Set up your company's sub-account locations with accurate company information so communications, reporting, and system logic function correctly. Updating these fields in the Business Profile ensures the information automatically populates across emails, templates, automations, and compliance footers.

Account details
● Business name and legal entity name
● Physical address and business phone number
● Main domain (used for branding and sending identity)
● Primary time zone, Currency and locale.

Global defaults
● From name

● Support email address

● Reply-to email

● Business contact number

● Company address for compliance

This stage defines the database architecture that determines how information is stored, organised, filtered, and used across the HighLevel system. A properly structured CRM ensures accurate reporting, reliable automation, and scalable data management.

Data is stored in record fields, which sit within tables (objects) in the HighLevel database. HighLevel includes both standard and custom fields, as well as standard and custom objects. Fields should be organised according to the object they apply to. Field structure by record type:

● Contact object fields — used for segmentation, filtering, personalisation, and automation
● Company object fields — used for account-level data, firmographic insights, and B2B reporting
● Opportunity object fields — used for pipeline tracking, forecasting, qualification, and revenue reporting
● Ticket or service object fields — used for fulfilment tracking, support workflows, and service delivery management

● Standard fields: Ensure the standard fields are used correctly across the account and organised into set folders, such as: first name, last name, email, phone, lead source, owner, follower, timezone, opportunity name, value, company name and more.

● Custom fields: Custom fields enable the system to capture information specific to a company's unique business model, rather than relying solely on default fields. These fields support segmentation, reporting, automation logic, and pipeline tracking.

Naming and data standards to ensure long-term usability and consistency:

● Use clear, descriptive field names.

● Apply a consistent naming convention across all record types.

● Avoid duplicate or similar fields that create reporting conflicts.

● Define the purpose of each field before creating it.

Tags are a classification framework used to organise contacts, segment audiences, and trigger automation reliably. Establishing consistent standards ensures records can be filtered accurately, reporting reflects true business status, and workflows can be completed correctly. A structured tagging and lead lifecycle framework forms the organisational logic layer of your CRM. When implemented correctly, it enables precise segmentation, dependable automation triggers, and clear visibility into how contacts move through the customer journey.

To ensure consistency and long-term reliability, the following actions should be completed:

● Define a clear tagging taxonomy covering key categories such as lead type, lifecycle stage, engagement status, product/service interest, and lead source
● Establish standardised naming conventions (e.g. Type: Lead, Status: Customer, Source: Paid Ads) to ensure consistency across all users

● Create and document lifecycle stages that reflect your actual customer journey (e.g. Lead, Prospect, Opportunity, Customer, Lost)

● Apply tags systematically at key points, including lead capture, qualification, conversion, and post-sale activity

● Configure automation workflows to add, update, or remove tags based on behaviour, actions, or pipeline movement

● Implement rules to prevent duplicate or conflicting tags that could impact segmentation and reporting accuracy

● Train users on when and how to apply tags correctly to maintain consistency across the system

● Audit and clean tags regularly to remove unused, duplicate, or inconsistent entries

● Align tags with smart lists, filters, and reporting to ensure segmentation remains accurate and actionable

Consistency is essential, ensuring all users apply tags using the same logic and definitions so that lists, filters, and automations remain accurate and dependable. Example formats include: Type: Lead, Status: Customer, Source: Paid Ads, Hot Lead, Prospect, VIP Customer

This phase defines how contacts progress through the customer journey, ensuring consistent tracking, automation, and reporting.

Stage Definition:

● Define lifecycle stages (e.g. Lead, MQL, SQL, Customer)

● Include post-sale stages (e.g. At-Risk, Churn Risk)

● Align stages to the actual customer journey

This phase ensures the CRM is configured to receive, structure, and track incoming leads accurately from all sources.

Intake Source Setup

● Connect lead sources (form, calendar, integration)

● Define how leads enter the CRM (intake method)

Form & Field Configuration

● Create or connect a standard lead capture form

● Capture essential fields (name, email, phone)

● Include required custom fields

● Ensure fields map correctly to CRM structure

Lead Flow Configuration

● Configure automatic contact creation

● Assign tags (e.g. lead source)

● Create opportunity in pipeline (if applicable)

● Assign owner if required

Testing & Validation

● Submit test lead via the intake source

● Confirm a single contact record is created

● Verify field mapping and data accuracy

● Check tags, pipeline stage, and ownership

● Validate automation triggers (if applied)

During the initial onboarding phase, workflows should be kept minimal and focused. The priority is a single, reliable inbound workflow that manages new leads from entry through to initial progression, ensuring consistent handling without unnecessary complexity.

It is recommended to begin with a more manual approach and gradually introduce automation over time. This allows processes to be defined, validated, and refined before scaling, ensuring automation enhances operations rather than simply adding complexity. (The exception applies where mission-critical processes—such as those replicated from a legacy CRM—must be maintained).

Inbound Workflow (Primary)

● Trigger on new lead (form, integration, or manual entry)

● Create or update contact record

● Assign owner (default or round-robin)

● Apply lead source tags

● Create opportunity in pipeline

● Set initial pipeline stage

Initial Communication

● Send confirmation email or SMS to lead

● Acknowledge enquiry and set expectations

● Notify assigned user of new lead

● Ensure fast speed-to-lead response

Task & Follow-Up

● Create initial follow-up task

● Assign task to opportunity owner

● Set task deadline (e.g. same day)

● Ensure all leads are contacted

Pipeline Progression

● Update opportunity stages based on actions

● Trigger simple stage updates where required

● Align pipeline movement with activity

● Avoid over-automation at this stage

Pipelines provide a structured way to track opportunities as they move through the sales or service process. Setting these up correctly ensures visibility into deal progress, consistent handling of leads, and accurate forecasting. Each pipeline should reflect the client’s real workflow rather than a generic template so that it mirrors how opportunities are actually managed.

● Pipeline structure
Create at least one primary pipeline that represents the sales journey. Typical stages might include New Lead, Contacted, Qualified, Proposal Sent, Negotiation, Won, and Lost. The stage names should match the client’s terminology and process so that teams can instantly understand deal status.

If the business has post-sale processes, a separate pipeline can be created for onboarding or fulfilment. For example, Intake, Kickoff Scheduled, Implementation, Live, and First Review. Separating sales from delivery pipelines keeps reporting clean and allows different teams to manage their own workflows without confusion.

● Stage configuration
Define each stage clearly and establish rules for how opportunities move between them. Transitions can be based on actions or conditions such as lead qualification, proposal acceptance, deal value updates, or scoring thresholds. This ensures opportunities progress consistently and prevents deals from skipping required steps.

Where needed, set permissions so only relevant users or teams can move opportunities between certain stages. This protects pipeline accuracy and prevents accidental status changes.

● Tasks, reminders, and automation logic
Assign default tasks or service level reminders to key stages. For example, a New Lead stage might automatically require follow-up within a specified number of hours. These rules ensure leads are handled promptly and consistently, improving response time and conversion performance.

Stages can also trigger automated actions such as task creation, notifications, or communications, allowing the pipeline to function as both a tracking tool and an operational workflow engine.

● Deal data configuration
Create opportunity-specific fields that support forecasting, reporting, and qualification. Examples include opportunity type, expected revenue, close date, product or service category, and probability. These fields provide structured data for analysing pipeline performance and predicting outcomes.

● Pipeline Review and validation

After setup, review the pipeline visually and test it by moving sample opportunities through each stage. Confirm that stage transitions behave correctly, required data fields appear where expected, permissions are respected, and any associated tasks or automations trigger properly. A properly configured pipeline system acts as the operational backbone of the CRM. It allows teams to monitor progress, manage workload, and forecast revenue with clarity while ensuring every opportunity follows a consistent, trackable path.

Custom Values are reusable placeholders used across emails, templates, workflows, forms, and pages to ensure consistency and reduce manual updates.

Examples:

● Define business name

● Add primary phone number

● Set support or contact email

● Add company address

● Upload logo (if applicable)

● Define key URLs (website, booking links)

This phase ensures users can quickly access key contact groups and prioritise actions without manually filtering data.

Default Smart List Views

● Create standard views (e.g. New Leads, Uncontacted Leads)

● Include Open Opportunities and Active Customers

● Add At-Risk or Stale Leads views

● Create time-based views (e.g. New Leads Today, Follow-ups Needed)

● Align views with daily operational priorities

Filter Configuration

● Apply consistent filtering logic across all lists

● Use lifecycle stage, tags, and owner

● Include last activity date for prioritisation

● Ensure filters reflect real business processes

View Management

● Save filters as preset views

● Pin key views for quick access

● Standardise naming conventions

● Ensure all users access the same views

Contact Segmentation

● Define core segments (e.g. customer type, lifecycle stage)

● Segment by engagement or behaviour

● Include demographic or firmographic criteria

● Align segments with reporting and automation

This phase connects and configures your company’s core communication channels so calls, texts, and emails can be sent, received, tracked, and automated directly within the system. Proper configuration ensures reliable delivery, accurate activity logging, regulatory compliance, and full visibility of all customer interactions.

● Phone setup
Acquire a dedicated phone number to enable inbound and outbound calling and SMS messaging. This can be a local or toll-free number, depending on your business needs. Connect the number to the built-in phone system so all calls and messages are automatically logged against contact records. Configure features such as caller ID, voicemail, forwarding, and call recording where required, ensuring that disclosure settings are enabled if recording is used.

● SMS configuration and compliance
Enable two-way SMS so messages can be sent and received directly within the CRM. Where registration or verification is required by carriers or regional regulations, complete this process early, as approval can take time and messaging capabilities may be limited until it is finished. If you plan to message existing contact databases, confirm that bulk messaging permissions are enabled so campaigns, follow-ups, and notifications can be sent while maintaining conversation history on each record.

● Missed-call automation
Activate automatic responses for missed calls so callers receive an instant reply if a call is not answered. Configure a default message appropriate to your business, such as confirmation that their enquiry has been received. This helps capture opportunities that might otherwise be lost and ensures all interactions are tracked automatically.

● Email infrastructure
Connect your email sending method using either SMTP or a native integration and verify sending functionality. Set up a dedicated sending domain (for example, mail.yourdomain.com) and confirm ownership by adding the required DNS records. Authentication protocols such as SPF, DKIM, and DMARC should be validated to improve deliverability and protect sender reputation. Ensure both inbound and outbound emails are logged so communication history is visible within each contact record.

● Email templates and compliance
Create baseline templates for common scenarios such as initial responses, follow-ups, appointment confirmations, and notifications. Templates should include dynamic personalisation fields, such as contact or company name, so messages automatically adapt to recipients. Configure a default email footer containing company details, unsubscribe links, and any legally required information for your region.

● Message Templates (Snippets)

Snippets enhance customer interactions with pre-designed messages (templates). Simplify responses to frequently asked questions and streamline communication, ensuring efficient and consistent engagement with your clients or customers.

This stage ensures that all team members who need access to the system are added correctly and assigned the appropriate permissions. Proper user configuration protects sensitive data, maintains operational control, and ensures each person can access only the tools and information relevant to their role.

● User account setup
Create accounts for all staff who will use the system, such as sales representatives, customer support staff, and administrators. Assign each user a role that reflects their responsibilities, for example, Admin, Standard User, or Support. Roles should be configured with suitable permissions so users can perform their tasks without accessing restricted or sensitive data.

● Permissions and access control
Define role-based access levels to control what each user can view, edit, or manage. This may include limiting visibility of contact details, financial information, or system settings for users who do not require that level of access. Applying structured permissions helps maintain data security and prevents accidental changes to important records or configurations.

● Security requirements
Enable two-factor authentication for all users to strengthen account security and reduce the risk of unauthorised access. This is particularly important for users with administrative permissions or access to sensitive information.

● User profiles and communication settings
Complete each user’s profile with their name, contact details, and any relevant business information. Configure their email signature so outgoing messages maintain consistent branding and professional presentation.

● Calendar integration and availability
Connect each user’s calendar (such as Google or Outlook) so availability can be synchronised.
Set meeting hours and scheduling preferences to prevent double-bookings and ensure appointments are only booked during valid time slots. Each user must log in to their account to authorise their personal calendar connection.

Properly configured users and permissions ensure the system remains secure, organised, and efficient, while giving each team member the access they need to perform their role effectively.

Configure default notification preferences for each user so they receive alerts via email, SMS, or in-app notifications for the required list of important events. such as assigned tasks, mentions, or call outcomes.

This stage ensures the system is configured to protect personal data, meet regulatory requirements, and maintain secure access for all users. Proper privacy and security settings reduce risk, support compliance obligations, and safeguard customer information.

● Compliance configuration
Set up consent tracking so the system records when and how contacts have granted permission to be contacted. Configure privacy settings to align with applicable data protection regulations, including rules for lawful processing and communication preferences.

● Data retention policies
Define how long contact data should be stored and when it should be archived or deleted. Establish automated or manual processes for removing outdated or unnecessary records so the database remains compliant and well-maintained.

These settings define how the CRM handles records and protects data.

● Contact handling: Decide whether duplicate contacts are allowed (important for B2B organisations where multiple contacts may share a phone number). Configure contact privacy and retention policies according to business or regulatory requirements.

● Operational preferences: Confirm time zone logic for scheduling and automation. Ensure account-wide defaults are consistent with internal processes.

During onboarding, the focus is on enabling basic, usable reporting rather than building a fully customised reporting framework. The priority is to establish clear visibility using standard dashboards and reports, with more advanced customisation completed later where required, such as during the implementation phase.

This provides clear visibility into performance, activity, and pipeline health, allowing results to be measured accurately over time. Proper reporting enables the business to monitor progress, identify opportunities for improvement, and make informed decisions based on real data.

Key Metrics (Initial Setup)

● Define core KPIs (e.g. leads, opportunities, pipeline value)

● Include basic conversion indicators (lead to opportunity, won deals)

● Track simple activity metrics (calls, emails, tasks)

● Align metrics to high-level business objectives

Basic Reports

● Enable standard pipeline and opportunity reports

● Track lead source at a basic level

● Monitor deal movement between stages

● Use default reporting where possible

Dashboards

● Configure a simple default dashboard

● Include key metrics (leads, open opportunities, revenue)

● Provide high-level visibility for users

● Avoid complex or role-specific dashboards at this stage

Data Visibility

● Ensure pipeline data is visible and accurate

● Confirm lead and opportunity tracking is working

● Enable basic source attribution

● Validate that reports reflect live data

Testing & Validation

● Review dashboard accuracy

● Confirm reports update correctly

● Validate pipeline and activity data

● Ensure users can access key views

Before importing contacts or activating campaigns, the domain infrastructure should be configured correctly. Proper domain and DNS setup ensures secure connections, strong email deliverability, accurate branding, and reliable system performance. Establishing this foundation early prevents technical issues later and protects the sender reputation.

● Primary domain and SSL
Connect the main domain used by the business and confirm that SSL is active. This ensures all links, pages, and communications are secure and trusted by browsers and email providers.

● Dedicated sending domain
Set up a dedicated sub-domain specifically for email sending, such as mail.yourdomain.com, inbox.yourdomain.com, or replies.yourdomain.com. Using a separate sending domain helps protect the reputation of the primary domain and reduces the likelihood of messages being filtered or flagged by email providers. After entering the chosen sub-domain in the system settings, verify ownership by adding the required DNS records at the domain host.

Authentication records such as SPF, DKIM, and DMARC should be validated to confirm domain legitimacy and improve deliverability. These records signal to receiving servers that messages are authorised and trustworthy.

● Branded link domain
Configure a branded domain, so system-generated links (for example, documents, contracts, invoices, and scheduling links) use a company-owned domain rather than a default platform domain. This is done by entering a branded sub-domain in the business profile settings and creating the required CNAME record in DNS. Once verified, all generated links will display the branded domain, providing a more professional and consistent experience.

● Domain activation considerations
If a website or funnel is being published to a connected domain, confirm whether the domain is currently in use. Connecting a domain that already hosts a live website may replace the existing site, so DNS changes should be planned carefully to avoid downtime or unintended overrides.

Proper domain configuration ensures secure connections, branded communication, strong deliverability, and a stable technical foundation for all CRM and marketing activity.

Custom objects are used to store structured data that does not naturally align with standard objects such as contacts, companies, or opportunities. Examples include vacancies, properties, projects, or tickets, where dedicated data structures are required for accurate tracking and reporting.

In most cases, custom objects are implemented after initial onboarding as part of the custom implementation phase. However, when migrating from an existing CRM, custom objects are included from the outset to ensure data integrity, continuity, and a clean transition into HighLevel.

● Object purpose and commercial role

● Field structure and data types
● Relationship mapping (Contact ↔ Company ↔ Custom Object)
● Required relational label identifiers
● Lifecycle logic and status progression
● Reporting requirements

● Record creation triggers

● Status-based automation

● Cross-object updates

● Notification logic

● Pipeline movement logic

● Attribution tagging

● Reporting visibility

This stage confirms that the system is fully configured, functioning correctly, and ready for live operation. Structured testing ensures all components work together reliably, data flows accurately, and users can depend on the platform for daily use.

● Automation validation
Review and test all workflows, triggers, and actions to ensure they execute as intended. Confirm automations activate under the correct conditions, update records accurately, send the right communications, and generate tasks or notifications where required.

● Data integrity checks
Run controlled tests for importing and exporting data such as contacts, opportunities, and 

tasks. Verify that fields map correctly, formatting remains consistent, and no information is lost or altered. This ensures the system can safely manage real operational data.

● Communication channel testing
Test all configured communication channels, including email, SMS, and calling where applicable. Confirm messages send and receive successfully, templates render properly, personalisation fields populate correctly, and all interactions are recorded on contact timelines.

● Pipeline and record verification
Move test contacts through pipelines and stages to confirm that status changes, automations, permissions, tags, and task triggers function as expected. This validates that lifecycle logic and ownership rules behave correctly.

● User access review
Check that each user role has the appropriate permissions and visibility. Ensure users can access the tools they need while restricted data remains protected according to role settings.

● End-to-end system test
Perform a full simulation using test records, from lead creation through communication, pipeline progression, and reporting. This verifies that the platform operates as a unified system rather than separate components.

A structured testing phase ensures the platform launches in a stable, accurate, and dependable state, providing confidence that workflows, communications, and data handling will perform correctly in real-world use.

By completing this structured scoping engagement, you will have:

● A clearly defined onboarding plan

● Structured data mapping and architecture

● Validated custom object framework

● Defined automation blueprint

● Identified optimisation opportunities

● Reduced implementation risk
● A fixed implementation scope for accurate pricing

This structured approach ensures strategic alignment, technical precision, and commercial clarity before any production build begins.