HubSpot websites are anything but static. With HubSpot’s dynamic content personalization features, you can automatically display different versions of your content to different audiences—creating a more relevant and personalized experience for every visitor.
This capability is valuable even for companies offering ongoing services through their websites, especially when combined with CRM data and smart content logic.
Let’s explore how to leverage dynamic content to create contextualized experiences and improve your customer journey.
What is Dynamic Content in HubSpot?
Dynamic content is a feature in HubSpot CMS that enables your website to display different content variations automatically, based on user data or CRM properties.
When you create a dynamic page in HubSpot, it can pull structured content from CRM objects. For example, you can show different headlines, names, or page layouts depending on who the visitor is or what they’ve previously interacted with.
This is a foundational tactic in HubSpot smart content best practices, particularly when users log into your site or interact across multiple sessions.
Populating Dynamic Content with Custom Objects
With HubSpot Enterprise, you’re not limited to default objects like contacts or companies. You can build custom objects to power dynamic content across nearly any use case.
HubSpot provides this example:
"A car dealership stores inventory as “Car” records in HubSpot. With dynamic pages tied to this custom object, a new page is automatically created for each new car, keeping the website and inventory in sync."
This way, the website evolves and changes based on the needs of the business, as well as the needs of each user using the website.
Case Study: Aptitude 8 Helps University Launch CRM-Driven CMS
Aptitude 8 implemented HubSpot dynamic content personalization for a university client, enabling visitors to browse and purchase courses directly on the site. Behind the scenes, dynamic pages were powered by a custom “Course” object in HubSpot.
The page layout varied by course type, and content was synced automatically as new courses were added. This system eliminated manual updates and allowed students to make purchases without switching between portals.
Explore Other Applications of Dynamic Content
Here are three more ways to implement HubSpot smart content best practices in your organization:
1. Create Location-Specific Web Experiences
If you're a business with multiple locations, you can use dynamic content to create customized websites for each one. You can identify the visitor's location and show them the relevant contact information, hours, and directions for their specific location.
2. Personalize Product or Service Listings by Interest
If you offer multiple products or services, you can use dynamic content to show the right ones to the right people. For example, you could show a list of products for people who are interested in buying something and a list of services for people who are interested in getting help from you.
3. Curate Content Based on Visitor Behavior
Dynamic content can also be used to personalize your website based on the visitor's interests, needs, or marketing and sales status. You could show them different blog posts, case studies, or product pages depending on what they've clicked on in the past. This helps ensure that they always see content that's relevant to them.
Get Started with Dynamic Content
HubSpot’s dynamic content tools make it easier than ever to create personalized, scalable experiences.
If you want to integrate smart content across your site or build custom object-powered pages, contact us to get started.
You can also learn more about our Marketing Operations Services to see how we support personalization at scale.
