To create a form in HubSpot, go to Marketing, then Forms, click Create form, choose the Form Editor and pick a template or Start from blank. Add fields connected to CRM properties, set a thank-you message or redirect, then publish it. Multi-step forms and conditional logic need higher subscriptions.
A HubSpot form isn't just a box on a page. Every field writes to a property in your CRM, so the way you build it decides what lands on your contact records. Get the fields right at the start and your lists, workflows and reports all work better later.
Before you start: permissions and properties
You'll need Edit forms permissions in your HubSpot account. If the Create form button isn't there, that's usually why, and your account admin can change it.
It also helps to know which properties you want to fill. Each field is connected to a CRM property, and that property decides which object stores the data, a contact or a company. You can connect an existing property, or create a new one from inside the form editor.
Building the form, start to finish
- In HubSpot, open Marketing, then Forms. In some accounts you click More first.
- Click Create form in the top right, select Form Editor and click Next.
- Choose a template and click Use template, or choose Start from blank.
- Use the + add icon to drag field types onto the form, and connect each one to a new or existing property.
- Edit each field's options: help text, placeholder text, default value, hidden field or required field.
- Open On submit and choose a thank-you message, or a redirect to a HubSpot page, a URL, a meeting link or a payment link.
- Add steps or conditional logic if your subscription includes them, then publish the form and add it to a page.
Field rules that trip people up
| Rule | What it means for your form |
|---|---|
| Email is required by default | Submissions need an email to create a contact, and HubSpot checks the address is valid first |
| Required fields can't be hidden | Pick one or the other for each field |
| Phone country code | Follows the visitor's device IP address and can't be hidden on the default property; a custom property avoids it |
| Supported property types | Single-line text, multi-line text, phone number, checkboxes, dropdown, radio, date picker, number, file and email |
Properties the editor won't accept
HubSpot's Knowledge Base lists the property types you can't use in a form: date and time picker, calculation, rollup, URL and rich text. If your CRM depends on one of those, plan a workaround before you build, such as a single-line text field for a web address. Remember too that the Email field is required by default for a submission to create a contact. HubSpot documents a way to allow submissions without email, but out of the box, no email means no new contact.
Multi-step forms and conditional logic
Multi-step forms allow up to 20 steps per form and need a Starter, Professional or Enterprise subscription. Steps that include email, reCAPTCHA or data privacy fields can't be cloned, so you'll build those by hand.
Conditional logic goes further: up to 200 rules per form, with 10 conditions per rule. It needs a Marketing Hub or Content Hub Professional or Enterprise subscription. Use it to show follow-up questions only to the people they apply to, which keeps the form short for everyone else. For more on keeping forms short and useful, my tips on raising online form conversion rates are worth a read.
How other platforms handle forms
Mailchimp's embedded signup form goes on your website using generated embed code, and you can switch on reCAPTCHA confirmation to stop fake signups. Klaviyo's web forms come as pop-ups, fly-outs, embedded forms, full-page forms, banners and teasers, which gives ecommerce brands more display options out of the box.
My advice before you publish
Map every field to the property you need before you drag anything onto the canvas, keep the form as short as the job allows, and decide what happens on submit on purpose rather than leaving the default. A redirect to a meeting link turns a form into a booked call. Then submit it yourself and check the contact record. If you're tying forms into a wider plan, my HubSpot marketing strategy guide and the HubSpot workflow recipes show what to do with the leads.
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Frequently asked questions
Where do I create a form in HubSpot?
Go to Marketing, then Forms, and click Create form in the top right.
Can I make a multi-step form?
Yes, up to 20 steps, on Starter, Professional or Enterprise subscriptions.
Can I redirect people after they submit?
Yes, to a HubSpot page, URL, meeting link or payment link.
Is the email field required?
By default yes, for a submission to create a contact. HubSpot documents a way to allow submissions without email.
Can a field be both required and hidden?
No. A required field can't be hidden.
