All this and more in this week’s edition of The Hypha Wire, from Hypha HubSpot Development.
Friday again! Welcome back to The Hypha Wire.
I’ve discussed accessibility many times before in this newsletter, during events like National Disability Employment Awareness Month, Global Accessibility Awareness Day, and the ADA anniversary, among others. Today, however, I want to talk about accessibility through the lens of regulation.
Let’s discuss the EAA. Adopted in 2019, the European Accessibility Act (EAA) is “a directive that aims to improve the functioning of the internal market for accessible products and services...The European accessibility act covers products and services that have been identified as being most important for persons with disabilities while being most likely to have diverging accessibility requirements across EU countries.”
These products and services include things like computers, smartphones, banking services and more.
These are not the first geographical accessibility standards, as Canada has enacted a host of national and provincial regulations on accessibility. The Web Content Accessibility Guidelines (WCAG) exist as well, but these are developed by a global consortium.
While the EAA began in 2019, its regulations go into effect on June 28, 2025. Yes, this is very soon!
Don’t panic. If your website and digital products are already compliant with the WCAG, you should be in good shape, as “the EAA points to EN 301 549 as the standard for compliance. In its current state, EN 301 549 defines WCAG 2.1 AA as the baseline for conformance.”
There are some other factors in the EAA at play, so it’s best to review the requirements of the Act to ensure you’re compliant. If you’re not in compliance you may receive fines, penalties, or become the subject of legal action.
If you’ve committed to digital accessibility, this shouldn’t be anything new. There have been consequences of inaccessibility for years. What’s different is that the laws and regulations are expanding, with potentially more countries codifying their own rules in the future.
If you have questions about the accessibility of your website, please reach out! Our team has studied the WCAG and builds with accessibility in mind, and shares toe goal that all these regulations desire to achieve: creating a world where people with disabilities have equal access to technology and beyond.
This should not be taken as legal advice, and is intended for general informational purposes only.
-Sage Levene, VP of Marketing, Hypha HubSpot Development
Open Mic
Stop Wasting Leads: The Segmentation Wake-Up Call
By Iman Khondker, Technical Project Manager, Hypha HubSpot Development
I’ve audited thousands of HubSpot portals over the years, and I keep seeing the same missed opportunity: teams treating all leads the same way.
Here’s what usually happens:
Someone fills out a form. Sales reaches out. No answer? The lead gets marked “left message” and disappears into the void. Meanwhile, that person who was genuinely interested in your salad offerings, for example, keeps getting emails about burgers and pizza until they unsubscribe in frustration.
The problem isn’t your leads—it’s your segmentation.
Think about it: if you sell multiple products or serve different markets, why would you treat a trade show lead the same as a webinar attendee? Or send the same follow-up sequence to someone interested in enterprise solutions versus small business tools?
Here’s the reality: Segmentation isn’t just about organizing lists—it’s the backbone of personalization that actually converts.
When you segment properly, magic happens. Your webinar attendee gets relevant content about their specific interest. Your enterprise prospect gets routed to the right sales rep. Your “no answer” leads get nurtured automatically instead of forgotten.
The three-step fix:
Collect what matters most (one custom property that changes everything)
Match content to actual interests (stop the spray-and-pray approach)
Let automation handle the follow-up (because manual sorting is so 2015)
The best part? This isn’t about driving more conversions—it’s about improving the quality of the ones you already have. When people feel seen and heard, they engage.
At Hypha, we’ve seen clients transform their entire pipeline just by getting segmentation right. One simple custom property question can be the difference between a lost lead and a paying customer.
Want the step-by-step playbook?Read the full guide to see exactly how to implement these three strategies in your HubSpot portal—including the bonus workflow goal trick that stops over-nurturing in its tracks.
Honestly, I forgot TikTok was even facing a ban at this point.
“It is not clear how many times Trump can — or will — keep extending the ban as the government continues to try to negotiate a deal for TikTok, which is owned by China’s ByteDance. While there is no clear legal basis for the extensions, so far there have been no legal challenges to fight them. Trump has amassed more than 15 million followers on TikTok since he joined last year, and he has credited the trendsetting platform with helping him gain traction among young voters. He said in January that he has a ‘warm spot for TikTok.’”
Corporate Pride sponsorship is sadly wavering, with many companies stepping back from their DEI initiatives. (👎)
“‘It’s beyond disheartening that we’ve seen some corporations bow to public pressure and step back from being voices for change,’ Kilbride of NYC Pride said.
“‘We need corporations and partners of all sizes to step up to the plate, stay on the right side of history and support the entire LGBTQIA+ community. We’re here. We’re queer. And we’re not going anywhere,’ Kilbride said. ‘Regardless, our community will do what it has always done — from Stonewall, to Compton’s Cafeteria to the youth-led trans protests today — we march on.’”
Hypha Highlights
Are your website traffic and conversions dropping despite consistent content efforts? You’re not alone. Industry analysis shows a clear pattern emerging: websites built just a couple of years ago are already struggling with visibility, conversion performance, and user experience standards that now influence success across digital channels.
While traditional Google search remains the primary way people discover businesses, the digital landscape has become significantly more complex since 2024.
The sites that seem to perform best in this evolving environment tend to be those that have adapted to leverage HubSpot’s latest capabilities rather than maintaining static configurations from previous years. This includes not just technical updates, but rethinking how your homepage works when visitors arrive with vastly different levels of prior knowledge about your business.
If you only have time to implement a few changes, focus on these high-impact HubSpot CMS updates.
We have a new edition of our HubSpot Feature Highlight series. Up today: Adding Starter Hubs and Seats.
Self-Serve HubSpot Expansion: Add Starter Tools or Seats Anytime
Growing your use of HubSpot? The process of adding Sales Hub Starter, Service Hub Starter, Marketing Hub, Content Hub or Operations Hub Starter, or additional seats to your current portal is quick and easy.
There’s no need to request a quote or engage your HubSpot rep for these lightweight additions.
Why this matters:
Instant access: Once purchased, the new features are unlocked immediately in your portal.
No quote required: Since Starter tiers are flat-priced, there’s no room for negotiation. Because of this, HubSpot allows you to purchase directly.
No contract reset: Adding a Starter Hub or seat extends your current contract—it won’t start a new 12-month term.
How to Add a Starter Hub or Seat
In your portal, click your company name in the top right.
Go to Pricing & Features.
View your current subscriptions and available upgrades.
Click Buy Now under the Hub or seat you want to add.
Select the quantity (for seat-based Hubs) and complete the self-checkout process.
Consult with Your Hypha Account Manager First
While Starter Hubs are easy to add, they can impact how your other Hubs function or influence future upgrades. We recommend speaking with your Hypha account manager before making changes. We’ll ensure your software stack stays aligned, are cost-effective, and future-ready.
OpenAI made headlines for a few things; the company launched record mode, where ChatGPT can now, “transcribe and summarize audio recordings like meetings, brainstorms, or voice notes.” Additionally, the company cautioned that future models may empower novices to more-easily create bioweapons (oh, great). Lastly, two tech watchdog nonprofits, Midas Project and the Tech Oversight Project, released The OpenAI Files, described as the “most comprehensive collection to date of documented concerns with governance practices, leadership integrity, and organizational culture at OpenAI.” Should make for an interesting read.
Midjourney has stepped into the video game, debuting its V1 Video Model, which allows users to animate their AI-generated images, extend videos up to 4 times, and animate uploaded external images.
Google launched Gemini 2.5 Flash-Lite in preview, billed as its fastest and most cost-efficient model designed for high-volume, simple tasks. The model is 1.5x faster than previous versions.
Big Tech companies including Amazon, Google, Microsoft and Meta are lobbying for a 10-year ban on U.S. states regulating AI models, with the provision having already passed in the House version of Trump’s budget bill. Supporters argue it’s necessary to prevent inconsistent regional rules that could harm U.S. competitiveness against China. The proposal has split both the tech industry and Republican Party, with critics calling it “a power grab by tech bro-ligarchs” and some GOP senators opposing restrictions on states’ regulatory abilities.
“While many Black Americans have been celebrating Juneteenth since 1865, the holiday has often been overlooked by non-Black Americans. This hour, we look at the tradition of the holiday and recognize its importance as a time to learn more about Black history in the U.S.”
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