When it comes to marketing content management systems (CMS), there are two names that you likely hear — HubSpot Marketing and WordPress.
Combined, these two platforms account for a big market share of business websites on the internet today, but although HubSpot and WordPress might seem similar at first glance, there are some big differences you need to know about.
Choosing the right one for your business website ultimately comes down to your marketing objectives and your budget.
In this episode of Endless Customers, I sat down with website expert Vin Gaeta to break down the differences between HubSpot and WordPress. Vin shares which types of businesses thrive on each platform, what tradeoffs you’ll need to consider, and how to decide what’s best for your team.
Now, we freely admit that we’re HubSpot fans. (It’s what our own website is built on, after all), but we know HubSpot doesn’t always make sense for all businesses.
We promise a balanced and unbiased look at each, so you can make the best decision for you and your organization.
At first glance, HubSpot and WordPress can look similar—they both help you build and manage a website. But the similarities stop there.
HubSpot CMS (Content Hub):
All-in-one marketing platform with built-in CRM, automation, and analytics
Great for businesses that want to tie content directly to leads and revenue
Higher upfront costs but lower maintenance in the long run
WordPress:
Open-source and extremely customizable with thousands of plugins
Great for businesses with in-house dev resources or agencies that manage updates
Lower cost to start, but ongoing plugin management and security can add complexity
According to Vin, the decision usually comes down to two key factors:
1. Your marketing objectives:
Do you want deep CRM integration, closed-loop reporting, and built-in lead tracking? → HubSpot.
Do you need flexibility, creative control, and low upfront costs? → WordPress.
2. Your internal resources:
Small teams without developers often succeed with HubSpot’s user-friendly interface.
Teams with strong dev support may prefer the customization power of WordPress.
Ease of use vs. flexibility: HubSpot is intuitive but less customizable, WordPress is flexible but requires more upkeep.
Cost structure: HubSpot has a higher monthly cost, while WordPress may start cheaper but adds costs over time with plugins and maintenance.
Scalability: HubSpot is designed to scale alongside marketing and sales, while WordPress can scale technically but may require heavy dev support.
If you’re asking, “How do I choose the best CMS for my business website?”, you’re not alone.
The right answer depends on your goals, your budget, and your team’s resources. And while every situation is unique, one thing is constant: the wrong platform can cost you time, money, and momentum.
That’s where we come in. Our web strategy team at IMPACT has guided hundreds of businesses through this decision. If you want clarity on whether HubSpot or WordPress is right for you, talk to our team. We’ll help you evaluate your setup and point you toward the smartest path forward.
Vin Gaeta is IMPACT’s head of web strategy. He leads a team of designers, developers, and strategists to provide full-scale website redesigns for our clients.
Learn more about our web services
Read: HubSpot vs WordPress: Which is Better for Your Business Website?
See: 8 of the Best Business Website Designs to Inspire You
Read: Best Content Management Systems for Digital Marketing in 2024
Which CMS is more beginner-friendly?
HubSpot is generally easier for non-technical teams, while WordPress requires more setup and maintenance knowledge.
Is HubSpot worth the higher cost?
If tying marketing to revenue and streamlining analytics is a top priority, many businesses find the investment pays for itself.
Can WordPress integrate with HubSpot?
Yes, HubSpot offers plugins that allow WordPress users to add forms, popups, and analytics—though it won’t be as seamless as using HubSpot CMS.
Which is better for SEO?
Both can rank well in search. HubSpot offers built-in SEO tools, while WordPress gives you more control with plugins like Yoast or RankMath.