Your GoHighLevel Business Profile Settings are the foundation of your entire sub-account. Get this wrong, and you'll spend weeks fixing cascading issues across your campaigns, automations, and client data. Get it right, and you've eliminated friction before it starts.
In this guide, I'm walking you through every essential setting you need to configure—from basic company information to API access and contact deduplication rules. Whether you're setting up a brand-new agency account or auditing an existing one, these steps will ensure your GoHighLevel platform operates exactly how you need it to.
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Accessing Your Business Profile Settings
The Business Profile Settings section is your sub-account's control center. Every configuration you make here cascades across your entire account—campaigns, automations, pipelines, and client data all inherit these settings.
To access it: Log into your GoHighLevel sub-account, then navigate to Settings → Business Profile. You'll see a series of tabs and fields that control how your account operates at the highest level.
This is different from individual workspace settings or campaign-specific configurations. Business Profile is where you define the core identity and operational rules for the entire sub-account. Spending 10–15 minutes here upfront saves hours of troubleshooting later.
💡 Pro Tip
Bookmark your Business Profile Settings page. You'll return here whenever you onboard new team members, integrate new tools, or audit your account structure. Treat it like your master control panel.
Configuring General Company Information
The General tab is where you establish your business identity within GoHighLevel. This includes your company name, logo, branding colors, and primary contact information. These settings appear across your client-facing portals, email footers, and automated communications.
What to configure:
- Business Name: Your official company name as clients will see it. Use your registered business name to maintain consistency.
- Company Logo: Upload a high-resolution logo (at least 200x200px). This appears on client portals, email signatures, and branded documents.
- Primary Website URL: Link your main business website. This is used for branding and backup contact purposes.
- Time Zone: Set your account's default time zone. This affects when automations trigger, when reports generate, and when scheduled tasks execute. Choose your primary business location's time zone.
- Currency: Select your primary transaction currency. This defaults across all invoices, proposals, and payment tracking.
These general settings form the visual and operational backbone of your GoHighLevel experience. Update them whenever your branding refreshes or your business structure changes.
Setting Up Business Address and Contact Details
Your business address and contact information are legally and operationally critical. They appear on invoices, compliance documents, client communications, and your public-facing integrations.
Complete these fields accurately:
- Physical Address: Your official business address. This is required for compliance, invoicing, and legal documentation.
- Phone Number: Your primary business phone. This becomes your default callback number for automations unless overridden at the campaign level.
- Email Address: Your primary business email. System notifications, support communications, and backup contact attempts use this address.
- Address, City, State, ZIP: Fill in complete location data. This is essential if clients need to verify your business location or if you integrate with location-based services.
If you're running multiple locations or have a virtual business address, use the address where legal documents should be sent. This matters especially if your account will handle payment processing or client contracts.
Managing Authorized Representatives
Authorized Representatives are team members who can access and modify critical account settings. This feature controls who has permission to change Business Profile data, API keys, and account-wide configurations.
How to add or remove authorized representatives:
In the Business Profile settings, locate the Authorized Representatives section. You can add multiple team members by their email address. Each authorized representative gets full access to Business Profile settings, so only grant this permission to trusted account owners or administrators.
This is different from team member role-based permissions. An authorized representative can modify the foundational account structure, not just campaign-level data. Use this cautiously—typically only your account owner, agency owner, or primary administrator should have this role.
Review your authorized representatives quarterly. If a team member leaves or changes roles, remove their access immediately.
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Enabling Contact Deduplication Preferences
Contact deduplication is one of the most powerful—and often overlooked—settings in GoHighLevel. It prevents duplicate contact records from cluttering your database and messing up your segmentation and automation logic.
What deduplication controls:
- Email-Based Deduplication: If enabled, GoHighLevel prevents multiple contacts from having the same email address. New contact imports with an existing email will update the existing record instead of creating a duplicate.
- Phone-Based Deduplication: Similar logic for phone numbers. A new lead with an existing phone number will update the existing contact.
- Deduplication Rules: Choose whether GoHighLevel deduplicates on import, on creation, or both. Be intentional here—aggressive deduplication prevents duplicates but might merge contacts you intended to keep separate.
💡 Pro Tip
Enable email-based deduplication for most use cases. If you're managing leads from multiple campaigns or sources, this prevents your contact database from becoming bloated with duplicates that tank your reporting accuracy.
Test your deduplication settings with a small test import before enabling them account-wide. The wrong setting can silently merge contacts you wanted to keep separate.
Configuring API and Webhook Settings
If you're integrating GoHighLevel with other platforms—your CRM, payment processor, email service, or custom tools—you'll need API access configured in your Business Profile.
Key API configurations:
- API Keys: Generate unique API keys for each integration. Never share your API key or hardcode it in public repositories.
- Webhook URLs: Configure webhook endpoints where GoHighLevel sends real-time event data (new leads, form submissions, automation triggers). Ensure your receiving server has HTTPS and is actively listening.
- Scopes and Permissions: Only grant the minimum API permissions your integration needs. If your Zapier integration only needs to read contacts, don't grant it delete permissions.
- IP Whitelisting: If your integration uses static IPs, whitelist them here for extra security.
Document your API keys securely. If you're working with a developer or contractor, share keys through password managers—never email them. Rotate keys periodically (quarterly is standard practice) and immediately revoke keys for inactive integrations.
Reviewing Deprecated Features and Account Structure
GoHighLevel regularly updates its platform. The Business Profile Settings area flags deprecated features that may no longer work as expected or have been replaced by newer functionality.
What to watch for:
- Legacy Automation Triggers: Older automation triggers may be deprecated in favor of new, more reliable ones. The settings page will note this.
- Outdated Integrations: Some third-party integrations may no longer be actively maintained. Check your integration list and disable any marked as deprecated.
- Old Account Settings: Some older account settings may no longer apply to new features. Review these and update your account structure accordingly.
Don't ignore deprecation warnings. Plan your migration away from deprecated features before they stop working entirely. GoHighLevel usually gives 60–90 days notice, but checking your Business Profile quarterly keeps you ahead of the curve.
Final Thoughts
Your Business Profile Settings are not a "set it and forget it" area. They're the operational spine of your GoHighLevel account. Taking 15 minutes to configure them correctly eliminates friction across campaigns, automations, integrations, and team collaboration.
Treat your Business Profile as a quarterly audit checkpoint. Review your company information, authorized representatives, deduplication rules, and API integrations every 90 days. Small updates prevent big problems down the line.
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