How to create a form

Last updated: November 9, 2017

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Marketing: Basic, Pro, Enterprise
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As discussed in this guide's section on how to determine what questions to ask on your forms, forms are the way you gather information from your leads. They are a critical component of any landing page, but what you ask on these forms are perhaps more critical. You don't want to scare away potential leads by asking irrelevant questions, or questions that they aren't yet prepared to answer. Building trust between your brand and your visitors is key to gathering the information you need. Start building that trust through your TOFU offerings; your forms should ask enough information to find out some key pieces of who they are, what they do, and what they are looking for, so you can better segment your leads into personas.

As you gather this information and provide them with valuable content that helps solve their needs (or even open their eyes to a need they didn't know they had), you can start asking for more information from them. Consider making some fields required; usually these fields are identifying information and information you need to categorize your leads. Other fields make optional; these fields are the nice-to-haves but aren't required to help you segment. In conjunction with smart fields and progressive profiling, your ability to remove fields of known data and replace it with new data makes form submissions easier for your existing contacts.

The first step to getting a form on your landing page is to create one. Forms can be used on a single landing page or across many pages. For example, a generic Contact Us form could be used in multiple places, but consider locating your Start a Trial form only in one place.  Bear in mind, the submission rate in the forms dashboard is contingent on the number of form views for that form across all pages.  If you are looking to gauge performance on a particular landing page, you would want to view the details of that page. Creating a form in HubSpot is easy, relying on a simple drag-and-drop format. Forms are customizable, allowing you to easily create and edit your properties directly in the application. If a form needs to be updated, simply change the form and save those changes; wherever the form lives, it will update to reflect those changes.

Go to Forms

Navigate in HubSpot Marketing to Contacts > Forms.

Create new form

From the forms dashboard, click Create form at the top right.

Edit form details

In the Details tab in the left sidebar, you will be able to edit your form name and other options. HubSpot will automatically add three fields to your form to get you started: First Name, Last Name, and Email. 

Edit the fields on your form

You can navigate to the Fields tab within your form to see all available fields you can add to your form.

Add a field to your form

From your available fields, either search for the field you're looking for, or search through all property groups to find the fields you want to use. Drag the property to the open space above the black line to include the field in your form.

Here you can also create new contact properties directly in the form if necessary by clicking the Create new button. To do so, follow the instructions here.

Move fields around as necessary

You can easily drag and drop your fields around your form to appear in whichever order you prefer. 

You can also move fields in your form to sit side-by- side. Click the gear icon on a field and select Split into 2 or Split into 3. Drag another module to sit in that open spot. (You can also drag a field on top of another to split fields.)

Mark required fields

If you've included fields that should be required upon submission, click the asterisk (*) to make it required.

Please note: an email address is required to create a contact so this field will always be marked as required on your forms by default.

In the example below, you can see that First Name, Email, and Company Name are all required in order for a visitor to submit successfully on this form. 

Remove a field from your form

If there is a field on your form that you want to remove, click the trash can icon within the field. (Or you can click the gear icon, then choose Remove. Either one works and both perform the same function.)

Add a rich text separator between your fields

Within the Fields tab of your form, you have the ability to drag and drop a rich text separator between your form fields. This allows you to build headers or add spacing above rows. This can only be added above a row and not a single field (if you have two or more fields on one row).

Edit your form field's display names and options

To edit the display options of your form field, click on the pencil icon within the field you want to edit.

Change label

Once you open the field options editor, find the label field. Change this to what you wish to appear on the form. Notice that the property name (as opposed to the label) at the top remains the same.

Edit other property options

As previously mentioned, you may want to select other property options to apply to your form field.

Clicking the asterisk on the property in your form or clicking Make field required in the property options perform the same function. You can also make the field hidden to pass certain values into contact properties. This will be covered in depth in the article on how to pass hidden values in forms.

If you choose to have placeholder text and a default value, remember that default value always displays rather than the placeholder text.

Make sure you click Done editing once you've made all your field option changes.


Save your form

Once you're happy with your form, at the top right, click Save form.

Preview your form

Once you've saved your form, you can click Preview to see what your form will look like with the field options edited.

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