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HubSpot forms: capturing and using customer information

HubSpot Forms are used to capture information from website visitors and store it directly within your CRM.

Forms can support lead generation, customer enquiries, service requests and marketing automation by creating or updating contact records and triggering follow-up actions.

Forms should be planned carefully so that they align with your lead capture strategy, consent requirements, reporting needs and automation goals.

Embedded forms

Embedded forms are placed directly onto website or landing pages.

They are commonly used for:

  • Lead capture
  • Content downloads
  • Contact forms
  • Enquiry forms

Embedded forms provide a consistent experience within the page and are commonly used for primary conversion points across a website.

Pop-up forms

Pop-up forms can be used to capture a visitor's attention based on their behaviour, timing or the page they are viewing.

These can include:

  • Pop-ups
  • Slide-ins
  • Dropdown banners

They can be useful for purposes such as newsletter sign-ups or promotional offers.

Key considerations

  • Pop-up forms should be used sparingly to avoid creating a poor user experience
  • Their behaviour can be affected by cookie consent and privacy settings
  • They should be used where they support a clear conversion objective

Standalone forms

Standalone forms are hosted by HubSpot and can be shared using a direct URL.

They can be useful when:

  • You do not control the website where the form would otherwise be placed
  • You need a quick, shareable form
  • You want to use a form within an email or social campaign

Planning your forms

Before creating or migrating forms into HubSpot, consider what each form needs to achieve and what should happen to the information it collects.

Key questions include:

  • Which existing forms need to be recreated or replaced?
  • Is the form being used for a marketing, sales or service purpose?
  • Which fields are required?
  • What validation is needed to maintain data quality?
  • What consent or subscription requirements apply?
  • Should the submission trigger a workflow?
  • Who should be notified when somebody submits the form?
  • Does the submission need to trigger lead routing or another follow-up action?

Forms and CRM data

The information collected through forms becomes part of your CRM data.

This means your form strategy should also consider the quality and structure of the information being captured.

Required fields, validation and the purpose of each form should therefore be considered alongside your wider CRM and reporting requirements.

Forms and automation

Form submissions can be used to trigger follow-up activity within HubSpot.

Depending on the purpose of the form, this may include:

  • Workflows
  • Internal notifications
  • Lead routing
  • Other follow-up actions

Planning these actions alongside the form itself helps ensure that submissions are handled consistently once they enter HubSpot.

Consent and subscriptions

Forms may also need to capture appropriate consent or subscription information.

The requirements will depend on the purpose of the form and how the information collected will subsequently be used.

Consent and subscription requirements should therefore be considered as part of the initial form design rather than added after the form has been created.

What to remember

HubSpot Forms do more than collect information from a website.

They can create or update CRM records and become the starting point for reporting, notifications, lead routing and automation.

Planning your forms around the information you need to capture, how that data should be structured and what should happen after submission will help create a more consistent approach across marketing, sales and service.