WordPress vs HubSpot CMS

Posted on August 30, 2022 by 10 Comments Reader Disclosure Disclosure: If you purchase something after clicking links in the post, we may receive a commission. Thank you for the support!

WordPress vs HubSpot CMS
Blog / WordPress / WordPress vs HubSpot CMS

WordPress has been the go-to CMS platform for more than a decade. With more than half of all websites built on it, it has basically become the industry standard for content management systems. That being said, there’s a new kid on the block. HubSpot CMS has been climbing up the charts since its launch in 2020. In this article, we’ll do a WordPress vs Hubspot CMS comparison so you can make an informed decision about which platform is right for you. Let’s get started.

WordPress vs HubSpot CMS: Who Are They For?

WordPress and HubSpot are similar in that they are both content management systems. Both have the ability for users to customize the appearance, theme, and functionality. That being said, WordPress and HubSpot are probably best suited for different types of users. We’ll take a look at who each platform is best suited for.

Before we get into all that, keep in mind that we are focusing on WordPress.org, rather than its .com counterpart. At Elegant Themes, we believe that the .org product is by far the more robust of the two. If you are on the fence about which platform to choose, take a look at our very detailed post that outlines the differences between the two.

WordPress Content Management System

WordPress is one of the most popular content management systems on the planet. With anywhere from 44% to 65% of all websites built on WordPress, it has a lot of uses for a lot of people. WordPress is also highly customizable. Developers can build their own plugins, themes, and templates to make their websites stand out from the crowd. HubSpot has made a WordPress plugin to integrate HubSpot with WordPress.

Additionally, WordPress is somewhat easy to learn. Those who are just starting in web development can easily find plenty of tutorials to help get them started.

WordPress CMS

HubSpot Content Management System

To put it plainly, HubSpot CMS is geared towards marketers and developers. While WordPress is capable of being a marketing powerhouse, HubSpot provides developers and marketers the ability to have a fully integrated marketing hub, right out of the box. You can get customer information with built-in reporting, set up marketing automations, and be able to tap right into HubSpot CRM without having to set up any customized integrations.

If you want to know what your customers are up to, HubSpot CMS has you covered. Reporting and analytics are a click away thanks to the cohesive HubSpot ecosystem. Check out our detailed HubSpot overview for more.

HubSpot CMS

WordPress vs HubSpot CMS: Ease of Use

Individuals and small business owners are entering the marketplace at the fastest pace in history. Small business growth has more than doubled since 2011. Additionally, it seems like everyone has a side hustle these days. Because of this, content management systems have become an increasingly popular way to build a website.

To keep costs down, more people are taking a stab at designing their own websites. Because of this, it’s crucial to use a platform that is easy to understand, learn, and doesn’t break the bank. Doing things like adding photos, writing blog posts, and knowing how to navigate the admin dashboard are important features that today’s users are looking for.

WordPress CMS Ease of Use

The WordPress CMS is a complex platform. Its ease of use varies widely depending on what theme you use, the functionalities you want to incorporate, and your level of technical ability.

Because WordPress has been around so long, there is an ample amount of tutorials and how-to documentation on various websites on the internet, as well as YouTube. Beginners will be able to pick things up quickly if they only need to create an informational website to get their content out to the world. Additionally, a WordPress newbie can create a simple website without needing any coding knowledge by using a theme such as Divi.

Divi WordPress Theme

On the flip side of that argument, those who wish to create more advanced WordPress sites with custom integrations and functionalities will need to have quite a bit of knowledge of PHP, HTML, Javascript, and CSS to make the most of WordPress. Sure, there are thousands of plugins out there to help you create the site you need, but that involves advanced knowledge and troubleshooting skills to ensure that plugins play nice with each other. Plus, that can be very overwhelming for people who are brand new to WordPress.

HubSpot CMS Ease of Use

Let us just start by saying that HubSpot CMS is built for marketers, developers, and IT teams. Marketers have the features they need to build a website using a drag-and-drop editor – a nice option for non-developers. And, if you are a small business owner or individual who wants to build a website quickly, HubSpot offers an easy interface to work with.

Like WordPress, you’ll need advanced coding knowledge to create a more advanced website. That being said, HubSpot offers a couple of ways to create websites with its platform. For a more advanced development experience, you can build your site with modules, which requires advanced coding skills. If you are new to the CMS world and web design, HubSpot recently launched a more beginner-oriented option with its drag-and-drop page builder.

On the positive side, there are no plugins to purchase. That’s because HubSpot is an all-in-one platform. If you opt for the more advanced approach, you can create your own modules using HTML, css, and javascript to create interactive elements, which is great for hands-on developers. The dashboard comes complete with a code editor that allows you to create your own pages, and modules. Additionally, you’ll need to create partials, which are used to create headers and footers.

HubSpot CMS page editor

That being said, learning the platform requires quite a bit of studying. Thankfully, HubSpot offers an academy that will walk you through the steps to create your first website. Be ready to dedicate at least 5 hours to the academy. By the end, you’ll be certified to build themes and templates using the HubSpot CMS platform. This comes in handy if you’re a web developer looking to add new skills to your portfolio.

Using HubSpot’s new drag-and-drop page builder is a much easier platform to master. You can create new web pages or landing pages with ease by choosing one of HubSpot’s pre-made themes. You won’t need advanced coding knowledge or any graphic design skills to use this version of HubSpot. Simply browse available themes, pick one, and start adding your content.

WordPress vs Hubspot CMS: Customization

First impressions matter. While great content is highly important, so is a professional appearance. Visitors are more likely to stay on your website if it looks good and appears credible. That’s why having the ability to customize your website is critically important.

WordPress Customization Options

The WordPress CMS stands out with its ability to be easily customizable. Even on the most basic WordPress themes, users can control how wide their site is, what colors are used, and choose from endless fonts for their website. Beyond that, there are countless choices for plugins and themes, which give you the functionality and look that you’re going for.

There are both free and paid plugins and themes available to use with WordPress. Basic themes that come pre-installed with WordPress give you customization options with Gutenberg blocks. With close to 30 blocks to choose from, users can customize text, media, layouts, and custom code.

By using premium themes such as Divi, customization options are endless. Premium themes turn WordPress into a no-code design powerhouse, allowing users to change every aspect of a website with an expansive set of content elements (Accordions, number counters, video galleries, and more) at your disposal.

Divi visual builder

That being said, you can easily do too much. Using too many large images, or installing unnecessary plugins can bloat your site, making it load slowly. Nothing cranks up a bounce rate more than a slow site.

HubSpot Customization Options

For Marketers and non-coders, HubSpot CMS offers a drag and drop editor along with other customizable features. The CMS offers pre-built website themes you can use and customize. The number of modules you can add and edit varies depending on the theme that you choose. Some options include call to action, accordion, forms, Google map, portfolio, and social media modules. In addition to customizing modules, you can edit theme settings, header and footer options, as well as author settings.

For developers, customization options are controlled using the command line interface (CLI) version of HubSpot CMS. With the ability to build modules to be used on pages, the possibilities are endless. Developers can place any type of customization they want into a module. For example, if a developer wants a hero module for the home page, they can add any customization options desired. Once integrated into the template, the module’s style options are visible to content editors. Background images, alt text, headlines, text, colors, and content alignment are just a few options.

HubSpot theme editor

Every template created in the HubSpot CLI platform is built from scratch in the code editor and can contain any number of modules, which all have varying customization options. It’s truly 100% customizable, and it all depends on the technical ability of the developer who builds it.

WordPress vs HubSpot CMS: Themes and Templates

Themes are an integral part of every CMS. Changing a theme can give a website a completely different look, and make new features available. Having a good selection of themes is crucial, especially for users who may not have the ability to create their own.

WordPress Themes & Templates

WordPress has the best selection of free and premium themes of any CMS. With literally tens of thousands of themes and hundreds of theme developers in the WordPress world, it’s safe to say you’ll be able to find one that you love. The top premium themes in the WordPress ecosystem offer dozens of modules, and tons of customization options, and can completely change the look and feel of your site.

On the other hand, users can choose a free theme such as Twenty Seventeen, then customize it with PHP, Javascript, and CSS to suit their needs. Additionally, developers can create custom page templates to extend their theme’s capabilities.

WordPress CMS themes

HubSpot Themes & Templates

HubSpot offers a few default themes for its users. They are available for free when you sign up for a HubSpot CMS account. Users can download a default theme for use on their website, or create their own theme based off of it. Downloading themes for use in HubSpot is achieved through the HubSpot marketplace. It’s a good choice for people who want to have a website to represent their business without having to do much coding.

HubSpot CMS default themes

If a developer wants to alter a default theme, they are required to use HubSpot CLI, which is HubSpot’s command line interface. From there they call a theme to be imported into their dashboard.

HubSpot also offers premium themes for its users. The HubSpot marketplace contains more than 230 themes. In addition to themes, users can install modules and templates for their sites. Some of these themes are free, while others are offered for a one-time fee.

HubSpot CMS marketplace

WordPress vs HubSpot CMS: Publishing Tools

Both WordPress and HubSpot CMS can publish blog posts, although they both have different ways to do so.


WordPress makes it quite easy for users to create blog posts. There are two ways to accomplish it. Users can use the classic editor, which is basically a generic word processor. If you are familiar with Google Docs or Microsoft Word, you’ll be right at home with the classic editor.

Classic editor

The other method, Gutenberg editor, looks a bit different but functions exactly the same.

Gutenberg editor

You can install plugins to make using the publishing tools more effective. Yoast SEO is a great tool to enable your site to gain more visitors. If you choose to use the Gutenberg blocks editor, there are lots of plugins that will extend the functionality by adding more modules to choose from.

HubSpot CMS

HubSpot CMS has the ability for blogs as well. Although, it works a bit differently. With HubSpot, you create website pages, landing pages, blogs, and your site tree via tabs.

HubSpot blog

Posts can be created with the click of a button.

Create a new post

The post editor consists of two tabs, along with settings for blog content, your website’s header, comments, and the footer. You can assign your post to different themes, which is a nice feature in case you’d like your posts to look different, based on content. While the interface is easy to navigate, it takes a bit of getting used to if you are accustomed to different post-editors.

post editor

WordPress vs HubSpot CMS: Security

Website security is essential, especially in today’s environment. Without good security protocols in place, your site is vulnerable to attacks such as denial of service (DDoS), malware, bots, and hacks. Thankfully, security is at the forefront for both WordPress and HubSpot.

WordPress Security

WordPress security is a complex issue. It’s largely dependent on the host you choose for your site, as well as the plugins. More high-end hosting companies provide everything you need to keep your WordPress site protected. Hosts such as SiteGround and Cloudways stand out on security with SSL certificates, bot protection, and server-side options for malware all covered.

If users want to use a plugin to keep their site safe, there are some really great WordPress security plugins available. Wordfence and Sucuri are highly utilized plugins that will provide firewalls, bot protection, and protection against DDoS attacks. Additionally, WordPress stays on top of things by releasing updates to its platform regularly.

HubSpot Security

One of the best things about HubSpot CMS is its security features. Because HubSpot is a software as a server (SaaS) solution, you’ll get everything you need in one package. HubSpot grants you an SSL certificate, network and perimeter protection, customer data protection, and application protection all in one platform.

There’s no need to add additional services to your account, and there are no plugins to install. TLS 1.2 or 1.3 are standard, plus they use end-to-end encryption. This means that your site’s files, along with customer information, are safe and secure from beginning to end. In addition to that, you’ll receive a web application firewall, protection against DDoS attacks, and regular vulnerability scanning.

WordPress vs HubSpot CMS: Ecommerce

Both WordPress and HubSpot offer eCommerce solutions — with some help.

WordPress eCommerce Solutions

WordPress can integrate with many eCommerce solutions. The most utilized is WooCommerce. The WooCommerce plugin is free. You can set up your store and start adding products in minutes. However, if you want a customized solution using Woo, you’ll likely need to purchase add-ons that can inflate the cost of your online store considerably. Add-ons range anywhere from $29 to $299, so costs can add up quickly.

In addition to WooCommerce, solutions such as Shopify and Printful are also possible. The great thing about WordPress is the ability to incorporate multiple solutions through plugins and integrations to get the perfect online shopping solution for your business.

HubSpot eCommerce

HubSpot doesn’t offer a native eCommerce solution. To sell products, or have a full-featured online store, you have two options. The first option would be to embed payment buttons with a script or shortcode. Both PayPal and Ecwid offer such solutions. However, you won’t be able to get any reporting or manage your products from within HubSpot by choosing this method. It should be noted that this solution is probably best for sites with only a few products.

The other option would require a HubSpot user to set up a dedicated shopping platform such as Shopify or Volusion. HubSpot can’t process credit card payments or display database-driven shopping cart pages. To implement this solution, you’d need to set up a sub-domain on your HubSpot site.

WordPress vs HubSpot

When it comes to considering a WordPress site versus a HubSpot site, it depends on what you plan to use your site for. When you look at each platform, WordPress offers the most in terms of customizations, with the ability to choose from literally thousands of themes and plugins. HubSpot will likely catch up to WordPress in time, but it could take years. Developers have been producing content for WordPress for nearly two decades.

Both WordPress and HubSpot can be complicated to set up for a beginner. That being said, there is a vast amount of learning opportunities for beginner WordPress users on the internet. A simple Google search can provide newbies with an abundance of information to help get them started.

On that same note, HubSpot offers some resources as well. Their HubSpot Academy aids new users in learning the ins and outs of HubSpot, in one convenient location. When it comes down to it, WordPress has the edge in terms of ease of use simply because customizing your theme using HubSpot takes a lot of time and effort, along with vast knowledge of programming.

What about Cost?

As far as cost is concerned, the edge goes to HubSpot. Since HubSpot is a SaaS solution, you’ll get hosting, security, an SSL certificate, and one website — starting at $23 per month.

That being said, professionals will pay more. For the professional plan, users should expect to pay $360 per month. That seems like a lot of money, but you’ll get a lot of bang for your buck including up to 100 websites, 10,000 web pages, up to 100 email inboxes, and more. We know what you’re saying — WordPress is free. Yes, but by the time you purchase hosting, plugins, themes, and extra services, it’ll add up quickly.

In the end, both platforms have their merit. If you are a small business owner or individual looking to create a beautiful website but don’t need a lot of fancy integrations, WordPress is probably best suited for you. However, if you are a marketing professional who is heavily involved with automation and need the utmost control over your customer base, HubSpot is a great option.

One more thing. Before you make your final decision on your website platform…are you curious to see how WordPress stacks up against its other biggest competitors? We did the hard work and compared WordPress vs everything else so that you don’t have to! Most recently, we reviewed WordPress vs Laravel, and I think you will be interested to see the results.

Who do you think wins the battle between WordPress and HubSpot? Sound off in the comment section below.

Disclosure: If you purchase something after clicking links in the post, we may receive a commission. This helps us keep the free content and great resources flowing. Thank you for the support!


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  1. Unfortunately, if you’re using HubSpot’s more advanced marketing features, there’s no way around using their CMS. Otherwise, I would not recommend it.

  2. I would have liked to know the SEO comparison. Is that info available?

  3. I use both. I found WordPress much more flexible and scalable than Hubspot. I do multilingual directories websites with Divi/Elementor and Geodirectory plugins. This is just not possible with Hubspot. But if you are in services or you sell a few products and you need closer customer interaction and marketing automation, then Hubspot is a good choice.
    If you want a CRM-oriented website go for Hubspot. If you want a flexible publishing platform go for WordPress. You can always integrate Hubspot into your WordPress site to achieve the CRM functionality you need.

  4. I didn’t see any comparison of long-term web life/reliability. What happens when HubSpot goes out of business or becomes obsolete? How does that compare with using an open-source based solution like WordPress?

  5. I once used hubspot cms,is have the features to build a website using a drag-and-drop editor which was brilliant as a newbie in web development .

  6. Great post, I didn’t know you could use WordPress as a CMS! Hubspot is expensive so this is a good alternative.

    • We’ve seen people build completely custom CMS dashboards for WordPress websites and it’s kind of astonishing. It’s not our cup of tea, but if you specialize in one specific niche it might be worth tackling.

  7. its nice I actually would start a website in hubspot but there are problems in translating themes for another languages such as Farsi, In fact we use translated versions of worpress themes but some of them dosent work as well as native language or mistranslated.

    • Online translation tools still have a FAR way to go before they’re anywhere near great.
      We personally recommend trying out a low-cost plug-in that allows you to create subdomains of your site where you can translate your site manually. It’s expensive if you have to pay a translator, but it’s worth it long-term if your site’s SEO is actually decent.

  8. I think for marketers, HubSpot is a great CMS, but WordPress has been there for a long and information about it is a lot and can be gained from anywhere, so going for WordPress is a safer option. Do you think there is any other option than word press and Hubspot?

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