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How to create form in HubSpot?

What Is a Form in HubSpot?

A HubSpot form is a tool that collects information from website visitors and stores it directly in the CRM as contact records. Every field on a form is connected to a HubSpot property, so data flows in cleanly without manual entry. Forms can be embedded on HubSpot pages, added to external websites via embed code, or shared as a standalone page using a direct link.

How It Is Useful

  • Lead capture: every form submission can automatically create or update a contact record in the CRM
  • Data enrichment: you collect exactly the properties you need, such as job title, company, phone number, or custom fields
  • Lifecycle management: you can set the lifecycle stage of a contact automatically on submission (for example, move them from Subscriber to Lead)
  • Automation triggers: form submissions can trigger follow-up emails or enroll contacts into workflows automatically
  • Segmentation: contacts who submitted a specific form can be added to a list and used for targeted campaigns or ads audiences

When to Use It

Use forms when you want to capture leads from a landing page, gated content download, event registration, contact page, or any place where visitors share their information in exchange for something. Forms also work well for internal requests, support tickets, and onboarding questionnaires.

Things You Should Know

  • The Email field is required by default for form submissions to create a contact record. You can allow submissions without email, but it requires additional setup.
  • Each field must be connected to a HubSpot property. You can use existing properties or create new ones directly in the form editor.
  • Calculation, rich text, and custom email properties cannot be used in forms.
  • You can create multi-step forms (up to 20 steps per form). Multi-step forms require Marketing Hub, Sales Hub, or Service Hub Starter and above.
  • Conditional logic (showing or hiding fields based on answers) requires Marketing Hub or Content Hub Professional or Enterprise.
  • Forms cannot be edited after a contact has submitted them if you need to preserve historical data. Instead, clone the form and make changes to the new version.
  • Lead gen forms built natively in Facebook or LinkedIn through HubSpot cannot be edited after creation.
  • You can block specific email domains or all free email providers from submitting a form.
  • Form submissions can automatically set a contact as a marketing contact if your account has access to that feature.

How to Create a Form

Step 1: Go to Marketing > Forms

Step 2: Click Create form in the top right

Step 3: Select Form Editor for multi-steps with advanced styling, or Legacy form editor for the simple form then click Next

Step 4: Choose a pre-made template or select Start from blank to build from scratch

Step 5: Click the edit icon at the top to name your form. Use a clear naming convention you can search later.

Step 6: Add fields by clicking the + add icon in the top left. Drag fields onto the form preview. Each field must be connected to a HubSpot property. Search for existing properties or create a new one on the spot.

Step 7: Configure each field's options in the left panel: help text, placeholder text, default value, required field toggle, and hidden field toggle. A required field cannot be set as hidden.

Step 8: Set up what happens after submission. Click the contents icon, then click On submit. You can show a thank you message or redirect the visitor to a page, meeting link, or payment link.

Step 9: Style the form using the styling icon on the left. Customize fonts, button colors, field borders, background, and the progress bar if using multi-step.

Step 10: Configure form settings by clicking the settings icon. Key options include: automatically create new contacts, set marketing contact status, update lifecycle stage on submission, and notifications to users or teams.

Step 11: Preview before publishing. Click Preview in the top right to check desktop, tablet, and mobile views. You can share the preview link with collaborators.

Step 12: Click Review and update in the top right to publish. Then choose how to share it: embed on a HubSpot page, copy the embed code for an external site, or copy the standalone share link.