How to Create a High-Converting New Customer Form in Hubspot

Building an effective new customer form in Hubspot helps you turn anonymous visitors into qualified leads while keeping data organized and easy to use for sales and service teams.

The ideas below are inspired by the best-practice guidance from the original article on new customer form templates, which you can read on the HubSpot Blog.

Why Your Business Needs a Hubspot New Customer Form

A structured new customer form is essential for capturing the right information from the start. When you design it with Hubspot-style best practices, you make it easier to qualify leads and personalize follow-up.

Key benefits include:

Consistent data collection across your website and teams
Faster lead qualification for sales and support
Better personalization in email and marketing campaigns
Less back-and-forth with new customers to fill gaps

Instead of asking every possible question at once, the goal is to collect only the details that guide your next conversation.

Core Elements of a Hubspot-Inspired New Customer Form

Before you start building, outline the information you truly need. A new customer form modeled on Hubspot recommendations usually includes four main sections.

1. Basic Contact Details

These fields identify who is submitting the form and how you can reach them:

First name
Last name
Business email address
Phone number (optional but recommended)
Company name

Keep this section short. Too many required fields can reduce completion rates.

2. Company and Role Information

Borrowing from common Hubspot CRM properties, add a few qualifiers that help you understand the customer’s context:

Job title or role
Industry or business type
Company size or team size
Location or region

Use dropdowns where possible. They make it easier to segment contacts later and avoid messy free-text data.

3. Project or Service Details

This section clarifies what the new customer is looking for so you can route the request correctly.

Typical fields include:

What service or product are you interested in? (multi-select)
Estimated budget range (optional)
Desired timeline or start date
How did you hear about us?

Questions like these mirror the qualification logic often used in Hubspot pipelines and workflows.

4. Open-Ended Description

Finally, give the prospect space to describe their needs in their own words:

“Tell us about your project or goals” (long text field)

This narrative helps sales and service teams prepare for a more productive first call.

Step-by-Step: Building a New Customer Form with Hubspot Principles

Even if you are using another platform, you can apply Hubspot-style structure and logic to your own forms.

Step 1: Define the Goal of Your Form

Decide what happens immediately after someone submits the form. Common goals include:

Book a consultation or demo
Request a quote
Sign up for onboarding or implementation support
Start a free trial

Your goal should guide which questions you ask and which details are mandatory.

Step 2: Choose the Right Fields

Use this checklist, adapted from best practices popularized in Hubspot forms and CRM setups:

Limit required fields to what sales and support absolutely need
Use dropdowns and radio buttons for consistent data
Keep personal questions to a minimum unless clearly relevant
Group similar fields together into short, clear sections

If in doubt, start lean. You can always add more fields later as you learn from submissions.

Step 3: Write Clear Labels and Help Text

The top-performing forms in the Hubspot ecosystem use simple language that any visitor can understand.

Good practices:

Use everyday words instead of internal jargon
Add short help text when a field might be confusing
Clarify why you need sensitive details such as budget or phone number
Align terms with what your audience already says (for example, “website help” instead of “digital transformation”)

Step 4: Optimize the Form Layout

Layout strongly influences completion rates. Borrow these layout tips commonly used in Hubspot-style landing pages:

Place the most important fields at the top
Group fields into 2–4 short sections with headings
Use single-column layouts on mobile for better readability
Minimize scrolling by removing non-essential fields

A clean form design reduces friction and makes your call to action stand out.

Step 5: Add a Strong Call to Action

Your button copy should clearly state what happens next. Examples:

“Request My Quote”
“Schedule My Consultation”
“Start My Free Trial”
“Submit Project Details”

In many Hubspot landing page examples, the button text mirrors the value promised in the headline for consistency.

Customizing Hubspot-Style New Customer Forms for Different Use Cases

Not all new customer forms serve the same purpose. Tailor your fields and messaging to match the stage of the journey.

Consulting and Agency Services

For agencies, consultants, and service providers, a Hubspot-inspired new customer form might emphasize:

Type of service needed (strategy, implementation, ongoing support)
Current tools or platforms in use
Largest challenges or pain points
Decision-making timeline

If you need help structuring consulting forms and CRM workflows, you can explore services from specialists such as Consultevo.

Product and SaaS Companies

For software and product companies, adapt the Hubspot model by focusing on:

Use case or primary goal for the product
Number of users or seats needed
Existing systems that need integration
Technical contact details for follow-up

These details will help your sales and onboarding teams tailor demos and implementation plans.

Ecommerce and Retail

Retail businesses can use a simplified version of a Hubspot-style new customer form when capturing B2B buyers or wholesale requests:

Store or company name
Product categories of interest
Expected order volume or frequency
Preferred contact method

Keep it brief to encourage more inquiries, then qualify further in follow-up conversations.

Improving Your Hubspot New Customer Form Over Time

The most effective forms evolve. Use a data-driven process similar to what many Hubspot users follow.

Track Performance Metrics

Monitor:

Form views vs. submissions (conversion rate)
Drop-off rate on long forms
Lead quality and close rate from each form
Time to first response from your team

If conversion is low but lead quality is high, you may test shorter versions. If conversion is high but quality is poor, you may add one or two qualifying questions.

A/B Test Your Fields and Copy

Experiment with:

Different numbers of required fields
Alternative headlines and CTAs
Short vs. long project description prompts
Additional qualifiers such as budget range or timeline

Apply winners across your site just as you would optimize landing pages and forms in Hubspot.

Align Your Form with Follow-Up Workflows

Your new customer form is only as strong as the process that follows. Make sure:

Every submission routes to the correct team or inbox
Autoresponder emails confirm receipt and set expectations
Sales or service teams have an internal checklist for first calls
Data from the form is mapped to properties in your CRM

When your form, CRM properties, and workflows are aligned, your customer experience feels seamless from the first touchpoint.

Next Steps for Building a Better New Customer Form

Use the guidance above as a checklist to design or refine your own new customer form with the clarity and structure seen in Hubspot examples.

Define the goal and outcome of your form
Choose only the essential fields for contact and qualification
Write simple, clear labels and explanations
Optimize layout and calls to action for conversions
Test, measure, and refine based on performance data

By following these steps, you will create a streamlined new customer form that collects the right information, supports your sales and service teams, and gives new customers a professional first impression.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

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