HubSpot is a terrific tool that can make a huge impact on your law firm’s digital marketing. Our clients license the platform and then ask us to help them to use it effectively. Here are 20 tips for getting the most benefits from your law firm’s HubSpot investment. 

1. Verify real email addresses with automated follow-up emails

Sometimes people don’t provide their real email addresses in forms. To ensure your list is valid, set up an automated response email (such as a “thank you”), and then see whether that email bounces. Then eliminate any that did. 

2. Use client persona questions on forms

If you have client personas available, try using HubSpot’s form fields and workflows to automatically set a contact’s persona. Include qualifying questions like “What’s your biggest legal concern?” and then automatically assign them a client persona for future marketing. 

3. Remove navigation on landing pages

A good practice is to review landing pages and then eliminate any opportunities for the user to click off the page. 

4. Direct to thank you pages instead of pop-ups

If someone takes the time to download your latest white paper or register for your newsletter, show them you appreciate it by taking them to a dedicated page instead of a simple pop-up. An added benefit is that you can use this page to provide additional resources or information. 

5. Use Smart CTAs with Smart Content to display more relevant messaging

Smart CTAs change based on who is viewing the item. You can set this up based on persona, lifecycle stage, or other factors you think matter. Make the most of this capability by taking the time to set up Smart CTA and content. 

6. Make sure your CRM systems are up to date

CRM is great for managing relationships and contact information, but it can’t streamline your marketing efforts if you don’t set up workflows and ensure they’re working properly. For example, you can set up workflows to update contact information as you qualify leads automatically. The more work that can happen in the background without your staff’s manual effort, the better!

7. Use branching logic

Branching logic in workflows allows you to specify whether or not an action should trigger based on particular criteria being met. That means if a contact has already downloaded an ebook, you can set up a workflow to ensure that the contact is sent something new next time. This is key for lead nurturing sequences and can really improve overall lead quality. 

8. Test multiple CTAs

A robust digital experience offers more than just “Contact us” CTAs. Use different CTAs to move people through the sales cycle. But which ones are best? You’ll have to try a few and then check performance like views or conversions. 

9. Optimize messaging on social media posts

HubSpot will allow you to analyze each individual post across social media platforms. This is the best way to see what works and what doesn’t. 

10. Progressive profiling makes actions more relevant

Forms are incredibly important when it comes to lead nurturing. Using HubSpot’s helpful queued fields can ensure that form fields that a contact has already answered are being replaced with different ones. If someone has already filled out a certain form, HubSpot can automatically set it up so that next time they land on the form they will submit different information.

11. Exclude “grey-mail” from email marketing

“Grey mail” refers to contacts that have submitted their email but then never really interacted with you. If you notice that certain contacts never respond to your marketing, it’s time to remove them. 

12. Develop personal and team-wide filters to manage contacts

Help your teams focus on the most important leads by filtering data in advance. You can use marketing lists and filter data within the sales contacts, companies, and deals views to make the best use of time and information. 

13. Help people to book appointments when it’s convenient

The HubSpot meeting tool can facilitate scheduling meetings easily, eliminating back and forth emails. The HubSpot Meetings tool reads your calendar, identifies your availability, and allows prospects to choose a time. 

14. Score your leads

HubSpot offers a lead scoring tool to make this process easier. By assigning values to behavior and other information contacts have provided, you can separate quality leads from people who aren’t as engaged. 

15. Use lead flows for more on-page conversions

HubSpot’s lead flows tool allows you to create content or other items that help visitors to convert at the right time. You can use certain triggers to determine when your pop-up, prompt, or form appears for a website viewer. For example; things like how long they have been on a page. 

16. Monitor competition

HubSpot is great for tracking your own keywords and conversions, but you can also check out what your competitors are doing. Use the “Competitor Reports” portal to understand metrics like keyword rankings, followers, etc. 

17. Call directly from CRM

You can use this strategy to have quick access to notes and also make sure the call is recorded. 

18. Call contacts at the best time

Research has shown that the best time to contact someone who filled out a form is within 5 minutes of them doing so. Get automatic alerts on form submissions and make sure your sales team contacts people right away. 

19. Create tasks for users

Build out a list of tasks that need to be done right within your HubSpot CRM system. This can be really helpful to your sales team. 

20. Merge duplicate contacts

Before you go on a deleting spree, try merging duplicate contacts. For example, combine contact information for people who have entered their personal email as well as their work email on different occasions. 


HubSpot is an incredibly robust platform that can accelerate all of your digital marketing efforts. That being said, it can take time to learn all of the tips and tricks that will help you to make the most of your instance. From CRM to marketing automation and so much more, we help clients implement smart strategies for their use of HubSpot. Want to learn more about implementing marketing automation? Contact us today for a free consultation.