Harnessing AI and HubSpot for continuous website growth and optimization

Website projects are no longer what they were just a few years ago. The rapid development of artificial intelligence (AI) has changed not only the tools, but also the way we think about how websites are designed, built and continuously developed.At the same time, the requirements for websites have increased: a visually impressive site alone is not enough – it has to produce data to support decision-making, generate and above all guide leads toward conversion points, and evolve continuously. With a bit more than 10 years of experience working with HubSpot websites, I dare say that although AI does a lot and helps in many ways today, nothing removes the importance of us real experts.

A website is no longer a project – it is a foundation for growth

At Kaksio, we’ve been implementing website projects using the so‑called GDD model for a long time, where the site is built in an agile way and an MVP version is published, which is then developed further in a systematic manner. The goal is not to build a site that is polished down to the very last detail and then forgotten after launch to gather dust while it waits for the next redesign cycle.

Over the years, we’ve found that with the GDD model we can deliver cost‑effective website projects that (usually) also stay on schedule. Continuous development is driven by data, meaning that changes are based on actual results – not guesswork. In recent years, AI has of course also added its own flavor to the website soup...

In the age of AI, a website must:

• adapt to users’ needs
• support marketing and sales in real time  
• enable continuous optimization

HubSpot’s CMS – that is, Content Hub – is built exactly for this. It’s not just a publishing platform, but part of a broader ecosystem where data, content and customer relationships are seamlessly connected.

AI + data = better customer experience

Artificial intelligence is only powerful if it has the right data to work with. In HubSpot, your website is not a separate entity; instead, it is directly connected to:

• the CRM, whose data can be utilized in incredibly diverse ways
• marketing automations, which can be customized to support the lead process
• sales tools, which free up sales reps’ time from lead chasing to more productive work

This enables:

• personalized content for different visitors
• smart CTAs
• more efficient lead identification and nurturing

Content can be produced faster with AI...

AI tools can generate text, images and even videos in seconds. This has transformed content production, but at the same time competition for attention has intensified. Marketers need to remember that generic AI content does not stand out – on the contrary, search engines may even penalize AI‑generated text if it doesn’t actually offer anything new.

The E‑E‑A‑T principle also applies to AI‑powered search, not just traditional search engines:

• Experience: Shows that the content creator has first‑hand, practical or even real‑life experience on the topic.
• Expertise: Means the content creator has the necessary knowledge, skills or education in the field they are writing about.
• Authoritativeness: Refers to the website or author being recognized as a trustworthy source on the topic. Credibility can be increased with external links.
• Trustworthiness: Focuses on the accuracy, honesty and safety of the content and the website.

In summary, AI makes content production faster, but makes thinking even more important. For example, in HubSpot you can create a new language version of your website with just a few clicks – but before you hit the Publish button, it’s highly recommended to read through the text carefully.

...and also guide visitors more effectively

As the amount of content grows, HubSpot’s Customer Agent steps into the picture. With this tool, you can help site visitors find the right answers within all your source material on their own, which reduces the workload of your customer service team. Of course, the content needs to be high‑quality so that the agent can interpret it correctly, because like AI in general, the Customer Agent also likes:

• clear structures and direct answers to questions
• FAQ‑type and list‑based formats

Continuous development is the norm, not the exception

One of the biggest changes is this: websites are no longer “launched as finished”, but increasingly built in an agile way following the GDD model (or similar). Sites are developed based on data, continuously tested and optimized to improve conversions.

When data and content live in the same environment, AI becomes genuinely useful – not just hype.

As a publishing platform, HubSpot makes this practically very fast, because:

• it’s extremely easy to run different A/B tests on pages
• analytics is available directly within the website platform, and you can build customized dashboards to fit your needs
• updating pages is very easy without needing extensive coding skills