Agency SOPs: Create Effective SOPs in 2025

Agency SOPs, or Standard Operating Procedures, are essential for maintaining consistency and efficiency within an agency. They serve as detailed guides that outline the steps necessary to complete tasks and processes, ensuring that all team members are aligned and operations run smoothly. Creating effective SOPs involves identifying key processes, documenting each step clearly, and regularly updating the procedures to reflect changes in the agency or industry. Implementing SOPs can lead to improved productivity, reduced errors, and enhanced scalability. For agencies, this means delivering consistent results to clients and achieving long-term success.

Consistency.

Without it, your agency is destined to fail. You’ll see this in the branding arena, with 85% of companies claiming that they have brand guidelines. Those guidelines exist to ensure the messaging those companies put out stays consistent.

Why?

When you have inconsistent branding, you have no trust. And with no trust, you have no customers. If you’re delivering mixed messaging to clients, they’re going to get confused about who you are and what you do.

However, this concept of consistency extends far beyond what you’re saying to your clients. It should run throughout your agency. Consistent processes. Consistent task creation and completion. The more consistent you can make your agency’s internal operations, the less time you spend trying to come up with ways to complete projects.

That’s where agency SOPs come into play.

What is an sop for a digital marketing agency?

SOP stands for “standard operating procedure.”

Think of agency SOPs as the little roadmaps that you follow to get your work done. Each one is a step-by-step process – typically documented as instructions – that tells your people three things:

• What needs to be done
• How to do it
• The result expected from following the SOP

What needs to be done, how to do it, and the result expected from following the SOP.

The idea is to create consistent methods for performing routine activities. As long as the method is followed, the result is practically guaranteed. As an agency owner, you’ll need SOPs to define key processes and, in some cases, ensure regulatory compliance.

You’ll implement SOPs throughout your business.

Client onboarding? That’s a series of SOPs you create to ensure that each new client goes through a consistent process. The same goes for the work you do. For instance, let’s say your agency designs websites. Each project involves the following steps:

• Speaking to your clients
• Gathering requirements
• Creating wireframes
• Everything else that goes into building a website

Each of those tasks requires an SOP.

Thankfully, there’s no “right” or “wrong” way to create an SOP. Typically, it involves determining where a process occurs and documenting steps for proper completion based on what you’ve done before. In many cases, the software you use in your business feeds into your SOPs. For example, if you have project management software in your agency, it includes SOPs for:

• Assigning tasks
• Creating project timelines
• Scheduling meetings

Your agency can expand on those in-built SOPs with additional steps highlighting how to use the software correctly.

The point is simple – SOPs are everywhere in your agency and should govern almost everything that you do. Chaos reigns when you don’t have them.

Why are SOPs so important for agencies?

Ensuring consistency across teams and clients

SOPs (Standard Operating Procedures) ensure that every team member follows the same steps when completing tasks. This consistency reduces errors and maintains a uniform quality of work, which is essential for agencies managing multiple clients. For example, a digital marketing agency can use SOPs to standardize how social media campaigns are launched, ensuring every campaign meets client expectations.

Without SOPs, different team members might approach the same task in varying ways, leading to inconsistent results. This inconsistency can confuse clients and damage your agency’s reputation. By documenting clear procedures, agencies can deliver predictable, high-quality outcomes every time.

To implement this, start by mapping out your key processes and writing step-by-step instructions. Use tools like Process Street or Tallyfy to create and share these SOPs easily. Regularly update them to reflect workflow changes and keep your team aligned.

Improving onboarding and training

SOPs streamline the onboarding process by providing new hires with clear guidance on how to perform their tasks. This reduces the time managers spend answering repetitive questions and accelerates the learning curve. For example, an agency onboarding a new project manager can share an SOP outlining client communication protocols and reporting standards.

Having documented procedures also helps freelancers or remote workers quickly understand your agency’s expectations and tools. This is especially useful in 2024, as remote work remains prevalent and agencies often hire distributed teams. Clear SOPs prevent confusion and help new team members become productive faster.

To improve onboarding, create SOPs that cover common tasks and tools your agency uses. Examples include project management software like Asana and communication platforms like Slack. Pair these SOPs with short training videos or checklists to make learning interactive and effective.

Boosting efficiency and reducing risks

SOPs increase efficiency by eliminating guesswork and reducing the need for constant supervision. When everyone knows the exact steps to follow, tasks get done faster and with fewer mistakes. For instance, an agency that uses SOPs for client billing can reduce errors and speed up invoicing, improving cash flow.

Moreover, SOPs help agencies manage risks by ensuring compliance with legal and industry standards. In 2024, agencies handling sensitive client data must follow data privacy regulations like GDPR or CCPA. SOPs can include protocols for data handling and security, minimizing the chance of costly breaches or fines.

To boost efficiency and reduce risks, regularly review your SOPs to identify bottlenecks or outdated practices. Use team feedback to refine procedures and integrate automation tools like Zapier to streamline repetitive tasks.

Use a project management software

Using a project management tool is as important as implementing SOPs in your agency. One of Bonsai's best features is its reliable project management tool. It includes built-in time tracking and task management features that help you achieve smooth internal processes.

Here's how Bonsai can enhance your team's project management capabilities effectively:

Track your team's time accurately

Time tracking in an agency setting is important because it allows your team members to log the time they spend on tasks accurately. Project managers can easily see their time entries on the dashboard.

Learn more about Bonsai's time tracking features

With Bonsai, time tracking is simple and easy. You just have to start a new timer and select the project and task that you are working on. Select if the task should be billable or not and add the billable rate, if applicable. You can also add notes to help you remember what work was done during that time.

If your team member forgot to run the time tracker, they can simply add time entries manually. After you add the project details, log how much time was spent on the task and the date it was done. The timer also allows you to pause and resume when needed, making it convenient for breaks or interruptions. And that’s how efficient time tracking can be with Bonsai.

Keep your projects on track and on budget

Aside from accurate time tracking, Bonsai also has a task management feature. You can assign tasks to your team members, set deadlines, and track their progress. The task dashboard lets you see your priorities in either Kanban or list boards. You can also filter the tasks by:

• Date
• Status
• Assignee
• Among others

Learn more about Bonsai's task management features

Creating a task is also a breeze. Simply click the New Task button, add the task name, assign it to the appropriate team member then set the priority and you’re good to go! It also allows you to set the frequency if the task is a recurring one. Adding dependencies and tags helps you organize your tasks even further. Since Bonsai is an all-in-one tool for agencies, it also lets you start timers from your tasks list. This makes it easy to bill your clients accurately.

Tailoring SOPs by agency type

Customizing SOPs for marketing agencies

Marketing agencies need SOPs that focus on campaign management, client communication, and performance tracking. These procedures should clearly outline steps for:

• Creating content calendars
• Running A/B tests
• Reporting results to clients

For example, using tools like HubSpot or Asana can be integrated into the SOP to standardize workflows and ensure consistency across teams.

Including detailed instructions on client onboarding is crucial for marketing agencies. This can involve setting expectations for deliverables, timelines, and feedback loops. A well-crafted SOP might specify how to conduct kickoff meetings and document client preferences, which reduces miscommunication and streamlines project execution.

To implement these SOPs effectively, agencies should regularly review and update them based on campaign outcomes and client feedback. This practice helps maintain relevance and improves efficiency. Start by mapping your current processes, then identify bottlenecks and incorporate solutions into your SOPs using clear, step-by-step guidelines.

Adapting SOPs for creative agencies

Creative agencies require SOPs that emphasize project ideation, design approval processes, and version control. These SOPs should guide teams on brainstorming sessions, client presentations, and file management using tools like Adobe Creative Cloud and Trello. Clear steps for feedback incorporation ensure that creative work aligns with client expectations.

Since creative work often involves subjective judgments, SOPs must include checkpoints for quality assurance and client sign-offs. For instance, specifying who reviews drafts and how revisions are tracked can prevent scope creep and missed deadlines. This structure helps maintain a balance between creative freedom and project discipline.

To make these SOPs actionable, creative agencies should train staff on the importance of documentation and consistent communication. Using templates for briefs and feedback forms can standardize inputs and outputs, making the creative process more transparent and measurable. Regular team check-ins based on the SOP can also foster collaboration and accountability.

Designing SOPs for digital agencies

Digital agencies benefit from SOPs that cover technical workflows such as website development, SEO audits, and analytics reporting. These SOPs should include step-by-step instructions for coding standards, testing protocols, and using platforms like Google Analytics and SEMrush. This ensures consistent quality and measurable results for clients.

Because digital projects often involve multiple specialists, SOPs must clarify roles and handoff points. For example, defining when a developer passes a site to a QA tester or when SEO specialists provide recommendations to content writers reduces confusion and delays. Including timelines and checklists in the SOP helps keep projects on track.

To apply these SOPs effectively, digital agencies should use project management tools like Jira or Monday.com to automate task assignments and monitor progress. Regularly updating SOPs to reflect new technologies or client needs keeps the agency agile and competitive. Begin by documenting your current processes and then refine them into clear, actionable steps.

How to create effective SOPs for your agency

Start by identifying key processes to document

Effective SOPs begin with choosing the right processes to document. Focus on repetitive tasks that impact your agency’s efficiency and client satisfaction, such as onboarding new clients, managing projects, or handling billing. These are areas where consistency matters most and where clear instructions can reduce errors.

For example, if your agency handles social media management, create SOPs for content scheduling and client approvals. This ensures every team member follows the same steps, reducing confusion. Use tools like Trello or Asana to track which processes already have documentation and which need it.

Start small by documenting one or two processes thoroughly before expanding. This approach helps you refine your SOP format and gain team buy-in. Regularly review and update these SOPs to keep them relevant as your agency grows and changes.

Write clear, step-by-step instructions with visuals

Clarity is crucial when writing SOPs for your agency. Break down each process into simple, numbered steps that anyone on your team can follow without confusion. Avoid jargon and keep sentences short to improve understanding.

Incorporate visuals like screenshots, flowcharts, or short videos to complement written instructions. For instance, using Loom to record a quick walkthrough of a software tool can save time and clarify complex steps. Visual aids help team members grasp procedures faster and reduce mistakes.

Use consistent formatting across all SOPs, such as headings, bullet points, and bold text for important notes. Tools like Google Docs or Notion offer templates that make it easy to maintain uniformity. Clear SOPs empower your team to work independently and maintain quality standards.

Test and refine SOPs with your team

After drafting SOPs, test them by having team members follow the instructions exactly as written. This step reveals gaps or unclear directions that you might have missed. Encourage feedback on what worked well and what caused confusion.

For example, if a new freelancer struggles to complete a task using the SOP, note where they hesitated or asked questions. Update the document to clarify those points or add additional resources. Regular testing ensures your SOPs remain practical and effective.

Schedule quarterly reviews to refine SOPs based on team input and changes in your agency’s workflow. This continuous improvement process keeps your SOPs up to date and aligned with your agency’s goals, ultimately boosting productivity and client satisfaction.

Marketing agency sop steps to create standard processes

So, the concept behind agency SOPs is simple: Identify a process you want to standardize and write instructions telling people how to do it.

Identify a process you want to standardize and write instructions telling people how to do it.

The reality is that if it were that simple, no agency would have problems with its processes. However, every bottleneck in your business results from a poor – or non-existent – SOP. The same goes for many issues you’ll experience with clients and even your own team. Often, your procedures are the root cause.

And those poor procedures can cost you a lot of money.

CIO Dive says that businesses can lose up to $1.3 million annually due to inefficient processes. That’s why the process of creating agency SOPs should be an SOP in itself – one in which you follow these steps.

Step 1 – Define the end goal

No journey can begin without a clear destination in mind.

If you doubt that, leave your house today without knowing where you want to go. You’ll spend hours walking or driving around, getting nowhere and wasting a ton of time.

The same applies to the agency SOPs you create.

Start with what the SOP is supposed to accomplish. In an agency, that goal could be something like “create a project timeline.” Every project needs one of those timelines to help you manage its budget and task-related deadlines. With that goal in mind, you’re able to work backward by asking the simple question:

What steps do I need to follow to create a timeline?

Not only does your end goal help you determine what you want to achieve, but it’ll also show you why you need to create an SOP. If you can’t come up with a goal, maybe you’re looking at something that doesn’t need a defined process.

Step 2 – Create an sop format

To create an SOP, you need…an SOP!

It can start to feel like SOPception. The good news is that your format only has to be created once before you can use it for every SOP. Think of this format as a template for every future SOP you’ll create. It helps you to define the SOP’s purpose, and any relevant details related to its completion.

While you can go freeform with this – creating a format that works for your business – most incorporate the following details:

• Purpose of the SOP
• Scope and applicability
• Step-by-step instructions
• Responsible parties
• Related resources or tools
• Review and update schedule

• Introduction – A brief mention of what the SOP will be and its main purpose. You may also use this section to title the SOP, give it an ID number, and highlight the person or department that’ll use it.
• Summary – Building from the introduction, you summarize the SOP in more detail. What does it accomplish? Why? Where will it be applied? Answer those questions and you have a summary.
• Details – This is where you’ll enter the steps for the SOP, and it’s here where the SOP can become complicated. Some choose simple steps, especially for straightforward processes. But if you’re creating an SOP for a complex task, you may prefer a flowchart or hierarchical steps format.
• Related SOPs/Checklists – Cite any other SOPs or processes that either depend on your new SOP or must be completed before you can follow the new SOP.

You don’t have to start filling out these details yet. Just make sure you have your SOP format document outline – it’ll come in useful later.

Step 3 – Do a walkthrough

If you’ve decided a process needs an SOP, that means it’s a process that’s already in place in your agency. The problem you have is that the process isn’t defined, leading to the inconsistency mentioned earlier.

Here, you start defining.

Locate the person responsible for the process – assuming it isn’t you – and have them walk through it with you. Ideally, you’ll record this walkthrough (even a video shot on your phone will do) so you can see each step in action.

This recording serves two purposes.

First – and most obviously – it shows you what needs to be done to complete the process you’re defining. However, the second reason is perhaps more important:

The recording also shows you where issues in the process currently lie.

For instance, there may be a bottleneck caused because the person completing the process needs approval before moving forward. Alternatively, there may be a manual task – such as compiling an email – that’s time-consuming. Tasks like those could potentially be automated using the right agency management software.

In short, you want to see how the process works right now so you ensure the steps you’ll outline are streamlined.

Step 4 – Get stakeholder buy-in

No good agency SOPs can be created in vacuums.

If you’re the only person defining processes, you risk sounding like the manager shouting from on high to the “peons” working below. You’ll also miss out on important information. After all, the people who know the intended process best are those who are already completing the task.

All of which means that buy-in from key stakeholders is crucial.

However, in the case of SOPs, those stakeholders aren’t board members and clients. They’re the people in your team who work on the tasks you want to document.

Involve them.

You’ve already started this with your recording. Now, build on it by inviting team members to view what you have and highlight what they like – and dislike – about the current process. Their feedback will prove crucial when you’re outlining your steps. Plus, you’ll avoid the “unheard” issue:

75% of employees feel their voices are ignored by management.

Step 5 – Identify your audience

You’re getting closer.

You’ve prepared the ingredients for creating your new SOP. You’ve identified a task, know how it’s completed right now, and you’ve heard your people.

It’s almost time to put pen to paper.

But not quite yet.

Before you start writing any agency SOPs, always ask yourself about the audience for whom you’re creating the document. What prior knowledge do they have of everything that feeds into the SOP? You’ll need to know that to determine how much explanation you have to deliver regarding specific terminology.

Who is the SOP for?

An SOP created for client onboarding will likely go to your project team, while one for selling a service to a prospect goes to sales. Those teams speak in different “languages” in their interactions with clients. Your SOP has to account for that by speaking in the language that suits the process’s purposes.

Step 6 – Create the sop and gather feedback again

Next up is the easy part:

Writing the SOP.

As long as you’ve followed the steps so far, you have a format and all of the information you need. You even have a recorded walkthrough – supplemented with feedback from people on the ground – to help you.

Put all of that onto paper.

As you write your SOP, keep your language in mind. It’s always better to go simple with a step, with clarifications added wherever needed. This shouldn’t be a multi-page document with thousands of words. If it is, that’s a sign that your new SOP is actually several bundled together.

Once you’ve written the SOP, go back to the stakeholders you engaged in Step 4. Have them read and review the process you’ve created to confirm nothing is missing from the steps.

Step 7 – Test and roll out

Having agency SOPs isn’t the same thing as implementing those SOPs. You’re introducing a change – however minor – into your agency with this document. Unfortunately, change can breed resistance. Employees may fight against the SOP, especially if it’s not properly tested. This resistance is one of the key reasons why 70% of business change initiatives ultimately fail.

You’ve gone some way to overcoming that resistance as long as you’ve engaged your people during the SOP’s creation. But it can rise up again if you try to roll out the new SOP without at least testing it first. Any kinks that weren’t caught during the creation process will become major problems once the SOP is agency-wide.

So, test it first.

Have one or two people follow the SOP while the rest complete the process as they did before it was documented. Ideally, that test shows the SOP to be more efficient, meaning you have evidence that it’s ready to roll out. If, for some reason, the SOP is less efficient, that’s a signal to take it back to the drawing board.

Step 8 – Store and refer

Congratulations!

You’ve created the first of what will likely be many agency SOPs that’ll create consistency in your operations. Your final step is to make that SOP – as long as any you create in the future – easily accessible to your people.

In short, you need a knowledge store.

Agency project management software, such as Bonsai, can provide that knowledge store. For instance, create a project in the software and use its document uploading features to store all SOPs. Grant all employees access to that project, and you have an SOP resource accessible to everyone in the agency.

Speaking of access, you can also use this storage to encourage referring to the SOP. Make it standard practice to refer employees who ask questions to the SOP that provides answers, rather than answering yourself. And if there isn’t an SOP that answers the question, then guess what?

You may just have another SOP you need to create.

SOP checklist or toolkit for agencies

how to create an effective sop checklist for your agency

Creating an effective SOP checklist starts with identifying the core processes your agency performs regularly. Focus on tasks like client onboarding, project management, and quality control. Break each process into specific steps that team members must follow to ensure consistency.

For example, a client onboarding checklist might include steps such as:

• Sending a welcome email
• Scheduling a kickoff call
• Setting up project management tools like Asana or Trello

Use clear, concise language and avoid jargon to make the checklist easy to follow for new hires or freelancers.

Once your checklist is drafted, test it by having a team member complete the process using only the checklist. Adjust steps that cause confusion or delays. Regularly update your SOP checklist to reflect changes in tools or workflows, ensuring your agency stays efficient and aligned.

essential tools to build and manage your sop toolkit

Several tools can help you build and manage your SOP toolkit effectively. Platforms like Notion and Process Street are popular in 2024 for creating interactive SOPs that include checklists, templates, and embedded videos. These tools allow easy collaboration and version control across your agency team.

For agencies using Google Workspace, Google Docs combined with Google Drive offers a simple way to create and share SOP documents. You can organize SOPs by folders for different departments, ensuring quick access. Additionally, tools like Loom can record video walkthroughs to complement written instructions.

Choose tools that integrate well with your existing workflow and encourage your team to provide feedback. A well-maintained SOP toolkit reduces onboarding time by up to 40% and minimizes errors, making it a valuable investment for agency growth.

tips to keep your sop checklist relevant and actionable

Keeping your SOP checklist relevant requires regular reviews and updates. Schedule quarterly audits to assess whether steps still match your current processes and tools. For example, if your agency switches from Trello to ClickUp, update the checklist to reflect the new platform.

Encourage team members to report any challenges or suggestions related to the SOP checklist. Their frontline experience can highlight inefficiencies or missing steps. Incorporate this feedback promptly to maintain the checklist’s usefulness and accuracy.

Finally, ensure your SOP checklist remains actionable by focusing on clarity and simplicity. Avoid overly complex instructions and use actionable verbs like "send," "review," or "approve." This approach helps team members execute tasks confidently and consistently, boosting overall agency performance.

Sop agency marketing example

Now you have the steps for creating agency SOPs, it’ll help to have an example to hand that shows what they could look like.

Let’s assume you’re running a digital marketing agency with a focus on copy creation. The editing process for an article could be governed by an SOP, which might look something like this:

****

COPY EDITING SOP FOR <AGENCY NAME>

SOP ID – 00012

RELEVANT DEPARTMENT(S) – Copy Editing

The purpose of this standard operating procedure (SOP) is to create an editing process for <AGENCY NAME>. This SOP will ensure all articles produced are factually accurate, grammatically correct, and ready to publish.

Summary

With this copy-editing SOP, all editors at <AGENCY NAME> will have defined steps to follow when editing a submitted article. The document is intended for use by the copy-editing team. However, it may also be made available to copywriters, who may use it as a checklist when editing their own pieces.

This SOP should be applied immediately after submission of a piece, and always prior to publication. Failure to follow this SOP could result in the publication of unverified work, leading to reputational damage to <AGENCY NAME> and our clients.

Details

The following are the steps all copy editors should follow when editing a submitted piece:

• Check for factual accuracy
• Ensure grammatical correctness
• Verify formatting and style guidelines
• Confirm adherence to agency tone and voice
• Prepare the article for publication

1. Open the submitted article in Microsoft Word and activate “Track Changes.”
2. Conduct an initial read-through to catch and correct spelling or grammatical errors.
3. Verify each fact stated in the article by tracing it to its original source.
4. Mark each factual error – or unconfirmed fact – using a comment in Word.
5. Return the article to the writer to fix any errors discovered.
6. Upon resubmission, repeat Steps 1 through 5 until the document is ready to publish.
7. Submit the article to the project lead.

Related SOPs and Documents

The attached documents provide additional context related to the above SOP:

• Internal Writer’s Guidelines
• <CLIENT NAME>’s Writing Guidelines
• <CLIENT NAME>’s Branding Guidelines
• Internal Editors Guidelines

****

This is just one example of the dozens of SOPs you might create for your agency. Others may incorporate software – such as your project management suite – or have steps that involve specific people.

You’ll also see that this example follows the SOP format mentioned in Step 2 of this article. Again, this isn’t a fixed format that every agency has to use. Yours may be different, depending on the details you want to share in your SOPs. The most important point – again – is that the SOP follows a consistent format to prevent confusion.

Where can you get sop agency templates?

What if you don’t want to create your SOPs from scratch?

That’s understandable given that each SOP takes a while to produce. Even if you have a format ready, you may spend upwards of 90 minutes on documenting, along with time spent gathering feedback. That’s hours that you may not be able to commit to creating agency SOPs.

Thus, you enter a “Catch-22” situation.

You know that having the SOPs will make your agency and its people more efficient. But you can’t commit the initial time to creating that efficiency in the short term. What’s the solution?

SOP templates.

Again, your agency management software may be helpful when it comes to finding these templates. Take Bonsai as an example. In addition to providing tools that you can build into your SOPs, it’s also loaded with over 500 templates. These templates include:

• Contracts
• Invoices
• Internal briefs

All can be used either to help you develop an SOP format or to support the SOPs you create. For instance, a new SOP for quoting a client could incorporate a Bonsai quote template to ensure all quotes are consistent.

Create sop agency processes today to profit tomorrow

Creating consistency is the main reason why you need to create agency SOPs.

But it’s far from the only one. And the other major reason is one that’ll tangibly affect your agency:

SOPs improve your bottom line.

While they don’t make money directly, every SOP you create makes your agency more efficient. Time is saved because your people aren’t creating ad hoc processes or asking others for help. This saved time means more completed tasks, ultimately resulting in more revenue from clients.

Then, there’s the error-catching aspect of SOPs.

Things can go wrong in an agency, even one that has agency SOPs. When that happens, you’ll be able to troubleshoot what caused the problem by comparing the completed process to your SOP. Was a step skipped? Perhaps a step was executed incorrectly? Whatever the issue may be, it’s easier to locate when you have a proven process that you know works. Reverse-engineering the mistake using your SOP helps you spot the specific cause and can serve educational purposes for your people.

Ultimately, an agency can run without SOPs…just.

But if you have intentions to scale, or simply want to be more efficient, SOPs are key. They create consistency. They make you more efficient. And in the end, having them leads to happier clients and more effective team members.