WHAT A GHL PLATFORM DOES

A basic GoHighLevel setup replaces the need to subscribe to and manage multiple individual software tools. 

Its core function is to help businesses:
​Capture Leads: Use its built-in tools to attract and gather contact information from potential customers.

​Nurture Leads: Automate communication and follow-up to keep leads engaged until they are ready to buy.

​Close Sales: Provide the tools needed to book appointments, manage the sales process, and collect payments.

​CRM (Customer Relationship Management): To manage and track all your contacts, leads, and clients in one central place.

​Unified Communications Inbox: Allows you to manage conversations from all channels (email, SMS/Text, social media DMs) in a single screen.

​Website & Funnel Builder: Drag-and-drop tools to create landing pages for lead capture, sales funnels, and full-featured websites without needing to code.

​Marketing Automation/Workflows: Set up automated sequences (like sending a welcome email or a text reminder for an appointment) based on customer actions.

​Calendar/Appointment Scheduling: Allows leads to book time directly on your calendar, similar to tools like Calendly.

​In short, it’s a powerful tool to streamline your entire customer journey from initial interest to final sale.

CRM & Contact Management: Centralized system to track leads, manage customer data, and log interactions.

Marketing Automation: Workflow builders for automated campaigns, nurturing leads through email, SMS, and social media.

Funnels & Websites: Drag-and-drop builders for creating landing pages, sales funnels, and websites.

Communication Hub: Unified inbox for managing conversations from SMS, Facebook, Instagram, Google My Business, and email.

Scheduling: Online appointment booking and calendar management.

Pipeline Management: Visual tools for tracking sales opportunities and deals.

Reputation Management: Tools for managing customer reviews and reputation.

Agency Features: White-label branding, client account management, and billing for agencies to offer as their own service. 

Powerful, integrated features like the visual Advanced Workflow Builder, which uses drag-and-drop logic for complex automations, combined with Conversational AI for real-time lead qualification, Custom Objects for tailored data, and Smart Lists/Filters for organization, enabling sophisticated lead nurturing, appointment setting, and sales processes all in one place. 

Advanced Workflow Builder: A visual, free-form canvas where you drag, drop, and connect triggers and actions, allowing multiple branching paths, parallel workflows, and complex logic on a single screen, replacing older linear builders.

Conversational AI (AI Decision Maker): Integrates AI directly into workflows to understand lead intent, route replies, pre-qualify prospects, and even book appointments automatically, acting like a virtual assistant.

Custom Objects & Advanced Filters: Allows you to create and filter data beyond standard contacts, enabling hyper-specific segmentation and automation based on unique business needs (e.g., custom customer attributes).

Smart Lists & Advanced Filters: Tools to organize and save filtered views of workflows and data, making it easier to manage large campaigns and find specific groups of contacts.

Multi-Step Automations: From lead nurturing sequences and follow-ups to pipeline management, these workflows handle complex sales funnels and customer journeys without manual intervention.

Integrated Tools: Includes built-in scheduling, communication (SMS, email, calls), and reporting, all orchestrated through workflows. 

In essence, "Advanced GHL" means moving beyond simple autoresponders to create intricate, AI-powered, visual automation systems that manage entire customer lifecycles from capture to conversion.