GoHighLevel provides everything marketing agencies need to manage multiple clients from one platform. Instead of managing separate tools for CRM, email marketing, funnels, and scheduling, you combine everything into a single system designed specifically for agency operations.
This guide shows you exactly how to deploy GoHighLevel in your agency, from initial setup through client onboarding and team training.
How to Start an Agency With GoHighLevel
Step 1: Choose Your Plan and Set Up Your Agency Account
Start by creating a GoHighLevel account and selecting the right plan for your agency size.
The Unlimited plan at $297/month works for most agencies since it includes unlimited sub-accounts. If you’re planning to resell GoHighLevel as your own software, choose Agency Pro at $497/month for SaaS Mode capabilities.
You can sign up using my affiliate link for an extended 30-day trial instead of the standard 14-day trial.
After creating your account, you’ll land in the Agency View. This is your master control panel where you manage all client sub-accounts, team members, and agency-wide settings.
Complete Your Agency Profile
Go to Settings > Company Settings and fill in your agency information, including business name, address, phone number, and website. Upload your agency logo that will appear throughout the platform.
If you’re on Unlimited or Agency Pro, configure your white-label settings here. Add your custom domain (like app.youragency.com), so clients access the platform through your branded URL instead of GoHighLevel’s domain.
Step 2: Connect Essential Integrations
Before creating client accounts, connect the core integrations you’ll use across your agency.
Payment Processor
Navigate to Settings > Integrations and connect Stripe (most recommended) or your preferred payment gateway. This enables payment collection across all client accounts. Each client can later connect their own Stripe account, or you can use your agency account to process payments on their behalf.
Calendar Systems
Connect Google Calendar and/or Outlook under Settings > Integrations. This allows appointment scheduling to sync with your team’s calendars, preventing double-bookings.
Social Media Platforms
Connect Facebook, Instagram, LinkedIn, and other social platforms you’ll use for client campaigns. These connections enable the Social Planner, ad management, and social messaging features.
Step 3: Set Up Your Team Structure
Add team members who’ll be working in client accounts.
Go to Settings > My Staff and click Add Employee. Enter their name, email, and contact information. Set their user type to “Agency” for full agency-level access or “Account” for sub-account specific access.
Configure Permissions
For each team member, toggle permissions for different platform areas. Your account managers might need full access, while your content creators only need Social Planner access. Your sales team might see pipelines but not billing settings.
This granular control ensures team members access exactly what they need without exposing sensitive client information unnecessarily.
Step 4: Create Your First Sub-Account
Sub-accounts are isolated workspaces for each client. Let’s create one to understand the process.
From Agency View, click “Sub-Accounts” in the left menu, then click “Add Sub-Account” in the top right.
You’ll see two options: load from a Snapshot (template) or start blank. For your first account, choose blank so you understand the complete setup process. Later, you’ll use Snapshots to speed up onboarding.
Enter the client’s business information, including name, address, phone number, website, and timezone. This information populates throughout their account.
Click “Create Sub-Account.” Within seconds, the new client workspace appears in your sub-accounts list.
Step 5: Configure the Client Sub-Account
Click into the newly created sub-account. You’re now operating inside that client’s workspace.
Set Up Business Settings
Go to Settings > Business Profile and verify all information is correct. Add the client’s logo, business hours, and any additional details specific to their operation.
Connect Client-Specific Integrations
If the client has their own Stripe account, connect it under Settings > Integrations. Same for their Google Calendar, Facebook Business Page, or other platform-specific accounts.
This keeps their payment processing and social media management under their control rather than running through your agency accounts.
Create Custom Fields
Navigate to Settings > Custom Fields. Create fields relevant to this client’s business. For real estate, you might add fields like “Property Interest,” “Budget Range,” and “Preferred Location.” For dental practices, fields like “Insurance Provider” and “Last Visit Date” make sense.
These custom fields let you segment contacts and personalize communications based on client-specific data points.
Step 6: Build Your First Pipeline
Pipelines track where prospects are in the sales process.
Go to Opportunities > Pipelines and click Create Pipeline. Name it based on the client’s sales process (like “Real Estate Buyer Pipeline” or “New Patient Pipeline”).
Add stages that reflect how this client actually moves prospects through their funnel. Common stages include New Lead, Contacted, Qualified, Proposal Sent, Negotiation, Closed Won, and Closed Lost.
For each stage, set the expected value and probability percentage. This helps forecast revenue based on pipeline health.
Click into each stage and configure stage-specific automations. For example, when an opportunity enters “Proposal Sent,” automatically create a task to follow up in 48 hours.
Step 7: Create Lead Capture Forms
Forms are how you capture contact information and feed leads into the CRM.
Navigate to Sites > Forms and click Create Form. Use the drag-and-drop builder to add fields you need (name, email, phone, custom fields).
Configure form settings including where submissions go (which pipeline stage), what tags to apply, and which workflow to trigger upon submission.
Publish the form and grab the embed code. You can add this to the client’s website, or use the standalone form link for paid advertising campaigns.
Test the form by submitting a test entry and verifying the contact appears correctly in the CRM with proper tags and pipeline placement.
Step 8: Build Your First Funnel
Funnels are complete marketing campaigns with landing pages, forms, and follow-up sequences.
Go to Sites > Funnels and click Create Funnel. Choose a template from the library or start from scratch.
The funnel builder lets you create multiple pages (landing page, thank you page, application page, etc.) that are linked together in a conversion flow.
Use the drag-and-drop page builder to customize design, add your client’s branding, modify copy, and configure form submissions to feed into the appropriate pipeline.
Connect the funnel to a custom domain (client’s existing website or a new domain purchased for campaigns).
Test the entire funnel flow from landing page through form submission to thank you page, verifying contacts are captured correctly.
Step 9: Create Email and SMS Templates
Build reusable templates for client communications.
Email Templates
Navigate to Marketing > Templates and click Create Email Template. Design emails for common scenarios like welcome messages, appointment confirmations, follow-ups, and promotional campaigns.
Use merge tags to personalize emails with contact names, appointment times, custom field data, and other dynamic information.
SMS Templates
Go to Marketing > Templates and create SMS templates. Keep messages concise (ideally under 160 characters to avoid multi-segment charges).
Common SMS templates include appointment reminders, quick follow-ups, review requests, and confirmation messages.
Save these templates for reuse across workflows and manual sending.
Step 10: Build Automation Workflows
Workflows automate repetitive marketing and communication tasks.
Go to Automation > Workflows and click Create Workflow. Give it a descriptive name like “New Lead Follow-Up” or “Appointment Reminder Sequence.”
Set the Trigger
Choose what starts this workflow. Common triggers include form submission, tag added, opportunity stage change, appointment booked, or specific date/time.
Add Actions
After the trigger, add actions that execute automatically. Actions include sending emails, sending SMS messages, adding/removing tags, creating tasks, updating pipeline stages, and waiting specified time periods between actions.
Example New Lead Workflow:
- Trigger: Form submitted
- Action: Send welcome SMS immediately
- Action: Wait 2 minutes
- Action: Send welcome email
- Action: Wait 1 day
- Action: Send follow-up SMS asking if they have questions
- Action: Create task for sales team to call if no response in 2 days
Build workflows for common scenarios including new lead follow-up, appointment reminders, post-service review requests, and cold lead re-engagement.
Test each workflow thoroughly before activating for real contacts.
Step 11: Set Up the Calendar System
Calendars handle appointment scheduling and booking.
Navigate to Calendars and click Create Calendar. Name it based on its purpose (like “Discovery Calls” or “Service Appointments”).
Configure Availability
Set the days and times when appointments can be booked. Add buffer times between appointments if the client needs travel time or prep time.
Enable team scheduling if multiple people handle appointments, choosing between round-robin (distribute evenly) or collective (all team members must be available).
Set Up Notifications
Configure automated reminders sent via SMS and email. Standard setup includes 24-hour reminder, 1-hour reminder, and immediate confirmation.
Connect Payment Collection
Enable payment collection at booking to reduce no-shows. Set whether you require a deposit or full payment upfront.
Add the calendar booking link to the client’s website, email signatures, and marketing materials.
Step 12: Create Your Agency Snapshot Template
Now that you’ve built a complete client setup, save it as a Snapshot for future use.
From Agency View, go to Settings > Snapshots and click Create Snapshot.
Name your Snapshot descriptively (like “Real Estate Agent Full Setup V1”).
Select the sub-account you just configured as the source.
Choose which assets to include. For a complete template, select all funnels, workflows, forms, pipelines, calendars, templates, and settings.
Click Create. The Snapshot processes and appears in your My Snapshots library within a few minutes.
Future Client Onboarding
When you onboard your next client, instead of rebuilding everything, you simply create a new sub-account and load your Snapshot during creation. The entire setup deploys automatically in under 10 minutes.
Customize the Snapshot with client-specific branding, information, and any unique requirements, but all the structural work is already complete.
Step 13: Configure White-Label Branding (Unlimited/Pro Plans)
If you’re on Unlimited or Agency Pro, set up your white-label domain and branding.
Custom Domain Setup
Go to Settings > Domains and add your custom domain (like app.youragency.com). Follow the DNS configuration instructions to point your domain to GoHighLevel’s servers.
Once verified, set this as your default domain. All client logins now use your branded URL.
Desktop App Customization
Navigate to Settings > White Label Settings and upload your agency logo, set brand colors, and configure the login page appearance.
Clients accessing the platform see your branding throughout, never GoHighLevel’s.
Mobile App (Agency Pro Only)
Agency Pro users can create fully branded iOS and Android apps. There are setup fees and quarterly hosting charges, but clients download your app from app stores with your company name and logo.
Step 14: Set Up SaaS Mode (Agency Pro Only)
If you’re reselling GoHighLevel as your own software, configure SaaS Mode.
Go to Settings > SaaS Configurator and click Enable SaaS Mode.
Create Pricing Plans
Build different subscription tiers (Basic, Professional, Premium) with different features and prices. For each plan:
- Set the monthly price
- Choose which features to include (calendars, funnels, workflows, AI tools, etc.)
- Configure user limits and other restrictions
Connect Stripe for Automated Billing
Link your Stripe account to handle subscription payments. When clients sign up, Stripe automatically processes payments, creates their sub-account, provisions features, and sends login credentials.
Build Your Sales Page
Create a landing page showcasing your pricing tiers. When prospects select a plan and complete payment, everything happens automatically.
Step 15: Train Your Team
Schedule training sessions for your team covering essential workflows.
For Account Managers:
- Navigating between sub-accounts
- Managing client contacts and pipelines
- Creating and sending campaigns
- Reading reports and analytics
For Content Creators:
- Using the Social Planner
- Building emails and landing pages
- Creating templates and assets
For Sales Team:
- Managing opportunities and pipelines
- Scheduling appointments
- Following up with leads
Record these training sessions for future team members and create written documentation of standard operating procedures.
Step 16: Onboard Your First Client
With everything configured, onboard your first real client.
Create their sub-account by loading your Snapshot template. Customize with their specific information, branding, and business details.
Connect their integrations (Stripe, Google, Facebook, etc.).
Import their existing contacts via CSV or from their current CRM.
Set up their specific campaigns and funnels.
Provide them with login credentials if they’ll access the platform directly, or explain that you’ll manage everything on their behalf.
Train them on features they’ll use (like the conversation inbox or calendar).
Step 17: Monitor and Optimize
After activating client accounts, monitor performance regularly.
Check the Agency View dashboard weekly to see metrics across all clients including total contacts, active conversations, opportunities in pipelines, and appointment bookings.
Review individual client accounts monthly to optimize workflows, update templates, refresh campaigns, and ensure automation is performing correctly.
Use the reporting features to demonstrate ROI to clients through scheduled automated reports.
Common Mistakes to Avoid
Skipping Test Workflows
Always test workflows with dummy contacts before activating them for real leads. Broken workflows damage client relationships and waste leads.
Not Documenting Processes
As you build systems, document what you’re doing. Six months later when you need to troubleshoot or train someone, documentation saves massive time.
Overcomplicating Initial Setups
Start simple. Get basic lead capture, follow-up, and appointment booking working before adding advanced features. Complex systems are harder to troubleshoot and maintain.
Forgetting to Customize Snapshots
When loading Snapshots for new clients, remember to customize client-specific details like business name, contact information, and branding. Don’t deploy templates with placeholder information.
Getting Help When Stuck
Join the GoHighLevel Facebook community with over 18,000 agency owners. Search for your question before posting, as it’s likely been answered already.
Use the Help Center documentation at help.gohighlevel.com for step-by-step guides and video tutorials.
Access 24/7 chat support through the platform for technical issues or specific questions.
Consider hiring a GoHighLevel specialist for initial setup if you’re not technically inclined. They’ll configure your agency structure faster and train your team on best practices.
GoHighLevel for Agencies: Final Words
Deploying GoHighLevel for an agency requires methodical implementation. Don’t try to learn everything simultaneously. Focus on core functions first: sub-accounts, contacts, basic workflows, and calendars.
Add complexity gradually as you master fundamentals. Build your first Snapshot after successfully setting up 2-3 clients manually. Enable SaaS Mode after validating that clients will actually pay for software subscriptions.
The agencies succeeding most with GoHighLevel treat it as infrastructure worth investing time to master, not just another tool to dabble with. Commit to learning the platform thoroughly, and the operational transformation justifies the initial effort many times over.