Before we build anything for a new client, we audit. Every single time, without exception. Because the most expensive mistake in GHL is building on top of a broken foundation.
Here's the exact 27-point checklist we use — organised into 5 categories. Use it to audit your own account, or book a free audit and we'll do it for you.
Category 1 — Pipeline & CRM (7 checks)
01
Pipeline stages match your actual sales process — not a generic template. Each stage should represent a real decision point.
02
No contacts sitting in "New Lead" for more than 48 hours — if they are, you have a speed-to-lead problem.
03
Deal values assigned to pipeline stages — required for revenue forecasting and identifying bottlenecks.
04
Contact tagging system in place — lead source, service interest, deal size, and stage history should all be tagged.
05
Duplicate contacts identified and merged — duplicates skew conversion data and cause double follow-up sequences.
06
"Lost" stage with re-engagement workflow — 20–30% of lost deals can be recovered with the right timing.
07
Custom fields capturing key lead data — at minimum: lead source, service interest, budget range, and decision timeline.
Category 2 — Automations (7 checks)
08
Missed-call text-back is active — the highest-ROI automation in GHL. If it's not running, you're losing leads daily.
09
New lead instant follow-up fires within 60 seconds — test this by submitting a test lead and timing the response.
10
Appointment confirmation + reminder sequence active — confirmation immediately, reminder 24hrs before, reminder 1hr before.
11
Review request automation fires post-service — within 2 hours of service completion for maximum response rate.
12
Stage-change automations on every pipeline stage — every stage move should trigger at least one automated action.
13
No broken workflows (check for errors in automation logs) — broken automations fail silently. Check the workflow execution log monthly.
14
Lead nurture drip sequence (7–14 days) active — most leads don't buy on day one. A nurture sequence keeps you top of mind.
Category 3 — Communications (5 checks)
15
Phone number verified and connected — test by calling the number and confirming it routes correctly.
16
Email sending domain authenticated (SPF, DKIM, DMARC) — unauthenticated email goes to spam. Check your email deliverability score.
17
Unsubscribe links in all email automations — required for CAN-SPAM compliance. Missing unsubscribes can get your account flagged.
18
SMS opt-out handling configured — contacts who reply STOP must be removed from SMS sequences automatically.
19
Conversation inbox monitored and assigned — if nobody is checking the GHL inbox, leads that reply to automations go unanswered.
Category 4 — Funnels & Forms (4 checks)
20
All form submissions trigger a pipeline entry — test every form by submitting test data and confirming the contact appears in the pipeline.
21
Thank-you page redirects configured — form submissions should redirect to a thank-you page, not a blank screen.
22
Funnel pages load in under 3 seconds — use Google PageSpeed Insights. Every second of load time reduces conversion rate by ~7%.
23
Calendar booking confirmation emails firing — test by booking a test appointment and confirming the confirmation email arrives.
Category 5 — AI Readiness (4 checks)
24
Phone number configured for AI agent deployment — a dedicated number (not your main business line) is required for AI phone agent setup.
25
Business knowledge base documented — AI agents need a structured knowledge base: services, pricing, FAQs, booking process, and escalation triggers.
26
CRM fields ready to receive AI call data — AI agents push call summaries, lead scores, and action items to the contact record. The fields need to exist first.
27
Escalation workflow built — when the AI can't handle a call, it needs a clear escalation path: warm transfer to a team member or SMS notification with call summary.
How did your account score? If you found more than 5 issues on this checklist, your GHL account is costing you revenue every day. Book a free audit and we'll fix everything in 2 weeks. Book a free audit →