Create and customize forms

Use HubSpot forms to collect information from visitors and create or update records in your CRM. Capture leads, gather customer information, and trigger follow-up actions such as sending emails or adding contacts to segments. 

For example, add a form to a landing page to collect email addresses for a newsletter. Then send an automated follow-up email after the visitor submits the form.

Create a form

Create a form to collect information from visitors and capture their information in the CRM. 

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.
2. To associate a form with a specific brand, click your profile picture, navigate to Brand, then select the Brand you want to associate the form with. Learn more about associating assets with brands. 
3. In the top right, click Create form.
4. Select the Form Editor, then click Next. 
5. Navigate to a pre-made template and click Use template. To build your own form, use the Start from blank template. 

Add fields to a form

Form fields collect specific information from visitors and update the corresponding properties in your CRM.

1. In the top left of the form editor, click the + add icon.
2. In the Fields panel, click and drag the field type onto the form.
3. In the Edit field panel, search for and select an existing property to connect the field to. 
4. To create and connect a new property, click Create new property. 
5. In the right panel, set up your property. Then, click Create property.

Once created, the new property is automatically connected to the selected form field. In the property settings, the option to Show in forms and chatflows is selected by default. Learn how to manage your properties.

Edit form field options

After adding a field to your form, edit a field's options: 

1. In the form editor, click the field that you want to edit. 

2. In the Edit field panel, navigate to the Field options section. The following options may vary depending on the field's property type:
   • Help text: informational text displayed below the field label.
   • Placeholder text: text displayed inside the field before input. The placeholder text clears when the visitor enters a value in the field. The value isn't entered in the submission, even if the field stays empty.
   • Default value: a value to be submitted for the field by default unless changed by the visitor.
   • Hidden field: when this option is toggled on, the field will have its value set through the form submission, but the field will not appear to the visitor. Once the setting is toggled on, set the default value that'll pass into the property when the form is submitted.
   • Required field: when this option is toggled on, the field must be completed to submit the form. If a form field has been set as required, it cannot be set as hidden.

Add text, media, security, and privacy elements

Customize your form by adding text, images, and headers. Learn more about how to add data privacy and consent options and reCAPTCHA to your form. 

1. In the top left of the form editor, click the + add icon.
2. In the left panel, click Other.
3. Click and drag the text and media elements onto the form. 
4. Configure each element:
   • Image: click Upload or Browse images to add an image, or click Generate to create content using Breeze.
   • Heading: enter the header text in the form field.
   • Rich text: enter the text in the form field. To edit the text style, click Edit in expanded view in the left panel. 

Create a multi-step form

Use multi-step forms to break long forms into smaller steps and improve completion rates. You can add a maximum of 20 steps per form.

If you're using required fields in a multi-step form, the visitor will be prompted to complete the required field before continuing to the next step. 

To add a form step:

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.

2. Create a new form or hover over an existing form and click Edit.
3. In the right panel, hover between two existing steps and click the + add icon. A new step section will appear. Then, you can set up form fields and additional form elements in the step panel.

4. To rearrange the order of a step, hover over the step. Then, in the top left of the step, click and drag Step [x] to reposition it.
5. To clone a step, hover over the step and click the duplicate clone icon. You can't clone steps that include an email, reCAPTCHA, or data privacy fields.
6. To delete a step, hover over the step and click the delete delete icon.

Display a progress bar

A progress bar visually displays how much of the form a user has completed, improving form completion rates.

To turn on the progress bar:

1. In the form editor, hover over a form step and click the edit edit icon.
2. In the Edit step panel, toggle the Progress bar switch on. The progress bar is added to all form steps. 
3. In the Format section, select the progress indicator (i.e., percentage or number of steps).

Customize the form confirmation message or redirect

When a visitor submits your form, display a thank you message or redirect the visitor to a page, meeting link, or payment link. 

1. In the top left of the form editor, click the siteTreeIcon contents icon. 
2. In the left panel, click On submit. You can also click the form step in the editor. 
3. On the Options tab, select the content that will display when the form is submitted:
   • Show thank you message: hover over the default thank you message and click the editIcon edit icon to add or edit the text. 
     • To edit the thank you message in the expanded rich text editor, in the left panel, under Rich text, click Edit in expanded view. 
   • Redirect to a page, URL, Meeting, or Payment link: redirect the visitor to a HubSpot page, meeting link, payment link, or specific URL when they submit the form. 
     • Click the Redirect to a page, URL, Meeting, or Payment link dropdown menu, then select your redirect content or enter a specific URL. 

To set up conditional logic to redirect visitors to a specific page based on their form responses, learn how to add conditional logic.

Apply conditional logic 

Conditional logic shows or hides form elements or redirects visitors based on their responses. This helps you create more personalized and relevant form experiences for your visitors. For example, you can show additional fields when a visitor selects a specific option, or redirect visitors to different pages based on their answers.

Use conditional logic to:

• Show or hide fields, text, images, or headings.
• Show or hide form steps in multi-step forms.
• Redirect visitors after form submission.

Conditional logic cannot be applied to reCAPTCHA or data privacy elements. For each form, you can add up to 100 rules with 10 conditions per rule. 

Set up conditional logic in a form

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.
2. Create a new form or hover over an existing form and click Edit.
3. In the top left of the form editor, click the workflows logic icon.
4. In the sidebar editor, click Add logic.

Configure conditional logic rules

1. In the Rule section, configure your conditional logic rules. For example, if you filter by City and select is any of Dublin, the conditional logic rule will only apply to records with the value Dublin.
   
2. To delete a filter, click the deletee delete icon.
3. To clone a filter, click the duplicate clone icon.
4. To add additional filters to the rule, click add Add filter to this group.
5. To add an additional group to the rule, click add Add group.
6. If you’ve added multiple filters or groups to the rule, click the AND OR dropdown menu between the filters and groups to apply AND or OR logic:
   • AND: All filters in the rule must be true for the rule to be triggered.
   • OR: Only one filter in the group must be true for the rule to be triggered. Learn more about AND or OR logic.

Configure actions when rules are met

After you've configured the conditional logic rules, select an action to apply when the rule's criteria are met.

Please note: the Skip to step form action is being deprecated. If your form is actively using conditional logic to skip form steps, the existing logic will continue to hide your form steps. When editing an existing form’s logic, it’s recommended to replace the Skip to step action with Hide steps or Show steps.

1. In the Then section, click the dropdown menu to select an on-form action:
   
   • Show fields: if the user's responses match the criteria set in your rules, show a specific field, rich text module, heading, or image.
   • Hide fields: if the user's responses match the criteria set in your rules, hide a specific field, rich text module, heading, or image.
   • Skip to step (deprecated): if the user's responses match the criteria set in your rules, skip to a specific step. To use this action, your form must have three or more steps. Learn more about adding form steps.
   • Hide steps: form steps are hidden from the visitor if they meet the conditions. To use this action, your form must have two or more steps. 
   • Show steps: form steps are displayed for the visitor only if they meet the conditions. If the visitor doesn’t meet the conditions, the selected steps will stay hidden on the form. To use this action, your form must have two or more steps.
   • Redirect to: if the visitor's responses match the criteria set in your rules, redirect them to a HubSpot page, an external URL, or payment link. Users in a Sales Hub Enterprise or Service Hub Enterprise account can redirect forms to a meeting link on a scheduling page. 
2. Depending on the action selected, fill in the required fields.
3. After configuring your rule, click Save and Activate.

Style a form

To create a form that matches your branding, customize the appearance of your form, including fields, buttons, and background. 

Please note: it's not possible to set your form as raw HTML in the form editor. Only forms built using the legacy editor can be set as raw HTML.

To style your form:

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.
2. Create a new form or hover over an existing form and click Edit.
3. On the left side, click the Styling icon.

4. When customizing your Text, Input fields, or Button, choose from existing styles using the Quick field input styles. Or, manually customize the style for each component of your form:
   • Fields: customize the field, including background and borders. You can also customize the font, font-size and colors for your labels, as well as the colors for your help text, placeholders, and error text.
   • Buttons: customize the button's height, corner rounding, background, gradient, and add a drop shadow to the button. You can also customize the font, font-size, and color for the button text.
   • Paragraph (Rich Text): customize the font, font size, and color for your body text.
   • Heading: customize the font and text color of your heading. You can choose to add drop shadow to your header text.
   • Background: customize the background for your form and form steps. You can choose to set a background color or use an image for the background. You can use AI assistants to generate images. You can also choose to set a border for your form.
   • Progress bar: customize the progress bar on your form, including the color of the progress line and the font of the progress bar.

Edit the step layout and background banner

Choose from predefined step layouts using the quick layout switcher and customize your form background banner.

1. In the form editor, hover over the form step and click the edit edit icon in the top right.
2. In the left panel, click the Style tab and select a step layout.
3. To remove the layout, click Remove layout in the top right.

4. In the Banner background section, toggle the Background color switch on to customize your form's background color.
5. Select a color and opacity.
6. Click the Gradient dropdown menu to add a gradient.
7. To use an image for the banner background, click Upload or Browse images to add an image, or click Generate with AI to generate content using Breeze. 

Automate follow-up actions

After a form submission, use simple workflows to send emails, notify users, or add contacts to a segment. Learn more about using automation with forms.

To create a simple workflow in the form editor:

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.
2. Create a new form or hover over an existing form and click Edit.
3. In the form editor, click thesettis automati workflows automation icon.

4. In the Automate what happens after a form is submitted section:

   • To automatically trigger a follow-up email after each form submission, under Send an email after form submission, click Create this workflow.
   • To create your own workflow from a blank template, under Create your own simple workflow, click Create new workflow. In the right slide-in panel, under Trigger the action(s) when, select the option A contact submitted a form.
5. To add other workflow actions, click the + plus icon.
6. To turn on a workflow, next to the workflow name, toggle the switch on. Then, click Got it. After publishing your simple workflow, any changes made to the workflow will automatically apply to currently enrolled contacts.

Turn on form automation notifications

Please note: if you're a Super Admin, you can opt your account into the Notifications for form automations beta.

After you turn on a simple workflow in the form editor, notify users when form automation needs review or when the enrollment rate changes.

1. In the form editor, click thesettis automati workflows automation icon.
2. In the top right of the simple workflow, click Actions and select Edit notifications. 
3. In the right panel, toggle the Get notified when this automation has issues switch on to receive notifications if there are any errors that need attention.
4. To receive notifications when the enrollment rate fluctuates, toggle the Get notified if the enrollment rate changes switch on. Then, choose from the following options:

• • Use Breeze Intelligence: toggle this switch on to automatically detect any changes to the rate of enrollment based on data from the last 30 days.
  • Use a manual range: toggle this switch on to manually set a fixed rate threshold that will trigger notifications when exceeded.

5. In the Notification recipients section, click the Users and Teams dropdown menus and select the recipients to send the notifications to. Only users who have turned on HubSpot notifications for at least one channel will be able to receive these notifications.

Configure form settings

Form settings control how contacts are created and how users are notified after a form submission. Use these settings to manage contact creation, notifications, language preferences, and more. Form options vary based on your HubSpot subscription.

To access settings in the form editor:

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.
2. Create a new form or hover over an existing form and click Edit.
3. In the form editor, click the settings settings icon.
4. Use the tabs in the left panel to configure your form settings.

Set general form settings

Use the General tab to configure how contacts are created, turn on form shortening, and associate the form with a marketing campaign. 

• Automatically create new contacts from unknown email addresses: select this option to create a new contact record for every submission with a unique email address. If the email address submitted matches an existing contact record in your database, the details on the existing record will be updated.
  • If this option is turned off, HubSpot will first attempt to associate the submission with an existing contact using the submitted email address. If no contact exists at the email address, HubSpot will recognize and update your contacts based on the cookies in their browsers. This may result in contacts being overwritten if the same form is submitted multiple times from the same device.
    
  • If this option is turned on, HubSpot won’t use an existing browser cookie to associate the submission with a previously tracked contact. The Pre-populate form fields for returning visitors and Add link to reset the form options will also be automatically turned off.
• Set new contacts as marketing contacts: if your HubSpot account has access to marketing contacts, automatically set any contacts who have submitted the form as marketing contacts. This includes both new and existing contacts.
• Pre-populate form fields for returning visitors: if a contact previously visited your site and submitted a form, and HubSpot was able to store and track their cookies, any known field values can be pre-populated on the form. This option is turned on by default. Learn more about pre-populated form fields.

• Form shortening: shorten your forms by automatically hiding any form fields that can be filled in by data enrichment. Learn more about form shortening.
• Add link to reset the form: if you have turned on Pre-populate form fields for returning visitors, you can also add a reset link to your form. If this option is turned on, the visitor can click Not you? Click here to reset on the form to clear any pre-populated form fields. When a form is reset:
  • Cookie tracking will be turned off for the specific form submission. Any existing tracking cookies will not be overwritten. 
  • The form submission will create a new contact record for an email address that doesn’t match an existing contact record. 

• Add to marketing campaign: if you have a Marketing Hub Professional or Enterprise subscription, you can associate the form with a campaign:
  • To associate your form with an existing campaign, click the Campaign dropdown menu and select a campaign.
  • To associate your form with a new campaign, click the Campaign dropdown menu and click Create campaign. Then, continue setting up your campaign.

• On submission, update contact and company lifecycle stage: click the Set lifecycle stage to dropdown menu and select a lifecycle stage. When visitors submit the form, any new or existing records will be set to the selected lifecycle stage.
  • You cannot move a record's lifecycle stage backwards. If an existing contact or company with a later lifecycle stage submits a form, the lifecycle stage will not be updated.
  • The lifecycle stage set in a form will overwrite the default lifecycle stage configured in your HubSpot settings.

Set submission and notification settings

On the Submission settings tab, configure how users are notified when a form is submitted and manage blocked email domains.

• Notify contact owner: automatically send a notification to the contact owner. If a contact has no owner, no notifications will be sent. Learn more about object ownership in HubSpot.
• Add users to notify: in the dropdown menu, select the checkboxes next to the users or teams who should receive notifications when the form is submitted, regardless of contact ownership. Any recipients set in the form editor will be overwritten by recipients set in the form module on HubSpot pages.

• Email domains to block: enter specific email domains to block from form submission. For example, if you'd like to block submissions from email@domain.com, you can add domain.com. To block submissions from all free email providers, toggle the Block free email providers switch on.

Connect the form to an inbox or help desk

On the Tickets tab, connect the form to an inbox or help desk to create a ticket with each form submission. 

To connect your form to an inbox or help desk:

1. Toggle the Connect this form to an inbox or help desk switch on.

2. In the dialog box, click the dropdown menu and select an inbox or help desk, then click Connect.

Set language and translation settings

On the Language & Region tab, configure the default language and manage AI translations for your form. 

• Primary language: click the dropdown menu and select a default language for your form. Error messages, labels for default properties, help text, placeholder text, and default values will be translated into this language.
• Re-translate content: click Retranslate now to update the translation if you've updated your form since the previous translation.

Preview a form

Preview a form before publishing to test how it will appear and behave for visitors. The form preview shows how visitors will experience the form, including multi-step navigation, conditional logic, and required fields. This helps you confirm layout, validate logic, and review the lead capture flow without generating submissions.

To preview your form:

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.
2. Create a new form or hover over an existing form and click Edit.
3. In the upper right of the form editor, click Preview. The form opens in desktop preview mode by default.
4. To preview the form on different device types, at the top, click the tablet tablet icon or mobile mobile icon.
5. To preview a specific step in a multi-step form, in the upper left, click the Preview Step dropdown menu. Then, select the step you want to view.

6. To preview the form in a new tab, in the upper right, click Open in a new tab.
7. To share the preview with collaborators, in the upper right, click Copy link.
8. To test visitor behavior, complete fields or progress through form steps within preview mode. Forms cannot be submitted in preview mode, and no submission data is collected.
9. To return to the form editor, in the upper left, click Exit Preview, then continue editing or publish your form.

Please note: if you're using form shortening, the form preview will only display the Email field initially. Once the visitor enters their email address, enrichment data is checked to determine which additional fields need to be shown.

Publish and share a form

After creating a new form or making your form updates, you'll need to update your form to make the changes live. Then, you can embed the form on a HubSpot page or CTA. If you have content hosted outside of HubSpot, you can copy the form embed code or use the share link to share a standalone form page.

To publish and share your form:

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.
2. Create a new form or hover over an existing form and click Edit.
3. In the top right, click Review and update to publish your form updates.
4. In the right panel, at the bottom, click Update. 
5. To embed or share your form, select one of the following options:
   
   • Embed with HubSpot: embed your form on a HubSpot CMS website page, landing page, or with HubSpot CTAs.
     • In the Choose between embedding your form within HubSpot website or landing page or with HubSpot CTAs section, select a content option. 
     • Click the dropdown menu, and select the destination page or CTA where the form should be embedded.
   • Get embed code: use an embed to add your form on an externally hosted page. To track analytics for your form on an external page, your HubSpot tracking code must be installed on the page. Learn more about adding a HubSpot form to an external site.
     • At the bottom, click Copy.
     • Paste the embed code into the HTML module on your page.
   • Copy a share link: use a URL to share the form as a standalone page.

1. 1. • Click Copy to copy the form page's URL to your clipboard.
      • In your browser, open a new window or tab and paste your form page's URL in the address bar to load it. You can also share the form page URL directly with others to give them access to the form.

Next steps 

• Analyze form submission data.

• Use case: increase form conversion rates.