How to Use HubSpot Forms to Generate More Leads

Eager to enhance your lead generation strategy? Consider leveraging the power of HubSpot forms. These dynamic tools are designed not only to capture leads but also to seamlessly convert them into valuable customers.

Utilise the HubSpot form tool to boost lead generation for your business. With HubSpot forms, the process of creating custom forms within optimised landing pages becomes effortlessly accessible. The integration of HubSpot's forms tool with the broader HubSpot platform ensures a streamlined experience in tracking and managing your leads.

Forms stand as a cornerstone in any marketer's arsenal, serving as the go-to method for capturing crucial lead details. Every interaction, from website pages to campaigns and social media ads, eventually guides prospects to share their information through a form. The ultimate aim is to make the process as smooth as possible and to pose the right questions at opportune moments. Filling out a form is likened to a first date, where some questions are apt for the initial encounter, while others are reserved for subsequent interactions.

Distinguished from traditional website forms, HubSpot forms for websites and campaigns offer a unique advantage. They allow for capturing vital information without overwhelming users with an excessive number of fields to fill out. Here, we explore five key features of HubSpot forms designed to elevate your lead conversion rates. 

This blog post delves into the workings of HubSpot forms and their pivotal role in amplifying lead generation.

What are HubSpot Forms

HubSpot Forms are a feature of the HubSpot marketing platform that allows businesses to create standalone and embed forms on their website or landing pages. These forms are designed to capture information from website visitors, such as their name, email address, job title, company, and other relevant details. 

HubSpot Forms are customisable, allowing businesses to tailor the forms to their specific needs and requirements. Businesses can choose from a range of form fields and format options, including dropdown menus, checkboxes, and text fields. Additionally, businesses can use HubSpot's drag-and-drop form builder to create forms quickly and easily, without requiring any coding or technical skills.

One of the key benefits of using HubSpot Forms is that the information captured is automatically synced with the business's HubSpot CRM (customer relationship management) system. This means that businesses can easily manage and organise their leads and contacts in one central location. 

HubSpot Forms also offer a range of features to help businesses optimise their lead generation efforts. For example, businesses can set up lead nurturing workflows that automatically send follow-up emails to form submissions. They can also set up progressive profiling, which shows different form fields to returning visitors based on the information already collected. 

Overall, HubSpot Forms are a powerful tool for businesses looking to capture leads and grow their customer base. With their customisable options, integration with HubSpot's CRM system, and lead optimisation features, HubSpot Forms make it easy for businesses to generate, manage, and nurture leads from their website visitors.

How HubSpot Forms Can Help You Generate More Leads

Types of HubSpot Forms

HubSpot provides a range of form types, each designed for specific purposes, enabling businesses to effectively capture leads and gather information from potential customers. The available form types and their functionalities are detailed below:

     Embedded Form:

1. • Ideal for websites or landing pages.
   • Customisable to match the website's aesthetics.
   • Seamless integration with HubSpot platform for efficient lead tracking and management.

    

2. Standalone Page Form:

   • A simple form without additional text or design elements.
   • Comparable to platforms like Google Forms for straightforward information collection.
   
   

   Pop-Up Box Form:

   • Strategically placed on the website to capture leads as visitors exit.
   • Customisable appearance to align with the website's theme.
   • Integrates with HubSpot for comprehensive lead tracking and management.
   • Triggered based on specific conditions, enhancing its effectiveness in the customer journey.

   Pop-up forms can be triggered by various conditions, such as a visitor scrolling to a specific point or clicking a designated button. This targeted approach ensures optimal lead capture at key moments, ultimately improving lead conversion rates.

   Dropdown Banner Form:

   • Positioned at the top or bottom of the website or landing page.
   • Used for making announcements or directing visitors to specific content.
   • Similar to pop-up forms, triggered by specific conditions for strategic display.
   
   

   Slide-In Left Box Form:

   • Placed on specific pages and slides in from the left.
   • Effective for prompting visitors to click and redirect to another section of the site.
   • Often utilised on blog pages to encourage downloads of high-converting assets like e-books or case studies.
   • Triggered based on specific conditions for targeted engagement.
   
   

   Slide-In Right Box Form:

   • Similar to the Slide-In Left Box form but slides in from the right.
   • Appears in a box on the right side of the page.
   • Triggered based on conditions such as scrolling or button clicks.

These diverse HubSpot form types offer businesses flexibility in their lead generation strategies, allowing for a tailored approach based on the specific needs and preferences of their target audience.

Form Type Templates

HubSpot also offers a wide variety of pre-built form templates that you can use to get started quickly. Simply select the template that best fits your needs, then customise it to match your brand. Once you're happy with your form, you can add it to a landing page or embed it on your website.. HubSpot offers a diverse array of pre-designed templates crafted to aid you in identifying and selecting the essential fields suitable for various types of forms under consideration. The convenience of opting for any of these templates cannot be overstated, providing an exceptional foundation for initiating the form creation process.
However, for a more tailored and personalised approach, in this illustrative example, we will embark on the form creation journey by deliberately choosing the Blank template.

Using Dependent or Progressive Fields withForms

While online users are accustomed to filling out forms, their engagement can be hindered if the form experience is not user-friendly. Many drop-offs occur when a contact decides not to complete a form due to its length or requesting information they are not yet willing to share. Marketers are often measured by the number of completed forms while ensuring that the collected contacts are qualified.

HubSpot forms offer three essential features to enhance conversions:

Collecting Business Emails:

To encourage users to provide business email addresses, you can block the inclusion of free email addresses. Click on the Email field in the right-hand section, and a pop-up box on the left will appear. Scroll down to the Email domains to block section, where you can add specific domains or check the Block free email providers box.

Using Dependent Fields:

Implementing dependent fields allows you to ask more questions without elongating the form. Add the initial field to the form, such as Country/Region. Click on the field, access the Logic tab, and navigate to Dependent fields. Establish logic, such as showing the State/Region field only if the country selected is the United States. This ensures that the State/Region field remains hidden for visitors who don't choose the United States.

Progressive Forms Feature:

Progressive forms dynamically adjust the displayed fields for returning visitors, allowing you to gather more relevant information over time. Think of it as a dating analogy; you don't ask the same basic questions on every date. To set up progressive fields: Return to the view with Existing Properties on the top left-hand side. Identify questions for returning visitors, drag and drop them into the Queued Progressive Fields section on the right. Note that these progressive fields are shown only to returning visitors in your CRM database. New visitors see regular fields like First Name, Last Name, Email, and Country.

By leveraging these HubSpot features, you can enhance the user experience, reduce form abandonment, and gather more insightful information from your contacts.

Enhancing Security and Data Privacy for Your Forms:

With your forms optimised, the next crucial step is to incorporate elements that deter spam submissions, thwart bots, and ensure compliance with data privacy regulations such as GDPR and the California Consumer Privacy Act (CCPA). Adhering to these regulations not only safeguards your contacts' information but also shields you from potential fines and penalties in the future.

To implement these protective features, follow these steps:

Set up reCAPTCHA:

• • reCAPTCHA adds an extra layer of verification before users can submit forms, requiring actions like rewriting a combination of letters and numbers or identifying objects in an image.
  • In HubSpot, activate reCAPTCHA by scrolling down to the left-hand side of the page until you reach the "Other form elements" section. Turn on the toggle next to reCAPTCHA.

Add GDPR Notices to Your Forms:

• • Given the heightened concern around data privacy, it's essential to include GDPR notices on your forms. This practice informs users of your intention to store their data and contact them in the future.
  • Particularly crucial if your target audience is primarily in Europe or the United States (US) where the equivalent of GDPR is CCPA.
  • Access pre-built GDPR notice options in HubSpot by clicking on "GDPR options" just below CAPTCHA (spam prevention). Choose from the available options, and it will appear after the last field on the form for visitors to acknowledge before submitting.

Incorporating these features into your forms not only strengthens security but also contributes to attracting higher-quality leads. As we'll discuss later in this chapter, nurturing these contacts before engaging in direct communication can significantly impact the overall effectiveness of your lead generation efforts.

HubSpot Popup Form Targeting

HubSpot Form Targeting is a feature that allows you to customise the appearance and behaviour of your forms based on the visitor's location, device, and other characteristics. This can be useful for providing a more personalised and relevant experience for your visitors and increasing the effectiveness of your forms.

To use the HubSpot Form Targeting feature, you will need to create a form in the HubSpot Forms tool and then specify the targeting conditions for the form. For example, you can choose to show the form only to visitors from a specific location, using a specific device, or who have visited a certain page on your website.

You can also use Form Targeting to customise the content and design of your forms based on the visitor's characteristics. For example, you can show different form fields or calls-to-action to visitors from different locations or using different devices.

Overall, the HubSpot Form Targeting feature is a useful tool for providing a more personalised and relevant experience for your visitors and increasing the effectiveness of your forms.

HubSpot Form Options

HubSpot Forms offers a variety of options that allow you to customise the appearance and behaviour of your forms. Here are some of the options available:

Form design:
You can choose from a range of design templates or create a custom design for your form. You can also customise the layout and style of your form, including the font, colour scheme, and background.

Form fields:
You can choose which fields to include on your form and customise their labels and placeholder text. You can also specify whether a field is required or optional.

Form behaviour:
You can specify how your form behaves after it is submitted, such as whether to show a thank you page or an inline message, or redirect the visitor to a different page. You can also choose whether to send a confirmation email to the visitor after the form is submitted.

Form targeting:
You can use the Form Targeting feature to customise the appearance and behaviour of your forms based on the visitor's location, device, and other characteristics.

Form integration:
You can integrate your forms with other tools, such as email marketing platforms or CRM systems, to automate your lead management process.

By using these options, you can customise your HubSpot Forms to meet the specific needs of your business and improve the effectiveness of your forms.

Using Follow-Up Email with Forms

With all the form elements in place, the next crucial step is to ensure there is a confirmation process for contacts once they've submitted a message. HubSpot forms simplify this by offering an option to create a follow-up email within the form itself. To access this feature, click on "Follow-up" on the top navigation bar in the form module, as depicted in the following screenshot:

Upon reaching this section, click on "Create follow-up email" to commence the email creation process. It's worth noting that for this particular webinar form, creating a follow-up email may not be necessary, as the email will automatically be generated from the platform hosting the webinar, such as Zoom or Google Meet. 

A follow-up email is generated, as depicted in the subsequent screenshot. However, bear in mind certain limitations when creating this email. Features such as personalisation tokens are not accessible in this basic form email template, and the ability to edit the footer address to a single line or two is not possible. If these features are crucial for your follow-up email, it is recommended to build a regular automated email and then integrate it into the workflow.

Once a follow-up email is crafted, the subsequent option is to define the subsequent actions when a user submits the form, identify who should be notified, and determine whether these contacts should be categorised as marketing contacts and added as new entries in your CRM.

HubSpot Forms Thank you pages vs inline message

Configuring Post-Form Submission Actions:

After a user submits a form, it's essential to define the subsequent steps, and you may recall encountering one of the following scenarios:

• A thank-you message appeared on the same page.
• You were redirected to a separate page featuring a thank-you message and additional assets.

In HubSpot, you have the flexibility to choose between a thank-you page and an inline message as a confirmation. Here's a breakdown of each option:

Thank You Page:

• A separate page displayed after form submission.
• Customisable in terms of content and design to align with your brand.
• Ideal for providing detailed information or additional resources.
• Executed by clicking on "Options" on the top navigation bar of the form, selecting the first section, and opting for the thank-you page.

Inline Message:

• Appears on the same page as the form after submission.
• Typically shorter than thank-you pages and avoids navigating to a new page.
• Convenient for the visitor.
• Configured in the same "Options" section, allowing you to create a concise message.

To implement either action in HubSpot:
Click on "Options" on the top navigation bar of the form.
In the first section, choose whether to display a thank-you message or redirect users to another page.

For a thank-you message:

• Click on the option and create the desired message.
• Utilise hyperlinks in the message, providing direct access to assets like downloads.

For redirecting to another page:

• Enable the "Redirect to another page" option.

Another important configuration is determining who receives notifications upon form submission. By default, the form creator is notified, but this may not align with your specific needs. For instance, in a demo form, you'd likely want the lead owner to be notified. To set up notifications:

• Stay on the "Options" tab of the Form page.
• Scroll down and check the "Send submission email notifications to the contact's owner" box for the lead owner to be notified.
• To include additional contacts in notifications, add their email addresses to the "Send submission notifications to" section.

These configurations ensure a seamless post-submission experience and efficient communication within your team.

HubSpot Forms Automation

HubSpot Form Automation is a feature that allows you to automate actions based on the submission of a form. This can be useful for streamlining your lead management process and saving time.

To use the Form Automation feature, you will need to create a form in the HubSpot Forms tool and then specify the automation actions you want to take when the form is submitted. For example, you can choose to send a confirmation email to the visitor, add them to a specific email list, or update their record in your CRM system.

You can also use Form Automation to trigger other actions based on the submission of a form. For example, you can choose to send a follow-up email or start a HubSpot workflow based on the visitor's form submission.

A simple workflow in HubSpot Forms is a set of automated actions that are triggered based on the submission of a form. HubSpot Workflows allow you to automate tasks and streamline your lead management process.

To create a simple workflow in HubSpot Forms, you will need to create a form and then specify the actions you want to take when the form is submitted. For example, you might want to send a confirmation email to the visitor, add them to a specific list in HubSpot, or update their record in your CRM system.

To create a workflow in HubSpot Forms:

1. Go to the Workflows tool in your HubSpot account.
2. Click the Create workflow button.
3. Select the Forms trigger and choose the form you want to use for the workflow.
4. Specify the actions you want to take when the form is submitted, such as sending an email or updating a record in your CRM system.
5. Preview and test your workflow to ensure it is working as expected.
6. Activate the workflow and monitor its performance.

By creating simple workflows in HubSpot Forms, you can automate tasks and streamline your lead management process.
Overall, the Form Automation feature is a useful tool for automating actions based on form submissions and streamlining your lead management process.

How HubSpot Forms Work

HubSpot forms are designed to help you capture more leads. They work by allowing you to create forms that are embedded in your website. When a visitor fills out the form, their information is sent directly to your HubSpot account. From there, you can follow up with the lead and try to convert them into a customer.

There are a few things that make HubSpot forms different from other forms. First, HubSpot forms are designed to be mobile-friendly. This means that they will look great on any device, including phones and tablets. Second, HubSpot forms come with pre-built templates that make it easy to create beautiful forms. Finally, HubSpot forms integrate with other HubSpot tools, making it easy to track your leads and customers.

How to Create HubSpot Forms

Now that we've looked at the benefits of using HubSpot forms, let's take a look at how to use them.

1. Create a form:
First, create a form using the HubSpot forms tool. Choose a design and layout that is optimised for conversion and reflects your brand. To create a HubSpot form, log in to your HubSpot account and go to Sales > Forms. Then, click the Create Form button.

2. Select a template:
Next, you'll need to select a template for your form. HubSpot offers a variety of templates that you can use, or you can create a custom form.

3. Customise your form:
Once you've selected a template, you can customise your form to match your brand. Select the fields you want to include on your form. These might include name, email, phone number, and any other information you want to collect from your leads.

4. Add a call to action:
Add a call-to-action (CTA) button to your form, such as "Sign Up" or "Download Now." This will encourage your visitors to take the next step and submit their information.

5. Embed your form:
After you've customised your form, you'll need to embed it on your website. HubSpot forms can be embedded on your WordPress website using the Gutenberg editor, theme editor or HubSpot's WordPress plugin. You can also Embed your form on your HubSpot CMS website or create a landing page for it. Make sure the form is prominently displayed and easy for visitors to find.

6. Send follow-up emails:
Finally, you can send follow-up emails to your leads. This helps you stay in touch with your leads and build relationships.

By following these steps, you can use HubSpot forms to generate more leads for your business.

How to Add Fields to Forms

Create a form by going through the new form wizard. Upon reaching the next page step, you'll see that the Email field is already marked as mandatory in the form. This is because it represents the minimum information required to collect about a contact. HubSpot, being primarily an inbound platform focused on online communication, utilises email as the unique identifier for contacts.

Suppose we're creating a event registration form for a Linkedin Ads campaign to generate an attendee list The initial consideration is identifying the minimum information necessary for a contact registering for the event. Alongside email, you might want to include first name and last name fields. If a company email address isn't mandatory, you may also consider adding a company name field.

Let's explore how to add these fields.
All available fields are on the left-hand side, while the selected fields for the form are on the right. To add a field to the right side, follow these steps:

Use the search bar on the top left to find the desired field.
Click on the chosen field, and it will appear on the right side.
Rearrange the fields in the preferred order for display on the form, as illustrated below:
To include additional fields not in the default list, click "Create new" on the top left of the screen, as depicted in the screenshot:

If you wish to incorporate text into your form, such as a header, select the "Header Text" option. The text will then be positioned at the top of the form, and you can customise it by clicking on the placeholder text. This is illustrated below:

Once you've edited the text, click "Done," and the updated text will appear at the top of the form.

Tracking and Managing Your Leads

Another benefit of using HubSpot's forms tool is that it integrates seamlessly with the rest of the HubSpot platform. This means that you can easily track and manage your leads in one central location. With the forms tool, you can automatically route new leads to the appropriate sales rep, add leads to lists for nurturing, and set up notifications to alert you when a new lead comes in.

If you're looking for a way to generate more leads, you should consider using HubSpot forms. HubSpot offers many features such as automated emails, drip campaigns etc which could help increase sales

Tips for using HubSpot Forms 

When creating your forms, keep the following tips in mind:

1. Keep it simple:
Don't ask for too much information upfront. The goal is to get the lead's contact information so you can follow up with them later.

2. Use an attention-grabbing headline:
Your headline should be something that will make the lead want to learn more about your product or service.

3. Use strong calls to action:
Your call to action should be something that will motivate the lead to fill out your form.

4. Offer something valuable:
In order to get the lead's contact information, you need to offer something of value in exchange. This could be a white paper, e-book, or discount.

5. Follow-up:
Once you have the lead's contact information, be sure to follow up with them. This will help you build a relationship and eventually close the sale. 

6. Use progressive profiling:
Progressive profiling allows you to collect additional information about a prospect over time, rather than asking for everything at once. This can help increase the conversion rate of your forms.

7. Use social proof:
Social proof is the idea that people are more likely to take action if they see others doing it. Consider adding social proof to your forms, such as customer testimonials or the number of people who have already signed up.

8. Use form analytics:
Use form analytics to track the performance of your forms and identify areas for improvement. You can use tools like Google Analytics or HubSpot Forms Analytics to track metrics such as conversion rate, the average time to submission, and the number of form submissions.

9. Optimise your form for mobile:
With more and more people accessing the web on their mobile devices, it's important to optimise your forms for mobile. Make sure your forms are mobile-responsive and easy to use on smaller screens.

By following these tips, you can improve the effectiveness of your forms and capture more leads for your business.

Using HubSpot Forms at Different Stages of the Funnel

Designing HubSpot Forms for different stages of the funnel can help you capture more leads and convert them into customers. The funnel refers to the different stages of the customer journey, from awareness to consideration to decision. By creating forms that are tailored to each stage of the funnel, you can more effectively capture leads and guide them through the conversion process.

Here are some tips for designing HubSpot Forms for different stages of the funnel:

1. Awareness:
   At the awareness stage, visitors are just learning about your business and your products or services. To capture leads at this stage, use forms to offer valuable resources, such as eBooks or whitepapers, in exchange for contact information.

2. Consideration:
   At the consideration stage, visitors are evaluating whether your products or services are a good fit for their needs. To capture leads at this stage, use forms to offer demos, free trials, or consultations in exchange for contact information.

3. Decision:
   At the decision stage, visitors are ready to make a purchase. To capture leads at this stage, use forms to offer special discounts or promotions in exchange for contact information.

By designing your HubSpot Forms for different stages of the funnel, you can more effectively capture leads and guide them through the conversion process.

Non-HubSpot Forms like WordPress

If you're not using HubSpot CMS, there are other ways to use forms. 
Non-HubSpot forms are HTML forms on your external site that weren't created in HubSpot. When you install the HubSpot tracking code on your external page submissions to non-HubSpot forms will be collected in HubSpot.

With HubSpot forms, you can easily collect prospect information and use it to route leads to sales, send personalised follow-up emails, and more. 

If you're using WordPress, you can still use forms on your website by installing a WordPress plugin like Gravity Forms or Contact Form 7. These plugins will allow you to create and manage forms from your WordPress dashboard by using the HubSpot for WordPress Plugin.

Forms can be embedded on your WordPress website using the Gutenberg editor or a WordPress plugin, and they integrate seamlessly

When choosing a contact form plugin, be sure to consider the following:

1. Ease of use:
The plugin should be easy to use and allow you to create forms quickly.

2. Features:
The plugin should have all of the features you need, such as the ability to embed forms on your website, add custom branding, etc.

3. Pricing:
The plugin should be affordable and offer a free trial so you can test it out before committing to a paid plan.

4. Support:
The plugin should have good customer support in case you have any questions or need help.

Once you've selected a plugin, you can follow the instructions to install and activate it on your WordPress website. After that, you can create forms using the plugin's interface.

When creating your form, be sure to include a call-to-action and an offer of value so you can increase your chances of getting the lead's contact information. Once you have the contact information, be sure to follow up with the lead.

Analyse Forms

After you create a form, you can track and analyse your results to see how well it's performing. To do this, go to the "Analyse" tab in HubSpot and select "Forms."

Here, you'll be able to see how many people have viewed your form, how many have started filling it out, and how many have submitted it. You can also see which fields are getting the most responses and which ones are being left blank. This information can help you optimise your form so you can get more leads. You can use this information to improve your forms and get more leads.

If you're not using HubSpot, you can still track your forms' performance by installing Google Analytics on your website. With Google Analytics, you'll be able to see how many people are viewing your form, how long they're staying on the page, and where they're coming from. 

Manage Forms

After you create a form, you can manage it from the "Manage" tab in HubSpot. Here, you can edit your form, change its settings, and view submissions. You can also export your submissions as a CSV file so you can view them in a spreadsheet program like Microsoft Excel.

To manage your forms in HubSpot, you can use the Forms tool to create, edit, and delete forms, as well as track and manage your form submissions.

1. Go to the Marketing tab in your HubSpot account.
2. Click the Forms option in the left sidebar.

From the Forms tool, you can:

Create a new form:
Click the Create a form button to create a new form using a template or from scratch.

Edit an existing form:
Click on the name of the form you want to edit to access the form editor. From the editor, you can make changes to the form's design, layout, and behaviour.

Delete a form:
Click on the name of the form you want to delete and then click the Delete button.

View and manage form submissions:
Click on the name of the form you want to view submissions for and then click the Submissions tab. From the Submissions tab, you can view and manage individual form submissions.

By using the Forms tool in HubSpot, you can easily create, edit, and delete forms, as well as track and manage your form submissions.

Summary

In conclusion, the strategic implementation of HubSpot forms within your digital marketing arsenal can significantly transform your lead generation and conversion processes. By offering unparalleled customisation, seamless integration with the HubSpot CRM, and features designed to optimise lead capture and nurturing, HubSpot forms stand as a testament to the platform's understanding of the intricacies involved in the digital marketing landscape.

As we've navigated through the multifaceted capabilities of HubSpot forms—from their diverse types designed for specific marketing objectives to the detailed customisation options that align with your brand identity—it's clear that these tools are crafted to enhance your marketing strategies effectively. The integration of advanced features such as progressive profiling, automated follow-up emails, and GDPR compliance further underscores the platform's commitment to delivering a sophisticated yet user-friendly experience.

The power of HubSpot forms lies in their ability to not only capture leads but also to enrich the quality of these leads through detailed insights, thus enabling a more targeted and personalised approach to lead nurturing. Whether it's through embedded forms that blend seamlessly with your site's aesthetic, pop-up forms that capture attention at critical moments, or standalone forms that simplify the data collection process, HubSpot provides a solution tailored to meet your unique business needs.

Moreover, the ease of use, coupled with the analytical tools available within HubSpot, allows businesses to continually refine their strategies based on actionable data, ensuring that your lead generation efforts are not just effective but also efficient. By harnessing the full potential of HubSpot forms, businesses can look forward to not just an increase in the quantity of leads but also improvements in the quality of these leads, ultimately driving growth and success in today's competitive digital landscape.

As we move forward in an era where digital presence is synonymous with business success, leveraging the capabilities of HubSpot forms becomes not just an option but a necessity. The journey towards optimizing your lead generation and conversion strategies begins with a single step: embracing the power of HubSpot forms to transform prospects into valuable customers. Embrace this journey, and watch as your business reaches new heights of digital marketing excellence.

If you want to learn more about HubSpot Marketing, see our guide to HubSpot Marketing Hub