Smart content changes automatically based on visitor characteristics
You can show different content to customers vs. prospects, different industries, or different company sizes
Smart content increases conversion rates by 10-20%
Setup takes 10-15 minutes with no coding required
Smart content works on landing pages, website pages, and in forms
Smart content is website content that changes based on who's visiting. Instead of showing the same content to everyone, smart content shows different content to different people.
Example: A prospect visits your website. Your form sees it's their first visit and shows the question "What's your biggest challenge?" A returning customer visits the same page and sees "Ready to upgrade your plan?"
Same page, different experience. This personalization increases engagement because each visitor sees what's relevant to them.
Use smart content when: You have different audiences with different needs.
Don't use smart content when: Your audience is uniform or the difference isn't important.
Good uses:
Different messaging for customers vs. prospects
Different copy for different industries
Different offers for different company sizes
Different CTAs for people in different sales stages
Step 1: Access Smart Content
Log into HubSpot
Go to "Marketing" → "Landing Pages" or "Website"
Click "Create" or open an existing page
Look for "Smart content" option (usually top right area)
Click "Enable smart content"
Step 2: Create Your First Smart Content Block
Highlight the text/image you want to change based on visitor
Click "Make smart"
Or click "Add module" and select "Smart content"
Step 3: Set Up Your First Condition
Conditions determine which visitors see which content:
Click "Add condition"
Choose your condition type:
- "Contact property" (based on what we know about them)
- "Session properties" (based on their current session)
- "Traffic source" (where they came from)
- "Device type" (mobile vs. desktop)
For example, choose "Contact property"
Select the property: "Customer"
Set the condition: "Equals Yes" (they're already a customer)
Click "Apply"
Step 4: Add Your "Customer" Version
Now add the content that existing customers see:
In the smart content area, you'll see a section for "Customer = Yes"
Delete the default content
Add your customer-specific content:
- Headline: "Welcome back! Ready to scale?"
- Description: "See how [customer name] is saving time with our advanced features"
- Button: "View your dashboard" (links to customer portal)
Step 5: Add a Second Condition (Prospect Version)
Click "Add another condition"
Set it opposite: "Customer = No"
This is your default for prospects
Add prospect content:
- Headline: "See why 5,000+ companies trust us"
- Description: "Get a personalized demo and see how we can help"
- Button: "Schedule my demo"
Step 6: Set Default Content
If someone doesn't match any conditions:
Look for "Default content" section
Add a generic version that works for anyone
This displays if no other conditions match
Step 7: Preview Each Version
This is important - verify each version looks good:
Click "Preview"
On the left, toggle between conditions:
- "View customer version"
- "View prospect version"
Verify each version displays correctly
Check links work
Make sure text isn't cut off on mobile
Step 8: Advanced - Add More Conditions
Once you understand the basics, add more sophisticated rules:
Example 1: Different messaging by company size
Condition: Company size = "Enterprise" → Show enterprise-focused content
Condition: Company size = "SMB" → Show affordable/quick-win content
Default: Show general content
Example 2: Different offers by traffic source
Condition: Came from ad = Yes → Show offer with discount (to justify ad cost)
Condition: Came from blog = Yes → Show deeper resource (they're learning)
Default: Show standard offer
Example 3: Different CTAs by stage
Condition: Lead score > 50 → "Talk to sales now"
Condition: Lead score < 20 → "Learn more in our guide"
Default: "Start free trial"
Step 9: Test Before Publishing
Have different teammates test
One person login as a customer, verify they see customer content
Another person visit incognito as a prospect, verify they see prospect content
Verify mobile looks good
Click all links to verify they work
Step 10: Publish and Monitor
Click "Publish"
Monitor performance:
- Are conversion rates higher with smart content?
- Do different segments respond differently?
- Do any versions underperform?
Optimize based on results
Example 1: Lead Nurture Landing Page
If they've visited before (returning visitor): "Ready to see a demo?"
If it's their first visit (new visitor): "Learn what [your company] does"
Example 2: Product Page
If they're a customer: "View your usage" or "Upgrade your plan"
If they're a prospect: "See our pricing" or "Schedule a demo"
Example 3: Blog Post
If they're in target industry: "See how others in [industry] use this"
If they're in different industry: "Learn how this applies across all industries"
Example 4: Download Page
If they've downloaded before: "Access your previous downloads"
If it's their first time: "Create an account to download"
Start Simple: Don't create 5 versions on day 1. Start with 2 (customer vs. prospect) and expand over time.
Test Your Conditions: Verify conditions work as expected. If you set "Customer = Yes," test by having a known customer view the page.
Don't Overdo Personalization: Too many versions is confusing. 2-3 versions per section is ideal.
Use Data You Have: Only create variants for conditions you can actually identify (customer status, lead score, industry, etc.).
Measure Impact: Compare conversion rates with and without smart content to ensure it improves results.
Keep Copy Concise: Different versions mean more text to write. Keep each version short.
Problem: A condition isn't showing the right content
Solution: Verify the condition is set correctly. Test with a contact that matches the condition.
Problem: Both versions appear on the page
Solution: Only one version should display per visitor. Check your conditions—might be overlapping.
Problem: Mobile looks bad for one version
Solution: Adjust the content for that version. Keep mobile-specific content shorter.
Problem: Condition based on a custom property doesn't work
Solution: Verify the custom property is populated for your test contacts. Empty properties don't trigger conditions.
Smart content helps deliver personalized experiences by showing different messages to different visitors. By tailoring content for customers, prospects, industries, or company sizes, businesses can make their website more relevant and improve engagement.
When used effectively in HubSpot, smart content can increase conversions and create a more targeted user journey. At Markivis, we help businesses implement smart content strategies that turn website visits into meaningful conversions.