Case study · Lifecycle & Revenue

Lead follow-up in GoHighLevel that runs every step and only messages during business hours

When a lead fills in a form, it adds them to the pipeline, picks text and email or email only, runs a follow-up sequence over several days, and stops if they reply STOP.

The problem

A lead fills in a form, and for most small businesses the honest answer to what happens next is that someone gets to it eventually. Leads go cold in an inbox. Follow-up depends on a busy person remembering.

Texts go out at 11pm because nobody set rules around timing. A lead who says stop sometimes keeps getting messages, which is the fastest way to a complaint.

How it works

The workflow starts on the form submission. It creates an opportunity at New Lead, then checks whether the lead gave a phone number. Leads with a number get text and email. Leads without get email only.

GoHighLevel workflow builder zoomed out, showing the SMS and email follow-up sequence — The whole follow-up sequence.

Close-up of the routing condition: the callable path if phone is not empty, otherwise none, followed by create opportunity and the first SMS — The routing condition. A phone number means text and email.

The sequence then runs: an immediate text, a follow-up email, a second text with a booking link, and final email check-ins, spaced out with waits. As it runs, the opportunity moves from New Lead to Nurturing. GoHighLevel honours STOP replies, so a lead who opts out gets nothing more.

GoHighLevel workflow settings with a time window from 9am to 6pm, Monday to Friday — The business hours window. Messages wait for it.

A real run

A test lead submitted the form outside working hours. The workflow saw a phone number and chose the text and email path. The first text was held with the status Waiting until the next business window, instead of going out in the middle of the night.

GoHighLevel opportunities list showing two new leads in the Lead Generation pipeline, with contact names blurred — The new leads in the pipeline. Names are blurred.

What a person still handles

Replies from leads. The sequence starts the conversation, a person continues it.
Booking calls with leads who respond.
Adjusting the cadence, routing rules and stages.

Built with

GoHighLevel

GoHighLevel for everything: form capture, the workflow, the pipeline, SMS and email, business hours and opt outs. The calling step can be handed to an AI voice agent that phones the lead, asks qualifying questions and passes qualified leads to a person.

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