In short
A robust approval process has three rounds with a fixed scope: one content round, one design round and one technical sign-off. Every round has a deadline and a documented close.
Clarify roles in the approval process
Decide up front who on the client side is allowed to give feedback and who gives final sign-off – these are often different people. Without that split, everyone on the client team ends up commenting while no one owns the binding decision. A named approver can gather comments from the team but doesn't have to implement every one verbatim. Communicate this role split during the proposal or kickoff, not only once two contacts contradict each other. For agencies working with several client stakeholders, a short written confirmation of who decides in case of doubt is worth having.
Resolving conflicting feedback within the client's team
When two people on the client side ask for opposite changes, that's not a problem the agency should solve. Reflect the contradiction back to the named approver and ask for an internal decision instead of mediating yourself. That keeps the agency out of internal client conflicts and speeds up resolution, because the decision sits where the responsibility does.
Define the rounds up front
State in your proposal how many rounds are included, e.g. three. Without that number there is no argument against a fourth round, because “just a bit more feedback” can repeat indefinitely.
The three rounds in detail
Split the approval by topic instead of packing everything into one round:
- Round 1 – Content: copy, structure, missing pages
- Round 2 – Design: layout, colours, imagery
- Round 3 – Technical sign-off: functions, forms, load times, responsiveness
Reduce feedback to a single channel
Say it plainly: feedback counts when it exists as a note on the website. That is not bureaucracy – it is the reason items stop getting lost or counted twice.
Set and communicate deadlines
Give each round a date by which feedback must arrive. Without a deadline the round drags on indefinitely and blocks subsequent work.
Wording for limiting rounds
Use explicit wording in your proposal, for example:
- “The project price includes three feedback rounds per phase.”
- “Additional rounds are billed based on effort.”
- “A round closes once no new feedback has arrived for 5 business days.”
Document the sign-off
When every note is resolved and no new ones arrive, the round is closed. That state is verifiable, unlike “looks fine” on a call, which can later be disputed.
Handling feedback after the deadline
Treat late feedback as a new, billable round instead of silently folding it into the current one. Communicate this rule up front, not only when a conflict arises.
What a written sign-off must contain
A solid sign-off is more than “yes, that's fine”. It should include:
- Date and version of the approved page
- Name of the approving person
- Explicit confirmation that no items remain open
- A reference to the list of resolved notes as evidence
Escalating disagreement
If a round never closes because new requests keep getting added, point to the round count defined in the proposal and offer the extra round as a paid addendum.
Why a single channel prevents disputes
When feedback arrives via email, phone and chat at the same time, it becomes impossible to reconstruct later what was agreed. A single documented channel is your evidence in a dispute.
Template for the closing message
State the close of a round actively instead of waiting:
- “All notes in round 2 are resolved. Please confirm approval by [date].”
- “Without a reply by [date], the round is considered approved.”
Frequently asked questions
How do I keep clients on one channel?
By making that channel easier than the alternative. A link without an account beats an email with screenshots.
What if the client wants changes after sign-off?
Treat it as a new engagement outside the agreed rounds, with its own effort estimate and invoice.
Does every round need written confirmation?
Yes. A verbal agreement can't be proven later, but a documented note list can.
How many people should be allowed to approve per client?
Ideally one named person. Multiple equal approvers create conflicting feedback.
What happens if a deadline passes without a client response?
Define a rule up front such as “silent approval after X days” and state it in the proposal.
Should technical sign-off happen before or after launch?
Before, on a staging environment, so bugs don't become visible live.
How do I document the final sign-off in a defensible way?
In writing, with date, version and the approver's name, referencing the closed note list.