Creating a HubSpot landing page: Your guide

HubSpot landing page: The most important things in brief

• Landing pages in HubSpot are independent pages with a clear conversion goal, for example leads, downloads, registrations.
• Creating landing pages is done in the Content Hub using the drag-and-drop editor, with templates or your own designs.
• Die Integration with HubSpot CRM is automatic, all form entries are saved directly as contacts.
• Starting with HubSpot Professional, A/B and adaptive testing as well as smart content available.
• Data protection in Switzerland: RevDSG-compliant opt-in, ideally double opt-in, consent banner for tracking, multilingualism D/F/I and CHF display.
• Axisbits supports you as a HubSpot solution provider for setting up, optimizing and continuously developing your landing pages.

What is a HubSpot landing page?

In HubSpot, landing pages are managed as separate page types, separate from regular website pages. Technically, they both use the same basis, but differ in their organization and area of application.

What makes up a HubSpot landing page?

• It is primarily used for marketing campaigns, such as lead generation or event registrations.
• By default, it is not automatically included in the XML sitemap and only appears in search engines when it is actively indexed or linked.
• Navigation elements such as menus or extensive internal links are reduced to focus on a single desired action (conversion).

Landing page features in the HubSpot Content Hub

• Create using the drag-and-drop editor without programming knowledge
• Access to ready-made templates from the marketplace or the option to use your own designs
• Integration of forms, call-to-actions, media content, and smart content
• A/B and adaptive testing to optimize the conversion rate (from Professional)
• Linking with HubSpot CRM: Each entry is automatically recorded and can be further processed in marketing or sales processes

Guide: How do I create a HubSpot landing page?

Create a HubSpot landing page directly in the Content Hub via the drag-and-drop editor. First, choose a template or custom design, add content such as headline, form, and call-to-action, and adjust colors and branding.

After that, you can SEO information and tracking configure. The page can be published immediately or scheduled for a later date. Starting with the professional version, A/B and adaptive tests are also available to optimize the conversion rate in a targeted manner.

Step 1: Access and basic settings

Landing pages are available in all HubSpot versions. Even in the free version, simple pages can be built. From Professional onwards, there are additional functions In addition, approximately A/B testing or smart content.

Before you start, it makes sense to connect the desired domain to HubSpot and set the language of the page correctly, which is an important point, especially for multilingual campaigns.

Step 2: Choose a template or your own design

The first step is to define the basic framework. HubSpot offers:

• Standard templates directly in the editor
• Marketplace templates that are often tailored to specific industries
• Custom themes or modules, if a company needs an individual design

The choice of template determines how the page can be customized later. If you value strict corporate design guidelines, you'll be better off with your own theme in the long term.

Step 3: Insert content and structure

A HubSpot landing page depends on a clear message and a logical arrangement of the elements which guides the visitor through the content. In the HubSpot editor, these building blocks can simply be dragged and dropped. Construction:

• a concise headline with value proposition
• a lead capture form, ideally prominent above the fold
• a clear call-to-action (CTA) such as “start download” or “sign up now”
• Trust elements such as customer logos or testimonials
• additional media, such as an explanatory video

Step 4: Adjust the design and branding

The editor allows the Adjust colors, fonts, and spacing. In this way, a landing page can be designed in the look & feel of the existing corporate identity.

HubSpot automatically creates a mobile variant. Nevertheless, you should test the display on various devices such as tablets, iPhones and Android phones.

Step 5: SEO and tracking settings

Each page gets its own SEO options: Title, meta description and URL can be assigned individually. By default, landing pages do not appear in the XML sitemap. For visibility in search engines, you must have the page indexed.

There are two options available when it comes to tracking: the integrated HubSpot reporting as well as external tools such as Google Analytics 4, which can be connected via the settings.

Step 6: Publishing and testing

Once you've finished editing, you can use the Publish page immediately or plan for a later date. For campaigns with limited access, it is possible to provide a page with a password or to only release it for certain member areas.

HubSpot provides test methods for optimization: simple A/B testing with two variants or adaptive tests, in which up to five variants are automatically played out and weighted according to performance.

What are the requirements for HubSpot landing pages in Switzerland?

If you use landing pages in Switzerland, you must take into account legal and local features in addition to the technical implementation. These relate in particular to Data protection, multilingualism, and localization.

HubSpot landing page privacy and compliance

The revised Data Protection Act (DSG) has been in force since September 1, 2023. For email marketing, this means that you can only write to contacts with their express consent. An opt-in is mandatory. A double opt-in is not required by law, but is considered best practice because it allows you to prove consent at any time.

In HubSpot, you do this via the Data protection module in forms and via the consent banner. Make sure your forms include clear instructions and that reCAPTCHA is enabled to prevent spam entries.

Multilingualism of HubSpot landing pages

You can for any landing page Create language variants and group them together in so-called language groups. HubSpot automatically sets the appropriate hreflang tags so that search engines correctly assign language versions.

Make sure to keep your site structure consistent, for example with the Language code and country code “de-ch”, “fr-ch” and “it-ch”. For smaller projects, you can use HubSpot AI translations, but you should (have) the texts checked manually.

Currency and Localization of HubSpot Landing Pages

When you Prices or offers represent, you should consistently work with Swiss francs CHF. HubSpot supports multiple currencies in deals and offers. However, you'll need to set up the ad on landing pages yourself.

In addition, you can localizations such as Swiss references, seals of approval or partner logos use to build trust with landing page visitors.

Should I use a template in HubSpot or create my own design?

When building a landing page in HubSpot, are you faced with the choice of using an existing template or developing your own design? Both approaches have advantages and disadvantages.

Templates are suitable if you want to set up the landing page quickly. You can use standard templates from the editor, or additional layouts in HubSpot Marketplace obtain.

This gives you ready-to-use pages that can be customized without programming knowledge. The downside: Design options are limited, and there is a risk that your landing pages won't match the corporate design one hundred percent.

With own designs You can fully tailor all colors, typography and layout to your brand identity. Then the page also fits perfectly with the look and feel of your company. However, this requires more effort.

Tip: Wir create your landing page Based on your corporate design, set up A/B testing in HubSpot and integrate the page into your funnel.

Tips for creating your HubSpot landing page

A high conversion rate of your HubSpot landing page through an expressive copy that makes it clear to the visitor at any time what your landing page is about. The user should quickly gain confidence. The landing page should only have a single goal, such as getting in touch.

Write a high-conversion headline

1. Write down who + result + time/objection (one sentence, 12-16 words).
2. Include a specific number or time reference (increases credibility).
3. Delete jargon, use active verbs

example:
- Weak: “Download the guide. ”
- Strong: “Download the guide and generate more qualified leads in 14 days. ”
- Weak: “Automation webinar. ”
- Strong: “Sign up for a 30-minute webinar and automate 3 recurring tasks per week. ”

Create the headline in the rich text module as H1 and the subheadline as normal text. Test two variants via A/B testing: Result and promise vs. objection and resolution (e.g. “without IT effort”).

Create high-conversion forms

When you first contact us, your form should have as few input fields as possible. Each reduced field lowers the hurdle for a user to sign up.

• Maximum 1 to 3 fields: email (required), first name (optional), company (optional).
• Checkbox “I would like to receive marketing emails...” (opt-in, clear reference to content/frequency).
• Microcopy next to the button: “Free & unsubscribe anytime”, “No spam. We only send 2 emails a month. ”

Form for follow-up contacts in HubSpot (progressive profiling):

• 2nd visit: Role/function, company size.
• 3rd visit: Demand category, time horizon/project phase.
• later: Budget range, technology stack.

In the HubSpot form editor ➝ Add fields ➝ Progressive tab ➝ Queued Progressive Fields define (order as above). Under Options ➝ Activate reCAPTCHA.

Write high-conversion call to action

• Choose verbs that actually express the action (“download now”, “arrange a demo”), not generic labels such as “contact” without context.
• Specific benefits + expectation management in brackets: “Schedule a demo (30 min)”, “Request a quote (free of charge)”, “Download template (PDF, 12 pages)”

Use CTA elements for the HubSpot landing page instead of pure buttons so that you can segment and test clicks (text A vs. text B).

Place trust elements on the HubSpot landing page (Trust)

• Position: Right above or next to the form (“form-proximity”).
• Content: 3 to 6 customer logos, 1 short testimonial with measurable results.

example:
“With Axisbits, webinar registration increased by 31% within 6 weeks, with the same ad spend. ”

Create a reusable module in HubSpot (log bar + short statement) so that you can reuse it in future landing pages and easily maintain it.

Designing the above-the-fold (immediately visible area)

• H1 with promise of results (one line, maximum two).
• Subheadline with resolution of objections (“without IT effort”, “in 14 days”).
• Form or CTA block right/below H1.
• 3 to 6 logos or a short testimonial directly under CTA/form.

Use a two-column section in HubSpot (text on the left, form on the right). On mobile, the section breaks down automatically, so check the order (don't let the form slide too far down).

Swiss privacy policy for the HubSpot landing page

In HubSpot: Form ➝ Activate data protection/consent ➝ Save texts per language. Activate consent banners per domain, add GA4 via integration (not via raw script) so that tracking is linked to the opt-in.

Example wording:
“I agree to receive marketing emails from<Firma>. You can unsubscribe at any time via the unsubscribe link. Notes:<Link auf Datenschutz>. ”

What AI features does HubSpot offer for creating and optimizing landing pages?

HubSpot provides you with AI features that speed up the construction and optimization of your landing pages. You can get ideas and variants, which you then manually refine.

Generate landing page content in HubSpot with AI

With the function Start with AI In the editor, you can have texts, headlines, call-to-actions or complete section suggestions generated automatically. Give the AI a prompt to do so.

“Write a headline for a landing page that promotes a free white paper on marketing automation. ”
“Formulate three variants of a call-to-action for a webinar registration in 30 minutes. ”

Use AI results as a starting point. However, manually adjust the tonality and style to suit your company.

Translations and multilingualism using AI in HubSpot

HubSpot AI can automatically transfer existing landing pages to other languages. This is particularly relevant for Switzerland if you want to provide content in German, French or Italian. Use AI translations as a basis, but check every result so that technical terms and industry-specific phrases are correct.

A/B and adaptive testing of landing pages in HubSpot

HubSpot offers testing methods using AI. Adaptive tests automatically play out up to five variants of a page and dynamically distribute traffic to the most powerful versions. This allows you to see more quickly which headline, form, or CTA works best.

Build high-conversion landing pages with HubSpot

Creating a landing page in HubSpot is technically simple. This means that even beginners can create first pages and make ideas visible.

However, if you want your landing page to be as conversive as possible, a great many details must be coordinated. This includes the placement of call-to-action elements, their wording and building trust along the page.

Switzerland also has other requirements such as data protection (RevDSG), multilingualism (D/F/I) and localization (CHF). In addition, skillful A/B testing and the quality of forms determine the success of your campaigns.

We at Axisbits have been working with HubSpot ourselves for years and are now an official HubSpot partner for Switzerland. Would you like to work with high-conversion landing pages? Then get in touch with us!

Our services related to HubSpot landing pages:

• Setting up HubSpot CMS and Marketing Hub
• Development and optimization of landing pages including A/B and adaptive tests
• Multi-language setups (German, French, Italian)
• Integrate forms, workflows, and marketing automation
• Integration of analytics and reporting
• Technical and strategic advice on RevDSG/GDPR compliance in Switzerland
• Retainer models for continuous optimization and development

If you want to set up your next campaign professionally, you've come to the right place. We support you from the initial concept to go-live and beyond.

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