How to Build a Great Website with HubSpot

June 4, 2025 •Michael Reynolds

Building a great website is one of the most powerful things you can do for your business. It’s your digital storefront, the first impression many people will have of your brand, and often the backbone of your marketing and sales efforts.

HubSpot makes website building easier by offering a flexible, all-in-one platform that combines content management, marketing automation, and analytics. But as with any tool, it’s not just about what you use—it’s about how you use it.

Here’s a detailed, step-by-step guide to building a great website with HubSpot—one that’s fast, functional, and designed to help your business grow.

Step 1: Define the Purpose and Goals of Your Website

Before jumping into design or content, ask yourself:

  • What is the main purpose of this website? (Lead generation? Brand awareness? Sales?)

  • Who is your target audience?

  • What actions do you want visitors to take?

Clear goals help guide every decision, from layout to language.

Pro Tip: In HubSpot, you can set conversion goals and track performance metrics from day one—make use of these features as soon as your site is live.

Step 2: Choose a HubSpot Theme (Or Build a Custom One)

HubSpot CMS Hub offers a marketplace full of pre-built themes. These themes are responsive, customizable, and built to integrate with HubSpot’s drag-and-drop editor.

If you want more control or a unique design, consider building a custom theme or hiring a developer familiar with HubSpot’s HubL templating language.

What to Look for in a Theme:

  • Clean, professional design

  • Mobile responsiveness

  • Built-in modules for your content types (blog posts, forms, CTAs, etc.)

  • Speed and performance optimization

Step 3: Create a Thoughtful Site Structure

Plan your sitemap with both users and search engines in mind. Most great websites include:

  • A clear homepage with a compelling value proposition

  • About page to tell your story

  • Services or product pages that address customer pain points

  • A blog or resource center to support SEO and thought leadership

  • A contact page with multiple ways to get in touch

Use HubSpot’s SEO Recommendations tool to make sure your structure is optimized for search.

Step 4: Write Content That Connects and Converts

Your website’s content is what truly drives engagement. Write with clarity, empathy, and purpose.

Some quick tips:

  • Speak directly to your ideal customer

  • Use headlines and subheadings to guide scanning

  • Make your calls-to-action (CTAs) clear and compelling

  • Don’t be afraid to show personality—just keep it aligned with your brand

HubSpot’s CMS makes this easy with drag-and-drop editing and built-in content modules like rich text, image galleries, video embeds, and more.

Step 5: Use Smart CTAs and Forms

One of the best things about using HubSpot is how easy it is to capture leads.

  • Forms: Create custom forms to collect email addresses, phone numbers, or other lead data.

  • CTAs: Use HubSpot’s smart CTAs to show different messages based on a visitor’s behavior or lifecycle stage.

Example: A first-time visitor sees a “Download Our Free Guide” button. A returning visitor sees “Schedule Your Free Consultation.”

Step 6: Optimize for Mobile and Speed

A great website must perform well on all devices and load quickly.

HubSpot’s CMS handles a lot of optimization automatically, but you should still:

  • Use compressed images

  • Avoid bloated third-party scripts

  • Test performance regularly using tools like PageSpeed Insights

Step 7: Install Tracking and Analytics

Don’t fly blind. Set up:

  • HubSpot’s tracking code (automatically installed on HubSpot-hosted sites)

  • Google Analytics (for broader data)

  • Google Search Console (for SEO performance insights)

In HubSpot, you’ll also get real-time reports on:

  • Page performance

  • CTA click-through rates

  • Form conversions

  • User journeys

Step 8: Launch and Promote

Once everything’s built and tested, it’s go time!

  • Test the site on multiple browsers and devices

  • Proofread every word

  • Set up 301 redirects if you’re migrating from another site

  • Submit your sitemap to Google

  • Promote the site on social media, in email campaigns, and through paid ads if budget allows

Step 9: Keep Iterating

A great website isn’t “done” once it launches. Use HubSpot’s reporting tools to monitor behavior and improve:

  • Which pages get the most traffic?

  • Where are visitors dropping off?

  • Which CTAs are converting best?

Small tweaks over time—new blog posts, updated landing pages, improved load times—can make a big difference in performance.

Bonus Tips for Getting the Most Out of HubSpot

  • Use HubDB to power dynamic content, like service directories or team pages.

  • Leverage workflows to automate lead nurturing once someone fills out a form.

  • Integrate with your CRM (HubSpot’s or others) to sync contact data and personalize communication.

  • Use A/B testing on key pages to improve conversions.

Final Thoughts

HubSpot is one of the most powerful tools out there for building a high-performing website that does more than just look good—it works hard for your business.

Whether you’re a startup, a service business, or an established brand looking to modernize your online presence, HubSpot gives you the tools to create a website that converts, adapts, and grows with you.

If you're not sure where to start, consider working with a HubSpot-certified developer or agency to set up a strong foundation.

Remember, your website is never really finished—and that’s a good thing. It should evolve along with your business.

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