WordPress Alternative

A website is the front door to your business, so choosing the right Content Management System (CMS) is important to your business growth. This page compares CMS Hub and WordPress - two popular web content management systems to help make your evaluation more straightforward.
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HubSpot vs. WordPress

In your process to find the best Content Management System (CMS) or Web Content Management System (WCM), you may wonder how WordPress compares to CMS Hub. WordPress is a popular open-source CMS that gives users a platform to build on with custom solutions. CMS Hub takes the pain out of managing your website, and allows you to focus on building campaigns and content that result in growth.

CMS Hub is a cloud-based content management system (CMS).  With CMS Hub, both marketers and developers alike have the tools they need to create amazing websites focused on the customer experience. Users can easily create content, optimize their site for conversions, and gain insight into performance all in one place.

WordPress is an open-source software package that must be installed, or configured on your servers, or using a third-party hosting provider. It’s interface includes basics like content creation tools, but requires plugins for additional functionality like sitemaps, SEO, analytics, and more.

Create Content That Builds Relationships, and Grows Your Business

Creating content that attracts people to your website is where you’ll start utilizing a CMS, so let’s start our comparison on content creation capabilities within HubSpot and WordPress.



There are millions of blogs today, yet creating great content is a sustainable way of attracting and generating customers. But to turn first-time visitors into customers, your content needs to stand-out and be helpful and ultimately help grow a relationship with that individual. Your CMS should not only make it easy for you to create great blog content, but just as important, optimize it for attracting visitors through search as well.

WordPress was originally built as blogging software, but has evolved into a full Content Management System. You can start blogging using themes from WordPress, but depending on the theme or template selected, it’s advisable to use a developer to make layout changes or edits. In many cases, this can result in requiring a developer for many site changes. In addition, if you want to optimize your content for search engines then you’ll need to install plugins, which can create a security risk.

In comparison, CMS Hub was built from the ground-up for marketers and provides an easy to use interface that enables you to write, optimize, publish, and analyze blog content in one-place. With HubSpot, no plugins or extra software is required to serve great looking content on mobile and optimize content for search engines -- it’s all included.

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 HubSpot WordPress
Distraction-free blog editor

Schedule blog posts

Publish to social media

Requires Marketing Hub Professional or Enterprise

Requires plugin

Mobile optimized

Requires supported theme

SEO optimizer

Requires additional software

CTA creation

Requires additional software

Content collaboration

Requires additional software

Content calendar

Requires additional software

AMP support

Requires additional software


With HubSpot Wordpress Plugin

Blog Email Newsletters

2000 email sends/month are included for free with HubSpot CRM

Requires additional software

Blog Import

Depends on CMS you are coming from.

Mary H
HubSpot keeps all of our contacts, customers, and prospects organized, and makes it SO easy to publish blog posts and website pages, and track the analytics for each. Thanks to using HubSpot's Pillar Page feature (which is amazing!), I was able to publish a blog, create backlinks, and get it to the first page at the number 6 search result in just one week.

Mary H

Marketing Content Writer

Landing Pages

CMS-Drag-n-Drop-Editor-3 (1)

After creating a blog, the next place you will use your CMS is to create dedicated landing pages that deeply cover a topic, or convert visitors. Using landing pages you can create a long-form page that explains everything about a topic, such as Facebook marketing, run a webinar or event, or host a resource for visitors to download. Landing pages are versatile and can be adapted to multiple purposes based on what your audience is interested in.

In WordPress, creating landing pages is similar to the creation of a blog post, if you are just adding text content or images. However, if you want to alter the layout of the page, it may require a developer to edit an existing template, or create a new template from scratch. Depending on your goal for the landing page additional options, like a form or live chat, will also require additional software.

With CMS Hub everything you need to publish, tailor, and optimize a page is available at your fingertips. Select the template you want that already matches your branding, or start from scratch from thousands of free or paid templates available in the marketplace. Every template is mobile optimized and natively supports drag-and-drop modules for easily changing the layout of pages without any developer required. If you want to add live chat, form, or a CTA to your page it’s all integrated and available in one-click.

As Christopher Mathieu from New Breed Marketing said, “ I think my time supporting our internal marketing team for site maintenance is like 20% what it was when we were using WordPress”


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 HubSpot WordPress
Drag-and-drop page creation

Depends on theme & likely requires additional software

Template editor


Page-specific CSS

Requires additional software

Drag-and-drop form creation

With HubSpot Wordpress Plugin

SEO optimization

Requires additional software

A/B testing

Requires additional software

Adaptive page testing

Available in CMS Hub Enterprise

Requires additional software



Your website is the heart of your CMS, but it’s also your best salesperson. A truly great CMS for your business should help you create a great site, keep it updated, work for every stakeholder across department, and build relationships to help turn visitors into customers.

WordPress is well-known in the CMS space and recent numbers suggest that WordPress is directly tied to roughly 30% of all websites on the Internet. Using WordPress you can easily create text based content but additional layout changes will likely require additional resources or templates. As a marketer, driving the success of your campaign requires creation of specialized pages - some of which will likely require technical resources. Adding additional software to your site, like A/B testing or live chat, will require plugins or additional subscriptions. Many of these costs can essentially be “hidden costs” to ensure your WordPress website stays secure, fast, and has all the plugins required for basic functionality.

CMS Hub is the top-rated CMS for mid-market companies, according to sites like G2. Easily create, modify, and add-to pages with drag-and-drop layouts and get started with one of thousands of themes, or build your own from scratch. CMS Hub takes the pain out of website management, and scales with you whether you’re a marketer, developer, or IT professional. Because CMS Hub is built on-top of a single unified database, HubSpot CRM, which includes all the data you need to tailor the customer experience is available at your fingertips and align with sales.

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 HubSpot WordPress

Additional subscription or software needed

Content Delivery Network (CDN)

Dependent on hosting provider


Dependent on hosting provider


Drag-and-drop page creation

Depends on theme and likely requires additional software

SEO optimization

Requires additional software

Multi-language content management

Requires additional software

Password protected & membership driven content

Additional subscription or software needed

Personalized content

Additional subscription or software needed

CMS Hub gives a stellar out-of-the-box experience. Other content management systems sometimes feel disjointed and it can be hard as a developer to get what you need quickly. CMS Hub is easy to understand and gives the power and flexibility that modern web development expects.”

Matt Fregoe

Sr. Web Developer

New Breed Marketing

Search Engine Optimization

Search Engine Optimization (SEO)


While most content management systems are designed to help you create and publish great content, many don’t really help you attract website visitors to that content. Writing great and differentiated content is the first-step to growing traffic, but optimizing your content for search engines is a key step in that journey.

WordPress doesn’t come with native SEO functionality, but it does have a number of plugins - some paid, some free - which can help. Keep in mind, more plugins means more software management, cost, and headaches when it comes to maintenance and security concerns.

CMS Hub includes overall content strategy as well as on-page SEO tools built-in to blog, landing pages, and website page creation. Whether you’re creating a page for the first-time or updating content on the fly, you can optimize content for search from the start and get your brand displayed prominently in search results.

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 HubSpot WordPress
Content optimization tips for SEO

Requires additional software

On-page SEO (meta descriptions, URL naming, etc.)

Page performance tracking (speed, etc.)

Requires additional software

Inbound link tracking

Requires additional software

Content organization for search (information architecture)

Google Search Console Integration

Requires additional software

Marketing Analytics



Measuring your entire funnel is important to making data-driven decisions. From the content you create, to contacts generated, having a view of each piece of your flywheel will allow you to focus on doing more of what matters - and less of what doesn’t. 

Some editions of WordPress include limited reporting on content - like page views - but require another solution for any deeper analysis. Most marketers choose to use WordPress in addition to a paid analytics tool, or Google Analytics and manage each system separately. This creates data silos that don’t speak to one another, and result in an incomplete picture with less actionable data. If you’re using WordPress and love it, check out the HubSpot for WordPress plug-in and get analytics, forms, live chat, and more. 

With CMS Hub, all of the analytics you need are included to measure the performance of your website and data to see the ROI of your website. Additionally, because CMS Hub is directly integrated into our CRM, you will unlock the power of deeper insights and more actionable data. For example, with CMS Hub it’s easy to build lists of contacts who have visited specific pages on your site, downloaded content offers, or interacted with you via live chat. As you grow, we’ll grow with you and more advanced reporting is available.

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 HubSpot WordPress
Basic content analytics (sessions, visits, etc.)

Advanced content analytics (attribution, etc.)

Requires additional software

Contact timeline & tracking

With HubSpot Wordpress Plugin

Competitor tracking

Requires additional software

Export reports

Requires additional software

Search analytics

Requires additional software

Advanced Website Testing

Testing, Refining, and Growing Your Site

Adaptive Testing

In recent years, there’s been an emergence of A/B and multivariate testing tools that can help refine and optimize your site to show what visitors want, and drive conversions. 

WordPress doesn’t come included with any native testing functionality. You can purchase a plugin, or an additional service - like HotJar or Lucky Orange - and integrate them into your website. 

CMS Hub includes A/B testing out of the box, and with CMS Hub Enterprise you also get dynamic page testing which is an AI-powered form of testing that will optimize up-to 5 pages against one another, and automatically choose a winner. In addition, CMS Hub integrates out-of-the-box with popular testing and heat-mapping tools to give you the data to make informed decisions.

When we were evaluating CMS tools we had to ask ourselves if we wanted to create a billboard for our company or an ever-growing content playground for our visitors. It was clear that CMS Hub is for companies who are active and constantly iterating in the CMS.

Hunter Gorman

Director of Growth

Multilingual Websites

Creating a Website for Every Market You Serve

choose-primary-languageIf you sell and market to more than one location, then it’s likely you’ve felt the pain of creating and managing a site across multiple languages. From dealing with the management of additional pages, to translations of content and constant updates it can get overwhelming quickly - especially if you have a lot of pages or content.

WordPress doesn’t natively help create or manage multi-language content, but has a number of plugins that can help. Keep in mind that translating content is just one-step of the process, to get any SEO benefit from your multilingual site you’ll need to ensure alternate tags are setup so folks searching on language-specific sites (like Google.de) will be served the appropriate language version of your page.

CMS Hub is built to manage complex global websites, and help take the pain out of managing a localized site. From translation integrations to automatic insertion and management of SEO tags, like HREFLANG, it’s all managed for you within HubSpot.


CMS Hub Benefits

Every professional CMS should provide the following benefits:

Choosing the right CMS is an important decision, that’s why professional marketers need to start with ensuring their CMS has a strong foundation across speed, security, and stability. Let’s dive into more detail on each:

  • Speed - Visitors expect your site to load quickly, or they will start looking elsewhere. According to Google, 53% of visitors will abandon your site if your website doesn’t load in 3-seconds, or less. Ensure when you choose a CMS or hosting provider, that the bandwidth you are getting is adequate to meet your needs and their infrastructure is setup for your success.
  • Security - As a marketer it’s important to keep your user’s data secure, but also protect your company brand and reputation. Ensure you talk to various marketers, look at reviews, and do your research about hacking incidents before making a CMS choice.
  • Stability - For most companies today a website that’s down means lost revenue and opportunity. Most prominent CMSes publish uptime data that points to reliability. At HubSpot, we have 99.999% uptime and a dedicated team that is constantly making websites hosted on our CMS faster, more secure, and more reliable.

With HubSpot you can get started without any code or technical knowledge

CMS Hub was designed to empower your marketing, development, and IT teams to focus on what matters most - growing your business. CMS Hub enables developers to work in tools they prefer with local development, and IT professionals can integrate popular monitoring tools like SignalFX, and will never have to worry about the headache of reliability - we have an entire team dedicated to performance and reliability across the globe.

In addition, using CMS Hub gives you one phone number to dial if you have questions or encounter any issues. Our top-rated support team can help at anytime.

WordPress was built as an open source platform that primarily utilizes a programming language called PHP, although is recently shifting to more JavaScript. While WordPress has evolved significantly, achieving the best results requires customization which usually requires a developer familiar with programming. As a result, marketers, developers, and IT need to continuously spend more effort to maintain and optimize the site. For example, if you’re a developer, when’s the last time a marketer asked you to make a simple site change? If it’s recent, then think about all the time you could save without having to make those changes and focus on all the other work on your plate.

Software updates shouldn't break your website

Software continues to evolve and improve, but updates shouldn’t break your website or any content. Since WordPress is open source, infrequent updates are made to the core product, which can affect other aspects of their software like plugins. Many quickly growing companies have between 30-50 plugins, which results in a lot of technical complexity and security concerns. As a result, a technical resource is required to test plugins and updates before rolling them out to ensure that a plugin doesn’t suddenly stop working once an update is installed.

HubSpot employs a world-class engineering team that frequently updates our cloud hosted software. Based on research and user testing we consistently strive to make the CMS Hub better. CMS Hub includes approximately 70% of the top 100 WordPress plugins built-in by default, such as spam protection, SSL, caching, SEO, and more. With HubSpot all updates happen in the cloud behind the scenes so you never have to worry about software updates impacting your site or content. In addition, HubSpot has an marketplace with thousands of apps and assets that help extend the functionality of CMS Hub. Unlike open source, we require developers adhere to coding standards and personally review each listing ensuring there’s a good experience for marketers.

Security shouldn't be a luxury

Security has become a crucial topic for marketers and small business owners. It seems a day doesn’t go by without another report of a massive hacking incident, or news about user information being stolen. While hackers used to just target large government institutions and corporations, they are now turning to any vulnerable websites. Wordfence recently measured the number of attacks and saw 16,000 attacks per minute against various WordPress websites. If you utilize WordPress, visit the page Hardening WordPress for more details on protecting your website against security breaches.

Let’s look at some of the differences in security from HubSpot and WordPress.

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 HubSpot Wordpress
Firewall / VPN

Requires additional software

Intrusion Detection System (IDS)

Requires additional software

Web Application Firewall (WAF)

Requires additional software

Distributed Denial of Service (DDoS) Mitigation

Requires additional software

Pro-active scanning and network testing

Requires additional software

Secure Sockets Layer (SSL) Protection

Requires additional software

We're Here to Support You

Help is available when you need it

Everyone has questions, or needs help occasionally. With HubSpot you have access to our full support team to help answer questions at anytime including phone and chat support. In addition, join the HubSpot community and participate in the discussion, or a local HubSpot User Group in your area. In addition, phone, and live-chat support is available from the HubSpot Customer Support team whenever you need it.

Want help from a certified HubSpot Partner? Check out the HubSpot Partner Directory with over 3,000 partners all over the world that can help you with anything from running an inbound marketing campaign to website redesign.

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Customer Support

We're here to serve and delight HubSpot customers.

Have a question? Our team will help find answers and guide you along the way to success.

Get in touch
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Designated Support

Personalized help to maximize the value with HubSpot.

Get personalized help from a Designated Support Engineer that works directly with you and your team.

Find out more
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Partner Directory

Get help from a certified HubSpot partner.

Whether you need help with a campaign, or are doing a site redesign, 3,000+ partners are here to help.

Find a Partner
Making the decision to go with HubSpot to help YouEarnedIt promote "Happiness at Work" is one of the best business decisions I've made as a marketing professional. The support, training, account management and overall product experience have exceeded my expectations.

Tim Ryan

Director of Happiness Marketing



Cost is an important factor in selecting the right set of tools to help grow your business, so let’s dive-in to a quick overview on cost for CMS Hub and WordPress.

HubSpot gives you an all-in-one platform to scale your business and take the pain out of traditional website management. The platform has extensive capabilities from content creation, to optimization, and analytics to get the most out of your marketing. There is also support, services, and ongoing free training from HubSpot Academy. CMS Hub starts at $300/mo for the professional tier. Check out the ROI many companies have experienced using HubSpot to grow their business.

WordPress is open-source software that can be downloaded for free, but then has significant costs associated for hosting, security, plugins, integrations, themes, and more. As a result, you can build an inbound marketing platform with WordPress, but often at a higher cost with disparate tools that require numerous house connecting then learning.

If you’re looking to evaluate the cost of WordPress vs. HubSpot speak with one of our Inbound Growth Experts by clicking here.

Deborah Bates
The advantage of HubSpot was that we got 8-10 extra features. To go out and purchase that from a consulting agency or to buy software would have cost us ten times more.

Deborah Bates

Marketing Sr. Project Manager & Business Analyst


Grow your business like a team twice your size.

Build a powerful website that’s optimized for every device, personalized for every visitor using data from HubSpot CRM, and integrated with all your marketing tools – right out of the box.

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