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Onboarding guide

From sign-up to your first lead in HighLevel

Most of the setup is decisions, not code: which calculator goes where, what your consent wording says, and which HighLevel workflow picks the lead up. This guide walks the whole path in order, with a checklist at the end.

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To go from sign-up to a lead in HighLevel: open an agency account, add an insurance calculator, brand it, write your consent and disclaimer text, paste a HighLevel inbound webhook URL into your webhook settings (a plan with webhooks), embed the calculator on your site, then submit a test lead and map its fields in your workflow.

How it works, step by step

How it works, step by step

  1. Open your account on the right plan

    Create your agency account. Every plan includes the insurance calculators, so you can start on the free Producer plan. For the HighLevel step you need webhooks, which come with Agency and Enterprise; monthly and yearly billing start with a 14-day free trial (card required, one trial per agency).

  2. Add your first insurance calculator

    Start with the line that earns you the most conversations. A life shop usually begins with the life insurance or human life value calculator; a benefits broker with HSA vs. traditional plan; a retirement-income practice with the immediate or fixed annuity calculator. You can add more later and bundle them in one widget.

  3. Make it look like your agency

    Choose one of 12 themes and 20 colour palettes, set your fonts, and decide on light, dark or auto mode so it follows the visitor's device. If you have brand colors, check the button and text contrast before you publish. Custom CSS is there for fine-tuning.

  4. Set up the lead form, consent and disclaimer

    Decide whether you collect email, phone or both, and write the consent language your compliance contact approves — especially if you will call or text leads, where the TCPA applies. Review the disclaimer so it says the result is an estimate, not a quote. Leave the new-lead email alert on for now.

  5. Connect HighLevel with an inbound webhook

    In HighLevel, create a workflow that starts with the Inbound Webhook trigger and copy the URL it gives you. Paste it as your agency-wide webhook, or as a per-calculator webhook if each line should route to its own pipeline. Every new lead is then POSTed to HighLevel as JSON.

  6. Embed the calculator on your site

    Copy the code from the Embed tab. The inline option is one div and one script, rendered in an isolated container so your theme's CSS can't break it. If your builder only accepts frames or you want a button instead, pick the iframe, popup, floating bubble, own-link or direct-link mode.

  7. Send a test lead and map the fields

    Fill in the live calculator yourself and submit the form. HighLevel's trigger captures the sample payload, so you can map contact details, the calculator's inputs and results, and the UTM and click-ID fields into contact fields, tags or an opportunity. Delete the test contact afterwards.

  8. Go live and tag your traffic

    Publish the page, add UTM tags to the ads and emails that point at it, and decide who picks up a new lead and how fast. From here each submission arrives with the prospect's numbers, the page it came from and the campaign that sent them.

Launch checklist

Which calculator should I launch first?

Launch first on the page that already gets traffic for the line you most want to write. A calculator works best where a visitor is already thinking about that product, so a busy life insurance page beats a new landing page nobody visits. Prove the lead flow there, then add the next line.

Look at your analytics for the product page with the most visits and the weakest form conversion. That page has interest but no reason to raise a hand; a needs calculator gives the visitor something useful to do before they decide to talk to you.

Browse the calculators by line to match one to that page. Resist launching five at once: one well-placed calculator with a tested workflow teaches you more in a month than five that nobody has checked.

What should I decide before I paste any code?

Decide who owns new leads, how quickly they are contacted, what your consent wording says and which HighLevel pipeline each calculator feeds. These choices shape the webhook and form settings. Code takes minutes; reworking a workflow after leads are already flowing into the wrong place takes much longer.

Agree on the consent text with whoever handles compliance at your agency. The form records the visitor's consent with the lead; the wording is yours, and it should match how you actually follow up. This is not legal advice — see our notes on lead consent.

Licensing varies by state. Put calculators only on pages aimed at states where your producers are licensed and appointed for that line.

Where does a lead go after the visitor submits?

Each lead goes three places at once: an email alert to you (which you can switch off), your built-in contacts list with notes and statuses, and a JSON POST to your webhook. Contacts are de-duplicated by email, then phone, so a returning visitor's new calculation is added to their existing record.

The webhook payload carries the contact, the calculator's inputs and results, the submission time, the page URL and campaign attribution: UTM tags, Google, Meta and Microsoft click IDs, referrer, landing page and first-touch source. See lead attribution for how to use it.

HighLevel is the most common destination, but the same webhook works with Zapier, Make or any HTTPS endpoint your CRM exposes. The HighLevel sync page covers the field mapping in more depth.

FAQ

Questions agencies ask

Answers first, details after.

How long does setup usually take?

The technical part — adding a calculator, pasting a webhook URL and embedding the code — is a short job for anyone who edits your website. What takes longer is agreeing on consent wording, choosing pages and deciding who follows up. Do those first and the build goes quickly.

Can I follow this guide on the free plan?

Partly. The Producer plan includes the insurance calculators, so you can add, brand and embed one, but it has no webhooks. To complete the HighLevel step you need Agency or Enterprise, which start with a 14-day trial on monthly or yearly billing.

Do I need a developer to embed the calculator?

Usually not. If you can add a custom HTML or code block in your website builder, you can embed the inline code. Our platform guides cover WordPress, Wix, Squarespace, Webflow, Shopify, HighLevel funnels and plain HTML. A developer helps only if your site has a strict security policy that blocks outside scripts.

Should I use one webhook or one per calculator?

Use the agency-wide webhook if every lead should enter the same HighLevel workflow and you branch inside it. Use per-calculator webhooks when each line has its own pipeline, owner or nurture sequence. A per-calculator webhook overrides the agency-wide one for that calculator only.

Why didn't my test lead appear in HighLevel?

Check three things in order: the webhook URL is pasted exactly as HighLevel showed it, the workflow is saved and published, and your account is under its contact limit. If you are over the limit, the lead is not saved, the visitor still sees success, and you get an email about it at most once a day.

What exactly does HighLevel receive?

A JSON payload with the event, the calculator, whether the contact is new, the contact's details, the submission's inputs and results, the time, and attribution — including flat utm fields, gclid, fbclid, msclkid, landing page, referrer and first-touch source. You map the parts you need in the workflow.

Can visitors use the calculator in Spanish?

Yes. The calculator interface runs in 2 languages today, Spanish included, and the visitor can switch. If you serve Spanish-speaking clients, make sure someone who will call those leads speaks Spanish, and that your consent and disclaimer text reads correctly in each language you use.

Does the calculator give my visitors a quote?

No. It gives an estimate of coverage need or cost based on what the visitor enters — never a quote, rate or offer of coverage. Your licensed producers take it from there. Keep your own button wording consistent with that, and see our compliance notes for line-specific cautions.

What should I do in the first week after going live?

Watch every lead by hand. Read the inputs, call within your agreed response time, and note which numbers made the conversation easier. Check that attribution fields are filling in. After a week you will know whether the placement works and which calculator to add next.

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Ready to put the first calculator live?

Open your account, follow the steps above and send yourself a test lead today. If you get stuck on the HighLevel step, talk to us and we will walk through it with you.

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