---
title: "Forms in HubSpot: how to get more and better leads"
description: How to build forms in HubSpot that convert. Number of fields, progressive fields, enrichment, consent, follow up and how to measure which forms create deals.
image: https://leadlabs.se/hubfs/Blog/formular-hubspot.jpg
---

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 October 19, 2026

# Forms in HubSpot: how to get more and better leads

![Picture of Emelie](https://app.hubspot.com/settings/avatar/a7bfbbcaf0bc52ffebec008d63b2902f) By  [Emelie](https://leadlabs.se/en/insights/author/emelie)  ·   2 minute read

![Person typing on a laptop](https://leadlabs.se/hs-fs/hubfs/Blog/formular-hubspot.jpg?width=1600&height=900&name=formular-hubspot.jpg)

The form is often the last step before a visitor becomes a lead. Yet it rarely gets much attention. Small changes, such as fewer fields or a better headline, can make a big difference. Here is how to get the most out of forms in HubSpot.

**In short:** Only ask for what you need, use progressive fields to collect more information over time, let HubSpot enrich company data automatically, be clear about consent and follow up right away. Measure each form's conversion rate and which forms lead to meetings and deals.

## How many fields should a form have?

Every extra field reduces the number of people who fill it in. At the same time, sales needs enough information. The rule of thumb:

- **Newsletter:** email, and maybe first name.
- **Guide or report:** name, email and company.
- **Demo or quote:** a little more, such as role, phone and what it concerns.

Do not ask for things HubSpot can find out on its own. Company name, industry and size can often be enriched automatically from the email domain.

## Use progressive fields

With progressive fields in HubSpot, new questions are shown to contacts who have already filled in a form. The first time you ask for name and email, the next time for role and company size. That way you build the profile without scaring anyone off.

## Ten tips for forms that convert

1. A clear headline that says what the visitor gets.
2. Button text that describes the benefit, such as "Send me the guide" instead of "Submit".
3. Prefilled fields for known visitors.
4. Dropdowns instead of free text where possible, for cleaner data.
5. Hidden fields for source or campaign.
6. Clear consent text and a link to your privacy policy.
7. Spam protection with CAPTCHA or blocking certain domains.
8. A thank you message or thank you page with a next step.
9. The option to book a meeting right after the form for demo requests.
10. Testing on mobile before publishing.

## What happens after the form is submitted?

A lead that is not followed up is wasted. Build a [workflow](https://leadlabs.se/en/insights/workflows-hubspot?hsLang=en) that:

- Sets the right lifecycle stage and lead status.
- Assigns the contact to the right rep.
- Creates a task or sends a notification.
- Sends a confirmation email with the promised material.

## Measure your forms

In HubSpot you see views, submissions and conversion rate per form. Even more important is following which forms lead to meetings and deals, so you know where to focus.

## Frequently asked questions about forms in HubSpot

### How do you create a form in HubSpot?

Go to Marketing and Forms, choose a form type, add the fields you need, set what happens after submission and embed the form on a page or share it as a link.

### Can you use HubSpot forms on a WordPress site?

Yes. HubSpot forms can be embedded on any website, and with HubSpot's WordPress plugin it is even easier.

### What are progressive fields?

Progressive fields replace questions the contact has already answered with new questions, so you gradually collect more information without making the form longer.

### How do you stop spam in HubSpot forms?

Turn on CAPTCHA, block certain email domains such as free addresses when appropriate and use hidden fields to detect bots.

### Can HubSpot forms collect consent under GDPR?

Yes. Forms can have consent checkboxes for different types of communication, and the consent is stored on the contact with timestamp and source.

## Summary

Good forms are short, clear and followed up right away. Let HubSpot enrich data and collect more information over time with progressive fields, and measure which forms actually create deals.

Want help reviewing your forms and flows? Get in touch with LeadLabs.

## Read also

- [Landing pages in HubSpot](https://leadlabs.se/en/insights/landing-pages-hubspot?hsLang=en)
- [Workflows in HubSpot](https://leadlabs.se/en/insights/workflows-hubspot?hsLang=en)
- [HubSpot and GDPR](https://leadlabs.se/en/insights/hubspot-gdpr?hsLang=en)

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