Free Checklist

The GoHighLevel Agency Setup Checklist

37 steps from zero to your first paying client — sub-accounts, automations, snapshots, and prospecting scripts all included. Tick off each step as you go; your progress is saved in your browser.

By George Brown · Creator of the GHL Agency Setup Checklist · Updated July 2026

Work through the phases in order — each builds on the last. Most agencies complete the full setup for one client in 6–8 hours. Prefer paper? Get the printable PDF.

Phase 1 — Account & Sub-Account Setup

0/8 done

Steps 1–8 · Estimated time: 60–90 minutes

1. Sign up for GoHighLevel (if not already) Use the Bootcamp trial link for the extended 14-day free trial with full onboarding support. This gives you access to the complete platform including SaaS mode.

💡 Pro tip: Use our link for the Bootcamp trial — it includes training not available with the standard 14-day trial.

2. Create a new Sub-Account for your client Go to Agency Dashboard > Sub-Accounts > Add Sub-Account. Enter client business name, address, time zone, and industry. This creates a fully isolated environment for the client.

3. Connect a Twilio sub-account for SMS/calls Go to Settings > Phone Numbers > Twilio. Create a sub-account in Twilio, copy the Account SID and Auth Token, and connect it in GHL. Budget approximately $20–40/month per client for SMS/call credits.

💡 Pro tip: Use a local area code number matching the client's city — significantly improves answer rates.

4. Provision a dedicated phone number Inside the Twilio connection, provision a local number. This will be used for missed-call text-back, SMS campaigns, and the AI voice agent. Confirm it can send/receive both SMS and calls.

5. Set up the client's email sending domain Go to Settings > Email Services. Add the client's domain (e.g. clientname.com), follow the DNS verification steps, and confirm sending is active. Use a subdomain like mail.clientname.com to protect the root domain reputation.

💡 Pro tip: Never send bulk email from a cold domain. Warm it up over 2 weeks with low-volume sends first.

6. Import the industry snapshot Go to Agency Dashboard > Snapshots. Search for the relevant industry (dental, roofing, HVAC etc.). Load it into the sub-account. This imports pre-built funnels, automations, email templates, pipelines, and calendars in one click.

7. Connect Google Business Profile Go to Settings > Integrations > Google My Business. Connect the client's Google Business Profile. This enables review monitoring and the ability to respond to Google reviews inside GHL.

💡 Pro tip: Make sure the client has admin access to their GBP before the call — it often takes 24hrs to verify.

8. Set up the GHL calendar Go to Calendars > Create Calendar. Set up availability hours, buffer times between appointments, max bookings per day, and confirmation/reminder settings. Connect to the client's existing Google Calendar if they use it for two-way sync.

Phase 2 — Core Automation Workflows

0/8 done

Steps 9–16 · Estimated time: 90–120 minutes

9. Build the missed-call text-back automation Go to Automations > Create Workflow. Trigger: Missed Call. Action: Send SMS within 60 seconds. Message: "Hi [First Name], sorry we missed your call! Would you like to book an appointment? Reply YES for a link."

💡 Pro tip: Test by calling the number from a personal phone and confirming the SMS fires within 60 seconds.

10. Build the appointment confirmation sequence Create a 3-message sequence: (1) Email confirmation immediately after booking, (2) SMS reminder 24hrs before with one-click reschedule link, (3) Final SMS 2hrs before. This is the single most effective no-show reducer.

11. Build the post-job review request workflow Trigger: Job/appointment marked complete in CRM. Wait: 4 hours. Action: Send SMS with direct Google review link. Wait: 48 hours (if no review). Action: Send follow-up email. Install this before launching any other campaign.

💡 Pro tip: Direct links (maps.app.goo.gl/...) convert far better than links to your profile page.

12. Build the lead follow-up sequence (6-touch) New lead trigger → Immediate SMS + email → Day 1 email → Day 3 SMS → Day 7 email → Day 14 SMS → Day 30 "last chance" email. Most competitors give up after 1 attempt. This sequence keeps converting leads weeks after initial contact.

13. Set up the reactivation campaign Filter: Contacts who have not booked in 6+ months. Monthly send: "It’s been a while — we’d love to see you back." Include a specific offer or incentive.

💡 Pro tip: Segment by last-visit date for personalisation. "6 months ago" feels more personal than "a while".

14. Build the new lead notification to client Every time a new lead comes in, the client should get an instant SMS and email notification with the lead's name, number, and source. Set this up in the same workflow as the lead follow-up sequence. Clients love seeing this in real time.

15. Set up the AI chatbot on the client website/funnel Go to Sites > Chat Widget. Customise with client branding, name, and opening message. Train it on FAQs (hours, pricing range, service area, booking process). Enable the "book appointment" intent so it can capture leads directly in chat.

16. Configure and test the AI Voice Agent Go to Settings > AI Employee > Voice Agent. Create the agent, write the prompt (see our full setup guide), connect the calendar, set live transfer rules, and assign to the client's dedicated phone number. Test with 3–4 call scenarios before going live.

💡 Pro tip: Keep prompts under 600 words. Long prompts cause hesitation in responses.

Not on GoHighLevel yet?

Every step in this checklist runs inside GoHighLevel. Our Bootcamp link gets you a 30-day extended trial (standard is 14 days) with onboarding training included.

Get the 30-Day Extended Trial →

Affiliate link — commission at no cost to you

Phase 3 — Funnels & Website

0/6 done

Steps 17–22 · Estimated time: 60–90 minutes

17. Build or import the lead capture funnel Go to Sites > Funnels. The industry snapshot should have included a pre-built funnel — customise it with the client’s branding, photos, copy, and offer. Connect the form submissions to the "New Lead" pipeline stage and trigger the lead follow-up sequence.

18. Set up the thank-you page and confirmation email After form submission, redirect to a branded thank-you page. Immediately trigger a confirmation email: what happens next, when to expect a call, and any preparation instructions. This sets expectations and reduces no-shows.

19. Connect the funnel domain Go to Settings > Domains. Add a subdomain (e.g. book.clientname.com) and follow the DNS setup instructions. Point it to the funnel. Test form submission end-to-end before going live.

💡 Pro tip: Use a branded subdomain — funnels on generic GHL domains look unpolished and reduce trust.

20. Build the website (if needed) Go to Sites > Websites. The snapshot may include a starter site. Customise with client branding, services, Google reviews widget, and contact form. For most local businesses, a clean 3-page site (Home, Services, Contact) is sufficient at launch.

21. Set up the booking/appointment page Create a public booking page using the calendar you configured in Step 8. Add it as a page in the funnel and website. Test by booking a test appointment yourself and confirming the confirmation sequence fires.

22. Install the chat widget on the website Copy the chat widget code from Sites > Chat Widget and add it to the website. If the client has a separate website (WordPress etc.), provide the embed code. Confirm it appears on both desktop and mobile.

Phase 4 — Reputation Management

0/5 done

Steps 23–27 · Estimated time: 30–45 minutes

23. Connect Google Business Profile for review monitoring If not done in Step 7, connect the GBP now. Go to Settings > Integrations. Confirm reviews are appearing in the Reputation > Reviews dashboard.

24. Activate the review request workflow Confirm the workflow from Step 11 is active and connected to the correct trigger. Send a test by manually triggering it for a dummy contact. Confirm the SMS fires and the review link works on mobile.

💡 Pro tip: Test the Google review link from an iPhone AND an Android. They render differently.

25. Set up review response alerts Go to Reputation > Settings. Enable instant notifications for any review under 4 stars. This allows you (or the client) to respond quickly before negative sentiment spreads. Configure who gets the alert — you, the client, or both.

26. Create review response templates Go to Reputation > Response Templates. Create 3 templates: (1) 5-star positive response, (2) 4-star moderate response, (3) Sub-4-star recovery response. The AI suggest feature can draft these — edit to match the client’s tone.

27. Set up the referral request sequence Create a workflow: Trigger = job marked complete + 30 days elapsed. Send SMS: "Know anyone who needs [service]? We’ll give you $X for every referral that books."

Phase 5 — CRM & Pipeline Setup

0/4 done

Steps 28–31 · Estimated time: 30 minutes

28. Set up the sales pipeline stages Go to CRM > Pipelines. The snapshot will have a default pipeline — customise the stages to match the client's actual sales process. Typical stages: New Lead > Contacted > Appointment Booked > Quote Sent > Job Won > Job Complete > Review Requested.

29. Connect all lead sources to the CRM Google Ads → connect via GHL's Google Ads integration. Facebook Ads → connect via the Leads integration. Website form → already connected from Step 17. Manual/phone leads → show the client how to add them manually or via the mobile app.

💡 Pro tip: Install the GHL mobile app on the client's phone so they can manage leads on the go.

30. Import existing contacts Export the current customer list from wherever it lives (spreadsheet, old CRM, Gmail). Clean the CSV: ensure it has first name, last name, email, phone, and last-visit date. Import via Contacts > Import. Tag them "Existing Customer" for the reactivation campaign.

31. Train the client on the mobile app and pipeline Walk through: how to see new leads, how to move contacts through the pipeline, how to see the review dashboard, and how to check automation activity. 30 minutes is enough for most clients. Record a Loom for reference.

💡 Pro tip: The less the client needs to do manually, the stickier your retainer. Automate as much as possible.

Phase 6 — Reporting & Client Retention

0/3 done

Steps 32–34 · Estimated time: 30 minutes

32. Set up the monthly reporting snapshot Go to Reporting. Configure the dashboard to show: new leads this month, contact rate, appointments booked, reviews collected, review rating. Screenshot or export this each month as part of your client report.

33. Create a 30-day results email Schedule an automated internal email to yourself 30 days after client onboarding. Include: leads generated, no-show rate, reviews added, reply rates. Use these numbers in a short client call — it’s your upsell opportunity.

💡 Pro tip: Clients who see clear ROI data in month one rarely churn. Make this a non-negotiable.

34. Build the client retention check-in sequence Every 90 days: automated internal reminder to check in with the client. Agenda: what’s working, what to optimise, what to add next. Consistent check-ins are how small retainers grow into bigger ones over time.

Phase 7 — Prospecting & Landing New Clients

0/3 done

Steps 35–37 · Estimated time: Ongoing

35. Build your agency's own GoHighLevel prospecting funnel Your agency should have its own GHL sub-account with a prospecting funnel. Offer a free audit, a checklist download, or a "what’s your Google review score" widget as a lead magnet. This is how you fill your own pipeline using the same system you sell.

36. Create a 3-email cold outreach sequence for your niche Email 1 (Day 1): a specific observation about their business. Email 2 (Day 3): relevant proof of results. Email 3 (Day 7): a simple ask ("Worth a 15-min call?"). Personalisation beats volume every time.

💡 Pro tip: Use GHL's own email sequences to send your prospecting emails — eat your own cooking.

37. Document your first result and build a case study After 60–90 days with your first client, document the results: reviews added, leads contacted, appointments booked, revenue impact. Anonymise if needed. Add it to your website and prospecting emails. One real case study closes more clients than any amount of cold outreach.

💡 Pro tip: A simple PDF or one-page Google Doc case study is enough. Done beats perfect.

Not on GoHighLevel yet?

Every step in this checklist runs inside GoHighLevel. Our Bootcamp link gets you a 30-day extended trial (standard is 14 days) with onboarding training included.

Get the 30-Day Extended Trial →

Affiliate link — commission at no cost to you

📋

Want the printable PDF version?

The same 37 steps in a clean, printable format — delivered to your inbox. One email, no list, no follow-ups.

No spam. Unsubscribe anytime. Privacy Policy

TUTORIAL

Complete GHL Tutorial →

GUIDE

Workflows & Automations →

TOOL

True Cost Calculator →

REVIEW

Full GHL Review 2026 →