In the programs we build, a welcome video opens the onboarding track. The rest follow it, ending with the path from day one to the result.
The welcome video is the first thing a new client sees after paying. It has one job: show them that what they bought is real, and what to do next. Clients decide in the first 72 hours whether the program is worth their time.
What should a coaching welcome video say?
Four things, in this order. Say each in plain words, as if to a friend who just joined. The lines below are examples; write yours from your offer.
| Part | What to say | Example line |
|---|---|---|
| 1. The result | What the program gets them to, as a number | "This program gets you to your first $10K month." |
| 2. How it works | Levels, each with a goal and a time | "There are five levels. Each ends in a milestone, and you will know the time for each." |
| 3. The first step | One thing to do now, and by when | "Fill in the intake form today, then book your onboarding call." |
| 4. Where to get help | The channel and the person | "Questions go to your client success manager in chat." |
What comes after the welcome video?
The rest of the onboarding track, each video a talking head or a screen-share Loom. The goal of the track is plain: get oriented, join the community, and set up to act fast. A typical order:
- Welcome
- How the program works
- The founder's story
- The business model the program teaches
- Ways to win
- Next steps
- Meet the team
- The path from day one to the result
Two of them do work most welcome videos try to do alone. Meet The Team shows who to reach before the client needs anyone. The last video shows the whole path, so the client never has to ask what comes next.
Who should record the welcome video?
The founder, or the face of the program. Clients bought from that person, and the welcome is where the purchase feels real. Cami shot the Laundry Profits videos; we built everything else.
The face of the program does not need to write it alone. For Laundry Profits we recorded a context Loom for every video, and Cami recorded from it. The team appears later, in its own video.
Talking head or screen share?
Both, chosen by the job of each video. The welcome is a talking head: the person the client bought from, looking at the camera. A video that shows where things are, like the community or a worksheet, works as a screen-share Loom.
Plan the style before recording. Give every video a set style, talking head or screen-share Loom, and slides only where it needs them.
What should the welcome video not say?
Anything the program does not do. Most refund requests are a chain that starts with an expectation from marketing or sales. A welcome video that repeats a big claim confirms the wrong expectation.
Most refund requests are people giving up, and it is a chain. Usually something in marketing or sales set an expectation that did not match what they received, so the doubts come back. What helps is immediate onboarding. Show them everything, so they see what they bought is real and valuable.
It should also not try to teach. A welcome video that covers the whole method makes day one feel like homework. Teaching belongs in the levels, one step at a time.
How should the welcome video end?
With one next step and a date. For example: fill in the intake form today, then book your onboarding call. Said plainly, so the client knows what to do when the video stops.
Then the 15-minute onboarding call says it again, in person. The video and the call give the same next step, and the client hears it twice.
Further reading: Client onboarding checklist for a coaching program · Milestones and levels: how Laundry Profits was built so clients finish
Diego Miescher
