merlyn estopa.
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Selected work

Projects

Client systems I have shipped, and the things I build for myself when nobody is paying me to.

Live automation

One form. The rest runs itself.

Someone fills in a form. The system books the call, chases the no shows, and sorts what happens after it. The screens underneath are the same six workflows, as they actually look inside the account.

GoHighLevelEmail and SMSPipelines and tags

A lead fills in the opt in form, the system sends a booking link, confirms the slot and sends a 24 hour and a 1 hour reminder before the consult call. After the call the lead either gets a contract, pays the invoice and is onboarded, goes into a six email nurture until they book the slot again, or is tagged and closed out. Signed Not yet No fit Books the slot again Opt-in form New lead lands Booking email Sends the link Consult booked Slot confirmed 24 hour reminder Email, then SMS 1 hour reminder Last nudge Consult call Is this a fit Contract sent Matches the package Invoice paid Intake skipped if known Onboarded Sessions on the calendar Nurture Six emails, two days apart Books again Goal step pulls them out Closed out Tagged and filed

GoHighLevel builds

A coaching client journey, end to end.

Six workflows that carry someone from booked consult to paid, onboarded client, plus the opt-in that feeds the list. Screens are from live builds, with client details removed. The lead and appointment funnels that feed this journey were built in the same account.

  1. GoHighLevel workflow: consultation confirmation and reminder ladder 002 · Appointment

    Consult confirmation and reminders

    • Confirms the booking the moment it lands
    • Reminds at 24 hours, 1 hour and 10 minutes out
    • Branches on whether the questionnaire is already answered

    Result Nobody is asked the same question twice, and nobody forgets the call.

  2. GoHighLevel workflow: six email nurture sequence after a consult call 003 · Nurture

    Nurture after the consult call

    • Six emails, two days apart, after an unsigned consult
    • A goal step pulls them out the moment they sign

    Result People who went quiet after the call stop being dropped.

  3. GoHighLevel workflow: welcome email and contract sending, branched by package 004 · Onboarding

    Welcome and send contract

    • Lifts them out of nurture the second they say yes
    • Sends the welcome, then serves the matching contract

    Result The contract goes out while they are still saying yes.

  4. GoHighLevel workflow: invoice sent on contract signature, branched by package 005 · Onboarding

    Send the invoice

    • Fires on a signed contract
    • Bills for the package they chose, ten session or twenty

    Result Nobody checks by hand which package was signed.

  5. GoHighLevel workflow: invoice paid, branching new clients from returning ones 006 · Onboarding

    Invoice paid and intake form

    • Tells a returning client apart from a brand new one
    • Repeat payers skip the intake and go straight to booking

    Result Returning clients skip a form they already filled in.

  6. GoHighLevel workflow: coaching session confirmation and reminder ladder 007 · Appointment

    Coaching session reminders

    • The same reminder ladder, running on paid sessions
    • Starts once someone is a client, not a lead

    Result Fewer no shows on paid sessions, with nobody chasing.

GoHighLevel workflow: newsletter opt-in tagging and confirmation email
Also built · List

Newsletter opt-in

  • Sits outside the journey and feeds the top of it
  • Tags the subscriber and sends the confirmation

Result The list stays clean enough to actually mail.

Side projects

Things I've built on the side

  1. The VAsics

    A cassette-tape personal brand for the VA community. Content, identity, and a whole visual language built around it.

  2. This Portfolio

    The site you're on. Cassette tapes, full-height speakers, a claim-ticket intro, built page by page, piece by piece.

  3. GHL Funnel Kits

    Reusable GoHighLevel funnel and pipeline templates, built once and redeployed across coaching and agency clients.

  4. AI Ops Playbook

    Claude and ChatGPT wired into daily support and documentation work. Less manual triage, more consistent SOPs.

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