How to create content marketing in HubSpot: Website and Landing pages

In this article we will discover the difference between a website page and a landing page in HubSpot and how to create each one of them.

What is a website page?

  • Often is more informational.
  • Provides full site navigation to link pages together.
  • Rarely hidden from search engines.
  • Common use cases: registration for a webinar, downloading an ebook, or describing a product or service.
  • Common names: webpage, site page, or page.

What is a landing page? 

  • Has a clear call to action like filling out a form.
  • Since conversion is the main goal of the page, it often has a minimal header and footer to prevent the reader from exiting the page.
  • Sometimes hidden from search engines / segmented to specific costumers.
  • Common use cases: registration for a webinar, downloading an ebook, or describing a product or service.
  • Common names: squeeze pagelanding page, standalone page, or conversion page.

    How to create a landing or website page

    1. Open HubSpot Landing Pages / Website Pages Admin

    • Navigate to your content:

      • Website Pages: In your HubSpot account, navigate to Marketing > Website > Website Pages.
      • Landing Pages: In your HubSpot account, navigate to Marketing > Landing Pages.

    2. Click the Create Button

    Click the orange create button in the top right corner. Next, choose your website domain if you have multiple domains in your account. Next, give your page a name.

    Create a page

    3. Choose a template from a theme package

    Depending on what account level you have, you will have different HubSpot CMS templates to choose from. In my example, I am going to select this Basic eBook offer. Click on the template preview box, then click the orange select template button.

    Choose a template from a theme package

    4. Edit or Add New Content Modules

    The drag and drop editor makes it easy to add or update text and images in the landing page layout.

    1. This panel shows all of the content modules available to add to the page
    2. As you hover over the page sections you will see an edit panel appear. You can edit styles, clone, or delete the section.
    3. If you hover over the text or images you will see blue outline box letting you know it is clickable. If you click it, an edit panel will appear in the left side of the page. This will give you form fields to fill out to update the content.
    Editing or Adding Content Modules

    5. Want to add more sections to the page?

    HubSpot CMS also has the ability to add entire sections to a landing page layout. Some themes include these reusable sections. But if not, they also provide some basic grid layout sections that you can then use to add your content modules inside of.


    6. Want to adjust the colours, fonts, and styles?

    Click on the Design tab to adjust the available style options.

    Adjust Colours, fonts, and styles

    7. Finalise the page settings

    Now that you have the page built and you are happy with the design. Let’s finalise the Metadata. This information is displayed in the Google Search Results when someone searches for your page. The name “Example Landing Page” is only used in the HubSpot account and is not displayed in search results. You often want a more descriptive title or brand name here. For example, I could have – HubSpot Landing Page Example | Bootstrap Creative.

    Finalize page settings

    8. Publish the landing page

    Finally, click the orange publish button in the top right corner of the page.

    Publish button