Create HubSpot landing page: Your guide

HubSpot landing page: The most important things in a nutshell

• Landing pages in HubSpot are standalone pages with a clear conversion goal, for example leads, downloads, registrations.
• Landing pages are created in the Content Hub via the drag-and-drop editor, with templates or custom designs.
• Integration with HubSpot CRM is automatic — all form entries are saved directly as contacts.
• From HubSpot Professional, A/B and adaptive tests as well as Smart Content are 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 with setup, optimisation and continuous development of your landing pages.

What is a HubSpot landing page?

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

What makes a HubSpot landing page special?

• It is primarily used for marketing campaigns, for example for lead generation or event registrations.
• By default, it is not automatically included in the XML sitemap and only appears in search engines if 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).

Features for landing pages in HubSpot Content Hub

• Creation via 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, calls-to-action, media content and Smart Content
• A/B and adaptive tests to optimise the conversion rate (from Professional)
• Connection with HubSpot CRM: every entry is automatically captured and can be processed further in marketing or sales processes

Guide: How do I create a HubSpot landing page?

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

You can then configure SEO details and tracking. The page can be published immediately or scheduled for a later time. From the Professional version, A/B and adaptive tests are also available to specifically optimise the conversion rate.

Step 1: Access and basic settings

Landing pages are available in all HubSpot versions. Simple pages can already be built in the free version. Additional features come with Professional, such as A/B tests or Smart Content.

Before getting started, it makes sense to connect the desired domain with HubSpot and set the page language correctly — particularly important for multilingual campaigns.

Step 2: Choose a template or your own design

In the first step you define the basic framework. HubSpot offers:

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

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

Step 3: Add content and structure

A HubSpot landing page thrives on a clear message and a logical arrangement of elements that guides the visitor through the content. In the HubSpot editor, these building blocks can be placed easily by drag-and-drop. Structure:

• a concise headline with a value proposition
• a form for lead capture, ideally prominently above the fold
• a clear call-to-action (CTA) such as “Start download” or “Register now”
• trust elements such as customer logos or testimonials
• supplementary media, for example an explainer video

Step 4: Customise design and branding

The editor allows the adjustment of colours, fonts and spacing. This way, a landing page can be designed in the look and feel of the existing corporate identity.

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

Step 5: SEO and tracking settings

Each page has its own SEO options: title, meta description and URL can be assigned individually. By default, landing pages do not appear in the XML sitemap. To be visible in search engines, you need to have the page indexed.

Two options are available for tracking: integrated HubSpot reporting and external tools such as Google Analytics 4, which can be connected via the settings.

Step 6: Publishing and tests

After completing the editing, you can publish the page immediately or schedule it for a later time. For campaigns with restricted access, there is the option to password-protect a page or only make it available to certain member areas.

For optimisation, HubSpot provides testing methods: simple A/B tests with two variants or adaptive tests, in which up to five variants are automatically served and weighted by performance.

What requirements apply in Switzerland for HubSpot landing pages?

If you use landing pages in Switzerland, in addition to the technical implementation you also need to take legal and local particularities into account. These relate primarily to data protection, multilingualism and localisation.

Data protection and compliance of HubSpot landing pages

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

In HubSpot, you set this up via the privacy module in forms and via the consent banner. Make sure your forms contain clear information and reCAPTCHA is activated to avoid spam entries.

Multilingualism of HubSpot landing pages

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

Make sure to keep your page 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 manually reviewed.

Currency and localisation of HubSpot landing pages

If you display prices or offers, you should consistently use Swiss francs (CHF). HubSpot supports multiple currencies in deals and offers. However, you need to set up the display on landing pages yourself.

You can also use localisations such as Swiss references, quality seals or partner logos to build trust with the landing page visitor.

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

When building a landing page in HubSpot, you face 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 build the landing page quickly. You can use standard templates from the editor or obtain additional layouts in the HubSpot Marketplace.

This gives you immediately usable pages that can be customised without programming knowledge. The disadvantage: the design options are limited, and there is a risk that your landing pages do not match the corporate design one hundred percent.

With your own designs, you can fully align all colours, typography and layout with your brand identity. Then the page will also perfectly match your company’s appearance. However, this requires more effort.

Tip: We 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 for your HubSpot landing page requires compelling copy that always makes it clear to the visitor what your landing page is about. The user should quickly build trust. The landing page should only pursue a single goal, for example making contact.

Writing a high-converting headline

1. Note down Who + Result + Time/Objection (one sentence, 12–16 words).
2. Include a specific number or time reference (increases credibility).
3. Cut jargon, use active verbs.

Example:
- Weak: “Download the guide.”
- Strong: “Download the guide and generate more qualified leads in 14 days.”
- Weak: “Webinar on automation.”
- Strong: “Register for the 30-minute webinar and automate 3 recurring tasks per week.”

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

Creating high-converting forms

On first contact, your form should have as few input fields as possible. Each reduced field lowers the barrier 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 indication of content/frequency).
• Microcopy next to the button: “Free & cancellable at any time”, “No spam. We only send 2 emails per month.”

Form for follow-up contacts in HubSpot (Progressive Profiling):

• 2nd visit: role/function, company size.
• 3rd visit: requirement category, time horizon/project phase.
• Later: budget range, technology stack.

In the HubSpot form editor → Add fields → “Progressive” tab → define Queued Progressive Fields (order as above). Under Options → activate reCAPTCHA.

Writing high-converting calls to action

• Choose verbs that actually express the action (“Download now”, “Arrange demo”) — no generic labels like “Contact” without context.
• Specific benefit + expectation management in brackets: “Arrange demo (30 min)”, “Request quote (free)”, “Download template (PDF, 12 pages)”

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

Placing trust elements on the HubSpot landing page

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

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

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

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

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

Use a two-column section in HubSpot (text left, form right). On mobile the section breaks automatically — check the order so the form doesn’t slip too far down.

Swiss data protection notices for the HubSpot landing page

In HubSpot: Form → activate Privacy/Consent → store texts per language. Activate consent banner per domain, add GA4 via the integration (not via raw script) so that tracking is linked to the opt-in.

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

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

HubSpot provides AI features that speed up the creation and optimisation of your landing pages. You can get ideas and variants that you then refine manually.

Generating landing page content in HubSpot with AI

Using the Start with AI feature in the editor, you can automatically generate texts, headlines, calls-to-action or complete section suggestions. Give the AI a prompt for this.

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

Use the AI results as a starting point. However, adapt the tone and style manually to your company.

Translations and multilingualism via AI in HubSpot

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

A/B and adaptive tests of landing pages in HubSpot

HubSpot offers testing methods with AI. Adaptive tests automatically serve up to five variants of a page and dynamically distribute traffic to the best-performing versions. This allows you to more quickly identify which headline, form or CTA works best.

Building high-converting landing pages with HubSpot

Creating a landing page in HubSpot is technically straightforward, meaning even beginners can create first pages and make ideas visible.

However, if your landing page is to be built as conversion-strong as possible, many details need to be coordinated. This includes the placement of call-to-action elements, their wording and the building of trust along the page.

On top of this, Switzerland brings additional requirements such as data protection (revDSG), multilingualism (D/F/I) and localisation (CHF). Furthermore, skilled 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-converting landing pages? Then get in touch with us!

Our services around HubSpot landing pages:

• Setup of HubSpot CMS and Marketing Hub
• Building and optimising landing pages including A/B and adaptive tests
• Multilingual setups (German, French, Italian)
• Integration of forms, workflows and marketing automation
• Connection of analytics and reporting
• Technical and strategic consulting on revDSG/GDPR compliance in Switzerland
• Retainer models for continuous optimisation and further development

If you want to set up your next campaign professionally, you’ve come to the right place. We accompany you from the first concept through to go-live and beyond.

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