As a beginning marketer, establishing a robust and automated workflow for new leads is paramount to maximizing your conversion rates. HighLevel offers a powerful suite of tools to engage new contacts from the moment they fill out a form on your website. This expert-guided workflow will walk you through setting up a comprehensive email and SMS follow-up sequence, seamlessly integrating calendar appointment scheduling to get you face-to-face with potential clients and closing deals.

The first thing to do is to create a form. A form is your first contact with someone that lands on your website. Forms are found in under the Sites tab on the left on the sub-account. That account can be reached under the ‘click here to switch’ at the top left. Once on the Sites tab, you will see the Forms tab on the top of the page. Click on Add A Form button at top right.

You can choose to make your own form, or use one from a template. They have templates to cover just about any niche you might be on. Make sure you name your form something meaningful to you depending on where the form will be shown, like an email or web page. Save your form and move to the next step.

The Foundational Workflow: From Form Fill to First Contact

The journey begins the instant a potential customer submits a form on your website. We will create a workflow in HighLevel that triggers automatically, ensuring no lead ever falls through the cracks.

Step 1: Create Your “New Lead” Workflow

1. Navigate to the “Automation” tab in your HighLevel dashboard.
2. Click on “Create Workflow” and select “Start from Scratch.”
3. Name your workflow something clear and descriptive, such as “New Website Lead Follow-Up.”

Step 2: Set Up the Workflow Trigger

1. Click on “Add New Workflow Trigger.”
2. Select “Form Submitted” as the trigger.
3. Click on “Add filters” and choose the specific form you want to trigger this workflow. This ensures that only submissions from your designated contact form will initiate this sequence.

Step 3: Immediate Engagement – The First Touchpoint

The moments after a lead expresses interest are critical. Your first communication should be swift, professional, and value-driven.

1. Add a “Send Email” Action:
   • Subject Line: “Thanks for reaching out, [Contact Name]!” Using personalization tokens like the contact’s name immediately grabs attention.
   • Email Body:
     • Thank them for their interest.
     • Briefly reiterate the value you offer.
     • Let them know what to expect next (e.g., “I’ll be in touch within 24 hours to discuss your needs further.”).
     • Include your contact information and a professional signature.
2. Add a “Send SMS” Action (Optional but Highly Recommended):
   • SMS Body: “Hi [Contact Name], it’s [Your Name] from [Your Company]. Thanks for contacting us. I’ve sent you an email with more information and will be in touch shortly.”
   • Why SMS? SMS marketing helps businesses in Bellaire achieve significantly higher open rates than emails, making them an excellent way to ensure your message is seen.

Step 4: Internal Notification – Stay on Top of Your Leads

You need to be alerted the moment a new lead enters your pipeline.

1. Add a “Send Internal Notification” Action:
   • Select “Email” or “SMS” as the notification type.
   • In the message body, include key information from the form submission using personalization tokens. For example: “New lead from the website! Name: [Contact Name], Email: [Contact Email], Phone: [Contact Phone].”

Nurturing Your Lead: The Follow-Up Sequence

Not all leads are ready to buy immediately. A well-crafted nurture sequence of emails and text messages will keep you top-of-mind and build trust over time. This sequence should be spread out over several days.

Day 1 (Following the initial contact):

• Action: Wait
• Duration: 1 Day

Day 2: Provide Value

• Action: Send Email
• Subject Line: “A resource to help you with [Lead’s Interest/Pain Point]”
• Email Body: Provide a link to a helpful blog post, a case study, a free guide, or a video that addresses a common problem your target audience faces. This positions you as an expert and a valuable resource.

Day 3: Gentle Nudge

• Action: Wait
• Duration: 1 Day
• Action: Send SMS
• SMS Body: “Hi [Contact Name], hope you found the resource I sent over helpful. Are you free for a quick chat this week to see how I can help you achieve [desired outcome]? You can book a time on my calendar here: [Your Calendar Link]”

Day 5: The Case for Your Solution

• Action: Wait
• Duration: 2 Days
• Action: Send Email
• Subject Line: “How [Your Company] helps businesses like yours”
• Email Body: Share a concise success story or testimonial from a satisfied client. Social proof is a powerful motivator. End with a clear call to action to book a meeting.

Day 7: The Final Follow-Up

• Action: Wait
• Duration: 2 Days
• Action: Send Email
• Subject Line: “Checking in one last time”
• Email Body: This is a final, friendly check-in. Reiterate your value proposition and provide your calendar link one more time. You can also ask if they are still interested or if their priorities have shifted.

Seamlessly Integrate Your Calendar for Easy Booking

The ultimate goal of this workflow is to get qualified leads to book a meeting with you. HighLevel’s calendar integration makes this process incredibly smooth.

How to Add Your Calendar Link:

1. Create a Calendar in HighLevel: Under the “Calendars” tab, set up your availability for meetings. Customize your calendar settings, including appointment duration and any buffer time between meetings.
2. Get Your Calendar Link: Once your calendar is created, you will have a unique scheduling link.
3. Use the Link in Your Emails and SMS: As shown in the nurture sequence above, you can directly paste your calendar link into the body of your messages. For a cleaner look in emails, you can hyperlink text like “Book a Meeting Here.”

Pro-Tip: Use HighLevel’s “Trigger Links.” You can create a special link for your calendar that, when clicked, can trigger another action in a workflow. For example, you could have a trigger link that tags a contact as a “Hot Lead” when they click on your calendar link, even if they don’t book a meeting.

Putting It All Together: A Final Review

Before activating your workflow, do a thorough review:

• Read through each email and SMS message. Check for clarity, grammar, and tone.
• Ensure your personalization tokens are set up correctly.
• Test your form and the workflow trigger. Fill out the form yourself to make sure everything fires as expected.
• Click on all your links to ensure they go to the correct destination.

By implementing this comprehensive workflow in HighLevel, you, as a beginning marketer, can automate your lead follow-up process, nurture potential customers effectively, and ultimately drive more sales conversations. Remember to monitor the performance of your workflow and make adjustments as you gather data on what resonates best with your audience. For additional guidance on creating sales funnels that convert, consider implementing A/B testing strategies to optimize your funnel performance.

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