How to build an event landing page in HubSpot

I've reviewed a lot of event landing pages in client portals over the years. Most of them fail in the same 2 or 3 ways, and none of those ways are about design.

The page is usually pretty enough. What's missing is the date above the fold, or a form short enough that people finish it, or a thank-you page that does anything at all.

So here's the full build, in HubSpot, as I'd do it for a client. If you want the wider picture of running events in HubSpot, that's a separate guide.

What the page has one job to do

Get a registration. Everything on the page either helps that or gets in the way.

A visitor decides in seconds, and they need 3 answers fast: what is this, when is it, and is it worth my time. Put all 3 above the fold with the form or a button that jumps to it.

The amount of scrolling between a visitor and the form should embarrass you slightly. If your event page opens with a full-screen hero image and a brand statement, the date buried somewhere below, you're paying for that in registrations.

The build, step by step

1. Start from a landing page, without site navigation. In HubSpot, create a landing page rather than a website page. Strip the menu. Every link that leads away from the form is a door out of the room, and the nav is 6 doors.

2. Write the header block first. Event name, one line on why it matters, date and time with timezone, format (webinar, in-person, hybrid), and location or platform. For webinars, the timezone matters more than you'd think. I've watched a UK company lose a chunk of US registrants who assumed EST and found out at 2pm that they'd missed it.

3. Build the form. Name, email, company. Stop there unless sales genuinely needs more. Every field past 3 costs you registrations, and you can enrich the record later. If most registrants are already contacts, turn on progressive profiling and let HubSpot swap in new questions for known people.

4. Add the body content. Agenda with rough timings. Speakers with faces (real photos, not LinkedIn exports from 2019 if you can help it). A short paragraph on who the event is for, which does more filtering work than any amount of copy about how great it'll be.

5. Create the thank-you page. This is the most skipped step and the cheapest win. The thank-you page should confirm the details, hand over an add-to-calendar link, and offer one next step, like a related resource or a speaker's LinkedIn. HubSpot won't generate the calendar file for you, so create an ICS file and link it here and in the confirmation email.

6. Check it on a phone. Half your traffic, sometimes more, arrives from a LinkedIn post or an email on mobile. The form, the date, and the register button all need to survive a small screen. HubSpot's preview does this in 2 clicks and people still skip it.

7. Set the social image. When the page gets shared, the og:image is the ad. A branded card with event name, date, and speaker faces will outperform whatever HubSpot picks by default from the page.

After the event, the page still exists

Set a reminder for this because nobody remembers it on the day.

Once the event's done, the page should either redirect to the recording, swap its form for a "watch on demand" version, or point at the next event. A live registration form for an event that happened last Tuesday is a small credibility leak, and search engines will keep sending people there for months.

On-demand pages are quietly productive, by the way. A webinar page that converts registrations for 6 months afterwards often beats the live number.

The part that gets old fast

One page, built carefully, takes a couple of hours. Fine.

Then it's every event. Clone the page, the form, the thank-you page, the confirmation email. Rename all of them. Update the date in 5 places, and the timezone, and the speakers. The cloning itself is quick. The mistakes are what cost you, and they're always the same mistake: one asset in the chain still holding last month's details.

At a handful of events a year, you live with it. Past that, it's worth automating. This is what we built EventEngine for: you create the event record in HubSpot and it generates the landing page, registration flow, and comms from that single source, so the date only exists in one place and can't drift.

Either way, build the manual version at least once. You'll understand exactly what your event pages need, and you'll know what any tool you buy later should be doing for you.