How to Move Your Site From HubSpot to WordPress: Complete Migration Guide

Many businesses reach a point where HubSpot’s CMS begins to feel limiting. Whether it’s high costs, design restrictions, or lack of control, the platform may no longer serve your growing needs. If you’re facing these challenges, it might be time to move your site from HubSpot to WordPress.

WordPress offers unmatched freedom for content creators, marketers, and developers. From its massive plugin ecosystem to flexible design options, it’s built to scale with your business. Migrating might sound complex, but with the right plan, most users can complete the process in just 2-3 days.

This guide will walk you through preparing, migrating content, rebuilding forms, and preserving SEO rankings. You’ll learn how to replicate essential HubSpot features using WordPress plugins and keep your site fast, secure, and optimized post-migration.

Why Make the Switch: HubSpot vs WordPress

HubSpot’s Strengths & Limitations

HubSpot excels at marketing automation with built-in CRM and email tools. It offers a user-friendly interface perfect for marketing teams who need integrated lead tracking and campaign management. However, when it comes to website customization and scalability, limitations become apparent.

Many users find themselves restricted by:

Limited theme options and design flexibility
Fewer third-party integrations
Higher costs as your site grows
Rigid template structures
Dependency on HubSpot’s ecosystem

WordPress Advantages

WordPress gives you complete control without platform lock-in. Unlike HubSpot, you can customize every aspect of your site’s design and functionality. With an open-source foundation, WordPress offers flexibility to grow and adapt as your needs change.

Key benefits include:

Design Freedom: Choose from thousands of free and premium themes
Plugin Ecosystem: Over 60,000 plugins for any functionality you need
SEO Control: Advanced optimization tools like Yoast SEO and RankMath
Cost Efficiency: No monthly platform fees, only hosting costs
Ownership: Complete control over your data and website

Pre-Migration Planning

Content Audit & Inventory

Before starting your migration, catalog all content on your HubSpot site:

Blog posts and website pages
Images, documents, and media files
Forms and call-to-actions
Downloadable resources and gated content
Custom landing pages

Use HubSpot’s analytics to identify your top-performing content and keywords. Document these pages to prioritize during migration and ensure proper SEO preservation.

Technical Preparation & Timeline Planning

Week 1: Planning & Setup

Choose WordPress hosting provider ($10-50/month)
Purchase domain or prepare DNS transfer
Set up staging environment
Export HubSpot content and media

Week 2: Migration & Testing

Import content to WordPress
Configure theme and plugins
Set up redirects and SEO
Test all functionality

Budget Considerations:

Hosting: $120-600/year
Premium theme: $50-200 (optional)
Essential plugins: $100-300/year
Professional help: $500-2000 (optional)

Step-by-Step Migration Process: HubSpot to WordPress

1. Set Up Your WordPress Environment

Choose Your Hosting Provider

Select a WordPress-optimized host offering:

Fast SSD storage and CDN
SSL certificates included
Daily backups
24/7 support
Staging environments

Popular options include SiteGround, WP Engine, or Kinsta for managed hosting, or Bluehost for budget-friendly shared hosting.

Install and Configure WordPress

Most hosts offer one-click WordPress installation. After setup:

Configure basic settings (site title, timezone, permalinks)
Create a staging site for safe testing
Install SSL certificate
Set up basic security measures

2. Export and Prepare HubSpot Content

Export Process

HubSpot provides built-in export tools for most content:

Go to Settings → Import & Export
Export blog posts, pages, and files
Download all media files separately
Export forms and CTAs (may require manual recreation)
Save important custom code snippets

Map Your URL Structure

Document your current HubSpot URLs to maintain SEO rankings:

Create a spreadsheet with old URLs and planned new URLs
Note any custom redirects already in place
Plan WordPress permalink structure to match HubSpot when possible

3. Import Content and Rebuild Features

Import Content to WordPress

Use WordPress’s built-in importer or WP All Import plugin:

Install the chosen import plugin
Upload your HubSpot export file
Map HubSpot fields to WordPress fields
Run import and review results
Clean up formatting issues and broken links

Migrate Media Files

Upload all images and documents to WordPress Media Library
Optimize images using plugins like Smush or ShortPixel
Update any broken media links in posts and pages
Organize files into logical folders

Rebuild Essential Features

Forms: Replace HubSpot forms with WPForms or Gravity Forms
Email Marketing: Connect to Mailchimp, ConvertKit, or keep HubSpot CRM
Analytics: Install Google Analytics and Google Tag Manager
SEO: Configure Yoast SEO or RankMath for optimization

4. Design and Theme Setup

Choose a responsive, fast-loading theme that matches your brand. Consider themes with:

Built-in page builders (Elementor, Gutenberg compatibility)
Multiple layout options
Mobile optimization
Fast loading speeds
Regular updates and support

Customize colors, fonts, and layouts to match or improve upon your original HubSpot design.

5. Configure SEO and Redirects

Set Up 301 Redirects

Use the Redirection plugin or edit your .htaccess file:

Create redirects from old HubSpot URLs to new WordPress URLs
Test each redirect to ensure it works correctly
Use tools like Screaming Frog to identify broken links
Set up redirects for any changed URL structures

SEO Configuration

Install and configure Yoast SEO or RankMath
Import or recreate meta titles and descriptions
Generate and submit XML sitemap to Google Search Console
Set up Google Analytics and Search Console integration
Optimize existing content for target keywords

Post-Migration Optimization

Testing Your Migration

Thoroughly test your new WordPress site:

Functionality Testing:

Navigate through all pages and links
Test all forms and submit buttons
Verify mobile responsiveness
Check loading speeds with PageSpeed Insights

SEO Testing:

Confirm all redirects work properly
Submit new sitemap to search engines
Monitor Google Search Console for errors
Test meta descriptions and title tags

Essential WordPress Plugins for Former HubSpot Users

SEO & Analytics:

Yoast SEO or RankMath for search optimization
Google Analytics Dashboard for WP
MonsterInsights for enhanced tracking

Forms & Lead Generation:

WPForms or Gravity Forms for contact forms
OptinMonster for pop-ups and lead capture
HubSpot WordPress plugin (if keeping CRM)

Security & Performance:

Wordfence or Sucuri for security
WP Rocket or W3 Total Cache for speed
UpdraftPlus for automated backups

Content Management:

Yoast Duplicate Post for content copying
WP Media Folder for file organization
Redirection for URL management

Troubleshooting Common Issues

Technical Challenges

Formatting Issues: Clean up imported HTML using search and replace tools
Broken Links: Use Link Checker plugins to identify and fix broken internal links
Media Problems: Re-upload missing images and update file paths

SEO Considerations

Traffic Dips: Normal for 2-4 weeks; monitor Search Console for issues
Missing Redirects: Add any forgotten redirects as issues are discovered
Content Optimization: Re-optimize imported content for better keyword targeting

Maintaining HubSpot Integration

If you’re keeping HubSpot for CRM:

Install the official HubSpot WordPress plugin
Sync contact forms with your HubSpot account
Continue using HubSpot’s email marketing tools
Gradually transition to WordPress-based solutions when ready

Frequently Asked Questions

Will I lose SEO rankings when switching platforms?

You might see temporary fluctuations, but proper 301 redirects and SEO configuration help maintain rankings. Most sites recover within 2-4 weeks.

How long does migration typically take?

Small to medium sites can be migrated in 2-3 days. Larger, complex sites may take 1-2 weeks, depending on customization needs.

Can I still use HubSpot’s CRM after migrating?

Yes, install the HubSpot WordPress plugin to maintain CRM functionality, lead tracking, and marketing automation.

Do I need coding knowledge to migrate?

No coding required for basic migrations. Plugins handle most technical tasks, though complex customizations may benefit from developer assistance.

What’s the best way to handle forms after migration?

Use plugins like WPForms or Gravity Forms to recreate HubSpot forms. Both integrate well with CRM systems and email marketing tools.

Conclusion

Migrating from HubSpot to WordPress opens doors to unlimited customization, better cost control, and true website ownership. While the process requires careful planning, the benefits of WordPress’s flexibility and extensive ecosystem make it worthwhile for growing businesses.

Following this guide, you’ll maintain your SEO rankings, preserve essential functionality, and gain the freedom to scale your website without platform restrictions. Whether you handle the migration yourself or work with professionals, WordPress provides the foundation for long-term digital success.

Ready to take control of your website? Start your HubSpot to WordPress migration today and unlock your site’s full potential.