HubSpot forms connect your website to your CRM automatically. Every time someone submits a form, HubSpot creates or updates a contact record — no manual import, no spreadsheet to reconcile. That sync happens immediately and is part of the free tier, which makes forms a good first automation to set up when you start with HubSpot.
Go to Marketing > Forms in your HubSpot portal. Click “Create form” and select the type: embedded, standalone, or pop-up.
Drag fields from the left panel. For a basic lead form, start with First name, Last name, and Email. Add Phone or Company only if you will use that data for routing or segmentation at this stage.
Under the Options tab, choose what happens after submission: a redirect to a thank-you page or an inline confirmation message. Enable email notifications if your team should be alerted on each submission.
Click Publish. Copy the embed code and paste it into your website, or use the HubSpot WordPress plugin to embed forms without writing code.
Build a contact workflow triggered by form submission to send a confirmation email, assign an owner, or enroll the contact into a follow-up sequence. Without this step, leads sit unworked in the CRM.
What types of forms does HubSpot support?
HubSpot offers four form types. Embedded forms sit inside a page — the standard choice for contact pages, service pages, and blog CTAs. Pop-up forms appear based on visitor behaviour: time on page, scroll depth, or exit intent. Slide-in forms come in from the corner of the screen rather than overlaying the page. Standalone forms live on a HubSpot-hosted URL, useful when you need a quick capture page without building a full landing page.
All four types send submissions to the same CRM. The type you choose affects placement and user experience, not how the data is stored or which automations you can trigger from it.
How do you embed a HubSpot form on a non-HubSpot website?
Add the HubSpot tracking code to your site once — this covers all forms on that domain. Each individual form then generates its own embed code: a short JavaScript snippet you paste wherever you want the form to appear on the page.
For WordPress, the HubSpot WordPress plugin handles the connection without custom code. Install the plugin, connect your portal, and embed any form via shortcode or the block editor. No separate tracking code installation is needed.
If your team has an existing custom form design, the HubSpot Forms API lets developers post submissions from that form directly into HubSpot. The contact record is created and the submission is logged, without using the HubSpot form interface at all. This works well for teams that want to keep a specific form design while routing data into the CRM.
What information can HubSpot forms capture?
Any property that exists in your HubSpot portal can become a form field. Standard properties cover the common fields: first name, last name, email, phone, company, job title, and website. You can create custom properties for information specific to your business — a service interest, a preferred language, a region — and pull those into any form.
Progressive profiling is worth enabling once you have contact activity in the portal. Instead of showing the same fields to a contact who has already submitted a form, HubSpot swaps in unanswered questions on subsequent submissions. Over multiple interactions, you build a richer record without asking for the same data twice.
How do you connect a HubSpot form to follow-up actions?
The most practical connection is a workflow. When a contact submits a specific form, the workflow can send an automated confirmation email, assign the contact to a sales rep, create a deal in your pipeline, or set a follow-up task with a due date. Configure this under the form’s Options tab for simple notifications, or build a full workflow using the trigger “Contact submits a form” for more complex logic.
Teams new to HubSpot typically start with the notification setup and add workflow logic once the basics are running. Getting submissions flowing and reaching the right person is more valuable than a sophisticated workflow that sits half-built.
What should you know about consent and data privacy for HubSpot forms?
HubSpot includes consent and cookie settings under Data Privacy in your portal. You can add consent checkboxes to any form and configure how HubSpot tracks visitors across your site. These settings provide the technical mechanism to capture and record consent. Whether your specific setup meets local requirements — including Thailand’s PDPA and other regional data protection rules — depends on how your organisation’s legal team interprets those obligations. Legal sign-off on your consent language and data practices before going live is the recommended path.
A practical starting point: enable consent checkboxes on any form used for marketing communications, and make sure your privacy policy link is visible on the form.
How do you view form performance in HubSpot?
Each form has a built-in analytics view showing views, submissions, and submission rate. You can filter by date range and see the breakdown by source. For more depth, HubSpot’s reporting dashboards let you combine form data with deal or revenue data — for example, which forms generate contacts that eventually become closed deals. This analysis is most useful once you have several months of data and want to understand which capture points produce the most business value.
Session-level tracking — which pages a visitor viewed before submitting a form — requires your HubSpot tracking code on your site so the contact record can log page views alongside form activity, giving a complete picture of each lead’s journey to conversion.
Frequently asked questions
Is the HubSpot form builder available for free?
Yes. The form builder is included in the free CRM. All submissions flow into Contacts and can trigger basic email notifications. Automated workflows responding to form submissions require a paid tier (Starter or above).
What happens when someone submits a form with an email already in HubSpot?
HubSpot matches on email address. The existing contact record is updated and the form submission is logged in the activity timeline. A duplicate contact is not created.
Can I embed a HubSpot form on a WordPress site without coding?
Yes. The HubSpot WordPress plugin embeds forms via shortcode or block editor without any custom code. Connect your portal through the plugin once, and all forms become available to embed on any page.
Does HubSpot support multi-step forms?
Yes. The form builder lets you add page breaks between field groups to create a multi-step experience. This reduces abandonment on longer qualification forms by breaking questions across multiple screens.
Do all form submissions automatically make someone a marketing contact?
No. Marketing contact status is a separate setting in HubSpot. Submitting a form does not set marketing contact status unless your workflow or contact settings explicitly trigger that change.
This is an independent informational resource produced by a HubSpot Platinum Partner. HubSpot is a trademark of HubSpot, Inc.
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