Workflow Automation in HighLevel

Overview

HighLevel’s Workflow Builder enables visual automation of marketing, sales, and operational processes. Create if/then logic, multi-channel sequences, and complex automations without coding.

Workflow Components

Triggers: Events that start a workflow (form submission, tag added, appointment booked, pipeline stage change, date reached)

Actions: Tasks the workflow performs (send email, send SMS, create task, add tag, update pipeline, webhook)

Conditions: If/then logic that creates branching paths (if email opened, if contact has tag, if custom field equals value)

Wait Steps: Delays between actions (wait 2 days, wait until specific date, wait until condition is met)

Workflow Types

• Drip Campaigns: Timed email/SMS sequences for nurturing
• Appointment Reminders: Automated confirmations and reminders
• Lead Scoring: Automatically score leads based on engagement and behavior
• Pipeline Automation: Move deals through stages based on actions
• Review Requests: Send review links after appointment completion
• Re-engagement: Detect inactive contacts and trigger win-back campaigns

Advanced Features

• Goal Tracking: End workflow when contact completes desired action
• A/B Testing: Split traffic to test different message variations
• Contact Filters: Only allow contacts meeting specific criteria to enter
• Webhook Integration: Send data to external systems or trigger external actions
• API Calls: Make HTTP requests to third-party services

Use Case: New Lead Nurture

Trigger: Form submitted on website

Actions:

1. Immediately send welcome email with resource link
2. Wait 2 days
3. Check if email was opened: YES → Send educational email #1 | NO → Send SMS follow-up
4. Wait 3 days
5. Send case study email + calendar booking link
6. If calendar booked → End workflow (goal reached) | If not booked → Wait 5 days → Send limited-time offer email
7. Tag contact based on engagement level (Hot/Warm/Cold)