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Create smart forms

Last updated: September 20, 2022

Applies to:

Marketing Hub Professional, Enterprise
CMS Hub Professional, Enterprise

Use smart forms to customize the form displayed depending on your website visitor. For example, you can display different forms or form options depending on what country a visitor is from or what lifecycle stage they're at. 

Smart forms cannot be used with pages created from starter templates, learn more about using smart content and smart content rules

You can use the following criteria for your smart rules:

  • Country: display content to your viewer based on their country. The country is determined by the IP address of the visitor.
  • Device type: specify which device this smart content is centered around, such as mobile, tablet, or desktop. HubSpot refers to the user agent of your visitor’s browser to determine their device type. Since this can sometimes be changed on the device, we cannot always guarantee accurate segmentation. 
  • Referral source: show visitors your smart content based on how they found your site.
  • Preferred language: personalize your content based on the language set within the user's web browser.
  • Contact list membership: show contacts in your HubSpot database certain content depending on whether or not they're a member of one of your HubSpot lists.
  • Lifecycle stage: this will look at the lifecycle stage property of a contact in your HubSpot database and display the relevant content based on the value of this field.

Create a smart form on your landing page or website page

To create a smart form on your landing or website page: 

  • In your HubSpot account, navigate to your landing pages or website pages
  • Hover over an existing page and click Edit.
  • In the content editor, click the form module.
  • In the left panel, under Smart rules, click +Add
  • In the right panel, click the Show different content based on dropdown menu and select the criteria you want to base your smart content rules on.
  • In the Rules section, click + Add.
  • Configure your smart rules. To add another smart rule, click + Add
  • Click Save.



  • To edit the form displayed or form options for each smart rule, click the Editing for dropdown menu and select a smart rule.
  • In the left panel, edit your form options.
  • After editing your smart form, in the upper right, click Publish.

Create a smart form in your template

In addition to creating a smart form directly on the page, you can also add a smart form to your HubSpot template. To create a smart form in your template:  

  • In your HubSpot account, navigate to Marketing > Files and Templates > Design Tools.
  • In your design manager, click the name of the template.
  • Click the form module or add a new form module.
  • In the right panel, click the More dropdown menu and select Make module smart

  • In the dialog box, select the criteria you want to base your smart content rules on. 
  • Click Create.
  • To edit the default form displayed or form options for each smart rule, in the Default content section, click the Editing for dropdown menu and select a smart rule.
  • To add another rule or manage your rules, click Manage
  • After making your changes, in the upper right, click Publish changes 

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