Building Dynamic CRM-Powered Webpages

What should your website show its users? That’s a question with one-million-and-one variables.

We could start by asking questions about your users: Who are they? How did they arrive on your site? What are they seeking? Then we’d need to do some self-reflection. What are our business goals for this webpage? What are we hoping the user will do on our website?

As we begin to explore these questions, it quickly becomes clear that the answers vary wildly from webpage to webpage and user to user.

Trying to represent the dynamic and ever-evolving world with static webpages is a losing proposition. Let’s explore how CRM-powered dynamic webpages give your site the flexibility it needs to enhance customer experience.

CRM-Powered Dynamic Webpages Show Users What They’re Looking For

A CRM-powered dynamic webpage uses data from an underlying customer relationship management (CRM) platform to automatically generate content based on CRM data. In HubSpot, developers accomplish this using dynamic pages.

Dynamic pages can incorporate any type of structured data from a HubSpot CRM or HubDB. Selected templates then format this data to automatically create beautiful and functional webpages. Developers can then edit these dynamic pages using HubSpot’s drag and drop editors or send the pages directly for publishing.

You can create dynamic pages for nearly any type of structured data. HubSpot’s CRM Custom Objects API enables developers to incorporate their custom objects into HubSpot. With Custom CRM Objects, you can define existing data as HubSpot CRM objects regardless of its structured data format.

Dynamic Pages Communicate More Effectively

How does the process of creating a dynamic page look? Let’s break it down.

First, a business has some structured data. Any type of structured data is a candidate for a dynamic page.

Let’s say a real estate agent has created detailed profiles for every home they currently offer for sale and populated this data into HubSpot through the CRM Custom Objects API. The ultimate goal is to create unique landing pages for every house currently for sale.

Next, we need to present this data. We can select from HubSpot templates to determine how the dynamically generated webpages will look.

Finally, after generating the page, we must determine when to show the dynamically-created webpage and who will see it. We can control who sees it, and how it looks, based on customer data or basic information like location. We can also control when the page displays.

For example, say the real estate agent doesn’t want to list a house for sale before it’s on the market, and they want to remove it once it sells. Because the page is a dynamic reflection of the underlying CRM data, all we need to do is update records in the CRM, and the page automatically incorporates these changes.

Dynamic pages enable us to make our data and content the centerpiece of every webpage. Rather than struggling to arrange information in pre-existing pages, CRM data produce dynamic pages to serve the data’s needs.

Because the system is automated, our hypothetical real estate agent’s website is now ready to scale seamlessly. No matter how many new houses come onto the market, all the agent needs to do is update their database. Dynamic pages handle the rest, creating unique landing pages for every property.

Getting Creative with Dynamic CRM-Powered Pages

The modern CRM is a vast repository of information. Businesses use CRM tools to track everything from customer contact details to plans for internal events.

However, for many, the idea of a CRM as a generative element of a website is new.  CRMs have traditionally taken a back seat, collecting and organizing information behind the scenes. Yet, more often than not, the CRM is where we find the most up-to-date and detailed information about what is going on within the business in real-time.

Static webpages have given the Internet a bad rap. Manually updated pages quickly become outdated and are a poor source of information.

With CRM-powered webpages, businesses can now leverage their internal data and present it in a curated manner to users. This enables webpages to update, reflecting real-world changes as they happen dynamically.

Though it will always be necessary to manually control certain elements on a website, webpages simply present underlying data. After all, your website’s front-end is a terrible place to store your information!

Dynamic pages invite us to ask: Why not make those presentations as dynamic as the data itself?

Rethinking Old Webpages

Dynamic pages create all sorts of new opportunities to solve old problems.

Let’s consider a hypothetical scenario. A company experiences rapid growth and finds itself hiring almost constantly. What’s more, it’s expanding its physical locations and hiring in multiple geographic areas.

The effort of attracting talent to the company is a full-time job in itself. Compounding that is the need to constantly update hiring information on their website as new positions open up and are filled.

Imagine their hiring page is a simple HTML list of available positions and a contact form — all of which gets updated manually. We can help them out with a bit of structured data and some dynamically generated pages.

First, we’ll collect all the relevant information about the positions they’re hiring and define them as CRM custom objects. Since the company wants to customize pages based on the role, we’ll create templates for presenting the different positions. For example, we might make manager, developer, and customer service templates, then assign jobs in those categories to the relevant template.

We also know the company has different physical locations, so we customize our templates based on location. For each branch, we reference contact details for the local hiring manager. If the user decides to follow up for more information or submit an application, the website directs that information to the relevant manager.

By simply organizing structured data and creating these templates, the business is poised to solve a major headache in its hiring process. We no longer rely on manually updating the hiring page. Instead, we have created a streamlined system for attracting new hires and managing open positions.

Experiment with Dynamic Pages

One of the most exciting things about HubSpot’s capabilities is its open-ended nature. While impressive right out of the box, HubSpot makes developer tools available, too. They enable users to build a truly unique website.

Dynamic pages are no exception. Since HubSpot accommodates any form of structured data thanks to the CRM Custom Objects API, the only limitation to what developers do with dynamic pages is their imagination.

If you’re ready to leave static pages behind, there is no time like the present to start experimenting. Take the time to imagine what your website might look like powered by dynamic pages — or dive right in and start building! Learn more about HubSpot or try it for free.

If you’re interested in developing expert technical content that performs, let’s have a conversation today.



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