HubSpot WordPress Integration: 3 Ways to Connect Your Site to HubSpot

Published on January 5th, 2021

Last Updated on February 18th, 2021

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Looking for an easy way to set up a HubSpot WordPress integration?

HubSpot is one of the most popular customer relationship management tools (CRM), and it also offers a generous free version, which makes it easy to get started with. If you pair that with your WordPress site, you’ve got one powerful duo to generate and manage leads on the Internet.

However, right out-of-the-box, you can’t connect WordPress with HubSpot – you need the help of some WordPress plugins.

In this post, I’ll show you a few different free or paid tools that you can use to set up a customizable WordPress HubSpot integration.

The simplest option is to use the official HubSpot WordPress plugin, which includes a form builder, live chat, popup builder, and more. It also lets you view parts of your HubSpot CRM from inside your WordPress dashboard.

However, that might be overkill if all you want to do is connect some WordPress forms to your HubSpot CRM. In that case, there are other options that allow you to connect a form from your favorite form plugin to your HubSpot CRM. I’ll also show you how that works in this post after I go over the official plugin.

Ready to get started? Let’s jump in…

HubSpot WordPress Integration #1: Official WordPress Plugin

If you want the easiest way to create a deep integration between your WordPress site and HubSpot, you can use the official HubSpot plugin.

The official HubSpot plugin adds several different features:

  • In-dashboard CRM – view information from your HubSpot CRM without leaving your WordPress dashboard.
  • Form builder – create forms using a drag-and-drop editor that feed right into your HubSpot CRM.
  • Popup builder – design popup opt-in forms.
  • Email marketing – send emails to people in your CRM directly from your WordPress dashboard.
  • Live chat – chat with your visitors in real time (or add 24/7 chatbots).
  • Analytics – get analytics that connect to your CRM for easy analysis.

Here’s how to set the plugin up…

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1. Install Plugin and Sync With HubSpot

To get started, install and activate the free HubSpot plugin from WordPress.org.

Once you activate it, it will prompt you to either register for a new HubSpot account or log in to your existing account:

HubSpot WordPress integration setup

Once you do that, HubSpot will automatically connect your WordPress site to your HubSpot account – just follow the steps in the activation wizard.

2. Create a Lead Gen Form

Once you’ve connected your site, go to HubSpot → Forms → Create a free form in your WordPress dashboard to create your first lead gen form.

First, you can choose the type of form that you want to create. For a “standard” form, choose the Embedded form option:

Create form

Then, you can choose from different pre-made templates or start from a blank template:

Choose form template

I’ll choose the Contact us template for this example.

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Once you’ve chosen your starting point, click the Start button in the top-right corner. This will let you customize your form using a simple visual, drag-and-drop editor. You can link each field to a field in your HubSpot CRM and also use the tabs at the top to configure additional options.

When you’re finished, click Submit in the top-right corner:

Configure form

Now, you can add your form to WordPress using either the shortcode that the plugin displays (after clicking Submit) or the HubSpot Form block.

3. Explore Other Features

As I mentioned, the official HubSpot WordPress plugin includes a lot more than just a form builder.

You can explore these options from the HubSpot sub-menu in your WordPress dashboard – check them out as you might find something useful.

You’ll also be able to view all of your contacts from inside your WordPress dashboard by going to HubSpot → Contacts:

HubSpot CRM in dashboard

HubSpot WordPress Integration #2: Your Favorite Form Plugin

The official HubSpot WordPress plugin makes it really easy to sync your site with your CRM, however, there might be two potential problems:

  1. It has a lot of features. So if you’re not going to use most of those features, it might be overkill. For example, you might not want analytics, email marketing, and live chat.
  2. It’s a new workflow, which adds a little complexity to your site. Some people might prefer to work with the form plugin that they’re already using.

So let’s say you have a lead gen form that you’ve already created with a form plugin – e.g. Gravity Forms or WPForms. Can you connect that lead gen form to HubSpot? Yes!

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In fact, most popular WordPress form plugins have official or third-party integrations with HubSpot. Here are some of the bigger options:

As an added bonus, the official HubSpot WordPress plugin also offers out-of-the-box integration with the most popular WordPress form plugins, including Elementor form builder and all the options from above. So another option would be to just install the official plugin and still keep using your form plugin, which offers a more seamless setup process. Of course, pairing your form plugin with the official HubSpot plugin still has the drawback of potentially adding features to your site that you won’t use.

Basically…you have a lot of options. I can’t show you how every single one works, but I can pick a representative example that should give you a pretty good idea.

To that end, I’ll show you how to connect Gravity Forms to HubSpot via its official add-on.

1. Install Required Plugins

To get started, you’ll typically need to install both the core form plugin and the HubSpot integration add-on. For Gravity Forms, that’s the case.

2. Connect to HubSpot

Once you’ve installed both plugins, go to Forms → Settings → HubSpot and click the option to sync with HubSpot:

This will launch the HubSpot website, from which you can choose the account that you want to connect. Once you choose the account, you’ll need to authorize Gravity Forms by clicking the Connect app:

Connect Gravity Forms to HubSpot

And then you should be taken back to your WordPress site. You should now see the button changed to Disconnect your HubSpot account, which means you successfully connected (don’t click that button, though!)

Success

3. Create a New Form and Add Fields

Next, go to Forms → New Form.

In the form builder, add the fields that you want to include in your lead gen form:

4. Connect Form to HubSpot

Once you’re happy with how your form looks, go to Settings → HubSpot and create a new HubSpot Feed. This is what lets you map the fields in your form to the fields in your HubSpot CRM.

This also lets you set the lead status, lifecycle stage, and contact owner of people who submit this form. One neat thing is that you can assign contact owners conditionally based on how users actually answered your form:

Create feed

Make sure to save your changes when you’re done.

5. Display Form

Now, you’re pretty much finished. You can use the form’s shortcode or the Gravity Forms block to display your form anywhere on your site.

As people submit the form, those leads will automatically go straight into HubSpot according to the settings that you chose.

The exact process will be different for each form plugin, but usually, the basic concepts are the same.

HubSpot WordPress Integration #3: Zapier

If neither of the above methods work for you, another good fallback strategy is to use Zapier.

Zapier has a built-in integration with HubSpot, so as long as your chosen WordPress tool supports Zapier or webhooks, you can connect it to HubSpot. For example, you could use Zapier to add Elementor Form Builder submissions to HubSpot because the Elementor Form Builder supports webhooks.

This also opens up some other unique solutions. For example, you could automatically add people who register for your site as contacts in HubSpot using this Zap recipe.

Get Started With HubSpot and WordPress Today

Because HubSpot offers a generous free CRM, it’s become a popular option with a lot of WordPress users.

With the tactics in this post, you can easily connect your WordPress site to HubSpot to get the best of both worlds.

Still have any questions about how to sync WordPress and HubSpot? Ask away in the comments section!

Colin Newcomer is a freelance writer and long-time Internet marketer. He specializes in digital marketing, WordPress and B2B writing. He lives a life of danger, riding a scooter through the chaos of Hanoi. You can also follow his travel blog.