Using HubSpot’s COS for your website

Written by | September 22, 2014 | Posted in Process

We are always looking for new technologies to use when building a website for our clients that will fit seamlessly into their workflow and help improve their marketing. After all, a website is all about marketing, right? That’s why we were excited to have a chance to try out HubSpot’s COS on a recent project.

HubSpot is a company that provides a huge suite of services for inbound marketing. Many of their products can be easily integrated into your site as a 3rd party service. One really powerful offering from HubSpot is its Content Optimization System (COS). In one sense, the COS is a content management system (CMS) — they’ve just taken it past content management to content optimization.

COS Convenience

A huge benefit of HubSpot’s COS is that it fully integrates a content management system with their marketing tools to optimize the website experience for site visitors and administrators. This integration allows designers to create customized templates for web pages, landing pages, blogs, and emails. These templates are all tied directly to their inbound marketing tools so you can personalize the entire experience to your contacts, leads, prospects, and customers.

COS Personalization

The personalization tools are one of my favorite parts of the COS. They have blocks of “Smart Content” where you can customize the message that displays based on the viewer’s relationship with your company. For instance, if they are in a certain contact list or at a specific stage of the lifecycle, you can display different messaging. There is also the ability to include personalized data in a content block, like a message that says “Welcome back, Jack!” — assuming your return visitor is a person named Jack who previously converted on a landing page.

COS Analytics

One of the biggest strengths of the COS is their integrated analytics. Because their landing pages automatically sync with their entire suite of services, you can keep track of your conversions all in one place. Case Study

We recently built a new site for Cenduit using HubSpot’s COS. Because HubSpot has such great tools for tracking conversions, we built them a resource library where several resources are behind a gated form. This requires a site visitor to fill out a short form on a landing page in order to gain access to the resource. Easy for visitors and allows Cenduit to capture leads!


Want to use HubSpot’s inbound marketing tools on your existing website? No worries, you don’t need to rebuild your site using their COS. We highly recommend these 3rd party tools to get HubSpot integrated with your company’s digital presence.

  • HubSpot for WordPress plugin: Track page and blog analytics through HubSpot and view stats right in your WordPress dashboard.
  • Gravity Forms integration: If you use Gravity Forms on your website, you can use Zapier to funnel your leads directly into HubSpot.
  • HubSpot Social Inboxes: Integrates with your Twitter, LinkedIn, Google+, and Facebook accounts
  • Tons of CRM Integrations: Does your workflow include a CRM to manage your contacts? As of this post, HubSpot integrates directly with Salesforce, SugarCRM, Zoho, NetSuite, Pipedrive, and Base CRM.

Do you use HubSpot? We’d love to hear your thoughts about it. Connect with us @cuberis on Twitter.