Marketing & Growth

How to build great HubSpot Smart CTAs

9 min read


Share on

Calls-to-action (CTA) are a vital part of every website. 

A CTA is essentially a button with a short, clear statement that encourages users to take action and click on it. CTAs enable you to link your web pages or blog posts to relevant content offers, and drive readers to them. The aim is to use CTAs to guide the visitor through your website and gradually to a landing page where they will ultimately convert.

What’s the difference between a normal CTA and a Smart CTA?

A Standard CTA just consists of one button, with one message and one link. Standard CTAs are great to use at the bottom of blog posts or on thank you pages.

A Smart CTA in HubSpot is a CTA with two or more variations. They allow you to display different buttons - each button linking to a different blog, landing page or web page - to website visitors based on the data stored in their HubSpot contact record. This data can range from what they have viewed on the website previously, the country they are in, what size device they are viewing the web page on, and much, much more.

You can build out Smart CTAs in HubSpot if you have a Professional or Enterprise licence.

What’s the purpose of a Smart CTA?

The purpose of a Smart CTA is to optimise the user experience by customising the content offer they can click on when they visit your website or read your email.

For example, you might have a CTA at the end of your blog that links to the landing page of your eBook ‘Content Creation for B2B Lead Generation’.

The user would see this banner, for example:


Now for someone who has already downloaded this particular eBook, the CTA is not very relevant. Instead, you might want to guide them towards a different content offer on your website. Therefore, you could create Smart CTA and set up a variation of your banner for an eBook about Growth-Driven Website Design.

Anyone who has already downloaded the Content Generation Guide would then see this CTA:


This is just one of many options to customise your CTA. To find out more about the other types, let’s take a look at how to create HubSpot Smart CTAs.

How can I build a Smart CTA in HubSpot?

To build your Smart CTA, you’ll need to go to:

Content – Calls-to-action – and then click on the button to ‘Create a new CTA’.


1. First, you have to define the content and style of your default CTA. This can be a simple button, as shown here, or an image (like the banner image for the Growth-Driven Website Design eBook above).


2. Then, you have to create an internal name and choose a link for your CTA. You can select ‘COS website page or blog’ to choose one of your existing pages from the drop-down menu, or you can add a link to an external website. You can also attach your CTA to a HubSpot campaign.


3. Once you have completed these steps, click on ‘create smart version’. (Note: You can also create a smart version of any existing CTA, simply by clicking ‘Actions’ – ‘Create smart version’ next to your CTA.)

4. Now you must select a rule for your Smart CTA. There are several options you can choose from:

  • Contact’s list membership (e.g. a smart list of contacts who have already downloaded an eBook, so you can show them a different content offer)

  • Visitor’s device type (e.g. to create a variation of your CTA for mobile in a different format)

  • Referring source of visit (e.g. to show a different CTA to users who have come to your website via social media, paid search etc.)

  • Contact’s lifecycle stage (e.g. to direct users to different offerings based on their buying signals so far)

  • Visitor’s country (e.g. if you have different offerings for UK and US customers)

  • Visitor’s preferred language (e.g. if you have eBooks in different languages)



5. After configuring your display rules, you’ll need to create the smart version of your CTA. That’s the CTA that will be shown to users or contacts who meet the criteria you just set up, such as every contact who is a marketing qualified lead, for example. First, choose the design and button content.


And that’s it! You’ve created your Smart CTA in HubSpot.

You can now add your Smart CTA on any of your blogs, landing pages, web pages and/or emails.

Analysing the performance of your Smart CTA

You’ve deployed the Smart CTA on your website or in an email, and now it’s time to analyse its performance. In HubSpot, you’ll see the following statistics:

  • Views: Number of users who have viewed your CTA

  • Click rate: Percentage of views that lead to clicks

  • Clicks: Number of users who have clicked on your CTA

  • Submission rate: Percentage of clicks that lead to landing page form submissions

  • Submissions: Number of landing page form submissions that came through your CTA


To understand whether your CTA is performing well or not, look at different CTAs across your website, and compare their click and submission rates. The click rate is the percentage of users who viewed and clicked on your CTA, while the submission rate is the percentage of users who clicked on your CTA and the completed the landing page form.

Now you can determine what your best performing CTAs look like, and how to optimise the conversion rate for your CTAs that don’t perform so well. What format are they? What design and what message did you use? There’s no standard approach that works best for every website – so we’d suggest trialling different variations of your CTA to find out what works best for your audience.

Are you looking for help with your HubSpot portal?

Either click here to book some time with one of our consultants to run through our HubSpot support packages, or you can find out more information about our HubSpot training courses here.

Book a free SEO audit

Your website is your most valuable sales and marketing tool, so it needs to be as optimised as it can be. Uncover opportunities to boost your rankings with a free SEO audit.

Heading Text

Sales & CRM

37 min read

HubSpot security and compliance: best practices and automated tools

Explore how to leverage HubSpot’s security tools and resources to mitigate risks and ensure Security and Compliance in HubSpot.

Read more


3 min read

Huble named #1 in HubSpot Consultancy Proficiency and Marketing Strategy Agency on G2

We are proud to have been recognised as the leading solutions provider in the Best HubSpot Consulting Services category of the G2 winter reports. 

Read more

Marketing & Growth

22 min read

Everything you need to know about HubSpot Content Hub

Learn all about HubSpot's Content Hub, including the key benefits and pricing, what's changing and how Marketers can utilise the platform.

Read more

Sales & CRM

25 min read

HubSpot Data Management: 6 strategies for success

This article dives into the central role of data management in maximising CRM potential and best practices for data management in HubSpot.

Read more

Marketing & Growth

50 min read

112 Account-based marketing statistics you need to know in 2024

In this article, we look at 113 account-based marketing statistics that showcase how this strategy has transformed modern marketing.

Read more

Sales & CRM

10 min read

3 sales team structures that set you up for success

Is your current sales team structure helping you do your best work and hit those goals?

Read more

Content Strategy

9 min read

Mastering B2B brand messaging for effective demand generation

This article dives into the essential nature of B2B brand messaging and provides actionable insights on crafting messages that engage with B2B buyers.

Read more

Sales & CRM

12 min read

Enhancing CRM security in HubSpot: beyond traditional measures

Explore both the basic security measures that lay the groundwork for CRM security and more advanced forms of CRM security, in particular in HubSpot.

Read more

Marketing & Growth

10 min read

Is it worth it: What is the ROI of HubSpot Marketing Hub?

Learn more about the ROI potential of HubSpot’s Marketing Hub and how the platform can lead to higher productivity, cost efficiency and customer loyalty.

Read more

SEO & Paid Media

8 min read

Third-party cookies are dead: what HubSpot users should know {Mar 2024}

In this article, we’ll delve into the demise of third-party cookies and explore Google's recent actions to phase out third-party cookies.

Read more
Button Text