How to Build Landing Pages in HubSpot | Markivis

Key Takeaways

• HubSpot's landing page builder requires no coding knowledge
• You can create and launch a landing page in under 30 minutes
• HubSpot landing pages include built-in analytics and A/B testing
• Landing pages automatically integrate with HubSpot's CRM and workflows
• Proper landing page setup increases form completion rates by 20-30%

Why Build Landing Pages in HubSpot

A landing page is a dedicated web page designed to convert visitors into leads. Unlike your website homepage (which has many purposes), a landing page focuses on one specific goal: getting someone to fill out a form or take action.

When you build landing pages in HubSpot instead of another platform, your form submissions automatically flow into your CRM, no manual data entry required. You also get automatic lead scoring, workflow triggers, and analytics all in one place.

Step-by-Step: Build Your First Landing Page

Step 1: Access the Landing Page Builder   

1. Log into your HubSpot account

2. Click "Marketing" in the top menu

3. Select "Landing Pages"

4. Click "Create landing page"

- "Lead generation" (best for forms)

- "Product/Demo" (for selling something specific)

- "Event" (for webinar or event signups)

- "Start from blank" (for total control)

6. Select a template design

7. Give your page a name like "Free Marketing Audit Landing Page"

Step 2: Edit Your Page Title and Meta Tags

These are critical for SEO:

1. Click the "Settings" gear icon
2. Scroll to "SEO settings"
3. Enter your "Page title" (keep under 60 characters): "Get Your Free Marketing Audit"
4. Enter your "Meta description" (keep under 160 characters): "Discover what's holding back your marketing. Our free audit analyzes your strategy and gives you a personalized action plan."
5. Set your "Page slug" (the URL): marketing-audit-landing-page
6. Save changes

Step 3: Edit the Main Headline

Your headline is the first thing visitors see. Make it clear and benefit-focused:

1. Click on the headline text box
2. Delete the template text
3. Type your headline: "Get Your Free Marketing Audit (No Credit Card Required)"
4. Click outside to save

Make your headline:

• Benefit-focused (what's in it for them?)
• Clear and specific (avoid vague promises)
• Action-oriented (include the value they'll get)

Step 4: Edit Supporting Copy

1. Click on the subheading
2. Write 2-3 sentences explaining the offer
3. Example: "See exactly what's working in your marketing and what needs improvement. Our experts analyze your website, social media, and campaigns to create a personalized 30-day action plan. Takes just 10 minutes."

Step 5: Add Your Form

The form is where visitors become leads:

1. Click "Select form" in the form area
2. Choose an existing form or "Create a new form"
3. If creating new, select the fields you want to collect:

First name (always include)

- Last name (highly recommended)

- Email (required)

- Company name (optional)

- Phone number (optional)

- Add custom fields if needed (job title, company size, etc.)

4. Keep forms short - each field lowers completion rates by 2-5%

Step 6: Customize the Form

1. Click on the form area
2. Click the form settings icon
3. Set the form label ("Get Your Free Audit" or similar)
4. Set the submit button text ("Get My Audit" instead of generic "Submit")
5. Choose what happens after submission:

- Redirect to a thank you page

- Show a thank you message on the same page

- Redirect to an external URL

Step 7: Add a Call-to-Action Button (Optional)

Many landing pages include an additional button:

1. Click "Add a module" or "+"
2. Select "Button"
3. Add text like "Watch Our Demo Video"
4. Set the link destination (video URL, calendar link, etc.)
5. Customize the color to match your brand

Step 8: Preview and Test

1. Click "Preview" in the top right
2. Check how the page looks on desktop and mobile
3. Click the form and test that it submits properly
4. Try the submit button and verify the thank you page appears
5. Go back and make any final edits

Step 9: Set Up Your Thank You Page

After someone submits the form, they should see a thank you message:

1. Create a separate landing page for thank yous
2. Use a simple design with:

- "Thank you!" headline

- Confirmation message

- Next step (download link, calendar link, or email confirmation)

- Optional: link to your blog or resource center

Step 10: Publish Your Landing Page

1. Click "Publish" in the top right

2. Choose your publishing option:

- "Publish to HubSpot domain" (free, easy, but not ideal for branding)

- "Publish to my own domain" (requires DNS configuration, looks professional

3. Copy the live link

Best Practices for Higher Conversion Rates

Use Benefit-Focused Headlines: "Get 3 Free Months of Premium" converts better than "Sign Up Now."

Keep Forms Short: A 3-field form converts 2x better than a 10-field form.

Use Contrasting Colors: Make your submit button a different color than the rest of your page.

Add Social Proof: Include a customer logo, testimonial, or stat like "Trusted by 5,000+ companies."

Optimize for Mobile: 50%+ of landing page traffic comes from mobile. Test on phones.

Match Your Ad Copy: If someone clicks an ad saying "Free Audit," your landing page headline should say "Free Audit" too. Consistency improves conversion rates.

Remove Navigation: Landing pages perform better when visitors can't navigate away. Hide your main navigation.

Monitoring Performance

After your page is live:

1. Click "View analytics" to see form submissions
2. Track "Conversion rate" (form submissions ÷ page views)
3. A/B test different headlines and copy
4. Monitor which ads drive the most traffic
5. Update copy based on results

Conclusion

HubSpot landing pages do more than capture leads. They create a clear conversion path while keeping your CRM, automation, and reporting connected in one place.

With the right messaging, form structure, and follow-up flow, a simple landing page can become a consistent lead generation asset. Start with one focused goal, test what works, and refine over time.