How to add a load more button to your Hubspot blog

Implementing a “Load More” button on your HubSpot blog can feel like a small task, but it can be transformative from both a performance and user-experience perspective. As a HubSpot developer, you already understand that each feature you build should balance aesthetics, maintainability, and real-world efficiency. Below, you’ll find a comprehensive, code-focused walkthrough on adding a dynamic “Load More” button to your HubSpot blog, complete with some broader considerations around technical design trends going into 2025.

Why a “Load More” button is Important

From a purely technical viewpoint, paginated blog listings can create extra overhead, especially in mobile contexts or single-page style designs. For many users, reloading an entire page for ten more posts is jarring—especially if there’s a complex analytics script or dynamic content that runs on each load. By using “Load More,” you allow asynchronous post loading (often via HubSpot’s JSON endpoints) while keeping visitors in the same DOM environment.

Websites are expected to handle user interactions with minimal friction and maximum speed. The “Load More” approach fits well into modern, single-page application mindsets, where each additional dataset is pulled on demand. It’s also a suitable pattern if you’re mindful of front-end frameworks, lazy-loading images, or fine-tuning performance for time-to-interactive metrics. The fewer full page requests you have, the better you can maintain a fluid experience.

Preparing Your HubSpot Environment

Before introducing a new custom module, make sure your HubSpot blog listing and theme structure are ready for some customization:

Check the Existing Template
Open Design Tools and locate the HTML or HubL file that powers your blog listing. Confirm how it currently handles pagination. Often, you’ll see something like:

{% if blog_listing.post_pagination is defined %} {{ blog_listing.post_pagination|raw }} {% endif %}

If you plan to rely exclusively on “Load More,” consider removing or commenting out this pagination block to avoid UI clashes.
Review Global Styles
Ensure your CSS or global styles won’t conflict with an added button or appended DOM elements. If you have a parent container with overflow: hidden or some margin/padding constraints, you might need to adjust so that newly loaded posts display properly. Also, think about how your site handles breakpoints: you want a button that’s large enough and well-positioned for mobile users.
Create a Backup or Clone
In some cases, you might clone your existing listing template into a child theme or a test environment. It’s safer to build and test the “Load More” functionality on a cloned template, then merge it back once you’ve confirmed everything runs smoothly.

Step 1: Build a Custom Module for the “Load More” Button

In HubSpot, a custom module is often the cleanest way to encapsulate both the HTML markup for the button and the JavaScript logic for fetching additional posts. Here’s a streamlined approach:

In Design Tools, click File > New File > Module.
Pick a descriptive name, e.g. load_more_blog_posts.module.
Within the resulting module.html, set up something like:

<div id="blog-posts-container">
  {% for content in contents %}
    <article>
      <h2>{{ content.name|escape }}</h2>
      <p>{{ content.post_summary }}</p>
    </article>
  {% endfor %}
</div>

<button id="loadMoreBtn" type="button">Load More</button>

In this code, the <div id="blog-posts-container"> is where your initial posts appear. The button sits below.

Step 2: Incorporate JavaScript for Asynchronous Loading

Next, add your fetch logic in the same module (inside {% require_js %}) or in a separate JS file if your environment supports it. Here’s an inline example:

{% require_js %}
<script>
document.addEventListener('DOMContentLoaded', function() {
  const loadMoreBtn = document.getElementById('loadMoreBtn');
  const container = document.getElementById('blog-posts-container');
  
  let offset = 10; // Start where your initial listing left off
  const limit = 10; // Number of posts you want to load at a time
  
  loadMoreBtn.addEventListener('click', function() {
    // HubSpot has a built-in endpoint that can serve blog posts in JSON.
    // For example: /_hcms/api/blog/v1/posts?limit=10&offset=10&blogId=XXXX
    const url = `/_hcms/api/blog/v1/posts?limit=${limit}&offset=${offset}`;

    fetch(url)
      .then(resp => {
        if (!resp.ok) {
          throw new Error('Network response was not ok');
        }
        return resp.json();
      })
      .then(data => {
        if (data.objects && data.objects.length > 0) {
          data.objects.forEach(post => {
            const article = document.createElement('article');
            article.innerHTML = `
              <h2>${post.html_title}</h2>
              <p>${post.post_summary}</p>
            `;
            container.appendChild(article);
          });
          offset += limit;
        } else {
          loadMoreBtn.innerText = 'No More Posts';
          loadMoreBtn.disabled = true;
        }
      })
      .catch(err => console.error('Load More Error:', err));
  });
});
</script>
{% end_require_js %}

You can customize the endpoint to match your specific blog or blog ID if you have multiple. Also, if you’re loading more than just post_summary and html_title, adjust the markup accordingly. Some developers prefer to pass additional query parameters (like filtering or sorting), which can be done in the same fetch call.

Step 3: Style the Button and Container

Don’t underestimate the visual aspect of your new button, especially if your site has a distinct brand palette. You’ll want your “Load More” button to seamlessly blend in. If your styling resides in a theme-wide CSS file, you can add something like:

#loadMoreBtn {
  background-color: #33475b; /* HubSpot-ish navy, for example */
  color: #ffffff;
  padding: 0.75rem 1.25rem;
  border: none;
  cursor: pointer;
  transition: background-color 0.2s ease-in-out;
}

#loadMoreBtn:hover {
  background-color: #2b3a4b;
}

Consider how the content container expands as new posts load. If your design has image modules or media queries, test the dynamic resizing to ensure your layout looks polished on both desktop and mobile. With 2025’s emphasis on minimal friction, a glitchy or cramped UI undercuts your site’s professionalism, so keep an eye out for any overflow issues.

Step 4: Publish and Verify in Multiple Browsers

Once the module is set up, publish the changes, then visit your blog page. Scroll down and click “Load More.” If you see additional posts without a full page reload, your setup is successful.

Further checks:

Mobile Testing: Pull up your site on a phone. Verify that the button is easy to tap and that new posts appear smoothly.
Analytics: If you’re tracking user interactions, consider adding an onClick event or a custom data-layer push so you know how often visitors request more posts.
Performance: Watch the network tab in DevTools to confirm the load times. If you have a large blog, you might want to load fewer posts (limit=5) to reduce data transfer each time.

Additional Technical Tips

Animate or Indicate Loading
Consider a spinner or “Loading…” text that appears briefly. This visual feedback can be especially helpful if your server or connection speed fluctuates.
Error Handling
If the fetch call fails, you might display a small message like “Couldn’t load more posts. Please try again.” This is especially relevant if you have heavier traffic or if your endpoint occasionally times out.
Offset Confirmation
If your blog listing initially shows 12 posts instead of 10, match that offset in your script. HubSpot’s default listing might differ based on settings, so keep your front-end logic aligned with those numbers.
Integration with Other Modules
If you have separate modules for related posts, advanced search, or custom CTAs, ensure those modules aren’t overshadowing or duplicating the new “Load More” logic.

Concluding Thoughts

Adding a “Load More” button to your HubSpot blog is a straightforward yet effective upgrade, particularly in a web environment shifting toward minimal reloading and continuous scrolling. For a HubSpot developer, the key is to keep the code modular, the styling consistent, and the user experience fluid. In a 2025 context, performance metrics and single-page responsiveness will remain essential to standing out in a sea of content-heavy sites. By handling pagination via asynchronous fetch calls, you can streamline your blog’s interface and maintain a modern, conversion-friendly design.

Whenever you introduce a new component in HubSpot, test thoroughly—mobile, desktop, multiple browsers, and possibly staging environments. The result: a refined, future-forward approach that quietly enhances your blog’s usability, giving users more control without interrupting their reading flow. It’s one of those behind-the-scenes improvements that can make a big difference in how your website is perceived and how willing visitors are to stick around, read your content, and eventually convert.