Ah, the digital age! A time when even your gran might casually mention “lead generation” over a cuppa or discuss “conversion rates” while knitting. Charming as it is to envision her dabbling in the online realm, it brings home an essential point. Our world is increasingly online, and businesses need more than just a snazzy website to capture that elusive audience attention. A dapper website without a robust Customer Relationship Management (CRM) system is like having a shiny new car without an engine. Sure, it looks good, but will it take you places? This is where HubSpot CRM subtly enters the scene, ready to power your digital journey.

Through countless late nights and one too many cups of tea, I’ve come to see CRMs and businesses as iconic duos: think Holmes and Watson, Ant and Dec, or even tea and biscuits. Each half completes the other, building towards something brilliant. Similarly, with the right setup, HubSpot CRM can seamlessly integrate with your business, ensuring you’re not just in the digital race but leading the pack. In this guide, I’ll guide you through this digital dance of setting up HubSpot CRM for your website. Prepare for a tale of discovery, integration, and digital mastery.

Understanding the Importance of CRM for Your Business

Business is a series of strategic moves, not just isolated transactions. For consistent growth, understanding the full spectrum of customer interaction is paramount. A Customer Relationship Management (CRM) system isn’t just a digital address book; it’s a powerful tool that empowers your business, allowing you to track, analyse, and optimise every touchpoint with your audience. As you journey through the competitive marketplace, a CRM becomes your compass, guiding your decisions and ensuring you remain attuned to the needs and behaviours of your clientele.

Definition of CRM and its relevance: 

At its core, a Customer Relationship Management (CRM) system is a tool – but it’s one that can be a game-changer for your business. Why? Because businesses that thrive understand the value of every customer interaction. CRM is not just about managing contacts; it’s about enhancing your business’s ability to nurture leads, convert them into customers, and keep them coming back.

Why choosing the right CRM system is crucial: 

Picture this: You’re setting out on a journey. Would you rather have a reliable map or vague directions scribbled on a napkin? The right CRM system is that reliable map. It guides your business through the complex landscape of customer interactions, helping you track, understand, and leverage every touchpoint. Choosing the wrong system, or worse, not using one at all, is like setting off without directions – you might make progress, but there’ll be unnecessary detours and missed opportunities along the way.

In business, missing out on these opportunities isn’t just a minor oversight; it can be a costly error. Equip your business with the right CRM, and watch as the path to growth becomes clearer and more navigable.

Why HubSpot CRM?

In the sprawling digital marketplace, countless CRM systems jostle for attention. But much like the finest British tea stands out in a sea of imitations, HubSpot CRM shines brightly among its peers. So, why should a discerning business, such as yours, opt for HubSpot?

Key features of HubSpot CRM:

HubSpot isn’t just another CRM system; it’s a holistic platform designed with the user in mind. It offers:

Intuitive Interface: Easy for beginners yet powerful enough for CRM veterans.

  • Seamless Integration: Connect effortlessly with other tools and platforms, ensuring a fluid workflow.
  • Automated Tasks: Reduce manual labour by automating repetitive tasks, giving you more time to focus on what truly matters.
  • Real-time Analytics: Gain instant insights into customer behaviours, helping you tailor your strategies with precision.

Benefits for businesses with a website:

If you’ve invested in a website, HubSpot is your perfect ally:

  • Lead Tracking: Understand how visitors interact with your website, and pinpoint what grabs their attention.
  • Personalised Marketing: Craft bespoke marketing campaigns that resonate with individual visitor preferences.
  • Centralised Dashboard: Manage your website analytics, email campaigns, and customer data from a unified platform.
  • Scalability: As your business grows, HubSpot evolves with you, ensuring you’re always equipped with the tools to succeed.

With its comprehensive features and tailored benefits for web-based businesses, HubSpot CRM proves to be more than just a tool – it’s a partner in your journey towards digital mastery.

Step-by-step sign-up procedure
  1. Visit the HubSpot Website: Begin by heading to HubSpot’s official website. Look for the ‘Get Free CRM’ button – it’s as inviting as a cup of hot tea on a drizzly day.
  2. Enter Your Email: HubSpot will prompt you to input your email address. Ensure you use an official business email for a professional touch.
  3. Verify Your Email: A confirmation link will be sent to your inbox. Click on it to verify your email and continue the process.
  4. Provide Business Details: HubSpot will ask for information about your business, such as its name, size, and industry. This aids in tailoring the CRM to your specific needs.
  5. Integration Options: If your website is on platforms like WordPress or Shopify, HubSpot will offer seamless integration options. It’s as effortless as ensuring the kettle’s plugged in before boiling.
  6. Finalise Your Account: Set a strong password, opt for any additional features or integrations, and voila! Your HubSpot CRM account is set up.

 The initiation is only the beginning. Just like laying the foundation for a towering skyscraper, the true strength and potential develops as you continue to build upon and refine your digital strategies with precision and persistence.

Basic Set-up and Integrating with Your Website

Every masterfully crafted website stands atop a sturdy foundational structure. It’s not just about the visual appeal, but also the mechanisms behind the scenes that power its operations. CRM plays a pivotal role here, acting as that unsung hero working tirelessly in the background. Let’s delve into how you can seamlessly integrate HubSpot into your digital masterpiece.


Methods of Integration: 

HubSpot’s flexibility is evident in its diverse integration methods:

 Plugins: Platforms like WordPress have the advantage of HubSpot’s dedicated plugins, making the integration process almost intuitive.

  • API (Application Programming Interface): This method is a match made in heaven for custom websites. While it’s technical, it ensures a bespoke fit.
  • Direct Embedding: HubSpot provides specific code snippets that can be directly added to web pages. It’s crucial to note that this code needs to be embedded on each page for consistent functionality. For those using themes like Divi, there’s a nifty feature, the theme provides a dedicated area to place this code snippet, which it then auto-injects across all pages. Time-saving and efficient!
 Common platforms and how to integrate:

 Shopify, Wix, Joomla, and others: Depending on the platform, you’d typically rely on direct embedding or API methods. Though these require a touch more initial setup, the harmonious user experience they offer makes every second worth it.

 WordPress: Integrating HubSpot with WordPress is straightforward:

  1. Search & Install: Navigate to the ‘Plugins’ section of your WordPress dashboard. Search for ‘HubSpot’. The official HubSpot plugin should appear at the top.

 Activation: Click ‘Install Now’. Once installed, activate the plugin.

 Sync & Set Up: Post activation, you’ll be prompted to connect your website with your HubSpot account. Follow the on-screen instructions, and in no time, your site will be in sync with HubSpot CRM.


Basic account details and link to email:

Setting up the foundation with the technical integration is an admirable achievement, but personalising your HubSpot account is where you truly make the system yours. The “Your Preferences” section is akin to filling out the personal details on the first page of a brand-new diary; it’s intimate, tailored, and a reflection of you.

Click the Gear icon (Settings) to the top right of the menu bar then navigate to the left navigation pane / browser and choose general under “Your Preferences.”

Profile Tab:

The ‘Profile’ section is your digital identity within HubSpot, representing both who you are and how you prefer to navigate the system:

Profile Picture: A clear, professional headshot adds a personal touch and fosters trust. It’s not just vanity; it’s good business.

Basic Information: Fill out the essentials:

  • First Name
  • Last Name
  • Language Preference
  • Date and Time Format
  • Phone Number

Defaults: Set to Dashboard.

 Email Tab:

Linking your personal email to HubSpot can make your CRM experience sleeker, more intuitive, and quite frankly, a breeze. It ensures all your communications are in one place, saving you the toggling tango between multiple tabs.

  1. Navigate to the ‘Email’ tab.
  2. Here, you’ll spot the “Connect Personal Email” option. Give it a click.
  3. As you progress, you’ll be guided with on-screen instructions. It’s almost like a digital concierge helping you out.

Towards the end, there’s one final checkpoint:

Ensure the “Sync Account” is enabled. You’ll be presented with a list, pick the relevant account from it. This step ensures that your emails not only display in HubSpot but actively sync, keeping your CRM and email perfectly aligned. It’s the kind of harmony even a choir would envy!

Calendar Tab:

Organising your day-to-day activities can be as intricate as conducting an orchestra. But, with HubSpot’s ‘Calendar’ tab, you’re about to make sweet symphonic success of your schedule.


Linking Your Calendar:

To begin, locate and click the button to ‘Connect Calendar’. It’s straightforward and an intuitive – follow instructions.

Account Settings:

Dive into ‘Account Settings’. Here, you’ll find some juicy options:

  • Calendar Sync: Ticking this ensures new meetings from your primary calendar are seamlessly logged with existing contacts in HubSpot. No manual input, no fuss, just automation at its finest.
  • Meeting Schedule Pages: Tick this, it isn’t just any scheduling page; it’s your personalised digital PA. It hands over the reins to your contacts, allowing them to book slots during your available times, all syncing directly to your account.
  • Choosing Your Availability:
  • Under ‘Availability Calendars’, Select which calendar you want to use to determine available times for bookings.

NOTE: For this to work flawlessly, ensure you’ve made a google calendar titled ‘Appointments’ in your registered Google Calendar. It’s a vital step, so pop over to Google Calendar and get that set up if it isn’t already.

We’re going to skip Meetings for now as we’ll come back to this later.


Setting Up Contact Management

In the orchestra of business, contacts are the virtuosos. These are your potential collaborators, potential clients, and the backbone of your audience. HubSpot’s Contact Management system ensures each of these maestros gets the limelight they deserve, orchestrating a symphony of business interactions. 

Optional for Startups

If you’re just laying the first brick of your business and haven’t accumulated any contacts, consider this step as future planning. You can sidestep it for now, but having the know-how will prove beneficial as your contact list flourishes.

Importing Existing Contacts

For those with an ensemble of contacts:

  • Preparation: Have your contact list in a CSV file, clearly categorised with columns like ‘First Name’, ‘Last Name’, ‘Email’, and the like.
  • HubSpot Dashboard: Traverse to the ‘Contacts’ section. Select ‘Import’, and then ‘Start an Import’. HubSpot will gracefully guide you through the CSV uploading process.

 Segmenting Contacts Based on Website Activities:

Deciphering and categorising your contacts based on their online interactions can significantly refine your marketing strategies: 

  • List Creation: With HubSpot’s ‘Lists’ tool, you can craft dynamic lists that self-refresh. Say, segmenting contacts who’ve browsed your service offerings but are yet to commit. 
  • Engagement Tracking: Monitor contacts frequently engaging with your blogs or other informative content. They might be just a nudge away from a specific marketing campaign or a new product introduction. 
  • Form Submissions: Group contacts that show initiative by filling out specific forms, like newsletter sign-ups or product inquiries. This allows for pinpointed follow-ups. 
  • Page View Durations: Identifying contacts that linger on specific pages can provide insights into their preferences or areas of interest. 
  • Abandoned Carts: For those in e-commerce, pinpointing contacts who left their carts high and dry can open doors to campaigns nudging them back for a potential sale. 

In the end, it’s all about precision tailored communication that ensures you strike the right chord with the right contact. By adeptly managing and segmenting contacts, you lay the groundwork for conversations that matter.


Implementing Email Marketing.

Email marketing is like sending out handwritten letters, but with a modern twist that allows you to reach vast numbers at the press of a key. Picture it: Automation acting as your steadfast owl, ensuring each letter finds its way directly to the recipient’s digital postbox. Intrigued? Let’s dive into this digital postmaster journey with HubSpot.

Setting up Emails using Templates

First on the agenda? Penning that quintessential welcome note for your subscribers. It needn’t be an elaborate affair – a heartfelt ‘thank you for subscribing’ will suffice. And if you’ve got tantalising downloadable content or a compelling lead magnet up your sleeve, you’ll need a brief sequence of emails. This sequence swings into action once a prospect provides their details in exchange for your irresistible freebies. Quick nod to Matt Williams and the team over at The Dronementor for their comprehensive training in this subject.

Now, the real magic: Templates. These gems are the backbone of your email endeavours, providing the structure, style, and pizzazz to your digital communications:

On the top menu bar make your way to: –

  • Marketing > Email.
  • Spot the “Create Email” button at the top right? Click it and opt for ‘Regular Email’.
  • You’re met with an array of pre-formatted templates, but if minimalism’s your thing, go ahead and click ‘Simple’. Next, head to the ‘Edit’ tab and pour your content into the designated spaces.
  • Under ‘Settings’, craft a catchy Subject line, sprinkle in some Preview Text, and label your email for internal clarity in the ‘Internal Email Name’.
  • Don’t forget to save! Up in the top left, you’ll see a trusty ‘Save’ button. Give it a click.

Before diving into another email creation session or darting off for that well-earned cuppa, test your work. At the top right, you’ll find the “Send Test Email” button. Ensure your email address is in the recipient’s section, then go ahead and dispatch that test.

And here’s a nugget for those offering free content like an e-book: with the free version of HubSpot, you can curate up to five emails. One of these will be your golden ticket, the email containing the link for leads to access their content. So, go ahead and craft those five masterpiece follow-ups!


Setting Up Lead Capturing Tools 

Imagine your website as a bustling shop on the high street. Every visitor is a potential customer, perhaps browsing, maybe ready to engage or just on the lookout for something that piques their interest. Your mission, should you choose to accept it, is to provide the tools that make it irresistibly easy for them to make that connection with you. Ready to set the stage? Let’s dive in.

Implementing Chatbots for Instant Visitor Engagement

In the digital realm, chatbots are the modern counterpart to an attentive shop assistant. Envision them as the ever-ready, round-the-clock team, perpetually poised to address questions, direct visitors, or capture essential contact details.

To weave this digital wizardry with HubSpot, follow these steps:

  • Venture to ‘Conversations’ and then ‘Chatflows’.
  • Click on the CHAT Tab, and from there, select the ‘Create ChatFlow’ – an orange button perched at the top right.
  • Opt for ‘website’ to define the ChatFlow’s domain and pick ‘Live Chat’ from the ensemble on the left.
  • Dance through the bot builder’s choreography, fine-tuning the dialogue and actions to resonate with your brand’s unique rhythm.

Concluding the setup, tap on the grey box adjacent to ‘Preview’ in the top-right corner. Navigate ‘Back to Chatflows’ through the link at the upper left. Voila! Your website now boasts a live chat feature. For an extra sprinkle of magic, consider concocting a chatbot that springs to life, especially when a visitor lingers on your contact page but has a change of heart.

HubSpot Forms vs. Native Website Forms 

When you’re thinking about creating bridges between your audience and your content, forms serve as one of the primary conduits. But here’s the conundrum: Do you opt for HubSpot’s built-in offerings or stick with your website’s native forms? Let’s break it down.

Native Website Forms:

These forms, while tailor-made to the aesthetics and specifics of your website, come with their own set of challenges. Notably, they require the configuration of API keys to integrate seamlessly, a topic which, I admit, ventures a tad beyond the scope of our current conversation. Given this complexity, for the sake of simplicity (and to spare you a potential headache), we’ll steer our ship towards the welcoming shores of HubSpot forms.

Contact us Form Set-up.

Setting up a ‘Contact Us’ form is akin to rolling out the red carpet for your audience – inviting them to reach out. Let’s craft a form that does just that and embed it seamlessly into your website.

  1. Starting the Process:

Head to the top menu bar, select the ‘Marketing’ dropdown, then ‘Lead Capture’, followed by ‘Forms’. (Note: With time, ‘Forms’ might migrate to ‘CTAs’).

Hit the orange “Create Form” button. Among the presented options, select “Embedded Form” and then click ‘Next’ on the upper right.

  1. Choosing a Template:

From the list of templates, opt for ‘Contact Us’. To begin the customisation process, click the orange “Start” button on the top right.

  1. Form Customisation:

Here’s where creativity meets functionality. Utilise the drag-and-drop interface; grab a field’s solid colour bar, drag it to your desired spot, and release it within the dotted outline.

  1. Options Tab:

Configure post-submission actions:

“Display a thank you message” – Craft a warm acknowledgment in the provided text box.


“Redirect to another page” – Utilise the dropdown to input the desired redirection URL.

Under ‘Follow-up Options’, ensure the “Send follow-up email notification to owner” is checked – keeping you promptly informed upon every form submission.

  1. Other Settings:

Activate ‘Always create contact for new email address’. This keeps your database tidy by preventing duplicate records.

  1. Naming and Publishing:

Want to christen your form? Click the pencil icon next to the current form name. To accept the new name, simply click outside the input area.

Ready to go live? Hit the orange ‘Update’ button on the top right, followed by the orange ‘Publish’ button on the subsequent pop-up.

Voilà! Your ‘Contact Us’ form stands ready, eagerly awaiting to capture leads and field queries. Though we’re closing in, there’s still a tad more to cover.

Embedding Your Form:

Upon the pop-up’s appearance, make sure the “Embed code” is highlighted. Then, proceed by clicking the “Copy” button. Now, let’s take this code to your website:

  • Navigate to your website’s page builder and access the ‘Contact Us’ page.
  • To embed the copied code:
  • For those using Divi on WordPress: Add a code placeholder module, then paste the copied code snippet within this module.

Once embedded, save your changes, and exit the editor. And with that, we’ve crossed the finish line – your Contact Us form is up and seamlessly integrated!

Lead Capture via Downloadable Content 

The allure of downloadable content like eBooks can attract a myriad of potential leads to your business. With HubSpot, capturing these leads is both strategic and compliant with GDPR, ensuring genuine interest and contact information. Let’s create a seamless system for capturing and verifying these leads: 

  1. Navigating to the Form Creation Section:

Just as before, head to the top menu bar, choose the marketing dropdown, then opt for ‘Lead Capture’ followed by ‘Forms’. (Remember, ‘Forms’ may eventually migrate to ‘CTAs’ in later versions.) 

  1. Choosing a Template:

Click on the orange “Create Form” button. From the given options, select “Embedded Form” and click ‘Next’ on the top right. From the template list, this time, select ‘eBook Download’ and click the orange “Start” button to begin customisation. 

  1. Customising the Form:

HubSpot provides a drag-and-drop interface for form customisation. Click on the solid colour of a field, drag it to your desired location, and drop it within the dotted outline. 

  1. Options Tab:

Here’s where the magic happens: 

Choose this option “Redirect to another page”. This will lead the user to a ‘Thank You’ page for the eBook download, its only a message not the link. This ‘Thank You’ page automatically redirect visitors to the homepage after a few moments. While this can be achieved using a simple JavaScript associated with the thank you page, an alternative approach is to use a popup.

Why the redirect? It’s a strategic move ensuring GDPR compliance via double opt in and email verification. If the visitor provides an authentic email, they will receive their downloadable content. Bogus emails won’t get through, safeguarding the quality of your leads. 

  1. Follow-up email Sequence.

This step is pivotal. Once the form is submitted, it’s essential to set up an automated email sequence in HubSpot. This sequence starts by sending the link for the lead to download their free content and then continues with four additional emails to keep them engaged. This method ensures that only those with genuine emails gain access to the content and gently nurtures them along their journey, fostering hope that they might reach out.

To set this up, you’ll use the Automations tab, and the process is outlined below: 

  • Before beginning, ensure you have created your five emails as discussed in the section “Implementing Email Marketing”. The first email is the “Golden Ticket” and should contain the link providing the free content. 
  • Click on the ‘Automations’ Tab, and select ‘Create your own simple workflow’. From the pop-out, choose “A contact submits a form”. 
  • Edit the name of this workflow to something meaningful, e.g., “eBook download follow-up sequence”. 
  • Click on the plus icon just below the first box to set up a new action. Select ‘send email’ and choose your Golden Ticket email (e.g., “Your new e-book has arrived”). Confirm by clicking ‘save’ in the top right corner. 
  • Now, add a delay: click on the plus icon again, select “Delay”, and set a duration (e.g., two days). Confirm your choice by clicking ‘save’ in the top right. 
  • Continue this process, alternating between adding emails from your list of five and inserting delays, until all emails are scheduled. 
  • Finally, toggle the slider next to the name of your workflow to “on”. Click the orange ‘update’ button at the top right and then ‘publish’. 

By following these steps, you’ve set up a thoughtful and effective email sequence, optimising the chances of meaningful engagement with your leads.

  1. Embedding Your Form:

To guarantee a seamless experience for your leads and promote easy access to the downloadable content, it’s essential to place a link to the form on the appropriate page of your website. 

  1. Copying the Share Link:
  • From the top right corner, click on the ‘Embed’ button.
  • Ensure the “Share link” tab is highlighted.
  • Click the ‘Copy’ button to copy the form link.
  • Close the form window and then click ‘Update’ in the top right corner, followed by ‘Publish’. 
  1. Placing the Link on Your Website:
  • Copy the link to a text file or document for safekeeping. This ensures you don’t lose it amidst other tasks.
  • Navigate to the page on your website where you offer the free download.
  • Integrate the copied link, preferably by using a prominent button labelled “DOWNLOAD FREE eBOOK HERE.” This button should redirect users to the form when clicked. 
  1. Testing the Workflow:
  • Before making the form live, test the email sequence workflow by temporarily adjusting the delay duration to a short period, say 2 minutes.
  • Remember to revert the delay to its original duration once you’re satisfied with the test results. 

By following these steps, the form becomes an integral part of your website, poised to capture leads, and initiate the automated email sequence you meticulously crafted. 

With this setup, you’ve not only efficiently captured genuine leads but also provided valuable content to your visitors. A strategic win-win approach indeed!

Effortless Appointments: Guide to Implementing Calendar Bookings
  1. Access the Meetings Tool:
  • Navigate to your HubSpot dashboard.
  • From the top menu bar, select ‘Sales’ > ‘Meetings’.
  • Click the ‘Create Scheduling Page’ orange button in the top right corner.
  • Opt for ‘one-to-one’ or select one of the other options if you have a team. 
  1. Define Your Availability in the Overview Tab:
  • Assign it an internal name, such as 60min, 30min, or 15min meeting.
  • Choose the organizer – this should be either you or a member of your team if you have one.
  • Set the event title – this is the name of the calendar you share with your prospect.
  • Determine the location. This specifies how and where the meeting will take place, e.g., Online or Phone call.
  • Establish the days and times you are available for meetings.
  • Craft a description, an area where you can creatively outline the meeting’s agenda. Prospects will be privy to this information. 
  1. Scheduling Details in the Scheduling Tab:
  • Create a scheduling title – this might be your invitation, for instance, ‘Meet with John Doe’.
  • From the “Duration Options” dropdown, select the meeting durations you’d like to offer.
  • In “Availability”, choose your available days and specify the start and end times for each slot.
  • Under “Additional Settings”, you can update your avatar image, determine the minimum time required before and after a meeting, and more. 
  1. Automate with the Automation Tab:
  • Ensure the ‘send confirmation email’ is activated to dispatch a confirmation to the individual requesting the meeting.
  • Enable the ‘Pre-meeting reminder’ and set the duration for the reminder to be sent out before the meeting starts. 

Concluding Note:

You’ve successfully configured a booking calendar – kudos! To finalise, click the orange ‘save’ button located at the bottom left.

Adding your Booking Form to Your Website: 

While there are numerous ways to integrate your booking form across different platforms, our preference is DIVI, a cost-effective theme builder tailored to our operations. For this guide, we’ll demonstrate the implementation using DIVI. 

You could design a dedicated booking page, or as we recommend, integrate the booking form on your “Contact Us” page as a convenient alternative. Here’s how: 

  1. Access the Booking Form:
  • Head to Sales followed by Meetings.
  • From the list, hover over your desired meeting and click the ‘edit’ button that appears.
  • Find the orange ‘Actions’ dropdown located in the top right beneath the main menu bar.
  • Select ‘Embed’ from the available options. 
  1. Retrieve and Store the Code:
  • From the ‘Embed widget’ pop-up, click the ‘copy code’ button, then close the window.
  • For precaution, open a blank text document and paste the code into it. 
  1. Embed the Code on Your Website:
  • Navigate to your website and open your ‘Contact Us’ page.
  • Choose a suitable location on the page and insert a code block.
  • Paste the copied code snippet into this block.
  • Save the changes and exit the editor. 

Congratulations! You’ve now successfully integrated a booking system into your website. 

Promote Your Booking System:

Include a call-to-action on your homepage or service pages, prompting visitors to schedule an appointment.

Incorporate the meeting link in your email campaigns, signatures, and even on your social media profiles to boost visibility. 

Monitor and Adjust:

Periodically check your scheduled appointments through the HubSpot dashboard or the calendar you’ve linked.

Modify your available slots when necessary, ensuring you remain in command of your timetable.

By following this guide, users can effortlessly establish a calendar booking system, optimizing lead engagement and discussions.


Embracing HubSpot CRM is a step in the right direction for businesses aiming to offer a seamless experience to their website visitors and potential customers. With the guide above, setting up becomes a straightforward task. Dive in, and elevate your customer management game!