Val Stepanova
By:  Val Stepanova

Published: May 26, 2023


Last Updated: April 4, 2024

Webflow <> HubSpot integration
Webflow <> HubSpot integration

In this article

5 Ways to Integrate Webflow and HubSpot

When we talk about marketing and sales tech stack – integration is key. According to SaaStr, fast-growing startups average around 15 integrations, and public SaaS companies average at around 350.

There’s a reason for these large numbers of integrations – the more seamlessly your tools work together, the more efficiently you can operate. Integrating Webflow and HubSpot is a strategic step toward optimizing your team’s productivity.

Note: If you are deciding between integrating Webflow with HubSpot and migrating from Webflow to HubSpot, please see the benefits of ‘going native’ with HubSpot CMS.

Step-by-Step Guide to Webflow and HubSpot Integration

The integration process is straightforward, but it requires attention to detail.

Note: Before you begin, make sure you have the necessary permissions for both HubSpot and Webflow.

1. Connecting Webflow and HubSpot with Tracking Code

Most common integration scenario

You’re only tracking website analytics into HubSpot

1.1. Get your HubSpot Tracking Code:
Log in to your HubSpot account. Navigate to "Settings," then "Tracking & Analytics," and then "Tracking Code." Copy the tracking code.

1.2. Embed the Tracking Code in Webflow:
Now, head over to your Webflow dashboard. Select your project and navigate to "Project Settings," then "Custom Code." Paste your HubSpot tracking code into the "Head Code" section. Click "Save Changes" and then "Publish."

2. Integrating HubSpot and Webflow via Zappier

Most common integration scenario

To create a contact record in HubSpot on a form submission in Webflow.

Follow these steps to integrate HubSpot and Webflow using Zapier:

2.1. Create a Zapier Account:
Sign up for a Zapier account if you don't have one already.

2.2. Set up Your Triggers:
In Zapier, 'triggers' are the events that start a 'Zap'. Select Webflow as your trigger app and choose the event you want to use as a trigger (like form submission or new content). Connect your Webflow account to Zapier to authorize it.

2.3. Set up Your Actions:
'Actions' in Zapier are events that are completed automatically after a trigger. Select HubSpot as your action app and choose an action like 'Create Contact' or 'Create Deal'. Connect your HubSpot account to Zapier to authorize it.

2.4. Map the Data:
Once your accounts are linked, you'll need to map the data fields from Webflow to the corresponding fields in HubSpot. For example, you might map the 'Email' field in a Webflow form to the 'Email' field in HubSpot.

2.5. Test Your Zap:
Before going live, test your Zap to make sure everything is working properly.Zapier will simulate a trigger and action to verify the process.

2.6. Activate Your Zap:
If the test is successful, you can turn on your Zap. It will now run automatically whenever the specified trigger event occurs in Webflow, performing the specified action in HubSpot.

Remember to monitor your Zaps to ensure they run smoothly and make the necessary updates in HubSpot. It's also worth noting that while Zapier is a robust tool, it might not cover all possible integrations or complex workflows. For more advanced integrations, consider hiring our HubSpot integration developers. We have over 10 years of experience building HubSpot integrations.

Note: Zappier can get pricy. Make sure to calculate your business needs against the costs of Zapier plans. Although it does have a free plan, it provides limited tasks and zaps, which might be insufficient for a business looking for robust automation.

3. HubSpot <> Webflow private app

Most common integration scenario

To create a contact record in HubSpot on form submission in Webflow.

Data confidentiality is a major requirement today. That’s why we don’t recommend using a third-party system like Zapier. Instead, we recommend building something in-house that you have more control over.

The components required for the integration scenario described earlier in this section are: Webflow webhooks, a HubSpot private app, and an integration script.

This integration method is by far the most flexible and gives a user more control over their data. Please learn more about this method here Apps page.

4. HubSpot <> Webflow marketplace app

Most common integration scenario

To create a contact record in HubSpot on a form submission in Webflow.

This integration does not require a middleware connection for form embeds by mapping your Webflow form fields to your setup in HubSpot.

Note that although this option only requires two simple steps to get the systems talking seamlessly to each other, this option requires Webflow Enterprise Subscription ($10k/year). Some users have reported bugs in this marketplace app.

To integrate HubSpot and Webflow Enterprise directly, follow these steps:

4.1. Use the OAuth connection modal to link your Webflow and HubSpot accounts.

4.2. Map the Webflow form fields to HubSpot directly.

5. Embed Hubspot forms directly into Webflow

Most common integration scenario

To create a contact record in HubSpot on form submission in Webflow.

Here are the steps to embed HubSpot forms directly into Webflow:

5.1. Access Your HubSpot Form:
Log in to your HubSpot account, navigate to the 'Marketing' tab, select 'Lead Capture,' and then choose 'Forms.' From the list of forms, select the one you want to embed into your Webflow site.

5.2. Copy the Embed Code:
In your chosen form, click on the 'Actions' dropdown, and select 'Share.' From the new pop-up, find the 'Embed' section and copy the code provided.

5.3. Navigate to Your Webflow Site:
Log in to your Webflow account, go to your dashboard, and select the project where you want to embed the form.

5.4. Select Your Desired Location:
Choose the page and specific section where you'd like the form to be placed.

5.5. Add an Embed Component:
On your selected page, locate the 'Add Elements (+)' panel usually found on the left side. Drag an 'Embed' component to the desired section of your page.

5.6. Paste the Embed Code:
In the 'Embed' component, paste the code you copied from HubSpot.

5.7. Publish Changes:
Click on 'Publish' at the top right corner to update your site with the new form.

Voila! Your HubSpot form is now embedded in your Webflow site, ready to capture and channel leads into your HubSpot CRM. Always remember to test the form to ensure it's working as expected.

Optimizing Your Integration

Now, you can leverage HubSpot tools on your Webflow site. For instance, you can add HubSpot forms to your Webflow site to capture leads or use HubSpot chatbots to engage with visitors. Remember to use HubSpot analytics to track your performance and optimize accordingly.

Common Challenges in Webflow and HubSpot Integrations

As with any process involving the integration of two independent platforms, Webflow and HubSpot integration can have its share of challenges. However, identifying these potential hurdles beforehand can significantly aid in a smoother integration process.

  1. Data Mapping:
    One of the most common challenges when integrating HubSpot with Webflow is correctly mapping data fields between the two platforms. If not done correctly, this can lead to discrepancies in data, miscommunication, and ineffective use of HubSpot's features.
  2. Technical Knowledge:
    Although basic integration doesn't require extensive technical knowledge, some users may find it challenging, especially when dealing with more complex integrations. Customizing specific features or troubleshooting problems might require a level of technical expertise.
  3. Synchronization Issues:
    Real-time data synchronization between Webflow and HubSpot is crucial. Any lag or inconsistency can negatively affect the user experience and disrupt your marketing efforts.
  4. Limited Workflow Automation:
    Most of the integration methods enumerated above are limited and may not be sufficient for your business needs. We recommend developing a private app to get around this limitation.
  5. Platform Limitations:
    Both Webflow and HubSpot have their specific limitations. Webflow primarily focuses on the design aspect, while HubSpot is a marketing-centric platform. Sometimes, it may not be possible to implement a functionality that is specific to one platform on the other.

Understanding these challenges is the first step toward mitigating them. For complex integrations or when faced with problems beyond your skill set, consider consulting with a developer or a HubSpot integration expert. They have the necessary experience to navigate these obstacles effectively, ensuring a successful and efficient integration.

Tips and Best Practices for Webflow HubSpot Integration

  1. Regularly Update Your Data:
    Ensure your customer data is always accurate and up-to-date for effective personalization.
  2. Leverage HubSpot Tools:
    Make full use of HubSpot's tools like forms, chatbots, and email marketing on your Webflow site.
  3. Monitor Performance:
    Keep an eye on your analytics to identify what's working and what's not. Use these insights to continuously improve your strategies.

Benefits of Webflow and HubSpot Integration

When you connect Webflow and HubSpot, you're stepping up your marketing game. HubSpot CRM, Marketing Hub, Sales Hub, and other tools help elevate your online presence, boost your marketing efforts, and help you grow your business.

Integrating Webflow and HubSpot can yield numerous benefits:

  1. Seamless Data Transfer:
    With integration, data from your Webflow site can be automatically synced with your HubSpot CRM, ensuring accurate and up-to-date customer information.
  2. Enhanced Personalization:
    Leverage HubSpot's personalization tools to create a tailored user experience on your Webflow site.
  3. Improved Lead Generation:
    Use HubSpot's inbound marketing tools to turn your Webflow site into a lead generation machine.

Webflow HubSpot integration can significantly boost your marketing efforts.

Frequently Asked Questions

Webflow HubSpot integration involves connecting your Webflow website with your HubSpot account to leverage the marketing tools of HubSpot on your Webflow site.

Basic integration is straightforward and doesn't require extensive technical knowledge. However, for more complex integrations, you might need the help of a developer.

The integration allows for seamless data transfer, enhanced personalization, and improved lead generation. It combines the design power of Webflow and the marketing prowess of HubSpot.

Yes, you can embed HubSpot forms on your Webflow site to capture leads.

You can use HubSpot's analytics tools to monitor the performance of your Webflow site, track visitor behavior, and optimize your strategies.