Your prospect reports are supposed to sell your services—not confuse your leads with irrelevant data. Yet most agencies send the same generic Marketing Audit Report to every prospect, buried with sections that don't matter to their specific situation.
The truth? Customizing your Prospect Reports in GoHighLevel is one of the fastest ways to increase close rates and client trust. When you show only the metrics that matter to each prospect, in the order that tells your story, you control the narrative. You highlight your agency's value at the exact moment it counts most.
In this guide, I'll walk you through exactly how to customize Prospect Reports in GoHighLevel—from setting global defaults to personalizing individual reports for maximum impact. If you're ready to transform your reports into closing tools, start your free 30-day trial of GoHighLevel here and follow along.
Understanding Prospect Reports in GoHighLevel
Prospect Reports in GoHighLevel—specifically the Marketing Audit Report—are automatically generated documents that analyze a prospect's current digital presence. They pull data on website performance, SEO metrics, social media presence, and more, all designed to demonstrate areas where your agency can add value.
The problem most agencies face: these reports come with a standard layout that doesn't reflect their unique sales strategy. A local SEO agency doesn't care about email marketing metrics. A social media expert doesn't need to highlight PPC data. Yet the default report shows everything to everyone.
That's where customization comes in. GoHighLevel gives you two levels of control:
- Global customization—set a default layout that applies to all new prospects
- Individual customization—adjust specific reports without affecting others
Both approaches are essential for agencies running at scale.
How to Customize Global Report Layouts
Start here if you want a standardized approach. Setting a global default ensures every new prospect gets the same tailored experience—and you only set it up once.
Step 1: Access Report Settings
Log into your GoHighLevel account and navigate to Contacts → Reports. From here, you'll see your Marketing Audit Report template. Click into it to access customization options.
Step 2: Choose Your Sections
You'll see a list of available report sections: Website Overview, SEO Analysis, Social Media Audit, PPC Analysis, Email Marketing, Local SEO, Reputation Management, and more. For your global default, select only the sections relevant to your primary service offerings.
Step 3: Arrange Section Order
Order matters. Your strongest selling point should appear early—typically in the top three sections. For most agencies, that's either SEO performance or social media metrics, depending on your focus.
Step 4: Save and Apply
Once configured, save these settings. They'll automatically apply to every new prospect report generated going forward, eliminating manual work and maintaining consistency.
💡 Pro Tip
Create multiple global templates for different service lines. Set up one for SEO clients, one for social media specialists, and one for full-service agencies. Then assign the right template based on prospect type during intake.
Personalizing Individual Prospect Reports
Global settings are efficient, but sometimes you need to deviate. Maybe a specific prospect mentioned they're only concerned with paid advertising. Maybe their website is so well-optimized that showing SEO metrics would undermine your position. That's where individual customization shines.
Access the Prospect-Level Report
Navigate to the specific contact/prospect in GoHighLevel. Find their generated Marketing Audit Report and click to edit it. You'll see the same customization options as the global template, but these changes only affect this one prospect.
Make Your Adjustments
Remove sections that don't apply. Reorder to highlight their specific pain points first. If they're a local service business, push Local SEO Analysis to the top. If they're e-commerce, emphasize conversion metrics.
Preview Before Sending
Always preview the report as the prospect will see it. Check for flow, clarity, and impact. A well-ordered report tells a story; a poorly ordered one looks like a data dump.
This is built into GoHighLevel. Try it free for 30 days →
Reordering Report Sections to Match Your Sales Process
The order of your report sections is strategic. It mirrors your sales conversation and builds your case progressively.
The High-Impact Opening
Lead with the section where you know the prospect is weakest. If their social media is neglected, open with Social Media Audit. If their website ranks nowhere, start with SEO Analysis. This immediately validates the need for your services.
Build Your Argument
Follow with sections that connect to the opening finding. If social media is weak, the next section might show how competitors are dominating social—creating FOMO and urgency.
Close with Opportunity
End with your strongest service offering or the metric showing the biggest ROI potential. This is what they remember as they close the report.
Use GoHighLevel's intuitive drag-and-drop functionality to rearrange sections. Simply click and drag each section to its new position within the report layout.
Controlling Section Visibility for Clean Client Presentations
Sometimes less is more. Hiding irrelevant sections keeps your report focused and professional—it also reduces the chance a prospect gets distracted by data that doesn't matter to them.
Toggle Visibility On/Off
For both global and individual reports, you'll see a visibility toggle (eye icon) next to each section. Toggle it off to hide that section from the report without deleting the underlying data.
Why Hide Sections?
- The prospect's business doesn't need that service (e.g., hiding email marketing for a brick-and-mortar local business)
- The data is too strong in a competitor's favor (don't highlight what you can't quickly fix)
- It's not relevant to your agency's service model
- You want to reduce report length for a faster read
Pro Strategy: The 3-5 Section Sweet Spot
The best reports contain 3-5 sections. This is long enough to demonstrate value but short enough to hold attention. A 10-section report often ends up unread.
Advanced Customization Strategies for Agencies
Once you've mastered the basics, consider these strategies to multiply your reporting impact across your agency:
Create Service-Specific Report Templates
Build separate global templates for each service line you offer. When a prospect fits a specific category, apply that template. This scales personalization without extra manual work.
A/B Test Report Layouts
Try different section orders with similar prospects and track close rates. Does opening with ROI potential outperform opening with pain points? Data from your own business beats industry assumptions.
Brand Your Reports
While customizing sections, don't forget visual customization. Add your logo, brand colors, and company messaging. A report that looks generic performs worse than one that looks premium and professional.
Add Narrative Context
Some sections allow you to add custom text or commentary. Use this to connect findings to solutions. Instead of just showing "Your website loads in 3.2 seconds," add "This is 40% slower than your top competitor—here's how we'd fix it."
💡 Pro Tip
Set up a workflow that auto-generates and sends customized reports 24 hours after a prospect is added to your system. This keeps the momentum going while they're still thinking about your conversation, and it saves your team hours of manual report creation each week.
Track Report Engagement
GoHighLevel tracks when prospects open and view their reports. Use this data to follow up—if someone opens the report 3+ times, they're seriously interested. If they don't open it within 48 hours, a gentle reminder is warranted.
Customizing Prospect Reports transforms them from generic documents into strategic closing tools. They shift the conversation from "Here's what we do" to "Here's exactly what you need, and why we're the right choice." In an agency environment where every lead matters, that difference directly impacts your bottom line.