HubSpot gives marketers and developers full control over CMS, CRM, and automation in one platform. Its CMS, CRM, and automation features make it easy to build and manage modern websites. But here’s the reality: most HubSpot websites still underperform when it comes to conversions.
How bad is it? According to HubSpot's own marketing data, nearly two out of three marketers say their landing pages convert less than 10% of visitors. That’s a massive gap between traffic and revenue, and a clear signal that design alone isn’t enough.
This guide gives you real, tactical strategies to design a high-converting HubSpot website. We’ll cover everything from layout and CTAs to smart content and mobile UX so you can turn your site into an engine for leads, sales, and growth.
Before diving into page design, themes, or modules, you need clarity on what "conversion" means for your business. Are you trying to capture demo requests, newsletter signups, purchases, or booked consultations? Without this definition, your website built on HubSpot CMS may look polished but lack purpose.
The HubSpot CRM is more than just a contact database. It helps visualize how visitors move through your funnel. Identify which HubSpot landing pages are:
Assign each website page to a funnel stage and design content around that behavior. For example, websites built with HubSpot that tag landing pages by lifecycle stage using Smart Content often see higher engagement and lead quality. If you're using HubSpot CMS, this is a no-brainer. Smart Rules and workflows let you serve targeted CTAs based on user behavior.
Before redesigning a website with HubSpot, use built-in analytics to set a benchmark. Measure:
This gives you a snapshot of your current conversion rate, helping you track improvements later. HubSpot’s CMS Hub and Marketing Hub integrate these metrics, making it easier to identify where your site’s user experience is breaking down.
One tip: focus on your top five high-traffic HubSpot landing pages. If they’re underperforming, improving them can instantly lift your site's overall conversion performance.
Your website’s structure isn’t just about UX. It’s your conversion engine. If visitors can’t find what they need in under three clicks, they won’t stick around. A well-planned architecture guides users toward conversion, not confusion.
Effective HubSpot websites organize content by intent. Informational pages like blogs should sit at the top of the funnel. Deeper pages, like product details, case studies, or pricing, should lead directly to action.
Using HubSpot CMS, create a simple sitemap that prioritizes buyer journey flow. Every landing page in HubSpot should answer a question and point users forward with a clear call to action. Keep the navigation shallow and focused—three levels deep max.
Explore SmithDigital's HubSpot Web Design Services if you're planning a full site structure overhaul.
Top-of-funnel pages educate. Bottom-of-funnel pages convert. Don’t mix them. Use different templates, layouts, and CTAs for each. A blog page might use soft CTAs like “Read More” or “Download the Guide.” In contrast, a service or pricing page should push for demo bookings or contact form submissions. HubSpot CMS offers Smart Content and custom modules to tailor each website page to its role.
Every page should nudge visitors toward the next step. That means no dead ends. Use internal links with descriptive anchor text like “optimize your website for conversions” to guide users to high-intent pages.
If you’re showcasing HubSpot-built websites, embed those links in relevant content to establish proof and encourage action. Using HubSpot CMS, you can personalize these CTAs based on visitor behavior, lifecycle stage, or source, making your internal linking strategy even more effective.
Most visitors don’t read. They scan. That’s why the most effective HubSpot landing pages rely on visual hierarchy, not walls of text. Whether you're designing from scratch or optimizing an existing website built on HubSpot CMS, your layout should guide the user’s eye from value proposition to conversion.
The first screen matters most. A landing page in HubSpot should immediately answer three questions: What is this? Why does it matter? What should I do next?
Use short, benefit-led headlines, clean hero images, and a single, focused call to action. Avoid sliders; they reduce clarity and dilute focus. For websites using HubSpot CMS, drag-and-drop sections make it easy to test different header layouts.
A high-performing landing page design uses whitespace, contrast, and logical grouping to direct attention. Start with key design elements: headings that pull the eye, subheads that guide scanning, and bold buttons that demand action.
HubSpot CMS design modules allow you to organize content in a way that’s both flexible and functional. You can customize your website without touching code, which is ideal for marketing teams who need agility.
Spacing isn’t decoration. It’s a strategy. Cramped designs overwhelm users and kill flow. Generous whitespace keeps users scrolling and absorbing content without fatigue.
Don’t treat CTAs like bookmarks. They belong inside the story. High-converting landing pages built with HubSpot place CTAs where users are most engaged:
HubSpot’s landing page builder allows for embedded forms, sticky CTAs, and triggered live chat—all of which you should test using HubSpot’s A/B testing tools. The best-performing CTAs feel like a natural next step—not a push. Context drives clicks.
Design catches the eye, but copy drives conversions. Whether you're building landing pages on HubSpot, refreshing your messaging, or doing a full website redesign, the words you choose directly impact behavior. High-converting copy speaks to your target audience with clarity, urgency, and value, especially on pages built for action.
Your headlines are the first thing users see and often the last if they don’t deliver. Every headline should answer: “What’s in it for me?” Use active verbs, data points, and results. For example:
These types of results-focused headlines work especially well on HubSpot landing pages and decision-stage offers. On websites built on HubSpot CMS, they can be easily inserted into reusable landing page templates.
Vague buttons like “Learn More” or “Submit” weaken your landing page’s performance. Great CTAs are specific, benefit-driven, and urgent. Try:
With HubSpot CMS for your website, you can A/B test CTAs on any website page and optimize based on click-through and landing page conversion data. Use the results to create high-converting HubSpot landing pages that turn interest into action.
Not every visitor is ready to buy—and your copy should reflect that. Tailor messaging to match funnel stages:
HubSpot offers Smart Content rules that let you dynamically adjust headlines, CTAs, and value props based on lifecycle stage, source, or prior behavior. If you're using HubSpot CMS, this is one of the most effective personalization tools available to lift your landing page conversion rate.
Over 63% of web traffic now comes from mobile devices (as of August 2025), yet many teams still prioritize desktop-first layouts. If your HubSpot website feels clunky on mobile, you're losing conversions before the page even loads. A mobile-first design process is no longer optional. It’s the baseline for any high-converting landing page.
Use HubSpot’s responsive preview tool to test layouts across screen sizes before publishing. Check for:
Whether you're creating a blog post, a landing page in HubSpot, or a product detail page, each website page should feel intuitive and fast on mobile.
Mobile users bounce fast. If your site takes more than three seconds to load, they’re gone. Avoid bloated templates and oversized media files. Compress images, limit third-party scripts, and use HubSpot CMS’s lazy loading features to improve performance.
A minimalist approach doesn’t mean boring. It means focused. Highlight only the content that drives action, and cut the rest. This isn’t just effective website design. It’s built to convert.
Your mobile CTAs should be:
Forms should be short. Ask only for the essentials. HubSpot’s form builder makes it easy to create effective mobile-first forms that don’t overwhelm users. Test sticky CTAs, floating buttons, or inline form blocks to see what performs best for your target audience.
Design every HubSpot page as if mobile is the default. That mindset will force clarity, simplicity, and speed across every page you build.
Many websites built with HubSpot look great but lack the flexibility to convert across different buyer stages. To build a truly high-converting HubSpot website, you need to fully tap into the personalization and testing features inside the CMS Hub, especially Smart Content and modular page design. These tools help you create landing pages that respond to your audience in real time.
One of the most powerful features of using HubSpot CMS is Smart Content. This tool lets you show different versions of a landing page in HubSpot depending on who’s visiting. A new lead might see “Download the Guide,” while a qualified opportunity sees “Talk to Sales Today.”
You can swap out modules, headlines, CTAs, or even full sections based on user lifecycle stage, device, or referral source. Smart Content helps personalize pages without custom code, aligning messaging to user behavior. If you're targeting a technical audience, this content strategy guide for tech companies offers helpful direction on aligning the message with the funnel stage.
Every effective website needs elements that guide users through the funnel. HubSpot CMS design modules include testimonial sliders, pricing tables, popups, and FAQ accordions—all pre-built, tested, and customizable.
When you build a website with HubSpot, using these modules across key website pages (product, service, pricing) helps you reinforce credibility and reduce bounce. These are the same elements you’ll find on top-performing websites built on HubSpot CMS across industries.
If you’re looking for inspiration, review examples of websites built with HubSpot in the HubSpot Showcase to see how modular design impacts performance.
Too many landing pages get launched and left alone. But real growth comes from iteration. With HubSpot’s A/B testing features, you can run clean experiments on layout, copy, and CTA variations. Test headline formats, content length, image placement—just one variable at a time.
This data-driven design process is key to improving your landing page conversion rate. Whether you’re creating a landing page from scratch or updating a template, you should always be testing.
The ability to create and manage landing pages at scale is what sets HubSpot apart. If you're serious about results, you can’t afford to ignore the website performance and user data available inside your HubSpot portal.
A high-performing HubSpot website isn’t something you launch and forget. It evolves. The best landing pages built on HubSpot CMS are backed by behavioral data and refined through continuous testing. If your team isn’t reviewing metrics, running audits, and documenting what works, you’re leaving revenue on the table.
User behavior tools like Hotjar or HubSpot’s native analytics show where visitors click, scroll, and abandon. This helps you pinpoint friction in your layout, CTA placement, or mobile UX.
Whether you're building HubSpot landing pages or refreshing existing ones, these insights are essential for improving website performance and user experience. Use the data to refine elements across each website page, not just the homepage.
At least once a month, audit your landing pages in HubSpot—especially those with high traffic and low conversions. A page that ranks well in search but fails to generate leads is likely a design problem, not a content one. Look for:
If you’re using HubSpot CMS for your website, you can quickly clone and adjust page templates without breaking your structure.
When a test works—log it, label it, and use it elsewhere. If a testimonial module on your pricing page lifts conversions by 20%, apply it to your product and case study pages.
This approach isn’t just about testing. It’s about developing repeatable HubSpot strategies. Smart teams use these findings to create consistent, high-converting HubSpot landing pages across the site.
Use your HubSpot account to store templates, clone layouts, and build playbooks based on real results. It’s what separates average HubSpot sites from top performers.
A high-converting HubSpot website doesn’t happen by accident. It’s the result of intentional design, data-driven decisions, and continuous optimization. Every landing page, module, and CTA should exist to move the visitor one step closer to action.
HubSpot provides the tools—CMS Hub, Smart Content, testing, analytics, but success comes from how you use them. Treat every redesign, test, and layout shift as a way to build a website that performs better tomorrow than it did today.
If you're ready to stop guessing and start building a site that truly converts, explore SmithDigital's HubSpot Web Design Services. We'll help you turn strategy into structure and structure into results.