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Most businesses that use HubSpot end up with the same problem: their marketing pages look like HubSpot, not like them. The default templates are clean enough, but they're generic — and if your main website has a distinctive design, the gap between the two can be jarring for anyone who clicks through from a campaign.
One of our clients came to us with exactly this situation. A B2B business using HubSpot extensively across the organisation — for CRM, lead pipelines, email campaigns, and PPC landing pages. They also had a website we'd already built for them: a bespoke WordPress design with a well-defined brand identity. The question was how to make their HubSpot presence feel like an extension of that site, not a separate one.
The brief
The goal wasn’t to rebuild their website inside HubSpot. It was to give their marketing team a set of on-brand templates and modules they could use to build landing pages and campaign assets independently — without needing developer input every time. HubSpot’s visual editor makes that straightforward once the building blocks are in place. The work was in building those blocks.
How we approached it
Before committing to a full build, we started with a small experiment — porting a couple of components from the WordPress design into HubSpot’s templating system, HubL, to see how the two environments mapped onto each other. The translation was more straightforward than you might expect. Our approach to WordPress — building structured, reusable content blocks with ACF — maps naturally onto how HubSpot organises modules and sections.
For the foundation, we used FreshJuice, an opinionated HubSpot theme starter, which gave us a sensible structure to build from rather than starting completely from scratch. From there, we layered in the client's brand — their colour palette, typography, and design language — and built out the full module library on top of Tailwind CSS and Alpine.js, the same frontend stack we use across our other work.
What we built
The end result is a theme with 41 custom modules, 14 editable sections and 15 page templates, covering everything from hero banners and image-text rows to animated statistics, testimonials, pricing cards and a full blog infrastructure. Every component reflects the client's brand — nothing looks like an out-of-the-box HubSpot page.
We built multiple navigation and layout variants to support both standard marketing pages and dedicated landing pages, which often need a stripped-back layout without the global header and footer. Dark mode section variants were also part of the brief, giving the marketing team the flexibility to mix light and dark sections on campaign pages.
The editing experience
One notable difference from WordPress is that HubSpot’s editor is visual — you’re dragging and dropping modules onto a page and seeing the result directly. For a marketing team building campaign pages at pace, that works well. The modules are constrained enough that the brand stays consistent across everything they produce, but flexible enough to support different content structures and campaign needs.
Because the theme integrates with the rest of the client's HubSpot setup — CRM data, forms, workflows, email — the pages aren't just on-brand, they're connected to the wider system. A landing page can feed directly into a pipeline. A campaign asset can trigger a workflow. The design and the marketing infrastructure work as one.
The result
The marketing team can now build on-brand HubSpot pages that feel like a natural extension of their main website — not a different product from a different agency. Whether someone lands on the homepage or clicks through from a paid campaign, the brand experience is consistent.
The team can build and publish independently, without a developer in the loop for routine campaign work. That was the goal from the start.
Does your HubSpot look like your website?
If your business uses HubSpot and your marketing pages don’t match your brand, it’s worth addressing. A custom HubSpot theme built to your existing design means your team can move quickly without compromising on consistency — and without needing a developer every time they want to launch a campaign.
We've done this for clients and we're building more. Get in touch if you'd like to talk about what it might look like for your organisation. if you’d like to talk about what it might look like for your organisation.