PROJECT

Customer Relationship Management for Lead Capture and Follow-Up

Custom software development, GoHighLevel CRM configuration, Lead capture, Sales pipeline management, Email and SMS automation, Appointment booking, CRM integrations

  • Industry: Marketing services
  • Slovenia Location: Slovenia
  • Delivery time: 16 weeks
  • Technologies: JavaScript / TypeScript (Node.js), Python
4+ months

The client's marketing agency spends time moving inquiries from lead sources into contact records and sales stages. The solution is customer relationship management software that captures leads from connected channels, organizes them in sales pipelines, and automates follow-ups for the agency team. It also connects appointments, team assignments, and reporting in GoHighLevel, giving the agency one place to manage lead handling for its clients.

Summary

Problem

The agency handles leads, follow-ups, bookings, and reporting across fragmented processes that cost the team time.

Solution

The solution became a centralized GoHighLevel CRM with connected lead sources, pipelines, and communication workflows.

Result

The system is made to reduce manual work and rework between a new inquiry, a booked appointment, and a sale.

Client story

The client is a marketing agency from Slovenia. It manages CRM automation for multiple brands or clients and works with inquiries from websites, advertising, social media, and calls.

The team spends time organizing contact records and qualifying leads. It also assigns ownership, moves opportunities through stages, and keeps follow-ups aligned with bookings.

It also asked for conditional email, SMS, and WhatsApp follow-ups.

The solution was shaped around contact records, opportunity pipelines, lead-source tracking, and appointment workflows. Permissions, dashboards, and documentation supported the agency team's work.

The client asked for

  1. Test, monitor, optimize, document, and hand over CRM processes through training and walkthroughs.
  2. Configure GoHighLevel with contacts, tags, fields, pipelines, stages, and lead sources.
  3. Capture and synchronize leads from websites, social media, ads, webhooks, and external systems.
  4. Build conditional email, SMS, WhatsApp, voice, and social-message follow-ups.

Why ready-made software did not fit

Ready-made lead-to-account routing products focus on matching leads to CRM records and assigning them through routing rules. Data-management products focus on cleaning, connecting, or enriching CRM data. This client needed one configured system for pipelines, communication, bookings, payments, team notifications, reporting, testing, and documentation.

Project overview

The solution was designed around GoHighLevel CRM records, opportunity pipelines, forms, and calendars. Workflows, dashboards, permissions, and reporting completed the operating structure.

Stages and lead sources remain part of the same CRM process.

To handle lead capture, connected forms, websites, and social channels were provided. Webhooks and external systems also exchange lead information where required.

Conditional workflows send email, SMS, and WhatsApp follow-ups. Voice and social-message actions are also supported.

Triggers, delays, branches, and stop conditions align messages with the lead's stage.

Special attention was paid to appointment handling. The system supports booking, confirmations, and reminders, while call tasks and no-show recovery support the next step.

The solution was organized as modules so landing pages, email templates, WhatsApp notifications, and automated calls can be added later. Dashboards, quality checks, and external connections support the agency team after handover. Training and documentation support the team too.

Key features delivered

  • Centralized GoHighLevel contact records
  • Opportunity pipelines and sales stages
  • Lead capture from connected channels
  • Lead-source tracking
  • Conditional email and SMS automation
  • WhatsApp and social-message follow-ups
  • Lead routing, qualification, and assignment
  • Appointment booking and reminders
  • Workflow testing and quality checks
  • Reporting dashboards

Can be added

+ Landing pages + Email templates + WhatsApp notifications + Automated calls + Advanced dashboards + External-tool connections

Who else can use this solution

These businesses have a similar lead-handling task, and the same solution can be adapted to their sales and booking process.

A coaching business

Task It needs to qualify inquiries and book sales calls or appointments.
How the solution helps The solution captures leads, routes them, follows up automatically, and connects booking data with the pipeline.
Business services

An education and training business

Task It needs to turn inquiries into scheduled consultations or program sales.
How the solution helps The solution organizes prospects, sends conditional messages, manages appointments, and reports on lead activity.
Business services

An outbound sales organization

Task It needs lead assignment, nurturing, and follow-up accountability across its team.
How the solution helps The solution keeps ownership, stages, message activity, and team reporting in one CRM process.
Professional services

Technology stack

JavaScript / TypeScript (Node.js)

CRM and automation services

This runtime connects CRM records, workflows, communication channels, and external services.

Python

CRM and calendar integrations

Python services connect CRM APIs and calendar data where the workflow requires them.

PHP

Messaging and CRM integrations

PHP integrations connect communication and CRM services.

@gnosticdev/highlevel-sdk

GoHighLevel API access

This SDK connects the solution with GoHighLevel CRM and marketing automation functions.

ghl-sdk

GoHighLevel records

This SDK works with contacts, opportunities, pipelines, appointments, and workflows in GoHighLevel.

gohighlevel-api-client

Python CRM connection

This client connects Python services to the GoHighLevel platform.

twilio/sdk

SMS communication

This library connects SMS messaging through Twilio.

whatsapp-web.js

WhatsApp messaging

This Node.js library supports WhatsApp message handling.

rrule

Recurring calendar dates

This library handles recurring dates for appointment workflows.

icalendar

Calendar event exchange

This library reads and creates calendar events for scheduling connections.

Integrations

GoHighLevel

The solution exchanges contacts, opportunities, pipelines, appointments, workflows, messages, and reporting data with GoHighLevel.

Meta, Instagram, LinkedIn, and TikTok

The connected social and advertising channels provide lead inquiries and source information.

Twilio

Twilio carries SMS and communication events used in follow-up workflows.

WhatsApp

WhatsApp carries notifications and follow-up messages when the workflow requires them.

Google Calendar

Calendar synchronization exchanges appointment events and availability.

Zapier and Make

These automation platforms move lead, appointment, payment, and external-platform data between connected systems.

The result

Leads stay organized in one pipeline

The lead pipeline screen gives the agency a shared view of contacts and opportunities. Lead-source data, tags, and custom fields remain visible alongside the current sales stage.

Ownership and activity stay close to the information needed for the next follow-up, rather than separating them into different tools.

How it works

  1. The CRM displays contact records, opportunity stages, tags, custom fields, lead-source data, and email and SMS activity.
  2. The pipeline groups opportunities by sales stage and shows their assigned users.
  3. The activity feed presents communication activity connected with the contact and opportunity.
  • Review captured leads
  • Assign ownership
  • Move opportunities through stages
Lead pipeline and contact record

Lead pipeline and contact record

Functions on this screen
CRM Structure Management Configure sales pipelines Capture leads from platforms

Follow-ups follow the lead's situation

The workflow builder brings conditional communication into one visual process. Email, SMS, and WhatsApp actions connect with delays and branches. They also connect with stop conditions.

The agency can test and review the workflow before it becomes part of the operating process.

How it works

  1. The workflow displays triggers, email, SMS, WhatsApp, delay, condition, and stop-condition blocks.
  2. Lead records, replies, appointments, tags, stages, and message activity move through the configured branches.
  3. The workflow test control checks the configured communication path.
  • Create multi-step follow-ups
  • Stop messages after a booking
  • Review workflow quality
Tip: Appointment bookings and lead replies can act as conditions that change the follow-up path.
Workflow builder for conditional follow-ups

Workflow builder for conditional follow-ups

Functions on this screen
Email and SMS Automation Automate lead management Automate Follow-Ups Edit workflows Quality Check Workflow

Bookings connect with reminders and tasks

The booking screen connects appointments with lead management. Calendar availability, booking details, and confirmation status appear in one scheduling view.

Reminder schedules and call tasks support the appointment process, including no-show recovery.

How it works

  1. The calendar displays available time slots, booking data, and calendar events.
  2. The appointment record shows status, confirmation status, and reminder status.
  3. The call-task panel presents call tasks connected with the appointment workflow.
  • Create online appointments
  • Send appointment reminders
  • Manage no-show recovery
Booking calendar and appointment details

Booking calendar and appointment details

Functions on this screen
Create Online Appointments Set Up Appointment Reminders Automate call initiation

Managers see lead and campaign activity

The reporting dashboard brings lead sources, bookings, and campaigns into one view. Payment status and team activity are also available for operational review.

Managers can compare the activity connected with acquisition and follow-up without separating pipeline and booking information into unrelated reports.

How it works

  1. The dashboard displays lead-source data, lead activity, booking data, conversion updates, payment data, and team activity.
  2. The lead-source chart shows the sources connected with captured inquiries.
  3. The pipeline summary, booking metrics, campaign panel, payment panel, and team table present operational updates.
  • Review source performance
  • Monitor booking and conversion updates
  • Check team activity
Note: Reporting connects lead activity with booking, payment, campaign, and team information.
Lead and campaign reporting dashboard

Lead and campaign reporting dashboard

Functions on this screen
RT Dashboard Track lead source performance

What the solution gives

With this solution, the agency can:

  • Keep contacts, stages, tags, custom fields, and sources in one CRM
  • Capture and route leads from connected channels
  • Run conditional email, SMS, WhatsApp, and social follow-ups
  • Connect appointments with confirmations, reminders, and call tasks
  • Review campaign, booking, payment, and team activity
  • Manage and document CRM workflows for its own team

Could ready-made systems do the job?

Before the design, the task was compared with ready-made products by their own descriptions.

What the client needs Lead routing platforms LeanData, LeadAngel, Traction Complete CRM data management Insycle, Openprise, D&B Connect Revenue operations platforms D&B Rev.Up ABX Custom solution
Test, monitor, document CRM processes — — —
Configure CRM records and pipelines — — —
Capture and synchronize leads — — —
Automate multi-channel follow-ups — — —
Fits the client's own rules: stages, roles, reports partly — partly
All steps in one place — — —
No manual steps between programs — partly

By the public descriptions of the products and their category.

Ready-made products cover parts of lead routing, CRM data management, and revenue operations. A ready-made product is enough when only one of these parts is needed.

This client needed its own software because the products did not fit the full business task and agency rules, the required parts were spread across separate products, and the steps between them still needed configuration and coordination.

In the end

In the end, the solution was made to take manual work out of the path from a new lead to a follow-up, appointment, and sales record.

FAQ

Thinking about building a similar system? Read the answers below to see how CRM structure, automation, bookings, integrations, and team handover fit together.

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