Forms are the gateway to leads. They are also the first interaction many visitors have with your business, and how you design them determines whether they engage or leave.
Too many fields, unclear wording, or a lack of mobile optimization can drive potential leads away. On the other hand, a well-structured form removes friction, collects useful data, and guides prospects toward conversion.
With HubSpot Forms, you don’t need coding skills to build forms that match your brand and work across different devices. Whether you’re capturing newsletter signups, demo requests, or support inquiries, the right approach ensures you’re gathering the right information without overwhelming visitors.
What Are HubSpot Forms?
HubSpot Forms are tools that collect visitor information and send it straight to your CRM, keeping data organized and ready for action. They do more than just capture contact details; they help businesses track, qualify, and follow up with leads efficiently.
Every form submission is an opportunity to gather useful insights. Whether it’s a simple contact form or a multi-step application, the way you design your form affects how leads are categorized, nurtured, and converted.
Benefits of Using HubSpot Forms
Forms aren’t just about collecting emails and lead information; they influence lead quality, sales efficiency, and marketing personalization. Choosing the right form type and setup can impact how leads engage with your business and whether they convert.
Automated Lead Collection: Form submissions instantly update your HubSpot CRM, eliminating manual data entry. Contacts, Companies, Deals, and Tickets are updated in real time, making this essential for businesses handling high lead volumes.
Progressive Profiling for Higher Quality Leads: Instead of overwhelming visitors with long forms, progressive profiling collects details gradually. Returning users see different fields over time, helping build complete lead profiles without increasing drop-off rates.
Personalized Marketing & Sales Outreach: Forms integrate with HubSpot’s automation tools, allowing each submission to trigger personalized follow-ups, email sequences, or sales tasks. Leads receive relevant messaging based on their responses, improving engagement.
Faster Response Times with Automated Workflows: Leads expect quick replies. HubSpot Forms can trigger instant actions like sending confirmation emails, assigning sales reps, or creating support tickets. Faster responses lead to better customer experiences.
Better Lead Segmentation for Targeted Campaigns: Because HubSpot Forms capture structured data, you can segment leads based on their responses. Instead of sending generic emails, you can target leads based on their industry, budget, or interests, improving campaign relevance and conversion rates.
Collect Payments Directly on Forms: For businesses selling digital products, event tickets, or consultations, HubSpot Forms with payment collection (available in Marketing Hub & CMS Hub Enterprise) allow visitors to pay directly on the form instead of being redirected elsewhere.
Spam Protection & Quality Control: Built-in bot detection, reCAPTCHA, and double opt-in features help reduce fake submissions, keeping your CRM clean and lead data reliable.
No-Code Customization for Any Use Case: HubSpot Forms allow full customization without coding. Modify field logic, personalize thank-you messages, and integrate with other tools, all within the drag-and-drop editor.
How HubSpot Forms Capture and Use Data
HubSpot Forms automatically sync with the CRM, ensuring every submission feeds into lead nurturing, sales outreach, or customer support workflows. Instead of just sitting in a spreadsheet, the data drives meaningful actions.
The HubSpot Form Process: From Submission to Action
When a visitor fills out a HubSpot Form, the data doesn’t just sit idle; it’s put to use. Each submission triggers specific actions based on how the form is set up.
Visitor fills out a form: A lead provides their details (name, email, company size, interests, etc.).
Data is stored in the CRM: Information is mapped to the appropriate object (Contact, Company, Deal, Ticket, or Custom Object).
Actions are triggered: Workflows, notifications, lead scoring, and follow-ups happen automatically.
Example: A visitor downloads an eBook on your website. Their details are logged under “Contacts,” a sales rep is notified if they meet certain criteria, and a nurture email sequence starts without anyone manually inputting data.
Where HubSpot Forms Fit in the Marketing & Sales Funnel
The form you use depends on what action you want visitors to take and where they are in the sales funnel. A well-placed form guides leads from interest to decision-making. A poorly designed one creates friction, deters sign-ups, or collects useless data.
Forms That Capture Interest (Top of Funnel – TOFU)
At this stage, visitors are exploring. They’re not ready to buy but are willing to exchange contact details for something valuable. The goal is to attract leads without overwhelming them.
Newsletter Sign-ups: Visitors subscribing to your blog or updates are showing early interest. Keep these forms short (email and maybe a first name) to reduce friction.
Lead Magnet Downloads: Whitepapers, templates, and eBooks encourage visitors to trade their email for useful content. Asking for a job title or industry can help qualify leads without pushing them away.
Webinar & Event Registrations: Signing up for a webinar signals deeper interest. These forms should capture job roles and company names so sales teams know who’s attending.
Example: A marketing director downloads a social media strategy template. The form asks for their email, company size, and industry. This data helps segment them into relevant email campaigns.
Forms That Capture Consideration (Middle of Funnel – MOFU)
Here, visitors are evaluating solutions. They’ve recognized a problem and are looking at potential providers. Forms at this stage should collect enough information to qualify leads without creating drop-off points.
Consultation Requests: When a prospect requests a call, the form should collect the company name, job title, and specific needs so sales reps have context.
Pricing Requests: If someone asks about pricing, they’re already considering your product. These forms should include budget, use case, and team size to gauge fit.
Product Demo Sign-ups: A demo request means the lead is serious. Forms should ask about company details, goals, and challenges to tailor the demo.
Example: A CFO requests pricing for an enterprise software solution. The form includes a dropdown for “Biggest Challenge” (e.g., scalability, cost reduction, integrations). This helps sales reps personalize their follow-up.
Forms That Capture Decision-Making (Bottom of Funnel – BOFU)
At this stage, visitors are ready to commit. Forms should focus on quick, easy conversions, removing unnecessary fields to avoid last-minute drop-offs.
Order Forms: If the contact is already in your CRM, pre-fill their details so they don’t have to re-enter information.
Customer Feedback Forms: Post-purchase feedback helps improve products and services. Keep these forms short, using a mix of rating scales and open-ended questions.
Support Requests: Forms should collect details upfront so tickets go to the right team without multiple back-and-forth emails.
Example: A SaaS company pre-fills renewal forms for existing customers, only requiring them to confirm details rather than start from scratch. This reduces steps and increases renewal rates.
If your forms aren’t converting, reassess what you’re asking and when. A visitor downloading a checklist doesn’t need to provide a phone number, but someone requesting a demo probably does. The key is matching your form to the intent behind it.
How to Create the Best Forms in HubSpot
HubSpot Forms are entry points to your sales and marketing funnel. A well-structured form improves user experience, reduces drop-offs, and ensures data accuracy. Here’s how to build and optimize your best HubSpot forms:
Step 1: Access the HubSpot Form Builder
To get started, navigate to Marketing > Forms in your HubSpot account. Click Create Form in the upper right corner.
HubSpot offers two editors:
Legacy Form Editor: Basic customization, limited flexibility.
New Form Editor (Recommended): More customization and a better interface. For consistent branding and flexibility, use this new editor.
Step 2: Choose the Right Form Type
Different forms serve different purposes. Choosing the wrong type can hurt conversions.
Embedded Forms: Best for landing pages and sign-up sections.
Pop-up Forms: Good for capturing attention before a visitor leaves.
Standalone Forms: Ideal for surveys or event registrations.
Example: A newsletter sign-up form should be a pop-up for visibility. A demo request form should be embedded on the product page for easy access.
Step 3: Add and Customize Form Fields
Collect relevant data without overwhelming users.
Use Drag-and-Drop Fields: Add text, dropdowns, checkboxes, or radio buttons.
Connect Fields to CRM Properties: Ensure data is stored correctly.
Use Required and Hidden Fields Wisely: Minimize required fields; use hidden fields for tracking (e.g., UTM parameters).
Example: If you’re running paid ads, adding a hidden UTM field ensures leads are properly attributed to campaigns without users seeing extra fields.
Step 4: Design the Form for a Better User Experience
The design impacts how willing people are to complete the form.
Keep it clean and mobile-friendly: Overcrowded forms drive people away.
Branding matters: Use brand colors, fonts, and logos for trust and consistency.
Enable security features: Use reCAPTCHA to reduce spam and ensure GDPR compliance.
Step 5: Use Advanced Features for Better Engagement
If you’re using Marketing Hub or Content Hub Professional/Enterprise, take advantage of advanced form features to personalize the experience.
Conditional Logic: Show or hide fields based on responses.
Multi-Step Forms: Split long forms into sections to reduce abandonment rates.
AI Translation: Automatically adjust content for different languages.
Example: A consultation request form can hide budget-related questions unless the user selects “Enterprise Plan” as their interest, keeping the form relevant.
Step 6: Set Up Form Automation & Post-Submission Actions
A submitted form should trigger the next step, whether it’s an email confirmation, a lead assignment, or a follow-up sequence.
Send Automatic Emails: Confirm submissions, deliver resources, or schedule meetings.
Assign Leads to Sales Reps: Route high-value leads directly to a salesperson.
Enroll Contacts in Nurture Workflows: Follow up with leads who aren’t ready to buy.
Step 7: Optimize & Publish the Form
Before going live, review HubSpot’s Optimization Tab for performance recommendations.
A/B Test Different Form Versions: Experiment with field length, wording, or layout.
Enable CRM Pre-Population: Returning visitors shouldn’t have to re-enter details.
Set Contacts as Marketing or Non-Marketing: Avoid exceeding marketing contact limits in HubSpot.
Mapping HubSpot Form Fields to Different CRM Objects
HubSpot Forms store data in the Contact object by default, but that’s not always useful. Sometimes, you might need to link form submissions to companies, deals, or support tickets. Mapping form fields correctly ensures your data flows to the right places, making automation, reporting, and follow-ups more efficient.
When fields are mapped correctly:
Sales teams track leads as deals instead of contacts buried in the CRM.
Support teams get tickets automatically, reducing back-and-forth emails.
Companies stay linked to the right contacts, avoiding duplicates.
Where You Can Map HubSpot Form Fields
Instead of storing all data under “Contacts”, you can map fields to different CRM objects:
Companies: Attach submissions to an existing company or create a new one. Useful for B2B lead generation.
Deals: Automatically create or update deals when a prospect submits a form. Ideal for demo requests or pricing inquiries.
Tickets: Convert form submissions into support tickets for service teams.
Custom Objects: Store data in unique CRM objects tailored to your business. Great for specialized workflows like partner applications or event registrations.
How to Map Fields to CRM Objects
Follow these steps to ensure HubSpot Form data flows into the right CRM objects:
Identify the Object You Want to Map Fields To: HubSpot supports Contacts, Companies, Deals, Tickets, and Custom Objects. Choose the right one based on the form’s purpose. For instance, a sales inquiry form might need to update a deal record instead of just a contact.
Navigate to Properties: Go to Settings (gear icon) > Data Management > Properties. Choose the relevant object (Contacts, Companies, Deals, or Custom Objects).
Create or Select a Property: If the field doesn’t exist, click Create Property, define the label, choose a field type (text, dropdown, number, etc.), and save. If the property already exists, verify it’s set up correctly.
Map Form Fields to CRM Properties: Go to Marketing > Forms, open an existing form, or create a new one. In the form editor, drag and drop fields. Click a field and use the Connected Property or Map to CRM Property dropdown to assign it to the correct object.
Automate Data Sync (Optional): If a form needs to update multiple objects, set up a workflow: Go to Automation > Workflows and create a new workflow triggered by form submission. Use the Set Property Value action to update fields across objects. Useful for linking a contact to a company or assigning deals based on form responses.
Test the Mapping: Before going live, submit test data to verify the setup. Fill out the form as a test user. Check if the data appears in the correct CRM object and property. If something’s off, adjust the mapping and retest.
Incorrect mapping can lead to missing or misplaced data, making work harder for sales, marketing, and support teams. Testing ensures everything runs smoothly.
Avoid These Common HubSpot Form Mistakes
Even well-designed forms can hurt lead generation if they frustrate users or collect irrelevant data. Avoid these mistakes to improve completion rates and keep leads engaged.
Mistake #1: Too Many Required Fields
Long forms overwhelm visitors and lead to drop-offs. Asking for too much information upfront creates friction, especially for first-time visitors.
What to Do Instead: Use progressive profiling to collect data over time. HubSpot’s smart forms replace previously submitted fields with new ones, helping you build a complete profile without overwhelming users. Start with basic fields like name and email, then ask for a job title or company size on future visits.
Mistake #2: Poor Mobile Optimization
A form that works on a desktop but is hard to use on mobile will cost you leads. Small fields, tiny buttons, and long dropdowns frustrate users, making them abandon the form.
What to Do Instead: Test forms on multiple devices. Use single-column layouts, larger tap targets, and auto-fill to reduce typing. If the form is long, use multi-step forms to break it into smaller sections.
Mistake #3: No Post-Submission Follow-Up
A lead submits a form… and then nothing happens. No confirmation, no email, no next step. Without a follow-up, potential customers lose interest, and your sales team misses out on warm leads.
What to Do Instead: Automate follow-ups in HubSpot. Send a confirmation email, add leads to a nurture workflow, and notify sales reps for quick follow-up. For demo requests, include a calendar link for scheduling.
Beyond the Form: What Happens Next Matters
A HubSpot form isn’t just for collecting data; it should guide leads and keep your CRM organized.
Keep forms simple. Only ask for the information you truly need. If someone is downloading a checklist, an email is enough. For a demo request, ask for job title and company size to qualify the leads. Too many fields can cause drop-offs, so focus on essentials.
Use data to improve conversions. Track submission rates. Are visitors abandoning the form halfway? Are certain fields causing drop-offs? HubSpot’s analytics can help you refine field selection, placement, and wording.
Automate CRM updates and lead routing. A form submission should trigger the next step. Set up workflows to assign leads, send follow-ups, or update CRM properties. Without automation, leads can slip through the cracks.
The best forms are simple, efficient, and seamlessly integrated into your CRM. Test, refine, and automate to improve lead quality and conversion rates.
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Frequently Asked Questions (FAQs)
How do I reduce form abandonment?
Use progressive profiling to collect information gradually instead of overwhelming visitors with too many fields at once. Break long forms into multi-step sections, make sure they’re mobile-friendly, and test different field placements or CTA wording to see what works.
Do HubSpot forms work with paid ads and social media?
Absolutely. You can connect forms to LinkedIn Lead Gen Forms, Google Ads lead extensions, and Facebook Lead Ads. This way, lead data flows directly into HubSpot, reducing manual entry and ensuring fast follow-ups.
How do I make my HubSpot forms GDPR-compliant?
Include explicit consent checkboxes for marketing communications, link to your privacy policy, and ensure that data is stored and used in accordance with GDPR guidelines. HubSpot’s GDPR settings help automate compliance.
What is a HubSpot Smart Form, and how does progressive profiling work?
A Hubspot Smart Form (or progressive profiling) dynamically adjusts based on what you already know about a contact. Instead of asking returning visitors for the same information, HubSpot replaces fields with new ones to collect more details over time. This keeps forms short while still enriching your CRM data.
Do HubSpot forms work with non-HubSpot websites?
Yes. You can embed HubSpot forms on WordPress, Shopify, or any other website by copying and pasting the embed code. Submissions will still sync directly to your HubSpot CRM.
