HubSpot forms collect details from your website visitors and save each answer to a CRM property, so a submission can create or update a contact, a company or a ticket. You build them in Marketing > Forms using the updated form editor, which HubSpot recommends for every new form, while the legacy editor is kept for forms already built in it.
Here's the catch. A field can't be both required and hidden. Once you set a field as required, it can't be set as hidden, so decide early which values you'll pass in silently and which ones the visitor has to type. By default the Email field is required for a submission to create a contact, and HubSpot checks the address is valid before the form will submit at all.
Which HubSpot form features need which plan
HubSpot's help pages gate several form features by plan. Here's what they say, as of October 2026.
| Feature | Subscription required |
|---|---|
| Form steps (multi-step forms, up to 20 steps) | Starter, Professional or Enterprise |
| Progress bar | Marketing Hub Starter, Professional or Enterprise |
| Custom form styles | Marketing Hub, Content Hub or Service Hub Starter, Professional or Enterprise |
| Conditional logic | Marketing Hub or Content Hub Professional or Enterprise |
| AI translation of forms | Marketing Hub or Content Hub Professional or Enterprise |
| Add the form to a marketing campaign | Marketing Hub Professional or Enterprise |
| Connect the form to help desk | Service Hub Professional or Enterprise |
| Redirect to a scheduling page | Sales Hub or Service Hub Enterprise |
You also need Edit forms permissions to create or edit any form, and Edit workflows permissions to build the simple follow-up workflows inside the form editor.
How to build a form in the updated editor
- In your HubSpot account, go to Marketing > Forms (under More if you see it) and click Create form in the top right.
- Select the Form Editor, click Next, then pick a pre-made template or Start from blank.
- Click the + add icon in the top left and drag a field type onto the form.
- In the Edit field panel, connect the field to an existing property, or click Create new property to make one.
- Set the field options: help text, the prompt text shown inside the box, a default value, hidden or required.
- Click Preview to test it on desktop, tablet and mobile. Preview mode can't submit, so no test data lands in your CRM.
- Click Review and update, then Update, and embed it on a HubSpot page or CTA, copy the embed code, or share the standalone link.
The property a field connects to decides where the data lands. Connect a field to the default company property Company name, for example, and a company record may be created or updated and associated with the contact. If you embed the form on a site that isn't hosted on HubSpot, the HubSpot tracking code has to be on that page for form analytics to work.
Field options you'll use most
A hidden field doesn't appear to the visitor, but its default value passes into the property on every submission. A default value is submitted unless the visitor changes it. The prompt text that sits inside an empty box clears as soon as someone types, and it's never submitted, even if the field stays empty.
Two field types have quirks worth knowing. The Phone number field's country code follows the visitor's device IP address, and you can't hide the country code dropdown on the default phone property, so HubSpot suggests a custom property if you want a number without it. And in the legacy editor, score, calculation, rich text and HubSpot user properties can't be used in a form at all.
Multi-step forms and conditional logic
Multi-step forms break a long form into stages, up to a maximum of 20 steps per form. Visitors have to complete any required field before moving to the next step. You can clone a step, but not one that includes an email, reCAPTCHA or data privacy field.
Conditional logic shows or hides fields, text, images, headings or whole steps, or redirects visitors after they submit, based on their answers. Each form can have up to 200 rules with 10 conditions per rule, joined with AND or OR. It can't be applied to reCAPTCHA or data privacy elements, and redirecting based on Sensitive Data fields isn't supported.
One change to watch: the Skip to step action is being deprecated. Existing forms that use it keep working, but HubSpot recommends replacing it with Hide steps or Show steps when you edit the logic. Skip to step needs three or more steps, while Hide steps and Show steps need two or more.
If you've used the legacy editor, this is where progressive fields and dependent fields lived. Progressive fields chose what to show when a field had already been submitted, and dependent fields displayed extra fields based on an earlier answer, with a Test tab to check both. In the updated editor, showing extra fields based on an answer is handled by conditional logic.
What happens after someone submits
On submit you can show a thank you message or redirect the visitor to a HubSpot page, a URL, a meeting link or a payment link. The settings behind the form matter more than most people realise, so here's what each one does.
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| Setting | What it does |
|---|---|
| Automatically create new contacts from unknown email addresses | Makes a new contact for every unique email. If it's off, HubSpot can match by browser cookie, which may overwrite contacts when one device submits the form more than once. |
| Pre-populate form fields for returning visitors | Fills in known values from cookies. It's on by default. |
| Add link to reset the form | Shows a Not you? link that clears pre-filled fields and turns off cookie tracking for that submission. |
| Form shortening | Hides fields that data enrichment can fill. The preview then shows only the Email field at first. |
| Set lifecycle stage | Sets the stage on new and existing records, but never moves a record backwards. |
| Notify contact owner | Sends an alert to the owner. A contact with no owner means no alert. |
| Email domains to block | Blocks named domains, or all free email providers with one switch. |
Two of those trip people up. The lifecycle stage set in a form overwrites the default stage in your HubSpot settings. And any notification recipients you set in the form editor are overwritten by recipients set in the form module on HubSpot pages, so check both places if alerts go to the wrong person.
Legacy editor limits to know
Raw HTML forms, which render outside an iframe and take your own CSS, can only be set in the legacy editor, on Marketing Hub or Content Hub Professional or Enterprise, and any HubSpot styling is removed. In the legacy editor, a brand can only be attached when you create the form, so changing it means recreating the form. Payments and automatic ticket creation can't run on the same form, and accounts created after April 1st, 2024 can only create tickets from forms connected to help desk.
Curious about the neighbouring question? Try the HubSpot Meetings guide.
My verdict on HubSpot forms
I'd build every new form in the updated editor and plan your required and hidden fields before you drag a single one in. Turn on contact creation for unknown email addresses if forms get filled in on shared devices, and test logic in Preview, since it can't submit. If you're still checking what the free tools give you, here's what the free tools include, and if your account's brand new, work through this setup checklist for new accounts first.
A form is only as useful as what happens after someone fills it in. I run AI training and workshops for teams, and help businesses with AI enablement, AI automation and GEO, which is about getting your business seen and cited in AI answers. Most of that work is with SaaS marketing teams and small businesses. Here's how we can work together.
Frequently asked questions
Can a HubSpot form field be required and hidden?
No. If a form field has been set as required, it can't be set as hidden.
How many steps can a HubSpot form have?
You can add a maximum of 20 steps per form. Form steps need a Starter, Professional or Enterprise subscription.
Which plan do I need for HubSpot form conditional logic?
A Marketing Hub or Content Hub Professional or Enterprise subscription, as of October 2026. Each form can have up to 200 rules with 10 conditions per rule.
Can I submit a HubSpot form in preview mode?
No. Forms can't be submitted in preview mode, and no submission data is collected.
Can I make a raw HTML form in the new HubSpot editor?
No. Only forms built using the legacy editor can be set as raw HTML.
