How to Create an Approval Workflow That Doesn't Slow Projects Down

Approval workflows can kill project momentum. A deliverable is ready. It needs three approvals.

One stakeholder is out of office. Another needs changes. The third has feedback.

Now it's back to you. Then it goes back to them. Two weeks later you're still revising.

A bad approval process turns a simple project into a nightmare. A good one keeps things moving and prevents the constant back-and-forth.

The difference is structure. A well-designed workflow clarifies who approves, when, and what happens if there's disagreement. It removes ambiguity and keeps things progressing.

Define Your Approval Stages

Different deliverables need different levels of approval.

Low-stakes items (blog post, internal document, routine update) might need one approval from the stakeholder.

Medium-stakes items (design direction, campaign strategy, major change) might need approvals from two or three people - the stakeholder, their manager, and maybe a third party.

High-stakes items (brand change, major investment, external-facing decision) might need broader approval.

Define these tiers upfront so you're not guessing.

"This blog post needs your approval only. This website redesign needs your approval and your CEO's approval."

Identify the Decision-Maker

In every approval workflow, someone has the final say.

That person needs to be clear upfront. "If there's disagreement, this person decides."

If you don't have a clear decision-maker, you'll get stuck in loops where different people have conflicting feedback.

Make sure the decision-maker knows they have this role. You don't want to spring it on them.

Set Parallel vs. Sequential Approvals

There are two ways to structure approval:

Sequential: Stakeholder A approves, then it goes to Stakeholder B.

This takes longer but ensures everyone reviews it step-by-step.

Parallel: All stakeholders review at the same time.

This is faster but can create conflicting feedback.

For most projects, parallel is better. Send it to all stakeholders at once, set a deadline, and consolidate feedback.

If they need to review sequentially (for example, the designer approves before the CEO), make that clear.

Set Approval Deadlines

The biggest cause of approval delays is no deadline.

You send something for approval, they think "I'll get to this later," and later never comes.

Always set a deadline. "I need approval by Friday so we can move to the next phase."

A deadline creates urgency. People will prioritize it.

Make sure the deadline is realistic - give them 3-5 business days minimum for standard approvals, more for complex items.

Provide Clear Review Instructions

Don't just send something for approval and hope they know what to look for.

Tell them what they're reviewing and what you need from them.

"Here's the website design. Please review for:

1. Brand alignment - does this feel like us?

Messaging - is the copy clear and compelling? User flow - can visitors find what they need?

Please provide feedback by Friday. Feedback format: what you like, what doesn't work, what would you change?"

This guides their review and usually gets better feedback.

Manage Conflicting Feedback

When you get approval from multiple people, they might disagree.

Don't try to incorporate all feedback - that creates a Frankenstein product.

Instead, gather all feedback and identify the themes.

"I got feedback from 4 people. 3 said the layout feels too busy.

2 said the colors are too muted. 1 said the copy is confusing."

Surface the biggest consensus issues.

Then present options to the decision-maker. "The main feedback is that the layout feels busy.

Here are three ways we could simplify it. Which direction do you prefer?"

The decision-maker chooses, and you move forward.

Use a PM Tool for Approval

Don't pass approvals back and forth via email.

Use a PM tool or shared workspace where everyone can see the deliverable and add comments.

This creates a visible record of feedback. Everyone can see what others said.

It also speeds things up - they're not waiting for emails. They see it, comment, move on.

Tools like Asana, Monday.com, or even Google Docs allow comments and approval workflows.

Revision Limits Prevent Endless Loops

One of the biggest approval problems is endless revisions.

Someone approves it, then sees the revision and wants to change it again.

Set revision limits upfront. "Two rounds of revision are included in the scope. Additional revisions are a change order."

This forces decision-making instead of endless tweaking.

After the first revision round, feedback is usually minor. Set the limit to keep things moving.

Get Verbal Approval When Possible

Written approval creates a record, but it's slower.

When possible, get verbal approval on a call.

"Here's the design. What do you think?" You're on the call, they give feedback in real-time, you clarify as you go.

Then follow up with an email confirmation. "Per our call on Friday, you approved the design with adjustments to [X]. I'll implement those and send you the revised version by Wednesday."

This combines speed with documentation.

Build In Review Time

Plan your timeline assuming approval will take time.

Don't assume they'll approve in 24 hours. Give them 3-5 days.

If they approve faster, great. You're ahead. If they need the full time, you're on schedule.

Under-planning for approval delays is a common cause of missed deadlines.

Escalate If Approval Is Stuck

If approvals are stuck, escalate.

"I've sent this for approval and haven't heard back in X days. This is pushing us past our timeline. Can you prioritize this or let me know what's holding it up?"

Usually this lights a fire and gets approval moving.

FAQ

How many people should be in an approval workflow? As few as possible. More people means more delay and more conflicting feedback. Usually 1-3 is right.

What if someone approves it and then changes their mind? Document it. "You approved this on [date]. If you want to change it, that's a revision request."

Should I charge for approval time? No. Approval is part of project delivery. But if they're taking unreasonably long, you might delay your timeline.

What if one stakeholder keeps rejecting it? Find out why. Maybe they have legitimate concerns. Maybe they just don't like it. If everyone else approved, you might move forward anyway.

Can I approve on behalf of my client? No. That's not your role. But you can recommend which direction you think is best.

What if they approve something that I think is a mistake? You warned them upfront. If they approved it, it's their choice. Move forward.

Should approval workflows be different for different clients? Yes. Some clients want everything approved formally. Others are just "sounds good go ahead." Match their style.

How do I prevent approval requests from disappearing in email? Use a PM tool or shared document instead of email for approvals. Email approvals get lost.