How to Build a Funnel in GoHighLevel (Step-by-Step Tutorial)

GoHighLevel’s funnel builder lets you create complete sales funnels — from opt-in pages to order forms to post-purchase upsells — all without touching a line of code. More importantly, every funnel connects directly to your CRM and automation workflows, so leads are followed up automatically the moment they opt in.

This tutorial walks you through building a complete funnel from scratch.

What You Can Build With GoHighLevel Funnels

Before diving in, here’s what the GHL funnel builder supports:

• Opt-in / lead capture pages — Collect name, email, and phone
• Sales pages — Long-form persuasive pages with video, testimonials, and CTAs
• Order form pages — Stripe/PayPal-connected checkout
• Upsell and downsell pages — One-click post-purchase offers
• Confirmation / thank-you pages
• Appointment booking pages — Inline calendar booking
• Membership and course pages — Gated content after purchase
• Survey and quiz pages

A complete funnel chains these pages together in sequence.

Types of Funnels Most Agencies Build

We’ll build a lead generation funnel (the most common) in this tutorial. The same steps apply to all funnel types.

Step-by-Step: Building a Lead Generation Funnel

Step 1: Navigate to Funnels

Inside your GoHighLevel sub-account:

1. Click Sites in the left sidebar
2. Click Funnels in the top navigation
3. Click + New Funnel
4. Give your funnel a name (internal only) and click Create Funnel

Step 2: Add Your First Step (Opt-In Page)

Every funnel is made up of “steps” — each step is one page.

1. Click Add New Step
2. Name the step (e.g., “Opt-In Page”)
3. Choose a template or start blank
   • Templates are organized by industry and funnel type
   • Choose “Blank” if you want full design control
4. Click the Edit button (pencil icon) to open the page builder

Step 3: Build the Opt-In Page

The page builder is a drag-and-drop editor. On the left panel you’ll see elements you can add:

Key elements for an opt-in page:

• Headline — Clear statement of what they’ll get
• Sub-headline — Supporting detail
• Image or video — Visual to support the offer
• Form element — The opt-in form (name, email, phone)
• Button — Submit/CTA button
• Trust elements — Testimonials, logos, security badges

How to edit elements:

1. Click any element on the canvas to select it
2. Edit content in the left panel that appears
3. Drag the resize handles to adjust size
4. Use the layout buttons to control spacing and alignment

Form configuration:

1. Click the form element
2. In the left panel, click Form Fields to add/remove fields
3. Enable or disable the fields you need (name, email, phone are standard)
4. Set the form to Submit to GHL so leads flow directly into your CRM

Pro tips for converting opt-in pages:

• Your headline should state the specific outcome the visitor will get, not a vague promise
• Keep the form short — name, email, and phone is enough for most lead gen offers
• The button text matters: “Get Free Guide” converts better than “Submit”
• Add a privacy note below the form: “We respect your privacy. No spam.”

Step 4: Configure the Thank-You Page

After someone submits the form, they need to go somewhere.

1. Click Add New Step
2. Name it “Thank You Page”
3. Edit the page content — confirm what they’ll receive and set expectations
4. Optionally: add an appointment booking calendar directly on the thank-you page to capture hot leads while they’re engaged

Step 5: Set the Redirect Between Pages

1. Go back to your opt-in step
2. Click the Settings gear icon on the step
3. Under Redirect on Submit, select your thank-you page step
4. Save

Now when someone submits the form, they’re taken directly to the thank-you page.

Step 6: Connect a Custom Domain (Optional but Recommended)

By default, your funnel URL will be a GoHighLevel subdomain. For a professional look, connect a custom domain.

1. Go to Settings → Domains
2. Click Add Domain
3. Enter your domain (e.g., leads.yourbusiness.com)
4. Copy the CNAME or A record provided
5. Log in to your domain registrar and add those DNS records
6. Back in GHL, click Verify — allow up to 24 hours for DNS propagation
7. Once verified, go back to your funnel → Settings → assign the domain

Step 7: Connect Automation to the Funnel

This is what separates a GoHighLevel funnel from a basic landing page — every opt-in automatically fires follow-up.

1. Go to Automation → Workflows
2. Create a new workflow
3. Set the trigger to Form Submitted and select your funnel’s form
4. Add your follow-up actions: immediate thank-you SMS, email sequence, internal notification, etc.

Now every lead who opts in gets followed up automatically, 24/7, without any manual work.

Step 8: Test Your Funnel

Before driving traffic, test everything:

1. Click the Preview button on your funnel to see it live
2. Copy the funnel URL and open it in a new tab
3. Fill out the form with a test email/phone
4. Verify the contact appears in your CRM under Contacts
5. Verify the thank-you page loads correctly
6. Check that your automation workflow fired (go to Automation → Workflows → your workflow → History tab)
7. Confirm you received the test SMS and email

Only publish traffic once everything tests clean.

Adding an Order Form (For Sales Funnels)

If you want to sell a product or service through your funnel:

1. Add a new step after your sales page
2. Choose Order Form as the page type
3. Go to Payment → Products in your sub-account and create a product with pricing
4. In the order form page builder, add the Order Form element
5. Connect the element to your product
6. Make sure Stripe is connected under Settings → Payments
7. After the order form step, add an upsell page (optional) and a purchase confirmation page

Adding Upsells and Downsells

GoHighLevel supports one-click upsells natively:

1. After the order form step, add a new step and choose Upsell page type
2. Build the upsell offer page
3. The “Yes, add this!” button is a one-click charge — no re-entering payment details
4. Set what happens if they click “No” (downsell page or skip to confirmation)

A/B Testing Your Funnel Pages

To test two versions of a page:

1. On any funnel step, click the A/B icon
2. Click Create Variant
3. Edit the variant (change headline, button color, layout, etc.)
4. Set the traffic split (50/50 is standard)
5. GoHighLevel will automatically split traffic and show you conversion rates for each variant

Let tests run until you have at least 100 conversions on each variant before declaring a winner.

Funnel Analytics

Track your funnel performance under Sites → Funnels → your funnel → Stats:

• Visitors — Total page views
• Opt-ins — Form submissions
• Conversion rate — Opt-ins ÷ Visitors
• Revenue — For funnels with order forms

A healthy opt-in page conversion rate is 20–40% for cold traffic, 40–70%+ for warm traffic.

Common Mistakes to Avoid

Too many form fields. Every extra field reduces conversions. For lead gen, collect only what you need to start a conversation.

Generic headlines. “Free guide” is not compelling. “Get the 5-step checklist that helped 47 dental offices get 30 more Google reviews in 30 days” is compelling.

No mobile optimization. Over 60% of traffic is mobile. Always preview your funnel on the mobile view and fix any layout issues before publishing.

No automation connected. A funnel that collects leads but doesn’t follow up automatically is missing the entire point of GoHighLevel. Always connect a workflow.

Sending traffic to an untested funnel. Test before you advertise. A broken form that doesn’t submit is a fast way to waste ad budget.

Building funnels is one of the highest-ROI activities in GoHighLevel. A well-built lead generation funnel, connected to a solid follow-up automation, runs 24/7 and consistently converts visitors into booked appointments or paying customers.

Try GoHighLevel free for 14 days →

Also read:

• How to set up GoHighLevel (full beginner guide) →
• GoHighLevel automation workflows explained →
• GoHighLevel CRM explained →