Content Hub, Website Design & Development

HubSpot CMS vs WordPress: Making the Choice Simple

An impartial, practical comparison of HubSpot Content Hub (HubSpot's CMS) and WordPress for teams weighing up modern CMS investment choices.

Super-quick comparison: HubSpot vs WordPress

HubSpot is a fully hosted, CRM‑connected CMS that removes the “plugin + hosting + security + analytics” jigsaw puzzle. WordPress is highly flexible and can match many capabilities with plugins & services, but that adds governance effort and long‑term cost.

With HubSpot, hosting/security/testing/analytics are “in the box.” With WordPress, expect recurring spend across managed hosting (e.g., WP Engine €20–€190+/mo; Kinsta $35–$625+/mo), plugins (Yoast Premium €99/yr; Gravity Forms $59–$259/yr; WP Rocket from $59/yr), WAF/CDN (Cloudflare Pro $20/mo), and maintenance retainers (commonly $60–$100/mo basic; $500–$1k+/mo advanced).

Moving beyond this, however, there are a few different ways to compare HubSpot and WordPress. From working with over 2,750 HubSpot users and managing counteless WordPress and HubSpot website projects, here's our honest assessment so you can choose the right CMS for you.

We will start with side-by-side comparisons of HubSpot vs WordPress for:

Each platform overall
The Total Cost of Ownership for key website items
Key goals and scenarios that businesses need to consider

Followed by some more holistic discussion about the merits of both platforms and what you need to consider.

Executive side-by-side comparison of HubSpot vs WordPress websites

Category	HubSpot Content Hub	WordPress (self‑hosted .org)
What it is	Fully hosted, SaaS CMS built on HubSpot’s customer platform (Smart CRM + Marketing/Sales/Service). Hosting, security, CDN and governance are bundled; key features (SEO, A/B & adaptive page testing, analytics, personalization) are native. AI features (Brand Voice, Content Remix, AI website builder, AI translations) are part of the product line. (HubSpot)	An open-source content-management system you install on your own infrastructure or a managed WP host. It’s built with PHP and MySQL/MariaDB, uses themes and a large plugin ecosystem to extend functionality, and core focuses on publishing while many marketing, security/governance, analytics and testing capabilities are added via plugins or third-party services rather than included in core. (WordPress.org)
Architecture & hosting	SaaS—HubSpot manages the stack (hosting, SSL, CDN/WAF, 24/7 threat monitoring). (HubSpot)	Open‑source CMS software you host yourself or via a managed WP host. Core requires a web server (Apache/Nginx), PHP, database; you are responsible for hosting, updates and security posture. (WordPress.org)
Extensibility	App & template marketplace; serverless functions, reverse proxy support at Enterprise; content embeds/headless blocks.	Vast plugin ecosystem (≈60k free plugins in the official directory; many more paid). Flexibility is a strength, but also introduces update/compatibility/security overhead. (WPBeginner)
CRM & personalisation	CRM‑powered content and SMART content personalization are native; contact attribution and dashboards included.	No native CRM; requires a CRM plugin/integration to personalise experiences or attribute revenue. (WPBeginner)
Security posture	SSL, WAF, CDN and 24/7 monitoring are included features of the hosted platform. (HubSpot)	Security is shared between you and your host. WordPress provides hardening guidance; plugin/theme vulnerabilities are a common operational risk to manage. (WordPress Developer Resources)
Analytics & testing	Built‑in traffic analytics, SEO recommendations, A/B and adaptive testing.	Not in core; typically added via plugins and third‑party tools. (HubSpot)
AI features	AI Website Builder, AI blog generator, Brand Voice, Content Remix, AI translations—embedded in the platform. (HubSpot)	No native AI in core; use third‑party plugins/services. (WPBeginner)
Governance at scale	Roles/permissions, content approvals, SSO, multisites (incl. multi‑domain), memberships/member blogs.	WordPress Multisite is native; for SSO, approvals, memberships you’ll add plugins and manage configuration. (WPBeginner)

What about the total cost of ownership for HubSpot vs WordPress?

Here's a side-by-side of the different cost items when using HubSpot vs WordPress for your website.

How to read this: “Included” means native in the HubSpot subscription. WordPress costs vary by host, plugin stack and service level. Ranges below reflect current market pricing from reputable providers.

Cost category	HubSpot Content Hub	WordPress (self‑hosted)
Hosting & core platform	Included (fully hosted by HubSpot). (HubSpot)	Managed WP hosting typically ~€20–€190+/mo (WP Engine Startup→Scale) or $35–$625+/mo (Kinsta single‑site tiers). (WP Engine)
Security (SSL, WAF, CDN, monitoring)	Included (SSL/CDN/WAF + 24/7 threat monitoring). (HubSpot)	Sometimes included by premium hosts; otherwise add a WAF/CDN (e.g., Cloudflare Pro $20/mo; Business $200/mo). (Wise)
Analytics, SEO, A/B & adaptive testing	Included (native analytics, SEO recs, A/B & adaptive testing).	Add‑ons—mix of plugins/3rd‑party tools. (HubSpot)
Forms, gating, memberships	Included (forms, gated content library, memberships/member blogs).	Often premium plugins (e.g., Gravity Forms $59–$259/yr; membership/paywall plugins vary). (Tekpon)
Performance/caching	Built‑in global CDN + platform optimizations. (HubSpot)	Commonly a paid caching plugin (e.g., WP Rocket from $59/yr) or host features. (WP Rocket)
Anti‑spam	Native controls + hosted email/security posture.	Popular choice Akismet Pro €9.95/mo (commercial sites). (Akismet)
Ongoing maintenance	Platform updates handled by HubSpot; your team focuses on content & UX.	Budget $60–$100/mo for basic maintenance, $500–$1,000+/mo for advanced support (retainers vary by site complexity). (WPBeginner)
Risk & remediation time	Centralized, vendor‑managed stack reduces patching & plugin risk. (HubSpot)	Keep plugins/themes updated and prune unused ones; plugin incidents do occur and add unplanned effort (e.g., Post SMTP CVE‑2025‑24000; recent Gravity Forms supply‑chain incident). (TechRadar)

Goal/challenge scenario matrix

Your busy colleagues will likely need a quick yes/no matrix. Here's one you can share.

Key: ✅ native | ⚠️ requires plugin/integration | ❌ not available

We intentionally marked “native” capability. WordPress can often achieve parity but only via plugins or managed hosts - and that affects TCO, governance, and risk.

Goal / Scenario	HubSpot	WordPress
Email marketing from the same platform	✅ (via Marketing Hub) (legal.hubspot.com)	⚠️ (requires plugin/ESP)
CRM‑powered, page‑level personalization	✅ (SMART content, CRM data)	⚠️ (CRM + personalization plugins)
A/B & adaptive page testing	✅ (native)	⚠️ (plugins/3rd‑party)
Built‑in web analytics & contact attribution	✅ (native)	⚠️ (plugins/GA + attribution tools)
SEO recommendations in editor	✅ (native)	⚠️ (plugins like Yoast; Premium €99/yr) (Yoast)
Drag‑and‑drop page editing	✅ (native, themes/modules)	✅ (block editor), advanced builders via plugins
Forms & gated content library	✅ (native)	⚠️ (e.g., Gravity Forms) (Tekpon)
Hosting, SSL, CDN, WAF included	✅ (native) (HubSpot)	❌ (host/WAF add‑ons needed) (WP Engine)
24/7 threat & security monitoring	✅ (native) (HubSpot)	⚠️ (depends on host/plugins)
Multi‑language management & AI translations	✅ (native + AI) (HubSpot Knowledge Base)	⚠️ (plugins)
Memberships / member blogs	✅ (native)	⚠️ (plugins)
SSO, content approvals, granular roles	✅ (native; Enterprise)	⚠️ (plugins/IdP setup)
Multisite / multi‑domain	✅ (Enterprise—10 domains incl.)	✅ (WordPress Multisite)
AI brand voice / AI content remixing	✅ (native features) (HubSpot)	⚠️ (plugins/3rd‑party)
Serverless functions / reverse proxy	✅ (Enterprise)	⚠️ (requires custom hosting/edge stack)

Already using WordPress and wondering what moving to HubSpot looks like?

Diersch & Schröder struggled with fragmented IT systems, analogue sales processes, and weeks-long customer workflows across its energy subsidiaries. With Avidly’s HubSpot CRM implementation and website migration, D&S achieved 240% efficiency gains, cut fuel card processing time from 7 days to 2, and unlocked €117,000 in annual savings. Read the story here.

D&S case study Website Service Campaign Assets-3-Banner CTA short

What today’s businesses need from a CMS (and where legacy thinking goes wrong)

Modern business websites need much more than a fresh coat of paint. For marketing, sales, and IT teams alike, the content management system is the beating heart of daily operations—and what works for one firm may be a misfit for another.

Too often, organisations approach platform selection with legacy assumptions:

Focusing solely on the initial CMS price instead of considering the total cost of ownership and future maintenance costs
Initial design flexibility and options rather than considering a more strategic approach, which will make the team's future lives easier and the front-end experience for visitors more effective
Or simply carrying on with what’s familiar and "putting up with it" rather than understanding that technology has changed since the last website project at the company

To break away from old habits, start with a blank slate and assess what’s truly essential for your marketing, sales, and IT teams. Use these questions as a scorecard:

Speed & Security: Is our hosting robust and hassle-free?
Do you have the internal resources to manage hosting, security patches, and performance optimisation yourself, or would a fully-managed environment give you a competitive edge?
Ease of Use: Can our team create and edit content without friction?
Is your current system empowering your content creators, or is it a bottleneck that slows down campaigns and requires constant developer support?
Data & Analytics: Can we trust our data to make smart decisions?
Are you able to get comprehensive, reliable analytics from your website, or are you trying to stitch together data from disparate plugins and tools?
Integration: Is our website fully aligned with our CRM and sales tools?
A modern website should be your hardest-working salesperson. How seamlessly does your current site connect with your CRM to pass leads, personalise experiences, and track the entire customer journey?
Evolution: Can our website adapt as fast as our business does?
A website can’t just ‘sit still’ for two years. Does your platform empower you to experiment, run A/B tests, and continuously improve, or does every change feel like a monumental project?

Balanced against these is a need for continuous improvement; a website can’t just ‘sit still’ for two or more years. Instead, the right CMS will empower teams to experiment, gain deeper insights, and adapt to shifting business needs with confidence. History shows that when teams embrace platform decisions with these priorities front and centre, adoption is higher and the long-term results more impressive.

Critical differences, day-to-day experience, and where each CMS excels for business outcomes

HubSpot and WordPress are both giants—yet their strengths and focus areas differ dramatically.

HubSpot vs. WordPress: A Short, Practical Comparison

WordPress is an excellent open-source content platform with limitless themes and plugins. Its strength is its flexibility. However, that flexibility comes with a trade-off: you are responsible for managing security, plugin compatibility, updates, and hosting. For organisations with deep technical resources and strong governance, this can be a powerful option.
HubSpot Content Hub (that platform's CMS) is an all-in-one platform designed from the ground up to be part of a wider growth engine. Core business tools like A/B testing, personalisation, advanced analytics, and SEO recommendations are native, not bolted on via third-party plugins. This integrated approach provides greater reliability, security, and a more streamlined daily experience for marketers. For businesses looking to scale, align their martech stack, and reduce manual work, the gains are tangible

In short; Businesses seeking long-term scalability, especially those with complex martech stacks or global footprints, will see tangible gains in reliability and reduced manual work. On the other hand, organisations with niche or very custom website needs might still prefer the open-source ecosystem of WordPress, provided they invest in strong governance. Ultimately, the daily experience for editors, marketers, and analysts should be at the centre of the decision, informed by demos and case studies rather than assumptions or price alone.

You may remember some controversy around WordPress websites in early 2025. Some of our team talked about this and why WordPress is still a good fit for some businesses despite the very real concerns around plug-ins and staying on top of the developments of your open-source website. Check out the podcast episode on the topic. Watch the video above or head to the blog post if you prefer.

How to ensure seamless adoption and agile enhancement of your website post-launch

Adopting a new CMS isn’t about replacing technology for technology’s sake; it’s a springboard for ongoing digital performance. Build a transition plan that removes friction for editors and marketers, anchoring technical changes with robust communication, training, and support.

Post-launch, set up regular capability reviews to ensure teams are leveraging new features—this is where HubSpot’s rapid innovation can add continual value, while WordPress users benefit from a vigilant eye on plugin updates and security.

Empower stakeholders to raise ideas for next-step improvements and foster a mindset of agile evolution, not one-off launch. Lasting success comes from uniting platform choice with organisational buy-in, process clarity, and visible ROI.

If you'd like to discuss what hosting your website on HubSpot's CMS would mean for your business or compare it to any other platforms, then just get in touch.

Some further reading from the Avidly archives:

Common HubSpot vs WordPress Questions

What is the difference between HubSpot Content Hub and WordPress?
Answer: HubSpot Content Hub is a fully hosted, all-in-one content and marketing platform. It includes CRM integration, built-in analytics, security, hosting, testing, personalization, and AI content tools. WordPress (self-hosted) is open source and offers flexibility via themes and plugins but requires you to provide or manage hosting, security, and many advanced features through third-party tools. Source
Do I need to manage hosting, security, and updates when using HubSpot?
Answer: No. Those aspects are handled by HubSpot. The platform includes SSL, CDN, WAF (web application firewall), threat monitoring, and software updates as part of the service. WordPress requires you or your hosting provider to handle those tasks. Source
If I already use WordPress, what’s the benefit of switching to HubSpot?
Answer: Key benefits include fewer moving parts (since many features are “in-box” with HubSpot vs. needing plugins on WordPress), tighter integration with CRM and marketing tools, built-in analytics and testing, simplified maintenance, and potentially lower long-term cost and risk from plugin conflicts or security vulnerabilities. Using HubSpot as your CMS means you can use HubSpot for other businesss functions and unlock huge efficiencies and cost savings. Read this example.
Is WordPress more flexible than HubSpot? In what ways?
Answer: Not really. WordPress has plenty flexibility in terms of theme and plugin ecosystem, custom code, design freedom, ability to fine-tune performance, and choice of hosting... But HubSpot also allows custom designed modules and features, all then available in easy drag and drop editors.
What are the typical ongoing costs for both platforms?
Answer:
- HubSpot: Subscription plans that include hosting, security, built-in features, support. Extra costs can come from higher tiers (contacts, traffic, additional modules).
- WordPress: Lower entry cost (software free), but costs soon add up: managed hosting, premium themes/plugins, security tools, performance optimization, maintenance, sometimes developer support. Over 1-3 years, these add-ons can become significant. Source
How do the SEO and analytics capabilities compare?
Answer: HubSpot includes SEO tools (recommendations, on-page checks, built-in Agents and AI tools), analytics dashboards, conversion tracking, and attribution reporting out of the box. WordPress also supports strong SEO, but often through plugins (Yoast, Rank Math, etc.) and separate analytics tools, meaning more setup and integration work. Source
Can I personalise content and run A/B or adaptive testing in both platforms?
Answer: In HubSpot, yes—personalisation based on CRM data (SMART content) and testing (A/B & adaptive) are built into the platform. In WordPress, you need third-party plugins or integrations to achieve similar personalisation and testing, and that may come at extra cost and complexity. Source
What about support, reliability, and security?
Answer: HubSpot provides vendor-managed infrastructure: routine updates, security patches, threat monitoring, and customer support (depending on your plan). With WordPress, while the software core is maintained by the open-source community, you are typically responsible for plugin/theme updates, hosting environment security, plus handling any vulnerabilities and configuring backups or monitoring. Source
Does HubSpot restrict design or customisation in any way?
Answer: HubSpot offers solid design flexibility via themes, modules, a drag-and-drop builder, and custom code (especially for higher tiers). However, for extremely custom templates or unusual, bespoke design functionality you might need some custom design and development from a company like Avidly.
What kinds of businesses or websites are best suited to each platform?
Answer:
- HubSpot is well suited for organisations focused on content marketing, lead generation, inbound sales, needing integrated CRM/marketing workflows, seeking reduced maintenance overheads and wanting a faster time to launch.
- WordPress is good for organisations with strong dev/IT resources, or those needing very specific functionality or unusual design that might be easier under an open-source stack.
What happens if I exceed CRM contact limits in HubSpot?
Answer: HubSpot plans scale through tiers. If you need more contacts, user seats or advanced integrations, you’ll need to move up to higher plan levels, which then cost more. However, because many tools are included, marginal cost increases tend to be less “bolt-on” than what WordPress users see when adding plugins or hiring dev work. WordPress scales too (with more hosting or server infrastructure), but also faces scaling complexity (plugins, performance, caching). Source
Can I use both platforms together?
Answer: Yes. Many organisations use WordPress for their public website or blog, and integrate HubSpot as their CRM and marketing stack, using the HubSpot plugin for WordPress or embedding forms/chats. This hybrid model gives flexibility and some of HubSpot’s marketing/CRM capabilities but doesn't unlock the full power of a single business-wide platform that HubSpot can be.
What is the learning curve for HubSpot vs WordPress?
Answer: HubSpot is designed to be more beginner-friendly; many marketing tasks, content creation, personalisation, analytics are more straightforward. WordPress has more moving parts (themes, plugins, host configuration) which can increase learning time, especially for non-technical users.
Is WordPress cheaper in the long run?
Answer: Not always. While the WordPress software is free, extra costs (hosting, premium plugins, security, performance optimization, upkeep, developer time) can accumulate. In many cases, for sites needing marketing, personalisation, testing and automation, HubSpot’s “included” features can lead to total cost of ownership over 1-3 years that is competitive or even lower.
How is scalability handled by each platform (traffic growth, content volume, team size)?
Answer: HubSpot scales by upgrading plan tiers, handling traffic & infrastructure behind the scenes, and offering features for approvals, permissions, and multi-domain/multisite setups. WordPress can scale too, especially on strong hosting infrastructure and with good architecture, but scaling often requires more manual configuration, optimisation (caching, CDNs, server scaling) and more technical responsibility. Source

Notes on all of the above content:

This content was produced by Paul Mortimer from Avidly with assistance from HubSpot's Blog Research Agent, Chat GPT 5 Pro, Gemini 2.5 Pro, HubSpot's Brand Agent, a bank of Avidly produced materials and research, and some HubSpot product literature.
All pricing and links to external content were accurate at the time of writing. Be sure to check the most up to date pricing from both HubSpot and WordPress.