How to Update a Website Using Hubspot-Style Best Practices

Updating your website with a Hubspot-inspired process helps you improve performance, user experience, and conversions without guessing what to change next.

This guide walks you step by step through planning, auditing, redesigning, and launching an updated site using proven inbound and UX principles.

Why Use a Hubspot-Inspired Website Update Process

Many sites become outdated slowly: content drifts off-message, design ages, and performance declines. A structured approach keeps your site aligned with your business and audience.

A Hubspot-style process focuses on:

• Clear goals tied to measurable metrics
• Deep understanding of your visitors and their problems
• Content and design decisions backed by data
• Ongoing optimization instead of one-time redesigns

This method is flexible enough for small updates or full redesigns and works with any CMS.

Step 1: Set Smart Goals for Your Update

Before touching layouts or copy, define what success looks like. Your website is a business tool, not just an online brochure.

Goal types to consider

• Traffic: organic visits, referral visits, campaign traffic
• Engagement: time on page, pages per session, scroll depth
• Lead generation: form submissions, demo requests, newsletter signups
• Revenue: online sales, average order value, free-to-paid conversions

Turn these into SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). For example: “Increase demo request form submissions by 20% in 90 days.”

Connect goals to key pages

Map each goal to the pages that influence it most:

• Homepage
• Pricing or services pages
• Product pages
• Lead capture landing pages
• Blog posts that attract qualified traffic

This map guides where you spend most of your update effort.

Step 2: Run a Website Audit Using a Hubspot-Style Checklist

A thorough audit shows what’s working and what needs improvement so you avoid redesigning blindly.

Technical and performance audit

• Check mobile responsiveness on phones and tablets
• Measure page speed and core web vitals
• Fix broken links and redirect chains
• Ensure SSL is configured and secure (HTTPS)
• Test forms, search, and other interactive elements

Content and UX audit

• Identify outdated, duplicate, or thin content
• Check messaging consistency and brand voice
• Review navigation clarity and menu labels
• Assess readability: headings, white space, font sizes
• Look for friction in key user journeys (e.g., contact, purchase)

SEO and analytics audit

• Review organic traffic trends in analytics
• Check index coverage and crawl errors in search tools
• Analyze top-performing pages for search and conversions
• Evaluate title tags, meta descriptions, and headings
• Review internal linking structure and anchor text

Document all findings in a shared spreadsheet to prioritize changes later.

Step 3: Prioritize Updates Based on Impact and Effort

Not every issue deserves immediate attention. Use an impact vs. effort framework to decide what to tackle first.

High-impact, low-effort changes

Prioritize updates that can move metrics quickly, such as:

• Improving calls-to-action on high-traffic pages
• Updating outdated statistics or offers
• Fixing broken links on popular pages
• Refining titles and meta descriptions for key posts

Larger projects to schedule

Plan larger initiatives as mini-projects with timelines:

• Navigation restructure
• Visual redesign or new templates
• Content strategy overhaul
• Migration to a new platform or theme

Prioritization helps you ship updates continuously instead of waiting for a massive relaunch.

Step 4: Refresh Content With Hubspot-Inspired Inbound Strategy

Content is often the fastest way to unlock better performance from your site. A Hubspot-style inbound approach puts the audience’s problems before your product.

Update existing high-value content first

Identify pages that already attract traffic or leads and improve them instead of starting from scratch.

• Clarify value propositions and benefits
• Add recent data, use cases, and examples
• Improve structure with headings, bullets, and summaries
• Insert relevant internal links to related resources
• Align calls-to-action with the stage of the buyer’s journey

Fill gaps in your content funnel

Review how well your site serves each stage:

• Awareness: educational blog posts, guides, checklists
• Consideration: comparison pages, case studies, webinars
• Decision: pricing breakdowns, demos, free trials, guarantees

Create or expand content to support users at every stage and lead them naturally to the next step.

Step 5: Improve UX and Design Without Overhauling Everything

You can dramatically improve results with targeted design updates instead of a total rebuild.

Key UX improvements

• Simplify navigation with clear, descriptive labels
• Make primary calls-to-action visually distinct
• Increase contrast and font size for readability
• Add white space to separate sections
• Ensure important elements appear above the fold on mobile and desktop

Consistency and brand alignment

Check that your design reflects your brand across pages:

• Consistent button styles and colors
• Uniform heading hierarchy
• Aligned imagery style and tone
• Consistent use of logos and brand elements

Small, coherent improvements often outperform flashy, untested redesigns.

Step 6: Optimize for Search the Way Hubspot Recommends

Search optimization amplifies all your other work by bringing in qualified visitors who are already looking for your solutions.

On-page SEO essentials

• Use clear, descriptive title tags and meta descriptions
• Organize content with logical heading structures
• Write human-friendly URLs that reflect the topic
• Add alt text to images for accessibility and context
• Ensure fast load times and mobile-friendly layouts

Content architecture and internal linking

Group related topics and connect them with internal links:

• Create pillar pages that cover broad topics
• Link to supporting, more focused articles
• Add contextual links between related posts and pages
• Use descriptive anchor text that signals relevance

A structured internal linking strategy helps visitors and search engines navigate your expertise.

Step 7: Test, Launch, and Monitor Your Updated Site

Before you release significant updates, validate them and create a simple launch process.

Pre-launch checklist

• Test all forms, signups, and checkout steps
• Verify redirects for any changed URLs
• Review pages on major browsers and devices
• Proofread key pages for typos and formatting issues
• Confirm tracking codes and pixels are firing

Post-launch monitoring

After publishing, monitor key metrics over the next weeks:

• Traffic and rankings for important pages
• Conversion rates on forms and landing pages
• Engagement signals like bounce rate and time on page
• Error logs and 404 reports

Iterate based on real data; treat your website as a living product, not a one-time project.

Learn More From Official Hubspot Resources

For deeper reference on updating and optimizing websites, review the original guide on how to update a website from Hubspot at this resource. It expands on many of the principles summarized here.

When to Get Expert Help for a Hubspot-Style Website Refresh

If your site is large, mission-critical, or heavily customized, partnering with specialists can reduce risk and speed up results. Agencies experienced with inbound marketing and technical SEO can help you execute this process effectively.

For strategic support with planning, UX, SEO, analytics, and implementation, you can consult specialists such as Consultevo, who focus on measurable performance improvements.

Final Thoughts: Keep Iterating Like Hubspot

The most successful teams treat their website as an experiment platform. Instead of waiting years for a full redesign, they ship smaller improvements continuously, measure impact, and double down on what works.

By following this Hubspot-inspired workflow—setting goals, auditing, prioritizing, updating content, refining design, optimizing for search, and monitoring results—you can keep your website modern, useful, and aligned with your business objectives.