unless the change alters the agreed direction."
2. Set Clear Review Windows
Never say "please review when you can." That means nothing. Set explicit time limits.
Examples:
- "You have 3 business days to provide feedback on designs from the date of delivery."
- "Wireframe approval is required within 5 business days. If no feedback is received, we will proceed with the current version."
- "Content revisions must be returned within 2 business days to keep the editorial calendar on track."
Why it matters: Clients will prioritize your project if they know there's a deadline. Vague requests get deprioritized. Specific windows create urgency and accountability.
Include these windows in your SOW. Reference them when you send deliverables. "Per our agreement, feedback is due by [date]. Let me know if you need an extension — otherwise we'll proceed as planned."
3. Specify What "Approved" Means
"Approved" can mean different things. An email reply? A thumbs-up in Slack? A signed PDF? A button click in a portal? If you don't define it, you'll have disputes.
Written confirmation — Client replies to an email or message stating "Approved" or "Looks good, proceed." Pros: Simple, familiar. Cons: Can get buried, no audit trail.
Formal sign-off — Client signs a document (digital or physical) acknowledging acceptance. Pros: Clear, defensible. Cons: More friction, can slow things down.
Portal or system approval — Client clicks "Approve" in a shared workspace. Pros: Single source of truth, clear timestamp, automatic notification. Cons: Requires the client to use the system.
Silence as approval — "If we don't hear from you within X days, we'll consider this approved and proceed." Pros: Prevents endless waiting. Cons: Must be explicitly agreed in writing — never assume.
Choose one method and document it. "Approvals are considered complete when [Client] clicks Approve in [system], or provides written confirmation via email. In the absence of feedback within 5 business days, the deliverable will be deemed approved per our SOW."
4. Build in Consequences for Delays
What happens when the client doesn't review in time? If the answer is "we wait," you've designed a workflow that rewards delay.
Instead, define the consequence up front:
Proceed clause — "If feedback is not received within 5 business days, we will proceed with the current version. Additional revisions requested after this window may be subject to a change request."
Timeline shift — "Each day of delay extends the project timeline by one day."
Escalation — "If approval is not received, we will escalate to [decision-maker] and pause dependent tasks until resolution."
The consequence must be in your SOW or contract. You can't spring it on the client later. And you must follow through — if you say "we'll proceed" but never do, the clause means nothing.
5. Create a Single Source of Truth for Approvals
Approvals scattered across email, Slack, text, and Zoom recordings are a liability. Nobody can find anything. "Did they approve this?" becomes a 20-minute archaeology project.
Single source of truth means: All approval requests and approvals live in one place, with a clear record of who approved what and when. That could be a shared spreadsheet, project management tool, or client portal. The tool matters less than the rule: one place for approvals, always. When you send a deliverable, include a link to where the client should respond. Train clients to use it; over time, it becomes habit.
How to Handle Different Approval Scenarios
Multiple Stakeholders
When more than one person needs to approve, things get complicated. The marketing director and the CEO might have different opinions. The legal team wants to review the copy.
Solutions:
- Designate one approver — One person is the official sign-off. Others can provide input, but the approver synthesizes and decides. Document this in the SOW: "Client designates [Name] as primary approver. Other stakeholders may provide feedback, but [Name] has final sign-off authority."
- Sequential approval — If multiple approvals are required (e.g., marketing then legal), define the order and the timeline for each. "Marketing feedback within 3 days, then legal review within 5 days."
- Committee with a deadline — If a committee must approve, set a meeting date. "We need approval by the monthly review on the 15th. Please ensure the committee has the materials one week in advance."
The "I Need to Check With My Boss" Problem
The person you work with doesn't have authority. Everything goes to "my boss" who travels, is hard to reach, or takes forever to respond.
Solutions:
- Identify the real decision-maker upfront — During kickoff, ask: "Who has final sign-off authority? Will they be involved in reviews, or do we work through you?"
- Build in buffer time — If you know approvals route through a slow chain, add time to your review windows. "5 business days" might need to become "10 business days" for clients with committee structures.
- Request escalation path — "If your manager is unavailable, who can provide approval? We need a backup to avoid timeline impact."
Committee Reviews
Boards, leadership teams, and cross-functional committees add layers of complexity. Approval cycles can stretch to weeks.
Solutions:
- Agenda placement — Get your approval item on the next committee agenda. Don't let it float in limbo.
- Pre-meeting brief — Send materials and a one-page summary before the meeting. Committee members should arrive having already reviewed.
- Designated liaison — One client contact shepherds the approval through the committee and reports back. You're not chasing five people.
How to Handle Unresponsive Clients
Sometimes clients go quiet. Emails sit unread. Deadlines pass. You need a structured escalation ladder.
Step 1: Friendly reminder (Day 1 past deadline)
"Hi [Name], just checking in — we sent the designs on [date] and feedback was due by [date]. Let me know if you need more time or if there's anything blocking the review. We're holding the next phase until we hear from you."
Step 2: Second reminder (Day 3 past deadline)
"Hi [Name], following up again. We're coming up on a week past the review deadline. Per our SOW, we'll need to either extend the timeline or proceed with the current version. Which do you prefer? Happy to jump on a quick call if that's easier."
Step 3: Phone call (Day 5 past deadline)
Pick up the phone. Often, email gets ignored but a live conversation surfaces the real blocker. "Is there something holding up the review? We want to keep the project on track."
Step 4: Activate the delay clause (Per your SOW)
If you've built in a "proceed if no response" clause, invoke it. "As per our agreement, we haven't received feedback within the 5-business-day window. We're proceeding with the current version. The next phase will begin on [date]. If you'd like to request changes after this point, we'll need to discuss a change request."
Step 5: Formal project pause (If appropriate)
For significant delays, you may need to pause the project and revise the timeline. "We've hit multiple approval delays. Let's regroup to establish a revised timeline and confirm availability for upcoming review points."
The escalation ladder protects you from endless waiting while giving the client multiple chances to respond before consequences kick in. Document each step. If a dispute arises, you'll have a clear record of good-faith attempts to get approval.
Sample Approval Clause for Your SOW or Contract
Include language like this in your statement of work or contract:
Client Approval and Feedback
The Client agrees to provide feedback and approvals within the following timeframes:
- Design and creative deliverables: 5 business days from delivery
- Content deliverables: 3 business days from delivery
- Milestone approvals (wireframes, staging, etc.): 5 business days from delivery
- Final delivery sign-off: 5 business days from delivery
Approval is deemed complete when the Client provides written confirmation (email or message) or uses the designated approval mechanism provided by the Agency. In the absence of feedback or approval within the stated timeframe, the Agency may proceed with the current version, and the project timeline will not be extended for revisions requested thereafter. Revisions requested after the approval window may be subject to a separate Change Request.
The Client designates [Name/Title] as the primary approver with authority to provide sign-off on behalf of the Client. The Client will provide necessary access and cooperation to ensure timely reviews. Delays caused by the Client's failure to meet approval timeframes may result in a revised project timeline and associated cost adjustments.
Adjust the timeframes to match your typical projects. The key elements: specific windows, definition of approval, consequence for delay, and designated approver.
Conclusion
A well-designed client approval workflow turns the most frustrating part of agency work — waiting on clients — into a predictable, manageable process. Define what needs approval, set clear review windows, specify what "approved" means, build in consequences for delays, and create a single source of truth. Handle complex scenarios (multiple stakeholders, committee reviews, the "check with my boss" problem) with explicit roles and buffer time. When clients go quiet, follow an escalation ladder. And put it all in writing — in your SOW, in your contract, in your project briefs.
Your team will stop waiting. Your timelines will hold. And your clients will understand exactly what's expected of them. That's how you create approval workflows that don't slow you down.