HighLevel Audit Checklist: 10 Things Every Business Owner Should Check

You’ve got HighLevel up and running. Your contacts are in the system, you’ve probably built a few workflows, and perhaps you’re using calendars, pipelines and email marketing.

But here’s a question worth asking.

When did you last take a proper look at how well your HighLevel account is working?

Not whether you can log in and everything appears to be functioning.

I mean whether HighLevel is genuinely helping you generate more enquiries, convert more sales, save time and make better use of your existing customer database.

I’ve been working with CRM and marketing automation systems since 2009, and one thing I’ve learned is that even a well-configured system can gradually become less effective as a business changes.

New staff join. Sales processes evolve. Someone builds another workflow. A form gets changed. A marketing campaign finishes, but the automation behind it keeps running.

Before long, the account can become rather more complicated than anyone intended.

That’s why I recommend periodically reviewing your HighLevel setup.

Here are 10 things every business owner should check, even if you’re not particularly technical.

Free Download: Printable HighLevel Audit Checklist

Want to work through these 10 checks properly?

I’ve created a free, printable HighLevel Audit Checklist to accompany this article.

It’s a four-page PDF workbook you can print out and use while reviewing your own HighLevel account.

It includes:

• Practical tick-box checks covering all 10 areas.
• Space to record problems, ideas and opportunities.
• A simple action plan to identify your three most important improvements.

You don’t need to be a HighLevel expert to use it, and there’s no form to complete. Just download the PDF and get started.

Download Your Free HighLevel Audit Checklist (PDF) ↓

Free PDF download | 4 printable A4 pages | No registration required

1. Are All Your New Enquiries Being Captured?

Let’s start with the basics.

When somebody completes a form on your website, sends a message, books an appointment or responds to an advertisement, does that enquiry reliably make its way into HighLevel?

And does the right person in your business know about it?

It’s surprisingly easy for enquiries to slip through the cracks.

Perhaps a website form was replaced but nobody updated the integration. Or a Facebook advertising campaign is generating leads that aren’t being assigned to the correct salesperson.

What to check:

• Submit a test enquiry through each of your main website forms.
• Check that the contact appears in HighLevel.
• Confirm the appropriate notifications are sent.
• Make sure the enquiry enters the correct sales pipeline, where appropriate.

If you’re spending money generating enquiries, the last thing you want is to lose them before anyone has the opportunity to follow up.

2. How Quickly Are You Following Up New Leads?

Capturing an enquiry is only the beginning.

What happens next?

Does the prospect receive an immediate acknowledgement? Is someone prompted to call them? What happens if the first attempt to make contact is unsuccessful?

One of HighLevel’s biggest strengths is its ability to automate these initial steps.

For example, an enquiry could trigger an email or SMS, notify the appropriate person and create a task for further follow-up.

But don’t assume that because you’ve built a workflow, everything is working correctly.

What to check:

• How long does it take for a new enquiry to receive a response?
• Is the correct team member notified?
• What happens if nobody manages to speak to the prospect?
• Is there a clear process for following up unanswered enquiries?

The speed and quality of your follow-up can be just as important as the number of leads you’re generating.

3. Does Your Sales Pipeline Reflect Reality?

Open your HighLevel opportunities pipeline.

Does it give you an accurate picture of what’s happening in your business?

Or is it full of old opportunities that haven’t moved for months, prospects who have already purchased and deals that nobody remembers?

A sales pipeline should be a useful management tool, not simply somewhere to store names.

What to check:

• Are your pipeline stages clearly defined?
• Are opportunities being moved as the sales process progresses?
• Can you identify which prospects need attention?
• Are won and lost opportunities being recorded correctly?
• Can you see the potential value of your current sales opportunities?

Ideally, the pipeline should also work with your automations.

For example, moving a prospect to the quotation-sent stage could trigger an appropriate follow-up sequence.

4. Are Your Workflows Actually Achieving Anything?

This is where I think many HighLevel users should spend more time.

It’s easy to become impressed by clever automations.

A workflow might contain multiple triggers, conditions, delays, emails, SMS messages and other actions.

But here’s the question I always come back to.

What business result is this automation supposed to produce?

Perhaps it’s designed to generate appointments, convert quotations, reduce no-shows or reactivate previous customers.

Whatever the objective, you should be able to explain it.

What to check:

• Which workflows are currently active?
• Do you understand what triggers each important workflow?
• Are contacts receiving the correct messages?
• Do workflows stop or change when somebody becomes a customer?
• Can you measure whether the automation is achieving its objective?

And remember, a workflow can be technically perfect while delivering poor marketing results.

I’ve explored that distinction in more detail in Why Your HighLevel Automations Aren’t Generating More Sales.

5. Is Your Contact Database Organised and Useful?

Your database should be one of your most valuable marketing assets.

It contains prospects, existing customers, previous customers and people who have shown an interest in your business.

But can you actually make good use of that information?

For example, could you quickly identify everyone who requested a quotation during the past six months but didn’t purchase?

Could you send a relevant campaign to customers who bought a particular service?

Could you identify previous customers who might be ready to buy again?

What to check:

• Are there duplicate or outdated contact records?
• Are tags and custom fields being used consistently?
• Can you distinguish prospects from customers?
• Are important customer details being captured?
• Can you create useful Smart Lists for targeted marketing?

A well-organised database creates opportunities for better marketing long after the original enquiry has been received.

6. Are You Missing Opportunities for Repeat Business?

Many businesses concentrate almost entirely on generating new leads.

But what about the people who have already bought from you?

Depending on your business, existing customers might need regular servicing, replacement products, additional services or simply a reminder that you’re still there.

HighLevel can help you build processes that keep in touch with customers after the initial sale.

For example, a business could automatically send a reminder when a service is due, invite previous customers to book again or introduce customers to another relevant product.

What to check:

• Do customers receive appropriate follow-up after purchasing?
• Are there opportunities for repeat purchases or renewals?
• Are previous customers included in relevant marketing campaigns?
• Could you introduce additional services to existing customers?

Sometimes the easiest marketing opportunity is sitting in your existing database rather than waiting to be generated through another advertising campaign.

7. Are You Asking Customers for Reviews and Referrals?

Here’s another area where HighLevel can make a real difference.

After you’ve completed a job or delivered a service, what happens?

Do you ask the customer for a Google review?

Do you encourage them to recommend your business to somebody else?

Or does everyone simply move on to the next job?

HighLevel’s reputation management features can help automate review requests and follow-up.

For example, completing a job or moving an opportunity to a particular pipeline stage could trigger a review request.

What to check:

• Are satisfied customers being invited to leave reviews?
• Are review requests sent at an appropriate point in the customer journey?
• Are you responding to customer reviews?
• Do you have a process for encouraging referrals?

Of course, review requests should be genuine and compliant with the relevant review platform’s policies.

But if you’re not systematically asking customers for feedback and recommendations, you could be missing a valuable marketing opportunity.

8. Are You Paying for Software HighLevel Could Replace?

One of the things I regularly hear from HighLevel users is:

“We’re probably only using about 10% of what HighLevel can actually do.”

Sound familiar?

There’s nothing wrong with using only the features you need.

But it’s worth reviewing whether you’re paying for separate tools that HighLevel could potentially replace.

For example:

• Email marketing platforms.
• Appointment scheduling software.
• Landing page and funnel builders.
• Review management systems.
• Social media scheduling tools.
• Online course and membership platforms.
• Electronic document signing and contract management tools.
• Event management, registrations and QR code ticketing platforms.

Depending on your requirements, bringing some of these functions into HighLevel could reduce costs and simplify your marketing processes.

There can also be benefits from having fewer disconnected systems holding customer information.

I’ve written more about this in Do You Use Lots of Separate Online Marketing Tools? Could That Be a Security Risk?

My advice is not to try to use every feature.

Identify the next 10% of HighLevel that could make the biggest difference to your business.

9. Can You See Which Marketing Activities Generate Customers?

HighLevel provides a range of reporting and tracking features.

But are they giving you information you can actually use?

For example, you might know how many enquiries came from a particular advertising campaign.

But do you know how many of those enquiries became customers?

And how much revenue they generated?

Without that information, it becomes difficult to make informed decisions about your marketing budget.

What to check:

• Can you identify where enquiries are coming from?
• Are appointments and sales being tracked?
• Are opportunity values recorded accurately?
• Can you compare marketing activity with actual sales results?
• Are your reports helping you make better decisions?

Not every business needs complicated reporting dashboards.

But every business should understand which marketing activities are helping it grow.

10. Does Somebody in Your Business Really Understand HighLevel?

This final point is particularly important.

Who in your business understands how HighLevel has been configured?

Who knows which workflows are active, how the pipelines work and what happens when a new enquiry arrives?

And what would happen if that person left tomorrow?

I’ve seen businesses become unnecessarily dependent on an external freelancer, agency or individual member of staff because nobody else understands the system.

That’s why I encourage clients to develop an internal HighLevel CRM Champion.

Somebody who understands the business and can confidently manage the everyday requirements of the system.

They don’t need to become a highly technical specialist.

But they should know enough to make routine changes, identify problems and understand when specialist help is needed.

What to check:

• Is somebody clearly responsible for HighLevel?
• Do they understand the important workflows and processes?
• Can they make routine changes without outside assistance?
• Is the account documented well enough for somebody else to take over?
• Do you have a plan if your main HighLevel person leaves?

At MarketerM8, our approach is Done With You rather than simply Done For You.

We want our clients and their CRM Champions to become self-sufficient as quickly as practical.

What Did Your HighLevel Audit Reveal?

Having worked through these ten questions, you may have discovered that your HighLevel account is in pretty good shape.

Excellent.

But perhaps you’ve identified a few areas that could be improved.

That’s useful too.

The important thing is not to rush off and start rebuilding everything.

Instead, think about which improvements are likely to have the biggest impact on your business.

For example, improving enquiry follow-up might be more valuable than redesigning your website.

Getting your sales team to use the pipeline consistently might deliver more value than adding another sophisticated workflow.

And training somebody internally to manage HighLevel could be a better long-term investment than continually paying somebody else to make small changes.

If you’ve recognised several warning signs, you might also find my article 7 Signs Your HighLevel Account Isn’t Set Up Properly useful.

The objective isn’t to create the most complicated HighLevel account possible. It’s to build a system that helps your business generate better results.

Have you completed your checklist yet?

If not, you can download my free printable HighLevel Audit Checklist here.

Use the action plan on the final page to identify the three improvements that could make the biggest difference to your business.

Would You Like a Second Opinion on Your HighLevel Setup?

I’ve been working in direct response marketing since 1996, with CRM and marketing automation systems since 2009 and HighLevel since 2023.

I’m also an Entrepreneurs Circle Certified Marketing Coach, and our MarketerM8 HighLevel agency now hosts over 100 sub-accounts.

I’m offering a Free 30-Minute HighLevel Audit for businesses that want to get more from their existing setup.

During a one-to-one Zoom session, we’ll discuss your business goals, look at the relevant parts of your account and identify practical opportunities for improvement.

You’ll come away with action points you can implement yourself or with your team.

There’s no obligation, and you don’t need to be a MarketerM8 customer. Your account can be hosted with another agency.

Book Your Free 30-Minute HighLevel Audit →

Frequently Asked Questions

How often should I audit my HighLevel account?

A review every few months is a sensible starting point, particularly if your business is actively using HighLevel for marketing and sales. You should also review your setup after significant changes to your team, processes or marketing campaigns.

Can I audit my HighLevel account myself?

Yes. This checklist is designed to help business owners identify potential problems and opportunities without needing advanced technical knowledge. An experienced consultant can provide an additional perspective where needed.

What’s the difference between a HighLevel audit and a technical troubleshooting session?

Technical troubleshooting focuses on identifying and fixing specific faults. A broader HighLevel audit considers how effectively the account supports your marketing, sales and customer management processes.

Do I need to use every HighLevel feature?

No. The objective is to use the features that make a meaningful difference to your business. A smaller number of well-implemented features can be more valuable than a complicated account full of unused tools.

Can I book a free HighLevel audit if my account is with another agency?

Yes. My free 30-minute HighLevel audit is available to existing HighLevel users regardless of which agency hosts their account. There’s no requirement to transfer to MarketerM8.