What’s The Difference Between HubSpot CMS and WordPress?

If you’re looking to build a new website and are weighing the options found in HubSpot and WordPress look no further. The HubSpot website hosting platform has a number of strengths and a few complexities. Let’s break these down piece by piece to give you an idea of what you’re getting yourself into by choosing one over the other.

As a quick note: this isn’t an exhaustive list of differences, but it’s a good overview of the two systems

In fact, there are several differences between building a website in HubSpot vs WordPress.


WordPress: Free

HubSpot CMS: $300/mo

Programming Language

While this might seem in the weeds, it’s going to have the most significant impact on the differences from a functionality standpoint):

WordPress: PHP

HubSpot: Hubl – this language is proprietary to HubSpot and allows you to call information from HubSpot’s settings, and a contact, company, and deal records.

With this data, you can leverage SMART content on every website page to personalize the content being viewed depending on the contact’s data who’s viewing the page.

For example, if I was a SaaS company and one of my freemium subscribers who’s maxed out all their free tier features was on my homepage I might show a hero image with a CTA centered around it being time to consider a paid subscription.

CSS Templating

This will scale website additions and adjustments significantly.

WordPress: Possible with plugins and some custom development work

HubSpot: Available out of the box


WordPress: Integrates with Google Analytics, or you can just report through GA, there’s some limited reporting in the interface.

HubSpot: Integrates with GA too, also has page level contact generation records from source to help marketers realize what sources are driving which contacts (Subscribers, Leads, Marketing Qualified Leads, Opportunities, and Customers) by page.


WordPress: Depending on the hosting package you use, this functionality is usually included

Hubspot: While HubSpot integrates with several different programs (GoToWebinarZendesk, etc) it doesn’t leverage plug-ins like how WordPress does. This can make development more complicated, but also more secure.

For example, SEO tools are built into HubSpot’s core programming, in WordPress, you’ll need a third party SEO plug-in. While Yoast is widely used and heavily supported if there was ever an update to WordPress that broke something in Yoast your website could be negatively impacted.

Forms and CTAs

WordPress: Generally controlled through plug-ins, I don’t know of any CTA plug-ins, but you can mimic click reporting via onClick javascript and goals in Google Analytics. Note: it won’t tie click or conversion behavior to a contact record and this reporting can be very complex to set-up and won’t render the most reliable results.

HubSpot: Forms have smart fields and enqueue field functionality so you can change the fields displayed as you gather data on a contact. This can enable you to use forms that are short, gather more conversions due to a lower conversion barrier, and incrementally collect more data on a contact as they submit a form multiple times. CTAs can be reported on in their own area of HubSpot, different versions of CTAs can be tested against each other, and click data is stored in a contact record.


WordPress: needs to be acquired through a third party

HubSpot: Included

Content Staging

WordPress: Possible and best handled with subdomains and migrations through hosting provider (easiest if handled through cPanel).

HubSpot: Built-in staging, however, it can be a little cumbersome to get used to.

Content Segmentation

WordPress: Blogs and other post types are broken out individually but all live in the main admin area, this can be easier to use but harder to control permissions.

HubSpot: Landing pages, blog posts, and website pages all live in different sections of HubSpot with permissions set individually.


I’m sure I could think of a bunch of other differences because there are a lot. Working and developing in WordPress is nothing like HubSpot, and the decision to use one over the other will depend on your use case.

Here are some questions to consider:

  • Do I value dynamic website design that will display different content to different visitors based on the data collected about them?
  • Do I currently have, or plan on obtaining, a strategy to gather user data? This is a big one. If you plan on incrementally building out a full inbound marketing strategy with Hubspot at its core the data gathered early on could be highly valuable.
  • Do I have the necessary resources to fully leverage HubSpot’s advanced functionality?
  • Am I looking for a place to host CTAs that are smart and tied to contact records with their own reporting and version testing?
  • If I spend $300/mo on HubSpot’s CMS will I be able to use enough of the resources to make it worth my investment, or am I simply hosting a blog and a few site pages?

At the end of the day, HubSpot is pretty expensive, very powerful, but requires expert knowledge to adequately put the investment to good use.


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