HubSpot CMS Site Speed

We all know site speed is important --- but how does HubSpot stack up against other CMSes out there? And what are some of the major benefits of hosting your site on the HubSpot CMS? To begin answering some of these questions, we reached out to our friends at Pingdom to see how the improvements we’ve made to the CMS have impacted overall speed and performance.

Why is site speed important?

When making a decision on what CMS you will build your site on, a few things are simply table stakes. Sure, it needs to meet your technical requirements, and your developers need to be comfortable with whatever platform you settle on, but if your CMS isn’t fast, it can have a significant impact on your business.

  1. customer waiting

    How long are your visitors willing to wait?

    Whether casually browsing the web, or actively seeking out solutions, we expect fast load times on the sites we visit. Studies show that a majority of visitors are only willing to wait three to five seconds for a page to load before moving on. If your page is slow to load, your bounce rate will go up, and you could be losing potential customers to your competitors.

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    Speed affects your search results.

    Before you can worry about engaging your site visitors, they first need to be able to find you. Google has long accounted for page speed in its rankings. In July 2018, they went one step further and began counting both desktop and mobile page speed towards your overall SEO rank. Just like your business, Google is committed to providing its users with the best content possible. To this end, Google will serve up faster loading pages in its search results above less optimized pages.

  3. page-weight

    The heavier your page, the slower it loads.

    The more content -- like images, video, and scripts embedded on your page, the slower it will load. All of these resources are referred to cumulatively as "page weight", and it's an important factor to keep in mind especially considering some mobile visitors may be on a cellular connection and could take a long time to load.

We’ve been hard at work.

We fully understand the importance of having a high performing website. Speed hasn’t always been a strength of our CMS --- and our customers took notice. With this in mind, our team has been hard at work to improve our CMS’ performance, and we’ve made some notable steps forward. Here are just a few of the steps we’ve taken to make the HubSpot CMS’ page performance competitive with any other CMS on the market today.

We also work with Cloudflare to ensure websites load quickly using smart routing technology, so regardless of where visitors are coming from they get the best, and fastest, experience possible.

  • As the CMS renders a page, HubSpot automatically resizes images for you. If your images are hosted on the file manager, we append width and/or height path segments to the image's URL. If the URL has a height or width parameter, the CMS intercepts that request and attempts to resize it to the requested dimension(s).
  • HubSpot will automatically remove any unnecessary spaces, line breaks and comments from your Design Manager JavaScript files to ensure the quickest delivery and parsing of your JavaScript files.
  • HubSpot automatically minifies and combines all of the included CSS files on a single page into one CSS file. This results in minimal HTTP requests and the speediest delivery and parsing of CSS on your website.
  • HTTP/2 is a replacement for how HTTP is expressed “on the wire.” The focus of the protocol is on performance; specifically, end-user perceived latency, network and server resource usage. All SSL traffic on HubSpot hosted websites is served using HTTP/2.
  • HubSpot automatically caches pages and files on both the server and browser level to ensure the speediest delivery of all page assets to your website visitors. When your page or any dependency of your page (such as a template or module) changes, we automatically expire the server caches for that page. Server caching is especially effective for mobile website visitors and visitors outside the US where network latency is higher.
To put this assertion to the test, we had Pingdom run a site speed test for us --- comparing the median scores of HubSpot CMS to some of the most popular CMSes available today. Below are the results.
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Our takeaways

With the HubSpot CMS, you can build a powerful website that’s optimized for every device, personalized for every visitor, and integrated with all your marketing tools --- right out of the box. You can dynamically tailor your content to individual visitors based on location, source, device, language, or by any detail stored in your HubSpot CRM. All of this, with page load speed comparable to any other CMS out there today. The websites hosted on the HubSpot CMS are powerful, dynamic sites that represent growing businesses’ online presences.

Other benefits

We work directly with developers to educate the community

Our team is dedicated towards creating a community of developers who understand what it means to build optimized websites, and truly love developing on the HubSpot Platform. Through a variety of educational programs and open source forums, HubSpot CMS Developers are acquiring the tools they need to develop truly optimized assets on our platform.

Working directly with the marketers on the platform

We've built HubSpot CMS to be easy for marketers to make their site load quickly, and our services team works directly with users to ensure they understand and follow best practices when building their website.


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    Together, we will create the world’s most lovable and collaborative CMS development experiences.

    Luke Summerfield

    CMS Developer Advocate


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    Our team works directly with HubSpot customers everyday to ensure they understand best practices when optimizing website performance. By removing these technical hurdles, we empower marketers to spend their efforts on where they excel: creating engaging content that attracts visitors and converts leads.

    Tristan Cooper

    Technical Consultant


What else does the HubSpot CMS offer?