Hubspot cta

HubSpot CTA Buttons

You are an expert at implementing CTA (call-to-action) buttons across HubSpot email templates and landing page templates. This skill documents the [Company] CTA approach, tracking behavior, and brand-compliant button patterns for both email and web contexts.

This skill works alongside:

• hubspot-email — email template constraints, table-based layout, 600px max
• hubspot-landing-page — landing page template constraints, full CSS support
• web-design — hover/focus/active states, motion, accessibility, and polish/audit workflows for any CTA that ships on a live landing page

Before Building

Always read these first:

1. /brain/brand-guide/brand-guide.md — colors, typography, button styles
2. This skill file — CTA approach and patterns
3. The relevant template skill (hubspot-email or hubspot-landing-page) for context-specific constraints

---

CTA Approach by Template Type

IMPORTANT: Email and landing page templates use different CTA approaches. The {% cta %} HubL tag only works on web/landing pages — it does NOT work in marketing emails (confirmed by HubSpot support; causes "There was a problem loading this content" error in the email editor).

Email Templates: @hubspot/email_cta Module

Email templates use the native email_cta module. Place it bare in the template — do NOT wrap it in a <div> (wrapping hides the module in the editor).

{% module "cta" path="@hubspot/email_cta", label="CTA Button" %}

Centering: Target the module's auto-generated wrapper ID in the non-inlined style block (the one WITHOUT id="hs-inline-css"). Do NOT use the hs-inline-css block — those styles get inlined before the wrapper exists.

<style type="text/css">
  #hs_cos_wrapper_cta { text-align: center; padding: 16px 24px 0 24px; }
  #hs_cos_wrapper_cta table { margin: 0 auto; }
</style>

Brand colors: Marketer sets the brand guide's CTA background, text color, and button radius in the CTA editor's Styles tab. Email CTAs and landing-page CTAs may need different colors — some accents render inconsistently across email clients, and an accent competing with nearby accents loses its call-to-action weight. The brand guide (brain/brand-guide/brand-guide.md) should name the approved CTA color per context.

What does NOT work for email CTAs:

• Styled <a> + {% text %} — HubSpot Remix editor auto-converts to a broken module
• {% cta %} tag — page-only, causes "There was a problem loading this content"
• Wrapping {% module %} in a <div> — hides the module entirely in the editor
• CSS in hs-inline-css targeting #hs_cos_wrapper_cta — styles inlined before wrapper exists

Landing Page Templates: Embedded HTML CTAs with {% cta %}

Landing page templates use {% cta %} HubL tags that reference Embedded HTML CTAs created in HubSpot. The Embedded HTML type gives full design control via custom CSS while plugging into HubSpot's CTA tracking pipeline (views, clicks, conversions).

1. Create an Embedded HTML CTA in HubSpot (Marketing > Lead Capture > CTAs) with the button text, destination URL, and brand CSS
2. Reference it in templates with {% cta "main_cta" label="CTA Button" %}
3. Pick which CTA to use from the sidebar when building each page

Blog Posts (Sanity CMS): Embedded CTA in Card Wrapper

Blog posts use a self-contained HTML card with a HubSpot-tracked button inside. Keep the card HTML in a template file in your instance (e.g., templates/blog-cta.html) and paste it into Sanity's Custom HTML Embed field.

How it works:

• The card wrapper (border, pill label, heading, subtext) is static inline-styled HTML
• The button inside is a HubSpot Embedded CTA with click tracking (create one, note its CTA ID)
• The CTA styles are scoped to the embed's auto-generated CTA class (it ends in the CTA ID) to prevent CSS bleed into the blog page

IMPORTANT: The HubSpot embed code's default <style> uses bare a selectors that will restyle every link on the page. Fix this in the template file by scoping to the CTA class. If updating the embed code, always scope the styles.

Usage: Copy the card template contents into Sanity's Custom HTML Embed field. No modifications needed per-post (the HubSpot tracking link is the same CTA across all posts).

Comparison

Approach	Works In	Design Control	CTA Dashboard	Tradeoff
@hubspot/email_cta module (recommended for email)	Emails	Marketer sets in Styles tab	Yes — views, clicks, conversions	Brand colors set manually per-email
Embedded HTML CTA + {% cta %}	Landing pages only	Full — brand CSS on each CTA	Yes — views, clicks, conversions	Create one CTA per unique URL
Embedded CTA in card wrapper	Blog (Sanity CMS)	Full — inline styles + HubSpot button	Yes — views, clicks	Same CTA across posts; card HTML pasted per-post
Styled <a> + {% text %}	Emails	Full inline CSS	Per-email only	Breaks in Remix editor
{% cta %} in emails	Emails	N/A	N/A	Does not work — page-only tag

Per-Campaign Workflow

For each new campaign (webinar, event, announcement):

1. Go to Marketing > Lead Capture > CTAs (or Marketing > CTAs)
2. Click Create CTA
3. Select Embeds and Buttons tab > Embedded HTML
4. Set the Link URL (e.g., the webinar registration page URL)
5. Set the Button Content (e.g., "Register Now →")
6. Go to Advanced > Custom CSS
7. Paste the appropriate brand CSS (see sections below)
8. Save the CTA
9. When building the email or page, pick this CTA from the sidebar dropdown

---

Brand CSS for Embedded HTML CTAs

Email CTA CSS

Paste this into the CTA's Advanced > Custom CSS when creating CTAs for email use:

a {
  display: inline-block;
  padding: 14px 36px;
  background-color: #111111; /* placeholder — email CTA background from brand-guide */
  font-family: Arial, Helvetica, sans-serif; /* prepend the brand font (see brand-guide) */
  font-size: 17px;
  font-weight: 500;
  color: #FFFFFF !important; /* placeholder — CTA text color from brand-guide */
  text-decoration: none;
  border-radius: 12px; /* placeholder — button radius from brand-guide */
  line-height: 1.2;
}
a:hover {
  background-color: #333333; /* placeholder — hover color from brand-guide */
}

No transitions (email clients don't support them). System font fallback included.

Landing Page CTA CSS

Paste this into the CTA's Advanced > Custom CSS when creating CTAs for landing page use:

a {
  display: inline-block;
  padding: 12px 32px;
  background-color: #111111; /* placeholder — landing page CTA background from brand-guide */
  font-family: Arial, Helvetica, sans-serif; /* prepend the brand font (see brand-guide) */
  font-size: 18px;
  font-weight: 500;
  color: #FFFFFF !important; /* placeholder — CTA text color from brand-guide */
  text-decoration: none;
  border-radius: 12px; /* placeholder — button radius from brand-guide */
  line-height: 150%;
  transition: background-color 0.3s;
}
a:hover {
  background-color: #333333; /* placeholder — hover color from brand-guide */
}

Legacy CTA Caveat

Custom CSS on CTAs is available through the legacy CTA tool. Accounts created after March 17, 2025 do not have access to the legacy tool. The new CTA tool has a visual style editor (colors, fonts, spacing) but no raw CSS input. If using the new tool, set:

• Background color: the brand guide's CTA background
• Text color: the brand guide's CTA text color
• Font: the brand font (see brand-guide), or Arial as fallback
• Border radius: the brand guide's button radius
• Padding: match values above

---

Using CTAs in Templates

In Email Templates (coded, Design Manager)

{% cta %} does not work in email templates — it's a page-only HubL tag. Use the @hubspot/email_cta module:

{% module "cta" path="@hubspot/email_cta", label="CTA Button" %}

Do NOT wrap in a <div> — it hides the module in the editor. Center via non-inlined CSS:

<!-- In the non-inlined <style> block (no id="hs-inline-css") -->
<style type="text/css">
  #hs_cos_wrapper_cta { text-align: center; padding: 16px 24px 0 24px; }
  #hs_cos_wrapper_cta table { margin: 0 auto; }
</style>

The marketer selects a CTA from the sidebar and sets brand colors in the Styles tab.

In Landing Page Templates (fixed layout)

<!-- Tracked CTA — marketer picks from sidebar -->
<div style="text-align: center; padding: 36px 0;">
  {% cta "main_cta" label="CTA Button" %}
</div>

Anchor Link CTAs (Landing Pages Only)

For bottom-of-page CTAs that scroll to a form section, use a styled <a> tag with the .btn-primary class. These don't need CTA tracking — the conversion is the form submission:

<a href="#registration_form" class="btn-primary">Register for the Webinar</a>

---

Landing Page Button CSS Reference

For non-tracked buttons (anchor links, in-page navigation), use the .btn-primary and .btn-secondary classes from the base landing page template:

.btn-primary {
  display: inline-block;
  padding: 12px 32px;
  background-color: var(--btn-primary-bg);    /* primary button color from brand-guide */
  color: var(--btn-text);                     /* button text color from brand-guide */
  font-family: var(--brand-font);             /* the brand font (see brand-guide) */
  font-size: 18px;
  font-weight: 500;
  line-height: 150%;
  border: none;
  border-radius: 12px; /* placeholder — button radius from brand-guide */
  text-decoration: none;
  transition: background-color 0.3s;
}
.btn-primary:hover { background-color: var(--btn-primary-hover); /* hover color from brand-guide */ }

.btn-secondary {
  display: inline-block;
  padding: 12px 32px;
  background-color: var(--btn-secondary-bg);  /* secondary button color from brand-guide */
  color: var(--btn-text);                     /* button text color from brand-guide */
  font-family: var(--brand-font);
  font-size: 18px;
  font-weight: 500;
  line-height: 150%;
  border: 1px solid var(--btn-border);        /* button border color from brand-guide */
  border-radius: 12px; /* placeholder — button radius from brand-guide */
  text-decoration: none;
  transition: all 0.3s;
}
.btn-secondary:hover { background-color: var(--btn-secondary-hover); /* hover color from brand-guide */ }

---

Custom CTA Module (Design Manager)

For drag-and-drop landing page templates, build a custom module in Design Manager so the CTA button appears as a draggable component with a built-in CTA picker.

Module Structure

A custom module in HubSpot Design Manager consists of:

• Fields (the editor UI) — defined in the module's field configuration
• HTML + HubL (the rendering template) — how the module renders on the page
• CSS (optional) — module-specific styles

Field Configuration

Field	Type	Label	Default
cta_button	CTA	CTA Button	(none — marketer picks from CTA library)
alignment	Choice (dropdown)	Button Alignment	center (options: left, center, right)

The CTA field type embeds a CTA picker directly in the module, so the marketer selects from existing HubSpot CTAs — getting full tracking.

Module HTML + HubL

<div style="text-align: {{ module.alignment }};">
  {% cta "cta_button" %}
</div>

Creating the Module in Design Manager

1. Go to Content > Design Manager
2. Click File > New file
3. Select Module as the file type
4. Name it [Company] CTA Button
5. Add the fields listed above using the field editor
6. Paste the HTML + HubL into the module template
7. Click Publish
8. The module will appear in the module picker when editing drag-and-drop pages

Note: This module is for web/landing pages only. Email templates use {% module "cta" path="@hubspot/email_cta" %} (see above).

---

HubSpot CTA Tracking

What CTA Dashboard Tracking Provides

When using {% cta %} with a HubSpot CTA object, you get:

• Views — how many times the CTA was displayed
• Clicks — how many times the CTA was clicked
• Click rate — clicks / views
• Submissions — form submissions attributed to the CTA
• Conversion rate — submissions / clicks
• Aggregate data — performance across all placements of the same CTA

Email Link Tracking (Also Automatic)

In addition to CTA dashboard tracking, HubSpot automatically tracks every link click in marketing emails. This provides per-email click metrics (total clicks, unique clicks, click rate) in the email performance dashboard.

Landing Page Tracking

On landing pages with the HubSpot tracking code:

• CTA views and clicks tracked in CTA dashboard
• Page views, time on page tracked in page analytics
• Form submissions tracked as conversions

---

HubSpot CTA Types Reference

HubSpot's CTA tool (Marketing > CTAs) offers these types:

Type	Behavior	Use Case
Embedded (button)	Inline button element on page	CTA buttons in content — this is what we use
Embedded (image)	Inline image CTA	Banner-style CTAs
Pop-up Box	Modal triggered by scroll %, time, exit intent, or inactivity	Lead capture overlays
Sticky Banner	Fixed bar at top or bottom of page	Persistent promotions
Slide-in	Corner slide-in triggered by scroll %, time, exit intent, or inactivity	Non-intrusive lead capture

Pop-up, sticky banner, and slide-in CTAs require the HubSpot tracking code installed on the page.

Available Module Field Types (for Custom Modules)

When building custom modules in Design Manager, these field types are available:

Alignment, Background Image, Blog, Boolean, Border, Choice, Color, CRM Object, CRM Object Property, CTA, Date, Date and Time, Email Address, Embed, File, Followup Email, Font, Form, Gradient, HubDB Row, HubDB Table, Icon, Image, Rich Text, Text, and more.

The CTA field type embeds a CTA picker in a custom module — the marketer selects from existing HubSpot CTAs for full tracking.

---

Checklist Before Delivering

Email CTAs

• Using {% module "cta" path="@hubspot/email_cta" %} (NOT {% cta %} — page-only tag)
• Module is NOT wrapped in a <div> (wrapping hides it in the editor)
• Centering CSS in non-inlined style block: #hs_cos_wrapper_cta { text-align: center; } + table { margin: 0 auto; }
• Brand colors documented for marketer: CTA background, text color, and button radius per brain/brand-guide/brand-guide.md (set in Styles tab)
• Tested CTA renders and is clickable in editor preview

Landing Page CTAs

• Using {% cta %} for tracked CTA buttons
• Embedded HTML CTA created with landing page brand CSS
• Anchor link CTAs (non-tracked) use .btn-primary / .btn-secondary class
• Hover state works (primary and secondary hover colors per the brand guide)
• Responsive — buttons remain tappable on mobile (min 44px touch target)

CTA Creation (in HubSpot)

• Created at Marketing > Lead Capture > CTAs
• Type: Embeds and Buttons > Embedded HTML
• Link URL set correctly
• Button content text set
• brand CSS pasted into Advanced > Custom CSS
• CTA saved and available in picker

---

MCP Tools: HubSpot Dev & agent-browser

HubSpot Dev MCP (Documentation)

Use these tools to look up HubSpot documentation on CTA behavior, module fields, and tracking:

1. Search docs — Use mcp__HubSpotDev__search-docs to find HubSpot developer documentation on CTA modules, CTA field types, tracking behavior, or the CTA API. Always search before guessing at module behavior or field options.
2. Fetch doc page — Use mcp__HubSpotDev__fetch-doc immediately after searching to read the full documentation page.
3. Get feature config schema — Use mcp__HubSpotDev__get-feature-config-schema when building custom CTA modules to verify available field types and configuration options.

When to use: When uncertain about CTA module behavior, field types for custom modules, or tracking API details. Always verify against docs rather than guessing.

---

CTA Rendering Validation

After building templates with CTA buttons, use agent-browser to validate:

1. Open the template — Use agent-browser open <file-path> to open the email or landing page HTML file.
2. Screenshot the CTA — Use agent-browser screenshot to capture how the button renders. Verify: the brand guide's CTA background and text colors, button radius, and correct padding.
3. Test hover state — Use agent-browser hover on the CTA element, then screenshot to verify the hover color changes to the brand guide's hover color.
4. Test mobile rendering — Use agent-browser set viewport 375 812 to mobile width and verify the CTA remains tappable (minimum 44px touch target) and properly sized.
5. Accessibility check — Use agent-browser snapshot -i to verify the CTA has proper link text (not just "Click here") and is keyboard-accessible.

When to use: After building any template with CTA buttons. Validates that brand CSS is applied correctly and the button works at all viewport sizes.

---

Output Location

Output co-locates with the parent email or landing page template.

---

Mandatory Skill Delegation

Before producing work, check whether any of these skills apply to the task. If they do, load the skill before writing that portion. Do not replicate a skill's logic from memory — load it and apply it.

When the task involves...	Skill to Load	Mandatory?
Building an email template that contains CTAs	hubspot-email	Yes — load for email-specific constraints (table layout, 600px, CAN-SPAM)
Building a landing page template that contains CTAs	hubspot-landing-page	Yes — load for landing page constraints (full CSS, dnd architecture)
CTA button copy (action verbs, urgency, clarity)	copywriting	Yes — load before writing CTA copy
Visual design decisions beyond what's in the brand guide	brand-design	Yes — load for custom visual asset work