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WordPress vs HubSpot

HubSpot Content Hub combines website creation with the power of a CRM platform to customize the entire buying journey, streamline marketing and sales alignment, and deliver true closed-loop reporting.

Get started with Content Hub today!


HubSpot is a cloud-based customer platform that helps scaling businesses grow better with sales, service, marketing, and content management software.

Content Hub is an all-in-one, AI-powered content marketing software that helps you create and manage content that fuels the entire customer journey.


WordPress is an open-source website creation platform based on PHP and MySQL. It’s one of the most popular tools for building a website.

What Sets HubSpot Apart

Create Personalized Content Journeys

What WordPress Offers:

  • WordPress offers a drag-and-drop website builder with thousands of free and paid themes available to customize your site to your brand.
  • Originally designed for blogging, today, WordPress can be used to create websites, landing pages, blogs, and more. That said, personalizing content on WordPress can be a challenge because it lacks pre-built personalization tools and isn’t automatically connected to any customer or user data.

What Sets HubSpot Apart:

  • HubSpot Content Hub is powerful for developers and easy for marketers. Whether you want to write custom code or you don’t know how to code, HubSpot has got you covered. With hundreds of templates and themes, it’s easy to start building today.
  • Unlike WordPress, HubSpot Content Hub brings together your content and marketing with advanced CRM-powered personalization. Generate traffic with SEO tools, personalize pages with smart content, capture leads through forms, nurture with email marketing, and more - no plugins or additional subscriptions required.

After just 6 months, customers who use HubSpot’s content tools see a 99% increase in inbound leads. (source)

Manage Content at Scale

What WordPress Offers:

  • WordPress is a highly customizable CMS that can be used for websites of any size. It offers a variety of tools for managing web content, and plugins can be added to further extend its content management capabilities.
  • WordPress can be used with any standard web hosting provider, but site hosting, security, and maintenance is not included. Moreover, WordPress does not include advanced content management tools like content staging, memberships, or URL mappings out of the box. Plugins are required.

What Sets HubSpot Apart:

  • HubSpot Content Hub is highly customizable and built for scale. From premium cloud hosting to GDPR functionality and access restrictions, get everything you need to grow and thrive in one simple plan.
  • Content Hub makes content management a breeze with tools like content staging, memberships and gated content, URL mappings, and more - all included. Furthermore, we’ve got the security and reliability infrastructure you need at scale covered.
Content Hub Manage Content

After just 6 months, customers who use HubSpot’s content marketing tools see a 114% increase in web traffic. (source)

Optimize Content with Intelligence

What WordPress Offers:

  • WordPress makes it easy to tweak and update your content over time, but lacks reporting and insights into what’s resonating with customers and driving your business.
  • To get reporting and testing tools, you’ll need additional plugins, tools, or subscriptions.

What Sets HubSpot Apart:

  • HubSpot gives you all the tools, reports, and insights you need to optimize your content at scale. 
  • Improve your reach with SEO recommendations, test your pages with a/b testing, monitor your performance with traffic analytics, and prove your marketing ROI with contact attribution - all not included in WordPress.

Customers achieve 237% higher landing page conversion rates with adaptive testing. (source)

AI Capabilities

What Wordpress Offers:

  • WordPress does not offer any native AI capabilities; users are required to add/purchase plug-ins.

What Sets HubSpot Apart:

  • HubSpot’s Content Assistant helps you create content faster and easier. It uses artificial intelligence to suggest topics, headlines, copy, and more.
  • Use AI to generate images, create blog posts, narrate your blog, translate your content, and more. Further improve your efficiency by using Content Remix to quickly repurpose content for other channels and formats!
HubSpot_Content Hub_Content Remix
AI users are 61% more likely to say their company outperformed their goals in 2023 than those who don't use AI. (HubSpot internal research)

Feature Comparison

Total Cost of Ownership


Content Hub gives you all the tools you need to create and optimize website pages with ease — with, or without a developer. And since it's part of the HubSpot CRM platform, you can use that data to build a remarkable website experience.

  • Implementation: Content Hub customers take an average of 70 days to activate Content Hub. (source).
  • Content Hub Professional and Enterprise customers see an increase of 243% in website traffic after 12 months. (source)
  • Service & Support: HubSpot provides different support channels depending upon your subscription, all included.


As an open source platform, WordPress’ sticker price is free, but there are necessary, hidden costs to operating a website that adds up quickly when leveraging WordPress.

Base License
Content Hub Professional
# of pages
Not included
Service & Support
Phone, Chat, and Email support included
Not included
Training & Educational Resources
HubSpot Academy, Community
Support Guides, Community Forums
Not included
Customization / Configuration
Easy to customize & configure in-house
Likely requires support
Developer Support
App Marketplace
Maintenance / Admin
Enjoy a seamless platform 
built on one code base
20 work hours to configure, regular updates required from a developer
Get a demo

Content Management Software That Grows With You

Start with free tools and upgrade as you grow, or hit the ground running with one of our premium editions.

What are customers saying?

HubSpot Content Hub was recognized as a leader by G2 in Small Business, Mid-Market, and Enterprise in 2024. G2 Best Usability, Best Relationship and Most Implementable for Mid-Market customers in 2023.

We were familiar with HubSpot’s landing pages tool in Marketing Hub, and I liked how simple and straightforward the backend is compared to WordPress. [Apptega worked with a web development agency to bring their site from WordPress into HubSpot.]

Joelle Palmer

Digital Marketing Manager



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How HubSpot Measures Up

Our expert research team put in hours of work comparing the top 5 website builders in their field to bring you the best, most up to date information.


Free Content Tools

A free suite of content management tools for marketers and developers. Create or expand your website with free hosting, visual editing features, and more.


Websites Built on Content Hub

Companies trust HubSpot Content Hub to drive business growth. See what others have built with HubSpot’s tools, and get inspiration for your own website.

Deliver Seamless Digital Experiences with HubSpot today.

Content Hub has everything you need to build a powerful, optimized website that converts.