Scenario: You want to create a Smart, or Dynamic, Landing Page hosted on HubSpot for contacts. When a contact reaches the landing page we want to show customized content to the user, remove the form and add personalization to the landing page. #
You can create a smart landing page in HubSpot that displays different content for visitors who are recognized as contacts in your CRM. This is achieved using HubSpot’s Smart Content and personalization features, available on Marketing Hub Professional/Enterprise or Content Hub Professional/Enterprise subscriptions.
How Smart Content Works
Smart content (also called dynamic content) lets you tailor content modules on your landing page based on the visitor’s characteristics, such as:
- Whether they are a known contact (i.e., have a HubSpot cookie and a CRM record)
- List membership
- Lifecycle stage
- Device type, location, referral source, or other criteria
If a visitor is a tracked contact in your CRM, HubSpot can show them personalized content using their contact properties. If not, the default content is shown.
Steps to Set Up Smart Content for Contacts #
- Access Your Landing Page
- In HubSpot, go to Marketing > Landing Pages.
- Select the landing page you want to edit.
- Edit a Module for Smart Content
- In the page editor, click on the text, image, or form module you want to personalize.
- In the left sidebar, look for the Smart rules section and click Add.
- Choose Your Smart Rule Category
- Select a rule type, such as Contact list membership or Lifecycle stage.
- For showing content to known contacts, use a contact list that includes all your CRM contacts, or set rules based on lifecycle stage (e.g., lead, customer).
- Configure Content Variations
- Add your smart rule (e.g., “Show this version to contacts in ‘All Contacts’ list”).
- Enter the content you want these contacts to see.
- Switch between the default and smart content using the Editing for dropdown to customize each version23.
- Save and Publish
- Save your changes and publish the landing page.
Example Use Case #
- Default Content: Shown to anonymous visitors or those not in your CRM.
- Smart Content for Contacts: Personalized greeting (“Welcome back, [First Name]!”) or tailored offers for known leads or customers.
Important Notes #
- HubSpot identifies contacts using cookies. If a visitor has filled out a form or otherwise been tracked, HubSpot will recognize them and show the smart content. Otherwise, they see the default version.
- You can use personalization tokens (e.g., first name) in your smart content for even deeper customization.
- Smart content is not recommended for thank you pages or blogs due to technical limitations and SEO considerations.
Summary Table: Smart Content for Contacts vs. Non-Contacts #
| Visitor Type | Content Shown | How It Works |
|---|---|---|
| Known Contact | Smart content variation | Based on CRM data, list membership, or lifecycle stage |
| Unknown Visitor | Default content | No CRM record/cookie; sees default landing page content |
By following these steps, you can deliver a personalized experience to your contacts, increasing engagement and conversion rates on your HubSpot landing pages.
Citations: #
- https://knowledge.hubspot.com/website-pages/personalize-your-content
- https://knowledge.hubspot.com/website-and-landing-pages/create-and-manage-smart-content-rules
- https://www.youtube.com/watch?v=TgWuCbaFYrw
- https://www.hublead.io/blog/hubspot-smart-content-overview-and-examples
- https://www.weidert.com/blog/hubspot-smart-content-personalization-examples
- https://www.sixandflow.com/marketing-blog/how-to-build-smart-content-in-hubspot
- https://www.spotdev.co.uk/blog/using-hubspot-smart-content-to-personalise-your-marketing
- https://www.smartbugmedia.com/blog/best-practices-for-hubspot-smart-content
- https://knowledge.hubspot.com/website-pages/smart-content-frequently-asked-questions
- https://knowledge.hubspot.com/forms/create-smart-forms
- https://community.hubspot.com/t5/Blog-Website-Page-Publishing/Testing-Smart-Content/m-p/213964
- https://knowledge.hubspot.com/website-and-landing-pages/create-dynamic-pages
- https://www.spotdev.co.uk/blog/using-hubspot-smart-content-to-personalise-your-marketing
- https://developers.hubspot.com/docs/guides/cms/content/data-driven-content/dynamic-pages/overview
- https://knowledge.hubspot.com/website-and-landing-pages/create-and-manage-smart-content-rules
- https://community.hubspot.com/t5/APIs-Integrations/Generating-dynamic-URL-based-on-a-contact-property/m-p/230007
- https://www.hubspot.com/products/cms/hubdb
- https://www.hublead.io/blog/hubspot-smart-content-overview-and-examples
- https://www.sixandflow.com/marketing-blog/how-to-build-smart-content-in-hubspot
- https://evenbound.com/blog/hubspot-smart-content
- https://developers.hubspot.com/docs/guides/cms/content/data-driven-content/dynamic-pages/crm-objects
- https://www.ekeria.com/en/hubspot/blog/hubspot-landing-page
- https://www.youtube.com/watch?v=OFaPxJtX_Y8
- https://community.hubspot.com/t5/Tips-Tricks-Best-Practices/Pre-populated-Fields-and-Landing-Pages/m-p/916860
- https://developers.hubspot.com/changelog/dynamic-pages-powered-by-crm-objects-are-now-live
- https://knowledge.hubspot.com/forms/can-i-auto-populate-form-fields-through-a-query-string
- https://www.youtube.com/watch?v=akMxDHBf6zI
- https://blog.hubspot.com/customers/bid/109289/how-to-tailor-your-landing-page-with-dynamic-content
