HubSpot CMS Review: HubSpot vs WordPress 2023

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HubSpot CMS Review: HubSpot vs WordPress 2023

One of the most critical decisions for a business is where to host its website, and a CMS or content management system is a crucial component. Some companies with an internal IT team prefer to self-host their CMS using open-source software like WordPress because they require higher-level security or business integrations. However, a growing trend is towards using a SaaS (software as a service) CMS software because you can leverage a shared hosting platform with hosting benefits like security, a content delivery network for images, fast servers, customer support, etc.

WordPress has long been the CMS leader for business websites, but now there are more CMS platforms to consider, like Webflow, Squarespace, Spotify, Bigcommerce, and the HubSpot CMS platform (formerly called HubSpot COS). This HubSpot vs WordPress article will introduce you to the HubSpot CMS and how its features compare to WordPress CMS. Learn which CMS to use for your business website in 2023.

The main differences between WordPress and HubSpot is the way they are built. WordPress is open source and so offers a lot of customization and flexibility. HubSpot is a paid platform but with it comes simplicity and tools a business needs for growth. WordPress requires plugins, external tools, and deeper understanding on how these tools work together. HubSpot however, works to become your business hub.

hubspot website builder theme settings

HubSpot Website Builder Examples

It is often helpful to look at how others have used the HubSpot CMS for their websites or landing pages. Below are some places to find examples.

HubSpot Website Builder Pricing

Below are the pricing options currently available. I recommend the professional plan if your marketing budget has room to cover $360/month and you are serious about online marketing,

NOTE: This page contains affiliate links, meaning I receive a commission if you upgrade to a paid plan (with no extra cost to you), this helps support this site. Thank you in advance!

Plan Type

Would Be A Good Fit If…

Main Features

Monthly Cost


Trying out the CMS to see if it is a good fit for your business. The Free version is limited and has HubSpot branding so it is best used in limited form prior to upgrading to one of the higher plans

Up to 25 website pages. Does not include dynamic content.

Includes HubSpot branding.

20 Simple Landing Page Templates with HubSpot branding



1-10 employees

50 web pages. Does not include dynamic content.

Remove HubSpot branding on website pages but not landing pages.

URL Redirects

20 Simple Landing Page Templates with HubSpot branding



10-200 employees

CRM Personalization

Password Pages

CTA Fields

Content Staging

10,000 Coded Landing Page Templates without HubSpot branding



200-2,000 employees

Custom Objects


Multiple Root Domains



Is HubSpot CMS Worth It?

HubSpot doesn’t make sense for micro or solo businesses unless you have the revenue to cover the expense. But if you have a larger team and need to invest in creating a marketing machine it is a perfect solution. Below in my opinion are use cases for using HubSpot CMS vs WordPress + HS plugin. Here is another good list of HubSpot CMS benefits.

  • You have more money than time. Will one new customer easily cover the cost of HubSpot?
  • Your marketing and sales organization has more than 5 people and you are generating a lot of marketing assets.
  • Will your business benefit using HubSpot marketing tools and HubSpot analytics reports?
  • Does your business marketing strategy leverage inbound marketing and email marketing?
  • You don’t have access to an in-house developer or marketing company retainer to maintain your site.
HubSpot Website Builder Decision Tree Checklist
  • Is your site primarily public-facing content, and does nothing need to be private or require high levels of secure access?
  • Do you have a global team of marketing and sales?
  • Do you need to translate content?
  • Do you need the ability to create hundreds of landing pages and email campaigns?
  • Do you have a developer to maintain your WordPress site hosting and security regularly?
  • Would you like to split-test web pages to optimize lead generation?
  • Do you see the benefit of having one login for your marketing and sales efforts?
  • Would you like to use personalized pages with CRM data to increase conversions?
  • Do you need SEO features like recommendations and topic cluster management?
  • Do you see the value of having access to a support team to ask questions when things are not working?
  • The WordPress editing experience is clunky and confusing using third-party page builder plugins?

If you answer yes to many of the questions above, I would consider HubSpot CMS.

Summary and Recommendation

Both WordPress and HubSpot CMS are great options for building a business website. Any CMS will make building and managing a website a lot easier. Before you decide, I suggest you write down a list of all of the needs and all of the nice to have. Try and identify deal-breakers.

One deal breaker I have seen others face is the server control issue. If you need complete control of the server, you are best to use WordPress. If you are a business with 50+ employees and want an easy-to-use website and work autonomously from your IT department, I would give HubSpot CMS a look.

Do you need help choosing a CMS? Contact me

Frequently asked questions

How is HubSpot website builder different than WordPress?

HubSpot website is part of a larger SaaS product HubSpot is primarily a CRM. The CMS is a lot more expensive, but the value it provides a business is increased because company data is unified and shared across business departments.

Is HubSpot the same as WordPress?

No, it's different. If I had to generalize, WordPress is website software, and HubSpot is business software. HubSpot has a collection of Hubs you can use to manage your business processes.

Is HubSpot a good CMS?

I like how easy it is to build pages and content with HubSpot. The development experience has improved by introducing themes and a CLI. But the fact that many sales and marketers use the platform speaks to its ease of use.

Which CMS is better than WordPress?

Wikipedia has this excellent list of CMS options available. Better can only be determined based on your needs and list of requirements.

Written by: Jake Lett
I share digital marketing tips and HubSpot tutorials to help marketers and business owners grow their business.

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