HubSpot's form builder lets you create conversion-optimized forms in minutes
Forms with 3 fields convert 2-3x better than 10+ field forms
Progressive profiling gradually gathers info, improving completion rates
Smart forms show different fields based on visitor segment
Proper form design increases lead quality and quantity
Your form is where prospects become leads. A poorly designed form scares them away. A well-designed form makes them excited to provide information. Form conversion rate is critical. If 100 people visit your landing page and your form converts 10%, that's 10 leads. If you improve conversion to 20%, suddenly you have 20 leads. Same traffic, double the results.
Before building, understand what stops people from filling forms:
Form Friction: Each field is a reason to abandon. Every field you add decreases completion by 2-5%.
Field Types Matter: Text inputs are easier than dropdown menus. Radio buttons are easier than checkboxes.
Trust Issues: New visitors hesitate to provide personal info. Show credibility first.
Unclear Benefit: If they don't know why you want their info, they won't provide it.
Step 1: Access the Form Builder
Log into HubSpot
Click "Marketing" in the top menu
Select "Forms"
Click "Create form"
Choose your form type:
- "Embedded form" (embedded on your website or landing page)
- "Standalone form" (acts like a landing page)
- "Pop-up form" (appears as a popup)
6. Name your form: "Product Demo Request"
Step 2: Choose Your Form Type
For beginners, "Embedded form" is most common:
Select "Embedded form"
Choose a pre-built template or "Start from scratch"
Pick a template that matches your goal (demo request, newsletter signup, etc.)
Click "Create"
Step 3: Build Your Form Fields (The Critical Part)
This is where conversion happens. Choose fields strategically:
Essential fields (always include):
First name
Last name
Add one of these based on your goal:
Company name (if B2B)
Phone number (if you'll call them)
Job title (if targeting specific roles)
Website URL (if you want to research them)
Start with just these 4-5 fields. You can use progressive profiling to gather more info later.
Click "Add field"
Type appears with default fields
Add first name: Click "First name" checkbox
Add email: Click "Email" checkbox
Add company: Click "Company" checkbox
Add phone: Click "Phone number" checkbox
Remove any fields you don't need immediately
Here's the form field setup:
Show: First name, Last name, Email, Company, Phone
Hide: Everything else for now
Step 4: Add Progressive Profiling
Progressive profiling is powerful. Instead of asking 10 questions upfront, ask different questions based on what you already know:
Click "Progressive profiling" settings
Turn it ON
This means returning visitors see fewer questions (since you already have their info)
New visitors get the base form
Your form gets smarter as you learn more about contacts
Step 5: Customize Your Form Copy
Form title: "Get Your Free Product Demo"
Form description: "See how [your product] saves teams time. 10-minute demo customized to your needs."
Submit button text: "Schedule My Demo" (not generic "Submit")
Add helper text to fields if needed:
- "We'll use this to customize your demo"
- "So we know your industry"
Step 6: Choose Your Form Styling
Make the form match your brand:
Click "Style" or "Design"
Choose a color scheme
Upload your logo if desired
Choose button color (should contrast with background)
Set text alignment and spacing
Preview how it looks
Step 7: Set Up Your Form Actions
What happens after someone submits?
Click "Post-submission action"
Choose an action:
"Show thank you message" (display on same page)
- "Redirect to thank you page" (redirect to a specific URL)
- "Redirect to external URL" (send them somewhere else)
We recommend: Show a thank you message on the same page
Write your thank you message: "Thanks for your interest! Check your email for next steps. We'll follow up within 2 hours."
Step 8: Enable Form Notifications
Alert your team when forms are submitted:
Click "Notifications"
Toggle "Send form submission notification"
Choose who gets notified (you, your sales team, specific person)
The notification emails them immediately when someone submits
Click "Save"
Step 9: Add Form Analytics
Track how your form performs:
- Submissions per day
- Conversion rate (submissions ÷ views)
- Conversion rate by traffic source
- Abandon rate
Step 10: Publish Your Form
Click "Publish" in the top right
Copy the embed code or form link
Embed on your landing pages, blog posts, or website
Test the form to ensure it submits and creates HubSpot contacts
Before publishing, verify:
Form has no more than 5-6 fields initially
Submit button is obvious and high-contrast
Submit button text describes the action ("Get Demo" not "Submit")
Form is mobile-responsive
Thank you message is clear and helpful
Your team gets notified of submissions
You tested the form with a test submission
Conditional Logic: Show different fields based on answers.
Example: "Do you have a sales team?" If yes, ask "How many people?" If no, skip that question.
Smart Fields: Automatically fill known information.
Example: If you know their company, auto-populate it so they don't have to type it.
Required vs. Optional: Mark only critical fields as required. Optional fields below form the conversion risk.
These benchmarks help you know if your form performs well:
Newsletter signup form: 5-15% conversion
Demo request form: 10-30% conversion
Contact form: 2-5% conversion
Resource download: 15-40% conversion (lower barrier to entry)
If your form converts below these benchmarks, optimize by:
Reducing the number of fields
Improving your form's value prop (clearer headline)
Testing different button colors
A/B testing different copy
A great HubSpot form isn't just a data collection tool — it's the moment a visitor decides whether to trust you with their information. Every field you remove, every word you refine, and every thank-you message you personalize moves that decision in your favor.
Start with a simple 4-field form, publish it, and let the data tell you what to fix. Small tweaks — a better button label, one fewer field, a clearer headline — compound into significantly more leads over time.
The best form is the one your visitors actually complete.