How to Migrate from WordPress to HubSpot: A Complete Guide
Migrating from WordPress to HubSpot is a decision many businesses consider when they want to integrate their website with a full-featured CRM, marketing automation, and sales platform. While WordPress offers extensive flexibility through plugins and themes, HubSpot’s CMS is designed to unify content management with lead generation, analytics, and customer relationship management.
This guide will walk you through everything you need to know about migrating your website from WordPress to HubSpot — including content, design, SEO, and lead capture — while ensuring minimal disruption to your online presence.
Why Migrate from WordPress to HubSpot?
There are several compelling reasons why an organization might move from WordPress to HubSpot:
- All-in-One Platform: HubSpot combines CMS, CRM, email marketing, automation, and analytics in one ecosystem.
- Simplified User Experience: Non-technical users can easily manage content, forms, and campaigns without needing to install plugins.
- Built-In SEO and Analytics Tools: HubSpot includes native SEO recommendations, performance dashboards, and visitor tracking.
- Marketing Automation: Seamlessly nurture leads with built-in workflows and smart content.
- Tight CRM Integration: Every visitor and contact interaction is automatically tracked inside the CRM.
While WordPress is highly customizable, it often requires several plugins and third-party services to match what HubSpot offers natively.
Step 1: Evaluate Your Existing WordPress Site
Before you migrate, audit the current structure and content of your WordPress site. This will help you plan the migration more effectively.
Create an inventory of:
- Pages and blog posts
- Menus and site navigation
- Custom post types or plugins
- Media files and image galleries
- SEO settings (titles, descriptions, permalinks)
- Forms and calls to action
- Integrations with third-party tools
Use tools like Screaming Frog or a sitemap generator to get a full list of URLs.
Step 2: Choose the Right HubSpot CMS Plan
HubSpot offers several CMS tiers. If you’re migrating from WordPress, consider CMS Hub Professional or CMS Hub Enterprise. These tiers support:
- Website and blog hosting
- Dynamic content and personalization
- Custom modules and themes
- Advanced analytics
- Multi-language support (for international websites)
Check which HubSpot features align with your WordPress setup to avoid surprises during the migration.
Step 3: Set Up Your HubSpot Environment
Before moving any content, you’ll need to configure your HubSpot portal:
- Create a new CMS Hub account or log into your existing one
- Set up your domain (e.g., www.yoursite.com) under Settings > Domains & URLs
- Choose or install a theme from the HubSpot Asset Marketplace or upload a custom theme
HubSpot uses a drag-and-drop editor and a modular design system, which differs from the traditional WordPress template hierarchy.
Step 4: Migrate Static Pages and Blog Posts
There are two primary ways to migrate content from WordPress to HubSpot:
Option A: Use HubSpot’s WordPress Blog Import Tool
HubSpot offers a built-in blog import tool that pulls blog content from WordPress via RSS or XML export.
To use it:
- Go to Website > Blog in HubSpot.
- Click Import Blog and choose the WordPress option.
- Enter your WordPress site URL or upload the exported XML file.
- Review and map your content fields.
- Complete the import.
Note that this tool is limited to blog posts. It does not import pages, custom post types, or media.
Option B: Migrate Pages Manually
For website pages, landing pages, and custom layouts, manual recreation is usually required:
- Rebuild your page templates using HubSpot’s drag-and-drop editor or Design Tools
- Copy over content (text, images, CTAs) from WordPress
- Recreate contact forms and embed them on the pages
- Apply SEO settings, such as meta titles and descriptions, for each page
If your site has a large number of pages or complex templates, consider hiring a HubSpot Partner Agency to assist with the build.
Step 5: Recreate Forms and Lead Capture Tools
Forms in WordPress (e.g., Contact Form 7, Gravity Forms, WPForms) do not carry over automatically. You’ll need to:
- Rebuild all forms using HubSpot Forms or Pop-up Forms
- Configure follow-up emails and internal notifications
- Connect form submissions to your CRM workflows
- Embed the forms on relevant pages or use them in landing page templates
HubSpot’s native form builder also supports progressive fields, which allow you to collect more information from repeat visitors over time.
Step 6: Migrate Media Files
WordPress stores media in the /wp-content/uploads/ directory. HubSpot has its own File Manager system.
To move your media files:
- Download your WordPress media library via FTP or plugin.
- Upload files into HubSpot File Manager under Marketing > Files and Templates > Files.
- Update media URLs in your new content to reference the HubSpot CDN path.
For SEO, ensure that image alt text and titles are preserved where applicable.
Step 7: Set Up SEO and Redirects
Preserving your SEO is crucial during a platform migration. Follow these best practices:
- Match the original WordPress URL structure as closely as possible
- Use HubSpot’s URL Redirects tool to create 301 redirects for any changed URLs
- Transfer meta titles, descriptions, and canonical tags to each new page
- Recreate your sitemap and submit it to Google Search Console
- Use HubSpot’s SEO Recommendations tool to identify and fix issues
If you were using an SEO plugin like Yoast in WordPress, you can export the data and manually apply it in HubSpot.
Step 8: Reconnect Integrations
If your WordPress site used third-party services like Google Analytics, Facebook Pixel, or live chat tools, be sure to:
- Add tracking codes via HubSpot’s Site Settings > Tracking & Analytics
- Reconnect CRM, email, or advertising platforms
- Set up new event tracking for HubSpot forms and CTAs
Some integrations may be natively available in HubSpot’s App Marketplace.
Step 9: Review and Test Everything
Before going live:
- Test all pages across devices and browsers
- Submit test forms and verify data appears in the CRM
- Check redirects and broken links
- Review mobile responsiveness
- Verify SEO settings for all pages and posts
Use tools like Google Lighthouse or HubSpot’s built-in optimization suggestions to further improve performance.
Step 10: Launch Your New HubSpot Site
Once everything is migrated and tested:
- Update your DNS settings to point your domain to HubSpot’s servers
- Monitor site traffic and user behavior through HubSpot analytics
- Submit your new sitemap to search engines
- Notify your audience of the website change
Your site is now fully running on HubSpot CMS.
Final Thoughts
Migrating from WordPress to HubSpot involves more than simply copying and pasting content. It’s a strategic process that includes redesigning your site, redefining lead generation tools, and optimizing for SEO. However, the end result is a streamlined, all-in-one platform that empowers your marketing and sales teams with data-driven tools.
If you’re planning a migration and want expert help, consider reaching out to a certified HubSpot partner for a smoother transition.
For more tutorials and WordPress-to-platform migration guides, keep exploring KnowbaseWP.