How Does HubSpot Content Hub HubL Work?

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How Does HubSpot Content Hub HubL Work?

Deepti Mittal

Deepti Mittal

May 21, 2026

2 min read

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When building custom websites in HubSpot Content Hub, developers often use HubL, which is HubSpot’s templating language. HubL allows developers to create dynamic templates, pull data from HubSpot objects, and control how content appears on pages.

HubL works alongside HTML, CSS, and JavaScript to power many of the templates and modules used in HubSpot websites.

Understanding how HubSpot Content Hub HubL works helps developers build more flexible and dynamic website experiences.

What Is HubL?

HubL stands for HubSpot Markup Language. It is a server-side templating language used to generate dynamic content inside HubSpot templates and modules.

HubL allows developers to:

  • Insert dynamic content into templates
  • Access CRM data
  • Display lists of content
  • Control logic and conditions within templates

HubL syntax is typically embedded within HTML templates.

Where HubL Is Used

HubL is commonly used in several areas within HubSpot Content Hub, including:

  • Page templates
  • Blog templates
  • Custom modules
  • Dynamic content sections
  • Theme files

Developers use HubL to control how templates render content when pages load.

Basic HubL Syntax

HubL uses a syntax that is similar to many other templating languages.

For example, variables can be inserted into templates using double curly brackets.

Example:

{{content.name}}

This code can dynamically display the name of a page or content item.

Conditional Logic with HubL

HubL allows developers to display different content depending on certain conditions.

For example, a template might show different content depending on whether a user is logged in.

Example:

{% if contact.firstname %} Hello {{ contact.firstname }} {% else %} Hello visitor {% endif %}

This logic allows templates to display personalized or conditional content.

Looping Through Data

HubL also allows developers to loop through lists of data.

This is often used for displaying multiple items such as blog posts or resources.

Example:

{% for post in blog_recent_posts %}
<h2></h2>
{% endfor %}

This code automatically generates a list of blog posts within the template.

Accessing HubSpot Data

HubL can access various types of data stored in HubSpot.

This includes:

  • Page information
  • Blog posts
  • CRM properties
  • Module fields
  • Global settings

By pulling this data dynamically, templates can update automatically when content changes.

HubL in Custom Modules

HubL is also frequently used when building custom modules.

Developers use HubL to control how module fields appear within the module layout.

For example, a module may display an image only if the editor uploads one.

HubL logic helps create flexible modules that adapt to the content entered by editors.

Why HubL Is Important

HubL plays an important role in building scalable websites inside HubSpot Content Hub.

It allows developers to:

  • Create dynamic templates
  • Build reusable components
  • Connect website content with HubSpot data
  • Maintain flexible page layouts

This makes it possible to build sophisticated websites within the HubSpot platform.

Key Takeaway

HubSpot Content Hub HubL is the templating language used to create dynamic templates and modules. By combining HubL with HTML, CSS, and JavaScript, developers can build flexible website structures that automatically display content from the HubSpot platform.

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