Before you start
- A HubSpot account. The free tier is enough.
- A Make account, which is free, or a paid Zapier plan. Zapier charges for webhooks; Make does not.
- Your assistant, with a lead or two already captured so you can see it working.
Steps
- In Make, create a new scenario, add the Webhooks module, choose Custom webhook, create one and copy its address. Make's free plan includes webhooks; Zapier's does not.
- In your dashboard, open Integrations, find "Zapier, Make and CRMs" and paste the address in. Save it, then press "Send a test lead".
- Go back to Make and it will have learned the shape of a lead. If it is still waiting, press "Send a test lead" again.
- Add a HubSpot module and choose "Create or update a contact". Choosing update as well as create is what stops a returning customer becoming a second contact.
- Map the fields: email to lead.email, phone to lead.phone, first name to lead.name, and put lead.serviceType and lead.preferredTime in a notes or message field.
- Switch the scenario on. A scenario that is saved but switched off receives nothing, which is the step almost everyone forgets.
- Look in your CRM for a contact named "Test lead" on +44 7700 900000, then delete it. Then leave a real enquiry on your own website and watch that arrive too.
Platform steps checked on September 16, 2026 against Make: HubSpot CRM integration
Good to know
- A chat lead often has a phone number and no email. If your HubSpot setup makes email a required field, make it optional rather than inventing a placeholder address that nobody can reply to.
- To create a deal as well, add a second HubSpot module after the first and link it to the contact the first one made.
- The test lead is marked type "test" and a real one "lead.created". That is useful for keeping tests out of a live CRM, but if you add that filter before testing, the test button will look broken. Test first, filter afterwards.
- A lead that is refused is retried after 5, 10, 20, 40 and 80 minutes. Fix the problem within about two and a half hours and the lead still arrives on its own.
- Leads you mark as junk are never sent, so your CRM stays clean.
Can't edit your website?
Every assistant has its own chat page. Link to it from your website's menu, your Google Business Profile, social media or email signature. Or use "Email this to my web person" on your Widget page to send the code to whoever runs your site.
Questions
Do I need the HubSpot app or a developer?
Neither. This uses HubSpot's own Make connector, which you authorise by signing in. Nothing is installed in your HubSpot account and no code is written.
Will it create a duplicate contact for a repeat customer?
Not if you choose "Create or update a contact" rather than "Create". HubSpot matches on the email address and updates the existing contact instead.
Can I send only some leads?
Yes. Add a filter in Make on any field, such as only urgent leads, or only leads from one of your websites. Set it up after you have tested, not before.