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How to create a form

Last updated: March 7, 2018

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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 the forms tool

In your HubSpot Marketing BasicProfessional, or Enterprise account, navigate to Contacts > Forms.

Create a new form

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

Name your form

At the top of the form editor, you'll be able to name your form. Hover over the form name and click the pencil icon to edit.

Please note: the form name is internal and not visible on your live form.

Add fields to your form

In the Add form field section on the left, you'll be able to search for form fields and add them to your form.

From your available fields, either search for the field you're looking for, or search property groups to find the fields you want to use. Click, drag and drop the property to the desired location on your form. Fields can be placed above, below, or next to other fields.

You can also create new contact properties directly from the form by clicking the Create new button in this section. To do so, follow the instructions here.

Mark required fields

If you've included fields that should be required upon submission, hover over the field and click Edit.

On the left-hand side, scroll down to Make this field required and check the box next to it.

Please note: an email address is required to create a contact, so the Email field will always be marked as required on your forms.

Remove a field from your form

If there is a field on your form that you wish to remove, hover over the field and click Delete.

Add a rich text area between your fields

You can use a rich text are to add rich text, build headers, or add spacing above field rows. Learn how to do so here.

Edit your form field's display names and options

To edit the display options of your form field, hover over the field and click Edit.

Change label

On the left-hand side, look for the Label field. Change this to what you wish to appear on the form for this field.

Edit other property options

You may want to select other property options to apply to your form field. For example, you can make the field hidden to pass certain values into contact properties. Learn how to do so here.

If you choose to have both placeholder text and a default value, keep in mind that the default value will override the placeholder text.

Save your form

Once you're happy with your form, click Save form at the upper right. This will save your changes in the form editor.

Test your form

Before publishing your form, you can click the Test tab to see what your live form will look like, as well as test submitting it. If you have progressive profiling enabled, you can also click Preview form behavior to see how the form changes for a visitor who has already filled certain fields in.

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Publish your form

After you've tested and made final modifications to your form, click Publish at the upper right to take your form live. Once the form is published, it will be available for use on your HubSpot pages or external site.
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