ServiceTitan vs GoHighLevel for Contractors: Which Is Right for Your Business?

The Two Giants of Contractor Software

If you're looking for software to run your contracting business, you've probably heard of ServiceTitan and GoHighLevel. They're both powerful platforms—but they're designed for very different businesses.

This comparison will help you figure out which one is right for you.

Quick Comparison

ServiceTitan Deep Dive

What It Is

ServiceTitan is an enterprise-grade field service management platform. It's built for large contractors with dispatch teams, multiple technicians, and complex operations.

Best For

• HVAC, plumbing, electrical companies with 10+ technicians
• Businesses doing $3M+ in annual revenue
• Companies with dedicated office staff
• Operations that need advanced dispatching

Pricing

ServiceTitan doesn't publish pricing, but expect:

• $250-400 per technician per month
• Significant implementation fees ($5,000-15,000)
• Annual contracts required
• A 10-tech company might pay $40,000+/year

Strengths

• Dispatching: Best-in-class dispatch board and optimization
• Pricebook: Detailed flat-rate pricing system
• Reporting: Deep analytics and business intelligence
• Integrations: Connects with suppliers, financing, etc.
• Call booking: Sophisticated call center features

Weaknesses

• Price: Expensive for small operators
• Complexity: Takes months to implement properly
• Overkill: Way more than most small businesses need
• Lock-in: Hard to leave once you're in
• Marketing: Basic marketing features compared to dedicated tools

GoHighLevel Deep Dive

What It Is

GoHighLevel is an all-in-one marketing and CRM platform. It combines CRM, email, SMS, calendar, website builder, and automation in one tool.

Best For

• Small to medium contractors (1-20 employees)
• Businesses focused on lead generation and marketing
• Companies that want AI phone answering integration
• Operators who want one platform instead of many

Pricing

GoHighLevel is straightforward:

• Starter: $97/month (limited features)
• Unlimited: $297/month (most features)
• Agency: $497/month (white-label + more)
• No per-user fees
• Monthly billing, cancel anytime

Strengths

• Marketing: Powerful automation, funnels, and campaigns
• AI integration: Easy to connect AI phone answering
• All-in-one: Replaces 5-10 separate tools
• Price: Flat fee regardless of team size
• Flexibility: Highly customizable for any industry
• Modern: Built for how businesses operate today

Weaknesses

• Field service: No dispatch board or route optimization
• Industry-specific: Not built specifically for contractors
• Setup required: Needs customization to work well
• No pricebook: You'll need separate estimating software

Head-to-Head Comparison

For Lead Management

Winner: GoHighLevel

GoHighLevel was built for lead generation and nurturing. It has:

• Landing pages and funnels
• Automated follow-up sequences
• SMS and email marketing
• Pipeline management
• Lead scoring

ServiceTitan has basic CRM features but isn't designed for marketing.

For Dispatching

Winner: ServiceTitan

ServiceTitan has a world-class dispatch board:

• Drag-and-drop scheduling
• GPS tracking
• Real-time technician status
• Capacity planning

GoHighLevel has a calendar but no true dispatching features.

For Automation

Winner: GoHighLevel

GoHighLevel's automation builder is incredibly powerful:

• IF/THEN workflows
• Multi-channel sequences (SMS, email, voicemail drops)
• Webhook integrations
• AI phone answering integration

ServiceTitan has some automation but nothing close to this level.

For Reporting

Winner: ServiceTitan

ServiceTitan's reporting is deep:

• Technician performance
• Revenue by job type
• Marketing ROI
• Demand forecasting

GoHighLevel has good reporting but not as specialized for field service.

For Price/Value

Winner: GoHighLevel

For a 5-person company:

• ServiceTitan: ~$15,000-20,000/year
• GoHighLevel: ~$3,500-6,000/year

GoHighLevel is 3-5x cheaper for small teams.

My Recommendation

Choose ServiceTitan if:

• You have 10+ technicians
• You need advanced dispatching
• You have office staff dedicated to the software
• You're doing $3M+ in revenue
• You can invest in proper implementation

Choose GoHighLevel if:

• You have 1-10 employees
• Marketing and lead generation are priorities
• You want AI phone answering integration
• You prefer lower cost and flexibility
• You want one platform for everything

The Hybrid Approach

Some contractors use both:

• GoHighLevel for marketing, leads, and customer communication
• Specialized tool for dispatching (like Housecall Pro or Jobber)

This gives you best-of-breed in each category without ServiceTitan's price tag.

Our Approach

At Work Hard AI, we primarily use GoHighLevel because:

1. It integrates seamlessly with AI phone answering
2. The automation capabilities are unmatched
3. Our clients are mostly small-medium contractors
4. The price is right for businesses scaling up

We customize GoHighLevel specifically for each trade:

• HVAC pipelines and automations
• Plumbing-specific workflows
• Electrical contractor setups
• Pool service configurations

Getting Started

Not sure which is right for you? Get a free AI audit and we'll analyze your business and recommend the right software stack—whether that's GoHighLevel, ServiceTitan, or something else entirely.

The best software is the one that fits your business today and can grow with you tomorrow.