Using HubSpot Smart Content: 8 Ideas You’ll Want to Steal

Imagine a custom website that morphs for each visitor—tailored to their interests, priorities, and even past behavior. It’s not sci-fi. It’s HubSpot Smart Content, turning your site into a personal concierge. Thanks to today’s “order-everything-on-Amazon” mindset, people don’t just enjoy personalized experiences—they expect them.

Smart Content delivers that “built-just-for-me” feel. It’s the secret sauce that drives engagement, boosts conversions, and stops your site from feeling like a cookie-cutter template. Best of all, it’s simpler to implement than you might think.

So how do you actually make it happen? We’ve pulled together the “CliffsNotes” version. Here are eight clever ways to use Smart Content, along with a stack of ideas to help you build a truly personal experience for every visitor.

1. Smarter calls-to-action (CTAs)

CTAs are where visitors take action, so making them feel personal can make all the difference — the more your copy is personalized to the visitor, the more effective it becomes. With Smart Content, you can create CTAs that adapt to who’s on your site and what they’re looking for.

• For new visitors: Introduce yourself with a “Learn More” or “Explore Our Services” button.
• For leads: Push them closer to buying with “Request a Demo” or “Download Our Guide.”
• For current customers: Try something like “Upgrade Your Plan” or “Leave a Review.”

Example: Think of a gym website. New visitors see a free trial offer, while members get a link to book a class or upgrade to personal training.

2. Adapt your content to fit every screen

People expect websites to work seamlessly whether they’re on their phone, tablet, or computer. Smart Content ensures your site delivers the right experience for each device, increasing engagement and reducing frustration.

How to optimize Smart Content for devices:

• Simplify for mobile: Mobile visitors benefit from short forms, tap-friendly buttons, and minimal text.
• Expand for desktops: Desktop users can handle more detail, like long-form content or complex navigation.

Pro tip: Mobile traffic isn’t slowing down. Test your Smart Content on phones and tablets to catch anything that’s not working.

3. Adjust your content based on location

Where someone is browsing from can shape what they care about. Smart Content lets you customize offers, language, and features to match their location, creating a more relevant experience.

• Offer local promotions (e.g., “Free shipping to Chicago!”).
• Adjust language based on their region.
• Highlight location-specific case studies or events.

Examples: A SaaS company might show U.S. customers pricing in dollars but display euros for visitors in Europe. Or an ecommerce site might only display “Free shipping” to visitors from applicable countries.

4. Personalize your landing pages to be consistent with your ads

When someone clicks on an ad, they’ve already shown interest in what you’re offering. The last thing you want is to drop them on a generic page that doesn’t connect with their expectations. Smart Content helps align your landing page with the ad, creating a seamless and relevant experience. 

How to use Smart Content for ad personalization:

• Match the offer to the ad: If your ad promises “20% off your first order,” your landing page should prominently feature that discount, not bury it in fine print.
• Use consistent visuals: If your ad includes a specific product image or branding, carry those visuals over to the landing page. Familiarity builds trust.
• Tailor the page message to the ad source: Visitors from a LinkedIn ad might respond better to professional or B2B-focused language, while Facebook ad clicks might benefit from a more casual tone.

For instance, if you’re promoting a webinar with an ad like “Join our free webinar: 5 Ways to Streamline Your Sales Process,” the landing page should feature the webinar details, an easy registration form, and a downloadable resource related to the topic.

5. Tailor your content for every buyer stage

Not everyone comes to your site ready to buy. Smart Content shows visitors exactly what they need based on where they are in the buyer journey. New visitors might see an intro guide or blog post, leads get a demo offer or pricing details, and customers see advanced features or loyalty rewards. It’s an easy way to keep your content relevant and keep visitors moving toward their goals.

• For prospect or ”browsers”: Educational resources like blogs, guides, or videos.
• For shoppers: Product comparisons, demos, or pricing info.
• For customers: Highlight loyalty programs or upsell features they don’t already use.

Example: If someone’s downloaded a pricing guide, show them a demo offer next time they visit.

6. Speak their language (industry messaging)

Not all industries are the same, and your visitors want to feel like you understand their unique challenges. Smart Content lets you create messages tailored to each industry or persona.

• Show industry-specific case studies (e.g., a testimonial from a healthcare company for healthcare visitors).
• Talk about how your product solves pain points common in their field.
• Highlight features that matter most to their industry.

Pro tip: Use HubSpot’s segmentation tools to tag contacts by industry. Then create Smart Content just for them.

7. Use dynamic forms that work smarter, not harder

Filling out forms isn’t fun, but Smart Content can make it easier for visitors—and more useful for you. Dynamic forms adapt based on who’s filling them out, so you can gather just the right amount of information. 

• Pre-fill fields for known visitors to save them time.
• Use progressive profiling to ask for new info each time they visit.

Example: If someone’s already shared their name and email, the next form might ask for their company size or job title.

Pro tip: With HubSpot's Breeze AI tools, you also have "form shortening," which removes any fields for info you already have

Learn more about using HubSpot forms effectively.

8. Recognize returning visitors

When someone comes back to your website, they expect you to know who they are — not in a creepy way, but in a way that makes their site experience more personal. Smart Content helps you create an experience that feels personal by recognizing their past interactions and tailoring what they see. 

• Show personalized product recommendations or content based on their browsing history.
• Offer returning customers exclusive discounts or early access to new products.

Example: A SaaS platform might recognize a returning trial user and display a personalized message like “You’re halfway through your trial—here’s how to get the most out of it,” with a CTA to schedule a call with a customer success manager.

Your Smart Content checklist

Smart Content in action: before and after examples

Getting started

Even the best Smart Content needs tweaking to perform at its best. Use HubSpot’s built-in tools to monitor how your content is doing.

• Track engagement and conversions to see what works.
• A/B test different versions of Smart Content to learn what your audience responds to.

Whether it’s tailoring CTAs, simplifying forms, or personalizing for different devices, there’s a lot you can do to make your site more engaging and effective. Start small—try one idea, see how it works, and build from there. Learn how to create and manage smart content rules

Ready to see what Smart Content can do for you? Let’s talk about making it happen.