HubSpot forms built to match the rest of the site

Adding a HubSpot form is easy until someone wants it to look like the rest of the site.

HubSpot's embedded form comes with its own markup and styling, and deeper customization is limited and brittle. The alternative is to build the form yourself against the API. That gives you the design, but everything else becomes your job: validation, error states, hidden fields, conditional logic, bot protection, and the detail most people miss, passing the tracking cookie with every submission.

Without the tracking cookie the form still works, but it is worthless to marketing, because no submission can be attributed to the visit that produced it.

I built the pages as HubL templates and modules, with a library of reusable blocks that every page is assembled from. Building each page from scratch would have turned a migration of dozens of pages into dozens of one-off templates that nobody could maintain afterward.

I set up the fields so the marketing team edits content directly: headlines, descriptions and new fields. On a B2B site where messaging is tested constantly and campaigns launch on their own schedule, whether a change takes two minutes or needs a ticket and a wait sets the pace for the whole marketing team.

I built the purchase and contact forms fully custom against the HubSpot API, with the tracking cookie passed on every submission, so attribution still works.

• Existing site migrated to HubSpot CMS, in production since 2023
• The marketing team edits content without a developer or a deploy
• Custom-designed purchase and contact forms, with tracking preserved

The custom forms solved the design problem and created a maintenance one: every future change in how the CRM expects submissions is now our problem rather than the platform's. If I did it again, I would write that trade-off down for the client and hand it over with the forms.