How to Create Pages in HubSpot Content Hub (2026 Guide)

HubSpot rebranded CMS Hub to "Content Hub" in April 2024, positioning it as an AI-powered content marketing platform rather than simply a content management system. Within 12 months, Content Hub achieved Gartner Magic Quadrant Leader status for Content Marketing Platforms—a remarkable validation that underscores why UK B2B companies are increasingly migrating from WordPress and other traditional CMS platforms.

The platform's attach rate to Marketing Hub grew from 13% to 54% during 2024, making it HubSpot's fastest-growing product line. For UK marketers evaluating CMS options, this guide provides everything you need to create, customise, and publish pages that connect directly to your revenue pipeline—with the added benefit of Breeze AI capabilities that weren't available even 18 months ago.

Understanding HubSpot Content Hub in 2026

HubSpot Content Hub is fundamentally different from WordPress, Squarespace, or Webflow because it's built natively on HubSpot's CRM foundation. Every page, form, and conversion point automatically syncs with your contact database—eliminating the plugin integrations and data silos that plague traditional CMS setups.

For UK businesses, this matters because 80% of B2B buying journeys now happen without direct vendor contact, according to Gartner's 2024 research. Your website isn't just a brochure—it's your primary sales tool. When visitors interact with Content Hub pages, their behaviour feeds directly into lead scoring and sales intelligence, giving your team visibility that standalone CMS platforms simply cannot provide.

Creating Your First Page: Step-by-Step Process

The page creation workflow in HubSpot Content Hub follows a logical sequence: navigate to your pages dashboard, select a theme, choose a template, then customise using the drag-and-drop editor. The entire process typically takes 15-30 minutes for a standard page, though more complex layouts with custom modules may require additional time.

Step 1: Access the Pages Dashboard

From your HubSpot portal, navigate to Marketing → Website → Website Pages. You'll see separate tabs for Website Pages, Landing Pages, and Blog—each serving distinct purposes in your content strategy. Website pages are for standard site content, landing pages for campaign-specific conversion pages, and blog for your content marketing efforts.

Click Create in the upper right corner, then select Website Page to begin. If you're building campaign assets, Landing Page may be more appropriate as these templates are optimised for conversion with minimal navigation distractions.

Step 2: Select Your Theme

Themes in HubSpot Content Hub control your website's overall design and branding. They're collections of templates, modules, and style settings that work together to create a cohesive visual experience. When you select a theme, you're choosing the design foundation for your entire site—not just a single page.

HubSpot includes several pre-built themes by default, including options designed for different industries. Click HubSpot themes in the left sidebar to see what's available. While these work well for getting started, most UK B2B companies eventually invest in custom themes through professional HubSpot website design to differentiate their brand and optimise for specific conversion goals.

You can also download themes from the HubSpot Asset Marketplace or have a custom theme built by a solutions partner. Whitehat's HubSpot implementations typically include bespoke theme development to ensure your site reflects your brand positioning rather than looking like a template.

Step 3: Choose a Template

After selecting your theme, you'll see the available templates within it. Templates are the starting point for individual pages—they define the basic layout and structure, which you then customise with your content. Common template types include home page, about page, landing page, and blank templates for complete flexibility.

Give your page an internal name (this won't be visible to visitors) and click Create. HubSpot will open the page editor where you'll do your actual content work. The internal naming convention matters for organisation—consider using a system like "Service | SEO Services" or "Blog | Content Hub Guide" to keep your pages dashboard navigable as your site grows.

Step 4: Customise with the Drag-and-Drop Editor

The HubSpot page editor consists of three main areas: the left sidebar with modules and content options, the central preview pane showing your page, and the top menu for settings, SEO optimisation, and publishing controls. The drag-and-drop functionality allows you to build pages without any HTML or CSS knowledge—simply drag modules from the sidebar into your page.

The left sidebar contains three tabs: Add (modules you can insert), Contents (overview of modules on your page), and Design (theme settings). To add content, click the Add tab and drag modules like text, images, forms, or CTAs onto your page. Click any module to edit its content or styling.

Global content—like headers and footers—appears on multiple pages automatically. When you edit global content from the page editor, changes propagate across your entire site. This ensures brand consistency and eliminates the tedious work of updating navigation or footer information on every individual page.

Customising Theme Settings for Brand Consistency

Your theme is the source of truth for website design. Rather than styling individual pages, you configure colours, fonts, and spacing at the theme level—then those settings apply automatically across all templates and pages using that theme. This approach ensures brand consistency whilst dramatically reducing the time needed to make site-wide changes.

To access theme settings, click the Design tab in the page editor sidebar, then select Edit theme settings. You'll see a preview of your theme with controls for colours, fonts, buttons, forms, and other design elements. Changes made here affect every page using this theme—a powerful feature that requires careful consideration before publishing.

When you're satisfied with your changes, click Publish to apply them across all theme assets. HubSpot will show you how many pages will be affected—review this before confirming to avoid unintended changes to live content.

Understanding Modules: The Building Blocks of HubSpot Pages

Modules are the fundamental building blocks of Content Hub pages. Every element on your page—text, images, forms, videos, CTAs—exists as a module that you can add, configure, and rearrange. Understanding the three types of modules helps you work more efficiently and make better decisions about page structure.

Common modules are standard elements included in every HubSpot portal: rich text, images, forms, buttons, videos, and similar components. These cover most content needs and work consistently across all themes.

Theme modules are custom components designed specifically for your theme. A professional services theme might include testimonial carousels, pricing tables, or team member grids. These modules inherit your theme's styling and provide more sophisticated layouts than common modules alone.

Custom modules are bespoke components built by developers for specific functionality. If you need something that doesn't exist in common or theme modules—like an interactive ROI calculator or a custom integration display—a developer can create it. Whitehat's HubSpot onboarding services often include custom module development for clients with specific conversion requirements.

The relationship between modules, templates, and pages is one-to-many. A single module can appear on dozens of templates, and a single template can generate hundreds of pages. This architecture means updates to a module cascade across every page where it's used—powerful for efficiency, but requiring careful testing before publishing changes.

Leveraging Breeze AI for Faster Page Creation

HubSpot launched Breeze at INBOUND 2024, integrating over 80 AI features across the platform. For Content Hub users on Professional and Enterprise tiers, Breeze transforms how quickly you can create and optimise pages—though it works best as an accelerator rather than a replacement for human expertise.

Breeze Content Agent generates landing pages, blog posts, and case studies from prompts. It analyses your existing content to match your brand voice, producing drafts you can refine rather than blank pages you must build from scratch. UK Elite Partner BabelQuest notes that "this cannot entirely replace a human but is great for generating a framework, doing research, and inspiring your own writing."

Content Remix is HubSpot's most popular AI feature, allowing you to repurpose a single piece of content into social posts, landing pages, audio, and more. If you've written a comprehensive blog post, Content Remix can generate multiple campaign assets from that source material—significantly reducing production time for multi-channel campaigns.

Brand Voice analyses your existing content to create a consistent tone profile. Once configured, all Breeze-generated content adheres to your established voice, including preferences for formality, technical depth, and inclusive language. This feature is particularly valuable for organisations with multiple content creators who need to maintain consistency.

AI Blog Writer generates posts using GPT-4 and Semrush data, providing SEO-informed content suggestions. The basic version is available on Free tiers, with advanced capabilities reserved for Professional and Enterprise subscriptions. For UK B2B companies focused on answer engine optimisation, combining AI-generated drafts with human expertise on AEO best practices delivers the best results.

Optimising Pages for Search and AI Visibility

Every page in HubSpot Content Hub includes built-in SEO tools accessible through the Optimize tab in the page editor. This panel provides recommendations for improving search visibility, tracking completion with green checkmarks as you address each item. However, HubSpot's native SEO recommendations only scratch the surface of what UK B2B companies need to compete in 2026.

Gartner predicts organic traffic from traditional search will decrease by 50% or more by 2028 as AI answer engines capture more user attention. This means optimising solely for Google rankings is increasingly insufficient. Content must be structured for both traditional search engines and AI systems like ChatGPT, Perplexity, and Google AI Overviews.

For UK companies serious about organic visibility, Content Hub page creation should integrate with broader SEO services that address technical foundations, content strategy, and authority building. The CMS handles on-page basics well, but competitive positioning requires expertise beyond what any tool provides automatically.

Previewing and Publishing Your Page

Before publishing any page, use the preview functionality to check how content appears across different devices. Click the Preview button in the upper right corner to open device simulation, showing your page on desktop, tablet, and mobile viewports. Mobile experience matters significantly—Google's mobile-first indexing means poor mobile rendering directly impacts search visibility.

The preview mode also allows you to copy a shareable link, enabling stakeholders to review pages before they go live. This is particularly useful for approval workflows in larger organisations where marketing, compliance, or leadership teams need to sign off on content.

When you're ready to publish, click the Publish button or navigate to the Schedule tab for future scheduling. HubSpot will prompt you to confirm page settings—take this opportunity to verify your URL structure, meta information, and any tracking parameters. Once published, your page immediately appears on your live site and becomes eligible for search engine indexing.

For UK companies with regulatory requirements—such as those in biotech, fintech, or professional services—Content Hub Enterprise includes content approval workflows that require designated reviewers to authorise pages before publication. This governance feature helps maintain compliance and brand consistency across larger teams. Whitehat's work with regulated industries typically includes configuring these approval workflows during HubSpot onboarding.

Why UK B2B Companies Choose Content Hub Over WordPress

WordPress powers 43% of all websites globally, but its market share has declined 7 percentage points since 2022 as SaaS platforms gain ground. For UK B2B companies evaluating CMS options, the decision often comes down to three factors: security, integration, and total cost of ownership.

Security: WordPress experienced 7,966 new vulnerabilities in 2024—a 34-68% increase from the previous year—with 93% originating from plugins. Content Hub eliminates these risks through managed infrastructure with automatic security updates, SSL certificates, WAF protection, and SOC 2 Type II certification. For UK businesses navigating ICO compliance requirements, HubSpot's built-in consent management simplifies GDPR and PECR adherence.

CRM Integration: Content Hub's native CRM connection means every visitor interaction feeds directly into your sales and marketing intelligence. HubSpot reports 107% increase in leads within 6 months for companies using their full platform. Achieving similar integration with WordPress requires multiple plugins, custom development, and ongoing maintenance—often costing more than the Content Hub subscription itself.

Total Cost of Ownership: While WordPress itself is free, UK businesses typically spend £6,000-£10,000 on initial website development, plus ongoing costs for hosting, security plugins, backups, and developer maintenance. Content Hub's subscription includes all of these elements, making costs more predictable and often lower over a 3-5 year period.

HubSpot's ROI data from surveying over 268,000 customers shows 95% achieve positive ROI, with average savings exceeding £80,000 in the first two years and 505% average ROI over three years for Marketing Hub users. These figures explain why Content Hub's attach rate has grown so dramatically among existing HubSpot customers.

Frequently Asked Questions

Getting Started with HubSpot Content Hub

Creating pages in HubSpot Content Hub is genuinely straightforward once you understand the theme-template-module hierarchy. The platform's native CRM integration, Breeze AI capabilities, and enterprise-grade security make it a compelling choice for UK B2B companies serious about connecting their website to revenue outcomes.

For organisations evaluating Content Hub, the key decision points are tier selection (particularly the Starter 30-page limit versus Professional's full capabilities), migration planning if moving from another CMS, and whether to implement independently or work with a certified partner.

Whitehat runs the world's largest HubSpot User Group in London and has implemented Content Hub for over 50 UK B2B clients. Whether you need a complete website rebuild, migration support, or just want to understand your options, our team can provide an honest assessment of what Content Hub could do for your business.

References & Sources

1. HubSpot Content Hub Product Page – Official product information and pricing
2. HubSpot ROI Report – Platform ROI data from 268,000+ customers surveyed
3. HubSpot Knowledge Base: Getting Started with Content Hub – Official documentation
4. HubSpot Academy: CMS for Marketers Certification – Free training course
5. Gartner Content Marketing Research – Magic Quadrant and market analysis
6. W3Techs CMS Usage Statistics – Market share data for CMS platforms