Over a 12-week testing period, I deployed HighLevel across multiple client accounts ranging from local law firms to a mid-sized digital marketing agency. I tested every major component—sales pipelines, lead nurturing, white-label dashboards, funnel building, and multi-channel automation. HighLevel isn’t just an all-in-one tool—it’s a full operational system designed specifically for service businesses and marketing agencies that need scalability and control.
HighLevel can replace ClickFunnels, Calendly, Mailchimp, HubSpot CRM, and others—if you commit to the setup. It’s immensely capable, but requires learning. Once configured, it centralizes everything from sales and scheduling to client onboarding and retention.
Key Features (Hands-On Testing)
CRM and Sales Pipelines Built for Service Businesses
I created unique pipelines for five different businesses, customizing lead stages, auto-tagging, and follow-up triggers. As leads moved through the funnel—either automatically or manually—HighLevel sent internal alerts, tracked lead source, and updated deal values. I especially liked the ability to attach notes, send emails or texts directly from the pipeline, and automate tasks based on pipeline movement.
The CRM is simple but effective, with custom fields, filtering, segmentation, and lead scoring features built in.
Advanced Automation Engine: Multi-Channel by Default
HighLevel’s automation builder is one of its standout features. I created sequences using email, SMS, voicemail drops, and Facebook Messenger steps—all in one flow. One campaign targeted abandoned leads with a 3-day drip combining text, a voicemail, and a follow-up email with a scheduling link.
Triggers ranged from form fills and calendar bookings to email opens and tag assignments. For agencies, this means pre-building scalable campaigns that can be reused across clients.
Funnel and Website Builder: Solid, Not Flashy
I rebuilt a 3-step lead gen funnel from ClickFunnels using HighLevel’s builder. The drag-and-drop interface was straightforward and allowed for custom domains, tracking pixels, Stripe integration, and responsive layouts.
While the editor isn’t as refined as some dedicated funnel platforms, it gets the job done and supports upsells, thank-you pages, and mobile optimization out of the box.
Built-In Scheduling Tools
HighLevel replaces Calendly with a robust native booking system. I used it to create multiple calendar types—consultations, follow-ups, demo calls—syncing with Google Calendar and attaching automated workflows (like reminders and post-call surveys).
Each calendar page was branded and mobile-friendly, and the integration with the CRM meant that every booking triggered an event and updated the contact’s timeline automatically.
Review and Reputation Management
After connecting a Google Business Profile, I created automation to send review requests 24 hours post-appointment. Positive responses were directed to Google; negative ones triggered an internal alert. This helped clients increase 5-star review volume while controlling damage from poor experiences.
The platform also allows you to monitor new reviews from inside the dashboard and build reports around reputation trends.
White-Label and SaaS Mode
I tested HighLevel’s white-label features extensively, setting up branded portals, client accounts, and pre-built templates. With SaaS Mode, I packaged recurring campaigns and automations as a product offering—essentially building a subscription-based service stack for an agency.
This shifted the business model from retainer-based to SaaS-style recurring revenue—a major competitive advantage.
Use Cases (Deployed and Validated)
- Marketing Agencies: Deployed client portals, cloned full campaign workflows, and offered SaaS services using the white-label feature.
- Local Businesses: Set up scheduling, lead tracking, and review campaigns for chiropractors, contractors, and real estate offices.
- Course Creators & Coaches: Used HighLevel to build sales funnels, deliver gated content, automate upsells, and segment based on engagement.
- Multi-Location Brands: Created sub-accounts for each location with custom branding, pipeline structures, and reporting—while centralizing access.
Pricing Breakdown (Direct Experience)
- Starter Plan ($97/month): Core CRM, marketing automation, funnel builder, booking tools, and up to 3 accounts.
- Unlimited Plan ($297/month): Unlimited sub-accounts, API access, and white-label desktop portal.
- Pro SaaS Plan ($497/month): Full SaaS Mode, white-labeled mobile app, Stripe billing automation, and advanced SaaS reporting.
Note: SMS, email sending, and AI features (e.g., transcription, call recording) are billed separately based on usage. If you’re running a high-volume account, costs can scale.
Pros and Cons (Real-World Observations)
Pros:
- Truly all-in-one: CRM, automation, calendar, funnel, and review tools
- Deep automation across multiple channels with branching logic
- Agency-grade features like SaaS Mode, white-labeling, and multi-client control
- Custom dashboards, pipelines, and branded portals
- Excellent for recurring revenue and systems-based service models
Cons:
- Steep learning curve—takes time to onboard and configure correctly
- UI and funnel builder aren’t as polished as standalone tools
- Customer support is hit-or-miss unless you’re on higher plans
- Requires monitoring of billing for SMS, email, and AI usage
- SEO and blogging features are basic—best paired with WordPress
Final Verdict
After three months of intensive use, HighLevel has proven to be the most agency-focused marketing platform I’ve tested. It offers serious depth in automation, contact management, white-labeling, and client delivery. If you’re running a service-based business or agency and want to scale operations without stacking 5–7 separate tools, HighLevel is a compelling solution.
It’s not a plug-and-play marketing tool—it’s infrastructure. And once you set it up, you’ll wonder how you ever operated without it.
Rating: 8.7/10 — Best for agencies and systems-driven service businesses ready to centralize and scale operations through automation.
