BaseCamp Client Communication SOP

Objective

To ensure all client communications via Basecamp are clear, purposeful, and value-driven — providing clients with confidence in our work and transparency in campaign progress.

1. Purpose of Communication

Before sending any message to the client, determine and clearly state why you are communicating. Here are some example messages:

  • Work Planned: Informing the client of upcoming tasks, explaining what will be done, and why it’s beneficial to their campaign.

    • Example: “We’ll be optimising your collection page meta descriptions this week to improve keyword relevance and click-through rate.”

  • Work in Progress: Providing an update on ongoing work or campaign activities.

    • Example: “We’re halfway through updating your on-page content and have already seen improvements in keyword density and readability.”

  • Work Completed: Confirming that a task or deliverable has been finished, summarising what was done, and highlighting the value or benefit to the client.

    • Example: “Your blog content updates are now complete. These changes enhance keyword targeting and support improved organic visibility over the next few weeks.”

  • Performance Update: Sharing results, data, or performance trends to demonstrate progress and value.

    • Example: “Your organic rankings have improved by 12% this month, largely due to the new internal linking strategy implemented earlier this quarter.”

2. Communication Cadence and Continuity

  • Keep the client informed throughout the process — not just at the start or end of a task.

  • If a project or task spans multiple days or weeks:

    • Provide short progress updates every few days or at key milestones.

    • Use updates to manage expectations, e.g. “We’ve completed 60% of the product page rewrites. The remaining pages will be finalised by Friday.”

  • Always acknowledge client messages promptly, even if a full update will follow later.

    • Example: “Thanks for your message — we’re reviewing the report and will share our findings with you tomorrow.”

3. Completion and Value Communication

Once work is complete:

  1. Clearly confirm completion.

    • Example: “We’ve now finished implementing the technical SEO fixes on your site.”

  2. Summarise what was done.

    • Example: “This included updating schema markup, fixing crawl errors, and improving internal linking.”

  3. Communicate the value and expected benefit.

    • Example: “These updates improve site crawlability and increase your chances of ranking for key product-related searches.”

  4. Avoid sending updates that add no value.

    • Messages should never be sent just to appear busy. If you’re communicating, it should serve a strategic purpose — either to inform, reassure, or provide measurable benefit.

4. Tone and Structure

All messages should follow a consistent structure:

  1. Purpose: What’s this message about?

  2. Action or Update: What’s being done, or what has been completed?

  3. Impact: How does this benefit the client or their campaign?

  4. Next Steps: What happens next (if applicable)?

Example:

Hi [Client Name],

I wanted to update you on [task/project]. We’ve [completed/started/updated] [specific work].

This helps [explain the benefit, e.g., improve visibility, drive conversions, enhance tracking accuracy].

Next, we’ll [outline next steps or expected timeframe].

Best,
 [Your Name]

5. Quality Check Before Sending

Before posting any Basecamp message:

  •  Check that the purpose is clear.

  • Ensure it provides valuable context or value.

  • Confirm you’ve included the impact or benefit to the client.

  •  Use a professional and friendly tone.

  •  Avoid unnecessary jargon — keep language accessible.