The problem with “it’s just a small tweak” is that it never stays small. Over time, quick fixes pile up: logic scattered in templates, duplicated modules, inline CSS and random naming. The result is a HubSpot CMS build that works, but feels fragile.
HUBL itself isn’t the issue. The problem is when nobody treats HUBL and the template structure like real code.
Studio Nope’s job is to keep your HubSpot CMS build readable, predictable and boring in the best way possible.
How HUBL fits into HubSpot CMS
HUBL is HubSpot’s templating language. You use it to:
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Build page templates and partials.
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Control conditional layouts and dynamic content.
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Wire modules into the right contexts (blog, system pages, landing pages).
Used cleanly, HUBL lets you keep logic in the right places and avoid copy‑pasting HTML across templates. Used carelessly, it turns every change into guesswork.
What clean HUBL and CMS development looks like
A solid HubSpot CMS build has a few simple traits:
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One clear place for each thing
Shared header and footer partials, standard layouts, and a small set of base templates instead of 20 nearly identical ones. -
Modules with clear names and purposes
“Hero – Text and Image” and “Pricing – Three Columns” tell editors exactly what they do. There’s no guessing between five slightly different hero modules. -
Logic grouped, not duplicated
Conditions and loops live in partials and macros instead of being copy‑pasted into every template. -
No surprise overrides
Styles and behavior are driven by theme settings and module fields, not hidden CSS in random places.
The goal isn’t cleverness. It’s boring, predictable structure that feels obvious when you come back six months later.
Common HUBL mistakes that cause pain
If you’ve inherited a messy HubSpot build, you’ve probably seen some of these:
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Templates that mix structural markup, business logic, and odd one‑off styling all in one file.
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Modules that try to handle every layout variation with dozens of toggles nobody understands.
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Hard‑coded text or URLs where fields should exist.
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No consistent naming or folder structure.
These choices don’t always break the site, but they make every new request slower and riskier than it should be.
How Studio Nope approaches HUBL and CMS work
The process is straightforward, just not always followed:
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Understand the real layouts
Start from your actual pages and funnels, not from abstract templates. -
Design modules that match real use
Fewer, better modules that line up with how your marketing team thinks about sections. -
Keep HUBL clean and modular
Use partials, macros, and clear naming. Avoid magic numbers and commented‑out experiments. -
Document just enough
A short note on what a module is for and how to use it saves time for everyone later.
The end result: you can say “add a testimonial section here” or “swap this hero to a video version” without fear.
When you should refactor instead of patch
If your HubSpot CMS build shows these signs, it’s probably time for a clean‑up:
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New developers need hours just to understand what’s safe to touch.
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You hesitate to delete modules or templates because you’re not sure where they’re used.
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Simple layout changes require hacks rather than straightforward edits.
A focused pass on the HUBL and structure is usually cheaper than living with a setup that slows down every project.