Use Custom Contact Labels to Personalize Your CRM

The newest GoHighLevel update gives you direct control over what your “Contacts” are called. This means you can now:

• Rename the Contacts object to any term that fits your business
• Customize both the singular and plural version (e.g., “Client” vs. “Clients”)
• See your custom labels reflected in real-time, exactly as entered
• Avoid any system auto-translation or “smart formatting” that changes your intent

For example, if you’re a gym owner, you might call them “Members.” If you run a coaching program, they could be “Clients.” Running political campaigns? Try “Voters” or “Donors.”

Your CRM, your language, no limits.

And yes, this applies directly inside the Email Builder, which means your communications look and feel more consistent and personalized to your audience.

For agencies, white-labeling is everything. Your clients shouldn’t feel like they’re logging into “just another CRM.” They should feel like it was built for them.

That’s where custom contact labels come in.

This update gives you the power to swap out the word “Contacts” for something that actually fits your business. Whether it’s clients, donors, or leads, your CRM can now match the language your team and customers already use.

This matters because:

• It improves adoption—people are more likely to use software that reflects their world
• It reduces confusion—“Contacts” might be meaningless in a medical or nonprofit context
• It boosts your brand—especially for white-label SaaS offers or training materials
• It gives you an edge when pitching the CRM as part of your services

Bottom line? Your clients feel like the system was made for them. Because now, it is.

Tired of seeing “Contacts” when your business works with clients, members, or patients? This update lets you rename the CRM’s most-used object to whatever fits your business. It takes less than a minute and instantly updates your interface, including inside the Email Builder.

Here’s how to personalize your CRM language fast:

1.1 Head into the GHL location account where you want the change to happen.
1.2 Use the sidebar to scroll down and select Settings.

2.1 Inside Settings, click on Objects.
2.2 Choose the Contacts object from the list.

3.1 You’ll see two editable fields:
  • Singular Label (example: “Client”)
  • Plural Label (example: “Clients”)
3.2 Enter your custom terms exactly how you want them displayed.

4.1 Hit Save Changes to apply your new labels instantly.
4.2 The changes will now reflect in your CRM views, Smart Lists, and Email Builder.

5.1 Open the Email Builder or Smart Lists to verify the new label appears.
5.2 You’ll now see your custom name where “Contacts” used to be.

That’s it. Your CRM now uses language your clients and team actually understand. Simple, smart, and way more on-brand.

Not every business works with “contacts.” That term might be fine for software companies or sales teams—but if you’re in a specialized niche, it can feel cold, vague, or flat-out confusing.

Here are some real-world examples where custom contact labels make a big difference:

For Coaches & Consultants:

• Use “Clients” or “Coachees” to match the terminology used in client-facing materials.

For Membership Businesses:

• Swap in “Members” for a more community-driven experience in your portals and emails.

For Medical Practices or Wellness Pros:

• Rename to “Patients” or “Guests” to align with intake forms, appointment confirmations, and follow-ups.

For Nonprofits or Campaigns:

• Go with “Donors,” “Supporters,” or “Voters” to better reflect your mission and communications.

For Sales & Lead-Gen Agencies:

• Use “Leads” or “Prospects” to make it obvious these contacts are still in the nurturing stage.

This feature is about meeting your users where they are. A single word swap can shift perception, improve clarity, and make your CRM feel tailor-made for any niche.

Renaming your contact labels is just the start. To really make this change stick and avoid confusion down the line, here’s how to keep everything aligned across your GHL account:

1. Standardize Across Automations
Go through your workflows, emails, and texts to check for any mention of “Contacts.” Replace it with your updated term so everything’s speaking the same language.

2. Update Smart Lists & Filters
Smart Lists and filters may use contact-centric naming. Give them a quick refresh so the naming matches your new label system.

3. Keep It Short and Clear
Stick with simple, one-word labels that make sense to everyone. Skip the fancy industry terms that might leave folks scratching their heads.

4. Adjust Snapshots & Training Docs
If you’re using snapshots for new clients or running onboarding, update all the relevant docs to reflect your new object names. Consistency = trust.

5. Communicate the Change
If clients or team members are used to seeing “Contacts,” a quick Loom or email explaining the label change can prevent unnecessary support questions.

Pro Move: Apply this consistently across sub-accounts with similar clients, especially if you’re offering GHL as a white-labeled SaaS.

It might look like a minor tweak, but this change seriously levels up your branding and how clients interact with your CRM.

Renaming the “Contacts” object gives you full control over how your CRM speaks to your team and clients. Whether you serve patients, members, clients, or voters, your platform can now reflect that with just a few clicks.

For agencies offering white-labeled GHL portals, this adds another layer of polish and professionalism. And for internal teams, it simply makes things more clear.

You’re no longer stuck with generic terms. Your CRM can now talk like your business does.

Try it now: Pick a sub-account, rename “Contacts” to something that actually fits, and see how much more intuitive the platform feels.