SOP / Webinar Backend Build

Webinar Registration Backend SOP for InnerShift 360 Business Systems

Use this checklist to build the complete GoHighLevel backend for the InnerShift 360 Business Systems webinar: registration form, custom fields, tags, pipeline, workflow automation, reminders, attendance follow-up, replay routing, and strategy call conversion.

System Overview

The Webinar Funnel Structure

This backend is designed to support a webinar titled The Lead Leak Fix: How to Use AI, Automation, and Human Follow-Up to Stop Losing Revenue. The purpose is not just education. The purpose is diagnosis, segmentation, nurture, and conversion.

Traffic Source ↓ Webinar Registration Page ↓ GHL Registration Form ↓ Contact Created / Updated ↓ Tags Applied ↓ Opportunity Created ↓ Confirmation Email + SMS ↓ Reminder Sequence ↓ Webinar Attendance or No-Show Tag ↓ Replay / Follow-Up Workflow ↓ Business Systems Strategy Call

Primary CTA

Reserve My Seat

This is the main registration action on the webinar landing page.

Secondary CTA

Take the Lead Leak Assessment

This warms the lead before the webinar and gives you diagnostic data.

Conversion CTA

Book a Business Systems Call

This is the post-webinar sales action for qualified leads.

Execution Checklist

Build Order

Complete the setup in this exact order. Do not build workflows before the custom fields, tags, pipeline, form, and calendar are created.

Create webinar pages in WordPress or GHL.
Create custom fields in GHL.
Create GHL tags.
Create GHL pipeline and stages.
Create GHL calendar for Business Systems Strategy Calls.
Create webinar registration form.
Embed form on the registration page.
Create registration workflow.
Create reminder workflow.
Create attended webinar follow-up workflow.
Create missed webinar / replay workflow.
Test the full system using a test contact.

Step-by-Step GHL Instructions

Backend Build SOP

Step 1 — Create the Required Pages

Create these pages in WordPress/Elementor or inside GoHighLevel Sites/Funnels.

Page	Suggested URL	Purpose	Main CTA
Webinar Registration Page	/lead-leak-webinar/	Explains the webinar and captures registrations.	Reserve My Seat
Thank You Page	/lead-leak-webinar-thank-you/	Confirms registration and sends them to the Lead Leak Assessment.	Take the Lead Leak Assessment
Replay Page	/lead-leak-webinar-replay/	Houses replay or next-step message after the live webinar.	Book a Strategy Call
Strategy Call Page	/business-systems-call/	Embeds or links to your GHL calendar.	Book Your Business Systems Strategy Call

Page Setup Instructions

In WordPress, go to Pages → Add New.
Name the registration page: Lead Leak Webinar.
Set the slug to: lead-leak-webinar.
Add the webinar landing page copy and GHL form embed.
Create the thank-you page with slug: lead-leak-webinar-thank-you.
Create the replay page with slug: lead-leak-webinar-replay.
Create or confirm the strategy call page with slug: business-systems-call.

Important: The registration form should redirect to the thank-you page after submission. The thank-you page should push them to the Lead Leak Assessment before the webinar.

Step 2 — Create GHL Custom Fields

Custom fields allow GHL to store the answers from the webinar registration form and use those answers inside workflows.

GHL Navigation

GoHighLevel Dashboard → Settings → Custom Fields → Add Field

Create Folder

Click Custom Fields.
Create a folder/category named: InnerShift 360 Business Systems.
Place all webinar-related custom fields inside this folder.

Custom Fields to Create

Field Name	Field Type	Options / Notes
Business Name	Single Line Text	Used to identify the registrant’s company.
Business Website	Single Line Text	Label: Website or Main Business Link.
Business Type	Dropdown	Service Business, Consultant / Coach, Insurance / Financial Services, Real Estate / Lending, Creator / Author / Speaker, Church / Ministry, Local Business, Agency, Other.
Biggest Current Business Bottleneck	Dropdown	Getting enough leads, Following up consistently, Converting leads into calls, Organizing my CRM, Using AI effectively, Creating enough content, Automating repetitive work, Tracking what is working, Managing my team, Other.
Current CRM / Automation Tool	Dropdown	GoHighLevel, Mailchimp, HubSpot, Keap, ActiveCampaign, ConvertKit, Airtable / Spreadsheet, No CRM, Not Sure, Other.
Monthly Lead Volume	Dropdown	0-10, 11-25, 26-50, 51-100, 100+, Not Sure.
Webinar Interest Level	Dropdown	I need a better system now, I am exploring options, I want to understand AI and automation, I already use automation but need help improving it, I mostly want the free training.
Webinar Registered Date	Date	Optional. Can be updated through workflow.
Webinar Attendance Status	Dropdown	Registered, Attended, Missed, Watched Replay, No Show.
Business Systems Call Status	Dropdown	Not Offered, Offered, Booked, Completed, No Show, Declined, Closed Won, Closed Lost.

Do this before creating the form. If the custom fields do not exist first, they will not appear as clean options when building the form.

Step 3 — Create GHL Tags

Tags are used to trigger automations, segment registrants, and identify where each lead is inside the webinar system.

GHL Navigation

GoHighLevel Dashboard → Settings → Tags → New Tag

Create These Tags

ISBS Webinar Registered ISBS Webinar - Lead Leak Fix ISBS Business Systems Lead ISBS Lead Leak Interest ISBS Needs Automation ISBS Needs CRM Help ISBS Needs Follow Up System ISBS Needs Content System ISBS Hot Lead ISBS Warm Lead ISBS Cold Lead ISBS Webinar Attended ISBS Webinar Missed ISBS Replay Sent ISBS Strategy Call Booked

How to Use Tags

Use ISBS Webinar Registered when someone submits the form.
Use ISBS Hot Lead when someone indicates urgent business systems need.
Use ISBS Warm Lead when someone is interested but not urgent.
Use ISBS Cold Lead when someone mostly wants free training.
Use ISBS Webinar Attended manually after the webinar for people who attended.
Use ISBS Webinar Missed manually after the webinar for people who registered but did not attend.

Step 4 — Create the GHL Pipeline

The pipeline allows you to track registrants from webinar registration through strategy call and potential client conversion.

GHL Navigation

GoHighLevel Dashboard → Opportunities → Pipelines → Create Pipeline

Pipeline Name

InnerShift 360 Business Systems Pipeline

Pipeline Stages

New Webinar Registration Confirmed for Webinar Attended Webinar Missed Webinar Watched Replay Requested Strategy Call Strategy Call Booked Proposal / Offer Sent Closed Won Closed Lost Long-Term Nurture

Execution Instructions

Go to Opportunities.
Click Pipelines.
Create a new pipeline named InnerShift 360 Business Systems Pipeline.
Add each stage exactly as listed above.
Save the pipeline.
Confirm the pipeline appears inside the workflow action “Create/Update Opportunity.”

Recommended default opportunity value: $1,500. This gives the pipeline meaningful projected value without overcomplicating the setup.

Step 5 — Create the Strategy Call Calendar

This calendar is the conversion destination after the webinar.

GHL Navigation

GoHighLevel Dashboard → Settings → Calendars → Create Calendar

Calendar Name

InnerShift Business Systems Strategy Call

Appointment Title

Business Systems Strategy Call with Dr. J.R. Andrews

Duration

30 minutes

Calendar Description

This call is designed to identify where your business is leaking leads, time, attention, and revenue — and to determine whether InnerShift 360 Business Systems can help you build a cleaner system for automation, AI, follow-up, content, CRM, and human execution.

Calendar Confirmation Message

You’re booked for your Business Systems Strategy Call. Come ready to discuss your current lead flow, CRM, follow-up process, automation tools, and biggest bottleneck.

Execution Instructions

Create the calendar.
Set availability windows.
Add your meeting location or Google Meet/Zoom integration.
Set confirmation email and SMS if desired.
Copy the booking link.
Add the booking link to webinar follow-up emails and SMS messages.
Add the booking link to the webinar thank-you page and replay page.

Step 6 — Create the Webinar Registration Form

This is the form embedded on the public-facing webinar registration page.

GHL Navigation

GoHighLevel Dashboard → Sites → Forms → Builder → Create New Form

Form Name

ISBS - Lead Leak Webinar Registration Form

Required Fields

First Name — required.
Email — required.
Phone — required.
Business Name — recommended.
Business Website — recommended.
Business Type — dropdown.
Biggest Current Business Bottleneck — dropdown.
Current CRM / Automation Tool — dropdown.
Monthly Lead Volume — dropdown.
Webinar Interest Level — dropdown.

Form Button Text

Reserve My Seat

Form Redirect

https://innershift360.com/lead-leak-webinar-thank-you/

Execution Instructions

Click Sites.
Click Forms.
Click Builder.
Click Create New Form.
Name the form ISBS - Lead Leak Webinar Registration Form.
Add standard fields: First Name, Email, Phone.
Add the custom fields created in Step 2.
Make First Name, Email, Phone, Business Type, Biggest Bottleneck, and Interest Level required.
Set button text to Reserve My Seat.
Go to Options.
Set “On Submit” action to redirect.
Paste the thank-you page URL.
Save the form.
Copy the embed code.
Paste the embed code into the Elementor HTML widget on the webinar registration page.

Best practice: Keep the form short enough to finish, but detailed enough to segment the lead. First name, email, phone, bottleneck, CRM tool, and interest level are the most important fields.

Step 7 — Create the Registration Workflow

This is the core automation that runs immediately after a person registers.

GHL Navigation

GoHighLevel Dashboard → Automation → Workflows → Create Workflow → Start From Scratch

Workflow Name

ISBS - Webinar Registration Workflow

Trigger

Trigger Type: Form Submitted Form: ISBS - Lead Leak Webinar Registration Form

Workflow Actions in Order

Add tag: ISBS Webinar Registered.
Add tag: ISBS Webinar - Lead Leak Fix.
Add tag: ISBS Business Systems Lead.
Create or update opportunity in InnerShift 360 Business Systems Pipeline.
Set stage to New Webinar Registration.
Set opportunity name to {{contact.first_name}} - ISBS Webinar Lead.
Set opportunity value to 1500.
Set opportunity status to Open.
Send confirmation email.
Send confirmation SMS.
Send internal notification.
Add If/Else lead scoring logic.

Confirmation Email

Subject: You’re registered: The Lead Leak Fix Webinar Body: Hey {{contact.first_name}}, You’re officially registered for The Lead Leak Fix: How to Use AI, Automation, and Human Follow-Up to Stop Losing Revenue. This session is for business owners, service providers, consultants, creators, and operators who know they need more than another AI tool. You need a business system that captures leads, follows up, organizes opportunities, and keeps the human side of your business moving. Here’s what we’ll cover: 1. Why most businesses do not have an AI problem — they have a systems problem. 2. Where leads commonly leak before they ever become revenue. 3. How to use automation without losing the human touch. 4. How AI can support follow-up, content, sales, and daily execution. 5. What a simple business command center should include. Before the webinar, take the Lead Leak Assessment here: https://innershift360.com/lead-leak-assessment/ See you soon, Dr. J.R. Andrews InnerShift 360 Business Systems

Confirmation SMS

Hey {{contact.first_name}}, you’re registered for The Lead Leak Fix webinar from InnerShift 360 Business Systems. Check your email for details. Before the session, take the Lead Leak Assessment here: https://innershift360.com/lead-leak-assessment/

Internal Notification

New ISBS webinar registration: Name: {{contact.full_name}} Email: {{contact.email}} Phone: {{contact.phone}} Business: {{contact.business_name}} Business Type: {{contact.business_type}} Bottleneck: {{contact.biggest_current_business_bottleneck}} CRM Tool: {{contact.current_crm_automation_tool}} Monthly Lead Volume: {{contact.monthly_lead_volume}} Interest Level: {{contact.webinar_interest_level}}

Important: After building this workflow, publish it. A GHL workflow that is saved but not published will not run.

Step 8 — Add Hot / Warm / Cold Lead Scoring Logic

This is where the backend becomes useful. The workflow should automatically identify who needs personal follow-up.

GHL Navigation Inside Workflow

Workflow Builder → Add Action → If / Else → Select Custom Field → Webinar Interest Level or Biggest Current Business Bottleneck

Hot Lead Conditions

Add tag ISBS Hot Lead if any of these are true:

Webinar Interest Level = I need a better system now OR Biggest Current Business Bottleneck = Following up consistently Biggest Current Business Bottleneck = Converting leads into calls Biggest Current Business Bottleneck = Organizing my CRM Biggest Current Business Bottleneck = Automating repetitive work OR Monthly Lead Volume = 51-100 leads per month Monthly Lead Volume = 100+ leads per month

Hot Lead Actions

Add tag: ISBS Hot Lead.
Create task: Call {{contact.first_name}} about Business Systems Strategy Call.
Task due: same day or next business day.
Move opportunity to Requested Strategy Call if they ask directly for help.
Send internal notification to owner.

Task Notes

This contact registered for the Lead Leak Fix webinar and indicated a strong need for business systems, automation, CRM, or follow-up support. Review their form answers before calling.

Warm Lead Conditions

Add tag ISBS Warm Lead if any of these are true:

Webinar Interest Level = I am exploring options Webinar Interest Level = I want to understand AI and automation Monthly Lead Volume = 11-25 leads per month Monthly Lead Volume = 26-50 leads per month

Cold Lead Conditions

Add tag ISBS Cold Lead if any of these are true:

Webinar Interest Level = I mostly want the free training Monthly Lead Volume = 0-10 leads per month Monthly Lead Volume = Not Sure

Do not ignore cold leads. Cold leads should go into nurture. Some people need education before they are ready to book.

Step 9 — Create the Webinar Reminder Workflow

This workflow reminds registrants to attend. You can build this inside the main registration workflow or as a separate workflow.

Workflow Name

ISBS - Webinar Reminder Sequence

Recommended Timing

Immediately after registration: Confirmation email + SMS 24 hours before webinar: Reminder email 3 hours before webinar: Reminder email + SMS 30 minutes before webinar: SMS reminder

24-Hour Reminder Email

Subject: Tomorrow: The Lead Leak Fix Webinar Body: Hey {{contact.first_name}}, Quick reminder: The Lead Leak Fix webinar is tomorrow. We’re going to talk about how to stop losing business through weak follow-up, scattered systems, disconnected forms, random AI use, and unclear daily execution. This is not about chasing tools. It is about building a business system where automation supports human judgment, speed, care, and conversion. Before we meet, take the Lead Leak Assessment: https://innershift360.com/lead-leak-assessment/ See you tomorrow, Dr. J.R. Andrews InnerShift 360 Business Systems

3-Hour Reminder SMS

Reminder: The Lead Leak Fix webinar is today. We’ll cover how to use AI + automation to stop losing leads without losing the human touch. Check your email for access details.

30-Minute Reminder SMS

We start in 30 minutes. The Lead Leak Fix webinar is about to begin. Bring your current sales, follow-up, CRM, and automation questions.

Execution Instructions

Inside the workflow, add a Wait step until 24 hours before the webinar.
Add reminder email.
Add Wait step until 3 hours before webinar.
Add reminder email and SMS.
Add Wait step until 30 minutes before webinar.
Add final SMS reminder.
Publish the workflow.

Note: If the webinar date changes, update all wait steps and reminder timing before sending traffic to the registration page.

Step 10 — Track Attendance After the Webinar

The easiest way to launch is manual attendance tagging. After the webinar, tag contacts based on attendance.

Manual Attendance Method

Export or review the attendee list from Zoom, StreamYard, WebinarJam, GHL, or your webinar platform.
In GHL, search for each registrant who attended.
Add tag: ISBS Webinar Attended.
For registrants who did not attend, add tag: ISBS Webinar Missed.
Make sure attended contacts are moved to Attended Webinar stage.
Make sure missed contacts are moved to Missed Webinar stage.

Attendance Status Custom Field

Optionally update:

Webinar Attendance Status = Attended or Webinar Attendance Status = Missed

Best first version: Use manual tagging. Automate platform attendance later after the system is already producing leads.

Step 11 — Create Attended Webinar Follow-Up Workflow

This workflow runs when you add the attended tag.

Workflow Name

ISBS - Webinar Attended Follow-Up

Trigger

Tag Added Tag: ISBS Webinar Attended

Actions

Move opportunity to Attended Webinar.
Update Webinar Attendance Status to Attended.
Send thank-you email.
Send strategy call CTA SMS.
Wait 1 day.
Send follow-up email with booking link.
If no appointment booked after 2 days, send final reminder.

Attended Follow-Up Email

Subject: Your next move after The Lead Leak Fix Body: Hey {{contact.first_name}}, Thanks for attending The Lead Leak Fix. The big idea is simple: AI is not the strategy. Automation is not the strategy. The strategy is building a business system that helps the right human work happen faster, cleaner, and more consistently. Your next step is to look at your own business and ask: Where are leads leaking? Where is follow-up inconsistent? Where is too much work still manual? Where is AI being used randomly instead of strategically? Where does the team need clearer instructions? If you want help mapping this out, book a Business Systems Strategy Call here: [INSERT GHL BOOKING LINK] We’ll look at your intake, follow-up, CRM, automation, content, and conversion process — then identify the highest-value system to fix first. Dr. J.R. Andrews InnerShift 360 Business Systems

Attended SMS

Thanks for joining today, {{contact.first_name}}. Your next step is to map where your leads, follow-up, and automation are leaking. You can book a Business Systems Strategy Call here: [INSERT GHL BOOKING LINK]

Step 12 — Create Missed Webinar / Replay Workflow

This workflow runs when someone registered but missed the live webinar.

Workflow Name

ISBS - Webinar Missed Follow-Up

Trigger

Tag Added Tag: ISBS Webinar Missed

Actions

Move opportunity to Missed Webinar.
Update Webinar Attendance Status to Missed.
Add tag: ISBS Replay Sent.
Send missed webinar / replay email.
Send replay SMS.
Wait 1 day.
Send strategy call invitation.

Missed Webinar Email

Subject: You missed it — here’s the next best step Body: Hey {{contact.first_name}}, Looks like you missed The Lead Leak Fix webinar. No problem. The main point is this: Most businesses are not losing money because they lack effort. They are losing money because the system underneath the business is not capturing, following up, organizing, and converting opportunity consistently. Before you do anything else, take the Lead Leak Assessment: https://innershift360.com/lead-leak-assessment/ You can also book a Business Systems Strategy Call here: [INSERT GHL BOOKING LINK] Dr. J.R. Andrews InnerShift 360 Business Systems

Replay SMS

Hey {{contact.first_name}}, sorry we missed you live. Your next best step is to take the Lead Leak Assessment here: https://innershift360.com/lead-leak-assessment/

Step 13 — Create Appointment Booked Workflow

This workflow updates the lead status when someone books a Business Systems Strategy Call.

Workflow Name

ISBS - Strategy Call Booked Workflow

Trigger

Appointment Status Calendar: InnerShift Business Systems Strategy Call Status: Confirmed / Booked

Actions

Add tag: ISBS Strategy Call Booked.
Move opportunity to Strategy Call Booked.
Update Business Systems Call Status to Booked.
Send confirmation email.
Send confirmation SMS.
Send internal notification.

Confirmation SMS

You’re booked for your Business Systems Strategy Call with Dr. J.R. Andrews. Come ready to discuss your lead flow, CRM, follow-up, automation, content, and biggest business bottleneck.

Step 14 — Final Testing Protocol

Do not launch the webinar registration page until this full test is complete.

Test Contact Instructions

Open the public webinar registration page in an incognito/private browser window.
Submit the form using a test name, real email, and real mobile phone number.
Confirm the page redirects to the webinar thank-you page.
Open GHL and search for the test contact.
Confirm the contact was created or updated.
Confirm all required tags were applied.
Confirm the opportunity was created in the correct pipeline.
Confirm the opportunity is in New Webinar Registration.
Confirm the confirmation email arrived.
Confirm the confirmation SMS arrived.
Confirm internal notification was received.
Test Hot Lead logic by selecting “I need a better system now.”
Confirm ISBS Hot Lead tag was added.
Confirm task was created for owner follow-up.
Manually add ISBS Webinar Attended tag.
Confirm attended follow-up workflow runs.
Remove test tag or create second test contact.
Manually add ISBS Webinar Missed tag.
Confirm missed/replay workflow runs.
Book a test strategy call.
Confirm appointment booked workflow runs.

Launch standard: The system is ready only when form submission, contact creation, tags, pipeline opportunity, confirmation email, confirmation SMS, and follow-up workflows all work correctly.

AI Build Prompt

Prompt for GHL AI Workflow Builder or Chiara

Use this prompt to help create the core workflow inside GHL.

Create a GoHighLevel workflow for InnerShift 360 Business Systems called “ISBS - Webinar Registration Workflow.” The trigger should be Form Submitted. The form name is “ISBS - Lead Leak Webinar Registration Form.” When the form is submitted, do the following: 1. Add these tags: - ISBS Webinar Registered - ISBS Webinar - Lead Leak Fix - ISBS Business Systems Lead 2. Create or update an opportunity in the pipeline “InnerShift 360 Business Systems Pipeline.” Set the stage to “New Webinar Registration.” Name the opportunity “{{contact.first_name}} - ISBS Webinar Lead.” Set opportunity status to Open. Set opportunity value to 1500. 3. Send a confirmation email with the subject: “You’re registered: The Lead Leak Fix Webinar” The email should confirm registration, explain that the webinar is about using AI, automation, and human follow-up to stop losing revenue, and invite the person to take the Lead Leak Assessment at: https://innershift360.com/lead-leak-assessment/ 4. Send this confirmation SMS: “Hey {{contact.first_name}}, you’re registered for The Lead Leak Fix webinar from InnerShift 360 Business Systems. Check your email for details. Before the session, take the Lead Leak Assessment here: https://innershift360.com/lead-leak-assessment/” 5. Send an internal notification to the account owner with: - Name - Email - Phone - Business name - Business type - Biggest bottleneck - CRM tool - Monthly lead volume - Webinar interest level 6. Add conditional logic: If Webinar Interest Level equals “I need a better system now,” add “ISBS Hot Lead” and create a task for the owner to call within 24 hours. If Biggest Current Business Bottleneck equals “Following up consistently,” “Converting leads into calls,” “Organizing my CRM,” or “Automating repetitive work,” add “ISBS Hot Lead.” If Webinar Interest Level equals “I am exploring options” or “I want to understand AI and automation,” add “ISBS Warm Lead.” If Webinar Interest Level equals “I mostly want the free training,” add “ISBS Cold Lead.” 7. Add reminder messages: - 24 hours before webinar: email reminder - 3 hours before webinar: email and SMS reminder - 30 minutes before webinar: SMS reminder 8. After the webinar, allow attendance to be tracked manually by adding either: - ISBS Webinar Attended - ISBS Webinar Missed When “ISBS Webinar Attended” is added, move the opportunity to “Attended Webinar” and send a follow-up email inviting them to book a Business Systems Strategy Call. When “ISBS Webinar Missed” is added, move the opportunity to “Missed Webinar” and send a replay or next-step email inviting them to take the Lead Leak Assessment and book a Business Systems Strategy Call.

Minimum Launch Checklist

Do Not Launch Until These Are Done

Webinar registration page created.
GHL webinar registration form created.
Form embedded on WordPress page.
Thank-you page created.
Form redirects to thank-you page.
Custom fields created.
Tags created.
Pipeline created.
Opportunity stages created.
Strategy call calendar created.
Registration workflow created.
Confirmation email tested.
Confirmation SMS tested.
Internal notification tested.
Reminder sequence created.
Attended follow-up workflow created.
Missed/replay workflow created.
Strategy call booked workflow created.
Lead Leak Assessment linked.
Booking link works.
Test contact successfully completed the entire flow.

The purpose of the webinar backend is conversion, not clutter.

The system should register people, segment their urgency, remind them to attend, follow up based on behavior, and move the best leads into a Business Systems Strategy Call.

Open Webinar Registration Page Open Lead Leak Assessment Open Strategy Call Page

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