Steps to Improve Website UX Like a Pro with HubSpot’s Website Tools

Turn Visitors into Fans – Start with Better UX

If your website doesn’t deliver a smooth and engaging user experience, you’re likely losing potential customers. Modern users expect fast-loading pages, intuitive navigation, relevant content and mobile responsiveness – and anything less can drive them away. This blog will show you how to improve website User Experience (UX) using the powerful suite of tools offered by HubSpot.

We’ll walk through practical strategies using:

• HubSpot Website Grader to identify issues and opportunities

• HubSpot Website Builder to create an intuitive layout

• Smart Content for personalised engagement

• HubSpot SEO tools to ensure visibility

• CRM integration to enhance the user journey

By the end of this guide, you’ll have a solid framework to enhance your site like a true UX pro – even if you’re not a designer or developer.

1. Diagnose Your Website Health with HubSpot Website Grader

One of the most critical steps to improve website UX is knowing where you stand. The HubSpot Website Grader is a free and powerful diagnostic tool that evaluates your site’s performance across four key categories: performance, mobile optimisation, SEO and security.

Why it matters:

• Performance: Measures page speed, image optimisation and browser caching. A slow site frustrates users and increases bounce rates.

• Mobile Optimisation: Assesses responsiveness, viewport configuration and font sizes for mobile friendliness – crucial since over 50 per cent of users browse on phones.

• SEO: Reviews on-page SEO factors like meta descriptions, headings, and crawlability to help your site get found.

• Security: Flags whether your site uses HTTPS, secure JavaScript libraries and up-to-date plugins.

By reviewing the score (out of 100) and the tailored improvement tips, you’ll be able to prioritise issues that impact UX most. Use this as your launchpad.

2. Design Seamlessly with HubSpot’s Drag-and-Drop Website Builder

A visually appealing website is only half the battle – it also needs to be usable. HubSpot’s drag-and-drop website builder provides marketers and business owners with the tools to create modern, conversion-focused sites without writing a single line of code.

Key advantages:

• Pre-built themes and modules: Choose from a range of templates tailored for different industries. Whether you need a blog layout or a product landing page, there’s a professionally designed starting point.

• Mobile-responsive by default: Your pages automatically adjust to screens of any size, ensuring consistent UX across devices.

• Real-time editing: See changes as you make them – tweak headers, reorder sections or change CTAs without waiting on developers.

• CRM integration: Build personalised experiences using user data pulled from HubSpot CRM – show content based on lead status, past behaviour or location.

This builder helps you craft a UX that feels clean and effortless for users while aligning with your business goals.

3. Personalise Content with HubSpot Smart Content

The days of one-size-fits-all websites are gone. With HubSpot Smart Content, you can tailor your content dynamically depending on who is visiting your site – which dramatically boosts engagement and conversion rates.

Ways to use Smart Content effectively:

• Device-based content: Show simplified CTAs or different imagery to mobile users who need faster, touch-friendly access.

• First-time vs. returning visitors: Display educational blog posts to new users and special offers or next steps to returning users.

• Geolocation targeting: Automatically show relevant contact details or shipping information based on a visitor’s country or city.

• Lifecycle stage targeting: Present product demos to qualified leads, and introductory explainers to top-of-funnel traffic.

Smart Content takes the guesswork out of UX and replaces it with a responsive, adaptive experience based on real-time data.

4. Boost Findability with HubSpot SEO Tools

No matter how amazing your site is, poor search visibility will sabotage your UX efforts. After all, the best user experience is one that people can actually find. HubSpot’s SEO tools are built into the CMS and help ensure your content ranks well on search engines.

What you can do:

• Keyword planning and topic clusters: Identify keywords your audience is searching for and structure your content accordingly.

• On-page SEO: Get tips for optimising metadata, headings, alt text, internal links and URL structure as you write.

• Performance tracking: Connect to Google Search Console to monitor impressions, click-through rates and rankings.

• Content strategy tool: Build a full content marketing plan around key topics to improve both UX and authority.

By improving search relevance, you’re also enhancing UX – users land on content that’s actually helpful and targeted to their needs.

5. Sync CRM Insights for a Smoother User Journey

Your CRM should do more than manage contacts – it should shape how users interact with your website. When you integrate with HubSpot CRM, you gain a treasure trove of behavioural data you can use to refine the user journey.

CRM-UX magic:

• Progressive profiling: Instead of long forms, ask different questions at different stages, keeping things simple and relevant.

• Segmentation: Divide your audience into lists based on activity, company size, deal stage or location – and show them different messages.

• Lead nurturing: Automate smart workflows that follow up via email, retargeting or personalised web messages.

• Analytics: Track every interaction – which pages users visit, how long they stay, what they click – and tweak your UX accordingly.

When CRM and CMS work hand in hand, the user experience becomes a guided, personalised journey rather than a disjointed collection of pages.

6. Design for All Screens: Mobile-First is Now a Must

More than 60 per cent of global web traffic comes from mobile devices – yet many websites still prioritise desktop UX. That’s a big mistake. HubSpot CMS supports responsive design, but you still need to test and optimise mobile experiences manually.

Mobile UX essentials:

• Click-friendly design: Ensure buttons are large enough, well-spaced and positioned in the thumb zone.

• Prioritise speed: Mobile users have less patience. Compress images, enable lazy loading and limit popups.

• Shorter content blocks: Break content into digestible chunks and use collapsible sections to reduce scrolling fatigue.

• Test across devices: Check your site on multiple phone brands, operating systems and browser versions to ensure consistent experience.

A mobile-first mindset isn’t just about design – it’s about respecting how people actually interact with your brand online.

7. Collect Feedback and make ongoing Improvements

User experience is never ‘done’ – it’s a cycle of testing, feedback and refinement. HubSpot offers built-in analytics, session tracking and feedback tools to help you make data-driven UX improvements.

Actionable steps:

• Use on-page surveys: Ask users whether they found what they were looking for. Keep it short and focused.

• Monitor heatmaps and clicks: Use integrations like Hotjar or Lucky Orange to track how users interact with your site layout.

• Run A/B tests: Compare headlines, images or CTA button colours to see which version performs better.

• Review funnel reports: Identify where users drop off – is it the checkout page, pricing page or contact form?

The more you listen, test and tweak, the better your UX becomes – and the more your website turns visitors into customers.

Start Enhancing Your Website UX Today!

Improving your website UX isn’t just a design task – it’s a strategic effort that touches content, structure, performance and personalisation. By using HubSpot’s tools smartly, you can make meaningful changes that resonate with your users and drive business outcomes.

Start by grading your site, then use HubSpot’s website builder to redesign with UX in mind. Add Smart Content to personalise, SEO tools to boost visibility and CRM insights to streamline engagement. Monitor your performance and keep refining.

Next steps:

• Grade your site with HubSpot Website Grader

• Explore the drag-and-drop Website Builder

• Try Smart Content for personalised UX

💡Call to Action:

As a HubSpot Platinum Partner, iBusinessFormula helps businesses build smarter, faster, more user-friendly websites using the full power of HubSpot’s tools. Reach out to our team today for expert guidance tailored to your needs - or explore HubSpot Academy for in-depth tutorials backed by industry pros.

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