A white-label CRM lets you rebrand a pre-built CRM platform as your own, helping your agency save time, cut costs, and generate recurring revenue. With tools like GoHighLevel, you can customize branding, automate workflows, and offer tailored solutions to clients. Here’s how to get started:
- Choose a Plan: GoHighLevel offers two main plans – Agency Unlimited ($297/month) and Agency Pro ($497/month). The Pro plan includes advanced features like SaaS mode and priority support.
- Prepare Branding Materials: Gather your logo, brand colors, typography, and a custom domain.
- Set Up Branding: Add your logo, customize colors, and configure a branded login page.
- Configure Tools: Align sales pipelines, contact fields, and communication templates to your clients’ needs.
- Automate Onboarding: Streamline client onboarding with automated workflows for welcome emails, account setup, and training.
- Add Features: Set up email/SMS campaigns, appointment booking, and client reports.
Quick Comparison of GoHighLevel Plans
| Feature | Agency Unlimited ($297/month) | Agency Pro ($497/month) |
|---|---|---|
| White Label Web App | Yes | Yes |
| Custom Domain Support | Yes | Yes |
| Mobile App Branding | Yes | Yes |
| SaaS Mode | No | Yes |
| Billing Options | Phone & Email Only | Phone, Email, Text, AI |
| API Access | Basic | Advanced |
| Support Level | Standard | Priority |
Complete GoHighLevel Agency Setup Tutorial
Before You Start: Setup Requirements
To get started with customizing GoHighLevel’s white-label CRM, make sure you complete the necessary setup steps outlined below.
Choosing Your GoHighLevel Plan
First, select the GoHighLevel package that best fits your needs. Here’s a quick comparison of the two main plans:
| Feature | Agency Unlimited ($297/month) | Agency Pro ($497/month) |
|---|---|---|
| White Label Web App | Yes | Yes |
| Custom Domain Support | Yes | Yes |
| Mobile App Branding | Yes | Yes |
| SaaS Mode | No | Yes |
| Billing Options | Phone & Email Only | Phone, Email, Text, AI with Markup |
| API Access | Basic | Advanced |
| Support Level | Standard | Priority |
The Agency Pro plan is ideal for those looking to resell the platform, offering advanced features like SaaS mode and priority support. Once you’ve chosen your plan, gather your branding materials and evaluate client needs to customize the platform effectively [1].
Essential Branding Materials
To personalize the platform, have the following branding assets ready:
- Logo files:
- High-resolution PNG with a transparent background
- Variations like horizontal, vertical, or icon-only versions
- Favicon (16×16 pixels) for browser tabs
- Brand style guide:
- Color codes (primary and secondary) in HEX format
- Typography details for consistent text styling
- Button and UI element design preferences
- Domain setup:
- A custom domain or subdomain for CRM access
- SSL certificate for secure connections
- DNS access for configuring CNAME records
Understanding Client Needs
Conduct a thorough analysis of your clients’ requirements to tailor the CRM to their business. Focus on these three areas:
- Business Operations: Understand workflows, challenges, and priorities to highlight the most relevant CRM features.
- Data Management: Identify the specific data fields, attributes, and reporting needs based on the industry.
- Integrations: List any tools or systems your client uses that need to integrate with the CRM.
This groundwork ensures the platform is set up to align with your clients’ goals and deliver real value.
Adding Your Brand to GoHighLevel
Making GoHighLevel reflect your brand is a key step in personalizing the platform for your business.
Design and Logo Setup
Start by heading to your GoHighLevel dashboard. Navigate to Settings > Company to adjust your brand’s appearance. Before you begin, have a 200×200 PNG logo with a transparent background ready.
- Upload Your Company Logo: Locate the ‘Company Logo’ field and upload your PNG or JPG file. The platform will resize the logo while keeping its proportions intact. Choose either the ‘Dark’ or ‘Light’ theme based on your branding needs.
- Set Brand Colors: Adjust your theme settings to match your brand. You can set:
- Primary color for buttons and other main elements
- Secondary colors for accents
- Background and text colors
- Add a Favicon: Create a 16×16 ICO favicon and host it at a specified URL. Then, insert the following JavaScript snippet into the Custom Code section:
var link = document.querySelector("link[rel~='icon']"); if (!link) { link = document.createElement('link'); link.rel = 'icon'; document.head.appendChild(link); } link.href = '/images/favicon.ico';
Domain Configuration Steps
Setting up a custom domain ties the platform directly to your agency’s identity. Here’s how to do it:
- DNS Configuration: Go to your domain provider’s DNS settings. Create a CNAME record for your subdomain (e.g., crm.youragency.com) and point it to
app.msgsndr.com. Set the TTL to 3600 seconds or use the automatic setting. - GoHighLevel Setup: Log into your GoHighLevel Agency account, then navigate to Settings > Agency Settings > White Label Domain. Enter your custom domain and wait for the SSL certificate to be generated. This process usually takes 24–48 hours.
Once your domain is ready, you can move on to customizing the client login page.
Login Page Branding
A well-branded login page strengthens your agency’s professional image. You can customize several elements:
| Element | Options for Customization |
|---|---|
| Header | Adjust logo placement and size |
| Background | Use custom colors or images |
| Login Form | Style it to align with your brand |
| Support Info | Add your agency’s contact details |
For more advanced login page customization without needing to code, check out The Marketers Toolkit ThemeBuilder. Plans start at $97/month and offer additional branding tools.
sbb-itb-1c6633a
Setting Up Client CRM Features
Set up essential CRM tools tailored to meet each client’s needs. GoHighLevel offers the tools to align with any workflow.
Pipeline and Contact Setup
Align your client’s sales pipeline with their specific process. In GoHighLevel:
- Go to Settings > Pipeline Management.
- Define sales stages.
- Assign values for each stage.
- Set up automated actions triggered by stage changes.
For contact management, customize fields to capture relevant details:
| Field Type | Common Uses | Example |
|---|---|---|
| Standard Fields | Basic contact details | Name, Email, Phone |
| Custom Fields | Business-specific data | Property Size, Vehicle Type |
| Tags | Segmentation | VIP, Cold Lead, Hot Prospect |
Communication Template Design
Once pipelines and contacts are organized, create branded communication templates for email and SMS using GoHighLevel’s builder.
- Layout Structure: Stick to a mobile-friendly, single-column design. As Lisa Livingston, Principal Customer Success Manager at Klaviyo, says, “Well-designed emails will enhance every other part of your strategy. Making sure all of your channels’ designs align will make your brand more recognizable and make all your assets perform better” [2].
- Dynamic Variables: Use personalization tokens like
{contact_firstname}or{estimate_total}to automatically tailor messages. - Call-to-Action Design: Nathan Doverspike, Customer Success Manager at Klaviyo, suggests, “Some people experience a mental block with a CTA that pushes them to buy. A low-commitment CTA helps them get through that block” [2].
Building Client Reports
Create reports that highlight important metrics:
| Report Type | Key Metrics | Update Frequency |
|---|---|---|
| Pipeline Performance | Conversion rates, Deal values | Weekly |
| Communication Analytics | Open rates, Response times | Bi-weekly |
| ROI Tracking | Revenue generated, Cost savings | Monthly |
Automate report delivery with clear visuals, trend analysis, and client-specific KPIs to provide actionable insights.
Adding Automation Tools
Once you’ve set up your custom CRM, it’s time to incorporate automation to boost efficiency and improve the client experience.
Client Onboarding Automation
Streamline the onboarding process with automation:
| Automation Stage | Task | Timing |
|---|---|---|
| Welcome Sequence | Send a branded welcome email with setup instructions | Immediate |
| Data Collection | Provide a custom intake form | Day 1 |
| Account Setup | Create a sub-account and share access details | Day 2 |
| Training Resources | Deliver tutorial videos and documentation | Day 3 |
Automating onboarding tasks not only saves time but also ensures a smooth start for clients. Once onboarding is in place, apply automation to your marketing campaigns to keep clients engaged.
Marketing Campaign Setup
Automating marketing workflows ensures consistent branding and better engagement. GoHighLevel offers tools to make this process seamless:
- Email Campaign Automation: Set up campaigns triggered by client actions and include personalized follow-ups with dynamic content. The platform’s Voice AI feature (priced at $0.13 per minute) can even handle automated responses [3].
- SMS Marketing Workflows: Automate SMS for lead responses, appointment confirmations, follow-ups, and feedback collection.
- Social Media Integration: Connect platforms like Facebook Messenger and Instagram to capture leads automatically. Use the Conversation AI feature (priced at $0.02 per message) to handle routine inquiries while staying consistent with your brand voice [3].
With these tools in place, you can maintain consistent communication and engagement with minimal manual effort.
Booking System Configuration
Automate appointment scheduling with these key features:
| Feature | Function | Benefit |
|---|---|---|
| Calendar Sync | Displays live availability | Avoids double-booking |
| Payment Integration | Processes payments upon booking | Improves cash flow |
| Reminder System | Sends notifications via multiple channels | Reduces no-shows |
| Video Conference | Generates meeting links automatically | Simplifies virtual meetings |
Set up specific booking types, such as:
- Initial consultations
- Strategy sessions
- Progress reviews
- Training calls
Each appointment type can trigger workflows like pre-meeting questionnaires or post-meeting follow-ups. The system integrates with payment processors and video conferencing platforms to provide a polished, professional experience.
Use the analytics dashboard to track the performance of your automation and make adjustments as needed.
Conclusion: Next Steps for Your Agency
With your white-label CRM in place, it’s time to focus on driving growth and staying ahead in the competitive landscape. Here’s how you can take things to the next level.
Refine Your Operations
Bring together essential tools like project management software, email platforms, and analytics systems to automate tasks and improve efficiency. A well-organized operation not only saves time but also creates a strong foundation for scaling your client base.
| Growth Area | Action Steps | Expected Outcome |
|---|---|---|
| Process Automation | Automate follow-ups and reporting | Save time and improve efficiency |
| Client Management | Track interactions and preferences | Build stronger client relationships |
| Service Delivery | Bundle CRM with extra services | Boost revenue and business growth |
Expand Your Client Base
A white-label CRM gives you the tools to attract and retain more clients. According to Vendasta, agencies using tailored CRM solutions can experience up to an 18x increase in pipeline revenue [4]. Offering a trial period is a great way to let potential clients see the value of your branded platform firsthand.
Stay Ahead of the Competition
Once your operations are running smoothly and your client list is growing, keep an eye on your performance metrics and industry trends. Conduct quarterly reviews to assess client engagement, automation results, and how well your integrations are working. Regular check-ins with your CRM provider will also help you stay updated on new features and improvements.
If you’re using GoHighLevel’s Agency Pro plan ($497/month), you can even offer custom mobile apps for a fully branded experience. This feature has been especially effective for agencies working with local businesses and professional services firms.
