Struggling to get those website visitors to actually do something on your site? Like, maybe sign up for your newsletter, request a demo, or even just ask a question? Trust me, I’ve been there. you put all this effort into your content, driving traffic, and then… crickets. But what if I told you that one of the most powerful, yet often overlooked, tools for turning those casual browsers into actual leads is right there within HubSpot? I’m talking about HubSpot forms. These aren’t just simple data collectors. they’re the bridge that connects your audience to your business, funneling valuable information directly into your CRM and kickstarting your lead nurturing efforts. By the end of this guide, you’ll not only know how to build amazing forms, but you’ll also understand the strategy behind making them work hard for you. Let’s get into it!

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What Are HubSpot Forms and Why You Absolutely Need Them

Think of HubSpot forms as your website’s friendly greeter, asking for just enough information to get the conversation started. At its core, a HubSpot form is an online form creation tool that lives right inside your HubSpot platform. But here’s the cool part: it’s deeply integrated with your HubSpot CRM. This means every piece of information a visitor submits through a form doesn’t just go into a spreadsheet. it automatically creates or updates a contact record in your CRM. This smooth integration makes managing and tracking your leads super easy, ensuring you don’t miss out on any opportunities.

Why are these forms such a big deal? Well, they’re essential for:

Lead Capture: This is their main gig! Forms are the go-to method for converting anonymous website visitors into identifiable leads by collecting their contact details.
Data Collection: Beyond just names and emails, forms help you gather crucial insights about your audience, like their interests, company size, or specific needs. This data is gold for segmenting your audience and personalizing your marketing messages.
Automation Integration: This is where the magic happens! A form submission can trigger a whole host of automated actions in HubSpot, like sending follow-up emails, assigning leads to sales reps, or enrolling contacts in specific workflows. Imagine the time you save!
Enhanced User Experience: HubSpot forms offer features like progressive profiling and conditional logic, which make the form-filling experience smoother and more personalized for your visitors. No one likes filling out a super long, irrelevant form.

Basically, if you’re serious about lead generation and building stronger customer relationships, mastering HubSpot forms is non-negotiable. They’re available with any HubSpot account, even the free CRM, making them an accessible and powerful tool for businesses of all sizes.

The Different Types of HubSpot Forms: Choose Your Weapon!

HubSpot gives you a few different ways to deploy your forms, each with its own advantages. Understanding these HubSpot form types will help you pick the best one for your goals: Free HubSpot Academy Courses: Your Ultimate Guide to Boosting Your Skills

1. Embedded Forms Regular Forms

These are your classic forms that live directly on a page of your website or a HubSpot landing page. They become a permanent part of your content.

When to use them: Ideal for “Contact Us” pages, resource downloads eBooks, guides, event registrations, newsletter sign-ups, or any page where the form is a central part of the content.
Pros: Seamlessly integrates with your page design, doesn’t interrupt the user experience unless clicked, and is great for high-value conversions.
Cons: Visitors have to actively navigate to the page to see and fill out the form.

2. Standalone Forms

As the name suggests, a standalone form exists on its own dedicated HubSpot page with a unique URL. There’s typically nothing else on the page except the form itself.

When to use them: Perfect for sharing forms directly via email campaigns, social media posts, or when you need a simple, distraction-free page for form submission.
Pros: No other website elements to distract the user, easy to share a direct link.
Cons: Requires users to leave your main website, which might not always be ideal for brand continuity.

3. Pop-up Forms Legacy Flows

These forms “pop up” on your website based on certain triggers, like time on page, scroll depth, or exit intent.

When to use them: Great for capturing attention quickly, offering special promotions, or getting newsletter sign-ups from visitors who might be about to leave your site. HubSpot’s data shows that pop-ups make up 66% of all sign-up forms, although landing pages have better sign-up rates at 23%.
Pros: High visibility, can be very effective for lead capture when used strategically.
Cons: Can be intrusive if not timed correctly, potentially annoying users. You’ll want to experiment with different timings.

4. Multi-Step Forms

While not a separate type in the same way as embedded or pop-up, HubSpot forms can be designed as multi-step experiences using conditional logic or external tools.

When to use them: For longer forms where you need to collect a lot of information but want to reduce user overwhelm. Breaking a long form into smaller, digestible steps can significantly improve completion rates. In fact, studies show that multi-step forms can have a conversion rate 86% higher than single-page forms.
Pros: Improves user experience by making long forms feel less daunting, higher completion rates for complex inquiries.
Cons: Requires careful planning of the user journey.

You’ve also got “Non-HubSpot forms” where HubSpot can track submissions from forms built on other platforms, and “Blog comment forms” which are automatically created for HubSpot blog pages. HubSpot’s form builder itself is straightforward, offering a drag-and-drop interface that makes creating any of these types pretty simple. Does hubspot give free certification

Getting Started: Creating Your First HubSpot Form

Alright, let’s roll up our sleeves and build one! Creating a form in HubSpot is a pretty straightforward process, even if you’re new to it.

1. Navigating to the Forms Tool

First things first, you need to get to the forms section in your HubSpot account.

Log in to your HubSpot portal.
In the main navigation, click on Marketing.
Under “Lead Capture,” you’ll see Forms. Click on that.
In the upper right corner, click the orange button that says “Create form”.

2. Choosing Your Form Type and Template

Now, HubSpot will ask you to choose your form type: “Embedded form,” “Standalone page,” or “Pop-up box”. For this example, let’s go with “Embedded form” – it’s a super common choice. Then click “Next” in the top right.

Next, you’ll pick a template. HubSpot offers a range of pre-designed HubSpot form templates to give you a head start, or you can start from scratch with a “Blank template”. Unpacking the Wealth: What’s the Real Net Worth of HubSpot’s Founders?

Some common templates you might see are:

Blank Template: Gives you total freedom if you have a specific vision.
Blog Signup Form: Great for growing your email list.
Event Registration Form: Simplifies collecting attendee info.
Generic Contact Form: A versatile starting point for general inquiries.

Templates are convenient because they help ensure consistency, save time, and often adhere to best practices for form fields and question order. For our first form, let’s pick the “Blank template” and click “Start”. Give your form a clear name e.g., “Newsletter Sign-up Form” by clicking the pencil icon at the top.

Form Fields: The Building Blocks of Your Data Collection

This is where you decide what information you want to collect. HubSpot forms are essentially a collection of HubSpot properties. When someone fills out your form, that information gets saved directly into those properties on their contact record in your CRM.

1. Adding Standard and Custom Fields

On the left-hand panel, you’ll see a list of Standard Fields like Email, First Name, Last Name and any Custom Contact Properties you’ve already created. You can simply drag and drop the desired fields onto your form preview on the right. What Exactly is the Flywheel Model?

Start with the essentials: Email is usually required for lead generation. Often, you’ll also want “First Name” and “Last Name” to personalize communications.
Search for fields: Can’t find what you need? Use the search bar in the left panel to look for existing properties like “Company Name” or “Job Title”.
Create new fields: If you need to collect information that doesn’t have an existing property, you can click “Create new” next to the search bar to make a new custom property. This is super powerful because it lets you tailor your data collection exactly to your business needs.

2. Understanding Different Field Types

When creating a new property or configuring an existing one, you’ll choose its field type. This dictates how the input appears to the user and how the data is stored. Here are some common HubSpot form field types:

Single-line Text: For short, single-line answers e.g., Name, Job Title.
Multi-line Text: For longer responses, like comments or descriptions.
Number: For numerical values e.g., “Number of Employees”.
Dropdown Select: Presents a list of options, where the user can pick only one e.g., “Industry”.
Radio Select: Similar to dropdown, but all options are displayed at once as radio buttons best for a small number of choices like “Yes/No/Maybe”.
Multiple Checkboxes: Allows users to select multiple options from a list e.g., “Interests”.
Single Checkbox: A simple “on” or “off” true/false option, often used for opt-ins or agreements e.g., “I agree to the terms”.
Date Picker: Allows users to select a date e.g., “Event Date”.
File Upload: Lets users upload files e.g., resumes, documents.
Rich Text: For adding customizable text, headers, or spacing between fields.

3. Making Fields Required and Using Conditional Logic

For each field, you can decide if it’s required meaning the user must fill it out to submit the form or optional. Just click on a field in the form preview and toggle the “Required” option in the left sidebar.

Now, for a truly smart form experience, you’ll love conditional logic and progressive profiling:

Conditional Logic: This feature lets you show or hide specific form fields based on a user’s previous responses. For example, if someone selects “Yes” to “Do you have a website?”, a new field for “Website URL” can appear. If they select “No,” that field stays hidden. This keeps your forms concise and tailored, improving the user experience and increasing completion rates.
- To set this up, click on a field, go to the “Logic” tab, and define your rules. This is available for enumeration property types like dropdowns, multiple checkboxes, and radio selects.
Progressive Profiling: This is a must for return visitors. Instead of asking the same questions every time, HubSpot can “remember” information it already has about a contact. With progressive profiling, you can queue up new fields to replace ones that have already been submitted. So, on a visitor’s first visit, you might ask for their name and email. On a subsequent visit, those fields could be replaced with “Company Name” and “Job Title”. This way, you gather more detailed information over time without overwhelming them with a super long form.

Remember to always include a CAPTCHA or reCAPTCHA to protect your form from spam submissions.

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Styling and Design: Make Your Form Look Good!

Nobody wants to fill out an ugly form! HubSpot gives you tools to make your forms visually appealing and consistent with your brand.

1. Basic Styling Options

In the form editor, go to the “Style & Preview” tab. Here you can:

Customize Fonts and Colors: Adjust the typography, text colors, and button styles to match your website’s branding.
Layout: You can typically choose the alignment of your form fields and labels.
Mobile Responsiveness: Good news! HubSpot forms are designed to be mobile-friendly right out of the box, ensuring a smooth experience across different devices. This is super important because a significant portion of internet users access content on their phones.

2. Advanced Customization For the Tech-Savvy

If you have some coding know-how or a developer on your team, you can take form styling further with CSS. HubSpot forms include various classes and attributes that allow you to apply custom styles. For forms embedded on a HubSpot CMS page, you can use your website’s CSS. If you’re using a custom module, you can define CSS within the module’s CSS pane. This gives you full control over the look and feel, so your forms truly feel like a natural part of your website.

Form Options and Settings: Beyond the Fields

Once your fields are in place and your form looks good, it’s time to configure its behavior after submission. Head over to the “Options” tab in the form editor. Extension HubSpot Pour Gmail: Your Ultimate Guide to a Smarter Inbox

What Happens After Submission:
- Display a thank you message: A simple message that appears directly on the page after submission. Make it warm and appreciative!
- Redirect to another page: Send visitors to a specific “Thank You” page, a resource page, or any other URL after they submit the form. This is often preferred because it allows you to track conversions more accurately and provide additional valuable content or next steps. You can even set up conditional redirects based on form field values.
Follow-up Emails & Notifications:
- Send a follow-up email to the submitter: This is crucial for confirming their submission and delivering any promised content like an eBook. You can select an existing automation or set up a simple follow-up email right from the form settings.
- Send internal notification emails: Alert your team e.g., sales, marketing when someone submits a form. You can choose to send it to specific users or teams.
Lifecycle Stage: HubSpot can automatically update the contact’s lifecycle stage e.g., from “Subscriber” to “Lead” when they submit a form. This helps you track their journey through your sales funnel.
GDPR and Privacy Options: world, data privacy is paramount. HubSpot forms allow you to add checkboxes for consent e.g., “I agree to receive marketing communications” to ensure you’re compliant with regulations like GDPR.
Pre-populate contact fields with known values: This is another user experience booster. If HubSpot already has information about a returning contact, it can pre-fill those fields on the form, making it quicker and easier for them to complete.

Embedding and Publishing Your Forms: Getting Them Live!

You’ve built a fantastic form, now let’s get it out there for the world to see!

1. Website Embedding for HubSpot and External Sites

After you’re done creating and saving your form, click “Publish” in the top right. HubSpot will then give you options to embed or share your form.

Embed code: This is a snippet of HTML code that you can copy and paste into any page on your website, whether it’s built on WordPress, another CMS, or a custom site.
- For WordPress users: You can easily embed HubSpot forms using the Gutenberg editor, theme editor, or by using HubSpot’s WordPress plugin.
- For custom sites: You’ll typically paste the embed code into the HTML of the desired section on your webpage.
Default form module or HubL tag for HubSpot pages: If your website is hosted on HubSpot’s CMS, you can simply add the default “Form” module to your page from the page editor and select your form. This provides even deeper integration and styling consistency.

2. Standalone Page Links

If you chose to create a “Standalone page” form, HubSpot provides a direct URL for that page. You can share this link anywhere – in emails, social media posts, or even in online ads. It’s super handy when you want a quick, dedicated landing spot for your form.

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Analyzing Form Performance: What’s Working and What’s Not?

Building forms is just the first step. To truly maximize your lead generation efforts, you need to continuously optimize them. HubSpot provides built-in analytics tools to help you understand how your forms are performing.

Accessing Form Analytics:
- Navigate back to Marketing > Lead Capture > Forms.
- Here, you’ll see an overview of all your forms, including key metrics like Views, Submissions, and Conversion Rate.
- Click on an individual form to dive deeper into its performance, where you can filter data by date range.
Key Metrics to Watch:
- Views: How many times the page containing your form was viewed. Note: Submissions via the Forms API don’t count as views.
- Submissions: The total number of times the form was completed.
- Conversion Rate: This is calculated by dividing total submissions by total views. It tells you the percentage of people who saw your form and actually filled it out. This is a critical metric for optimizing your forms.
Using Data to Optimize:
- High views, low submissions? Your form might be too long, too complicated, or the offer isn’t compelling enough. Consider reducing the number of fields HubSpot’s own study found that more fields generally lead to lower conversions.
- Low views? Your form might not be strategically placed, or the page it’s on isn’t getting enough traffic.
- A/B Test Everything: Experiment with different form lengths, field types, CTAs, and even colors. HubSpot’s analytics will help you see what resonates best with your audience.
- Leverage progressive profiling and conditional logic: These can significantly improve conversion rates by making forms feel shorter and more relevant.

By regularly reviewing these metrics and iterating on your HubSpot form examples, you can refine your strategy and turn more visitors into valuable leads.

HubSpot Form Examples and Best Practices

To really nail your forms, it’s not just about knowing the features. it’s about applying some smart strategies. Here are some HubSpot form examples and best practices to keep in mind:

Keep Forms Concise: This is a golden rule! Only ask for the essential information you need at that specific stage of the buyer’s journey. For a first-time visitor downloading an eBook, an email address and first name might be enough. Don’t ask for their phone number if they’re just getting a checklist. Studies consistently show that fewer fields generally lead to higher conversion rates. The average number of form fields is 5, according to HubSpot data.
Offer Value Lead Magnets: People are more likely to give you their information if they get something valuable in return. This could be an eBook, a free trial, a discount code, a webinar registration, or exclusive content. Clearly articulate the value proposition right above or next to the form.
Strategic Placement: Where you put your form matters! Embed forms in relevant content, use pop-ups strategically timed e.g., after 7 seconds on a page, or on exit intent, or have prominent forms on dedicated landing pages. Forms placed “above the fold” visible without scrolling capture 57% of page-viewing time.
Clear Call-to-Action CTA: Your submit button should be compelling and tell the user exactly what will happen next. Instead of “Submit,” try “Download Your Free Guide,” “Get My Instant Quote,” or “Subscribe Now”. The best-performing CTA buttons include action words like “get,” “reserve,” and “try”.
Match the Buyer’s Journey: The information you ask for should align with where the prospect is in their journey. Early-stage top-of-funnel forms should be short, while bottom-of-funnel forms like demo requests can ask for more specific qualifying information.
Build Trust Signals: Include a privacy statement, security badges, or even customer testimonials near your form. Reassure users their data is safe and won’t be misused.
Mobile Optimization: Always preview and test your forms on mobile devices. HubSpot forms are generally responsive, but it’s good to double-check.
Smart Fields and Progressive Profiling: We already talked about these, but they’re worth reiterating. Don’t ask for information you already have, and gradually gather more data over time.

By keeping these best practices in mind, your HubSpot forms won’t just sit there looking pretty. they’ll become powerful lead-generating machines. Does HubSpot Have Email Marketing? Your Complete Guide to Mastering Email with HubSpot

Advanced Tips & Tricks with HubSpot Forms

Once you’ve got the basics down, you might be curious about taking your HubSpot forms tutorial to the next level.

1. HubSpot Form API Integration

For those with development resources, the HubSpot Form API is incredibly powerful. It allows you to submit data from custom-built forms on your website, mobile apps, or even chatbots directly into HubSpot, without relying on HubSpot’s native embed codes.

Common Use Cases:
- Custom Websites: If you have a highly customized site e.g., built with React, Vue, or Angular and want full control over design and functionality, you can use the API to push form data to HubSpot.
- Mobile Apps: Collect leads directly from your mobile application without redirecting users to a web form.
- Chatbots: Seamlessly pass chatbot conversations and collected user data into the HubSpot CRM for follow-up.
- Third-Party Apps: Integrate data from survey tools, event registration platforms, or calculators into your HubSpot CRM.

Using the API gives you more flexibility and control over how data is captured and structured, ensuring consistency across different platforms.

2. Integrations with Other Tools

While HubSpot forms are robust, sometimes you might want to integrate with other specialized tools. For instance, if you prefer a different type of survey tool like Typeform, you can often integrate its submissions with HubSpot, either directly or via tools like Zapier. This allows you to leverage the strengths of different platforms while keeping your data centralized in HubSpot. HubSpot Outlook Extension Not Working? Here’s How to Fix It (and What’s Changed!)

Frequently Asked Questions

How do I create my first form in HubSpot?

To create your first form, go to Marketing > Lead Capture > Forms in your HubSpot account, then click “Create form.” You’ll choose your form type embedded, standalone, or pop-up and then select a template or start with a blank canvas. From there, you can drag and drop fields, customize styling, and configure submission options.

Can I use conditional logic in HubSpot forms?

Yes, absolutely! HubSpot forms allow you to use conditional logic to create dynamic forms. This means you can show or hide specific form fields based on the user’s previous responses. It’s a fantastic way to personalize the form experience, keep it concise, and improve completion rates.

What are the different types of fields I can add to a HubSpot form?

HubSpot offers a wide array of field types, including single-line text, multi-line text, number, dropdown select, radio select, multiple checkboxes, single checkbox, date picker, file upload, and rich text areas. You can choose from standard HubSpot properties or create your own custom properties to collect specific information. Supercharge Your Outlook: The Ultimate Guide to the HubSpot Sales Extension for New Outlook

How can I improve the conversion rate of my HubSpot forms?

To boost your conversion rates, focus on keeping your forms concise fewer fields often convert better, clearly state the value proposition of filling out the form, use compelling calls-to-action, implement progressive profiling for return visitors, and strategically place your forms on your website. Don’t forget to regularly test different versions A/B testing to see what works best.

How do I embed a HubSpot form on my website?

After creating and publishing your form in HubSpot, you’ll find an embed code snippet. You can copy this code and paste it directly into the HTML of any page on your website, whether it’s a WordPress site, another CMS, or a custom-built page. If your site is built on HubSpot’s CMS, you can often use a dedicated “Form” module within your page editor for an even easier integration.

Can HubSpot forms automatically update my CRM?

Yes, this is one of the biggest advantages of HubSpot forms! Any data collected through a HubSpot form is automatically synced directly to your HubSpot CRM. If the contact already exists, their record will be updated. if they’re new, a new contact record will be created. This seamless integration saves time and ensures your contact database is always up-to-date.

What is progressive profiling and why should I use it?

Progressive profiling is a HubSpot feature that allows you to collect more information about your leads over time without overwhelming them with long forms. Instead of asking for the same information repeatedly, HubSpot remembers what it already knows about a returning contact and can swap out previously answered fields for new, more detailed questions. This keeps forms shorter and more engaging, leading to higher conversion rates and richer contact data.

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Mastering HubSpot Forms: Your Ultimate Guide to Capturing Leads Like a Pro