How to Embed a Form in a Hubspot Smart Rich Text Module

Embedding a form directly into a smart rich text module in Hubspot lets you deliver targeted, flexible lead capture without redesigning your page templates. This guide walks you through adding and managing forms in smart rich text areas step by step.

Understanding Smart Rich Text in Hubspot

A smart rich text module in Hubspot is a content field that can display different content to different visitors based on smart rules, while still allowing standard text formatting, images, and embedded elements like forms.

Using a form in this type of module lets you:

Show different forms to different audience segments.
Test alternative offers or calls to action.
Control layout within your existing Hubspot templates.

This is especially useful on landing pages and website pages where you want flexible content areas without creating separate templates.

Requirements Before You Start in Hubspot

Before you embed a form, make sure you have:

An existing Hubspot form created in your forms tool.
Access to edit the page or template that contains a smart rich text module.
Permissions to edit modules inside the content editor.

You will be working entirely in the content editor; no custom code changes are required when using a default smart rich text module in Hubspot.

Step-by-Step: Embed a Form in a Smart Rich Text Module

Follow the steps below to add a form into a smart rich text area in your page or template.

1. Open Your Page or Template in Hubspot

Log in to your Hubspot account.
Navigate to Marketing > Website > Website Pages or Landing Pages.
Locate the page that contains the smart rich text module you want to edit, then click Edit.

If you are working in a template, go to your design tools, open the template, and then access the module from there.

2. Locate the Smart Rich Text Module

In the page editor sidebar, look for the module labeled as a smart rich text field.
Click the module name to open the editing panel.
If smart rules are already configured, choose which variation you want to edit before inserting the form.

Each smart variation can hold its own version of content, including a different form.

3. Place Your Cursor Where the Form Should Appear

Inside the rich text editor, click in the content area to position your cursor at the exact spot where you want the form to appear. You can embed a form:

Below a block of text.
Between paragraphs.
Under an image or heading.

Positioning the cursor correctly ensures the form appears in the right place when published in Hubspot.

4. Insert the Form Using the Rich Text Toolbar

In the rich text toolbar, click the Insert dropdown menu.
Select Form from the available options.
In the dialog that appears, choose the form you want to embed from the list of existing Hubspot forms.
Confirm your selection to insert the form shortcode or embed placeholder into the module.

Once inserted, the form element will appear within the content area, typically as a block-level component.

5. Save and Preview Your Hubspot Page

Click Apply or Done in the module editor, depending on your interface version.
Use the Preview option to see how the form looks on the live page layout.
Check spacing above and below the form, and adjust surrounding text or headings if needed.

If you are satisfied with the appearance and placement, publish or update the page in Hubspot.

Using Smart Rules with Forms in Hubspot

Smart rich text modules can display different content based on rules such as:

Contact list membership.
Lifecycle stage.
Country or device type.

You can leverage these smart rules to show different forms to different audiences.

Configure Smart Variations with Different Forms

Open the smart rich text module in your Hubspot page editor.
Click Make smart or Edit smart rules if rules already exist.
Choose your rule type (for example, Contact list membership).
Add one or more variations based on your segmentation.
For each variation, insert a different form following the steps above.

Each audience segment will then see a tailored form, improving relevance and conversion rates on your Hubspot pages.

Best Practices for Forms in Smart Rich Text Modules

To keep your smart rich text content clean and effective, consider these guidelines when working in Hubspot:

Use clear headings: Add a heading above the embedded form describing the offer or purpose.
Limit other elements: Avoid cluttering the same module with multiple images or complex layouts around the form.
Test variations: Use smart rules to compare performance of different form lengths or offers.
Check mobile layout: Preview your forms on multiple devices to ensure the smart rich text module displays correctly.

Because the form is embedded in a rich text area, surrounding text alignment and padding can affect the final layout, so always validate the page in the Hubspot preview tool.

Troubleshooting Form Embeds in Hubspot

If your form does not appear as expected inside the smart rich text module, review the following:

Module type: Confirm that you are using a standard rich text or smart rich text module, not a custom-coded area that ignores rich text embeds.
Smart variation: Make sure you are editing the correct smart variation and that your test contact qualifies for the rule when previewing.
Form status: Ensure the form you selected is active in your Hubspot forms tool.
Theme or template styles: Some templates may apply extra padding or alignment rules that affect form display.

If you need a deeper technical reference, review the official knowledge base documentation at this Hubspot support article on embedding a form in a smart rich text module.

When to Use a Smart Rich Text Form vs. a Standard Form Module in Hubspot

Hubspot pages often include dedicated form modules in sidebars or hero sections, but a smart rich text embed can be more flexible in certain situations:

Contextual offers: Place a form directly beneath a relevant paragraph in a blog or resources page.
Localized content: Use smart variations to show language-specific forms in the same content block.
Personalized CTAs: Offer different forms to customers and prospects using smart rules, without duplicating templates.

When you only need one static form in a fixed location, a standard form module is fine. When you need targeted or conditional content within text, the smart rich text approach in Hubspot is often more efficient.

Next Steps and Additional Resources

After mastering form embeds in smart rich text modules, you can expand your setup by:

Testing different form fields for separate Hubspot smart variations.
Combining smart rich text with smart CTAs for layered personalization.
Reviewing analytics to see which variation converts best.

For broader marketing and technical strategy around personalization and conversion optimization, you can explore additional guidance from agencies such as Consultevo, which focuses on modern CRM and marketing operations.

By following the steps and best practices above, you can confidently embed and manage forms within smart rich text modules in Hubspot, giving you a flexible, scalable way to personalize your lead capture experiences across your website and landing pages.

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