Migrating a Website from HubSpot to WordPress

Migrating a website from HubSpot to WordPress is not just a CMS switch. It is a structural migration that affects content, URLs, SEO, forms, tracking, performance, and long-term ownership of your website.

Many companies start with HubSpot because it offers an all-in-one solution. Over time, limitations around flexibility, cost, and customization become more noticeable. At that point, WordPress is often chosen as a more scalable and controllable alternative.

Why Businesses Migrate from HubSpot to WordPress

HubSpot works well for early-stage marketing teams, but it comes with trade-offs.

Common reasons businesses decide to migrate include:

• rising monthly subscription costs
• limited control over design and layout
• restricted SEO configuration
• performance limitations
• dependency on HubSpot’s ecosystem

WordPress offers:

• full ownership of content and data
• freedom to choose hosting and infrastructure
• unlimited customization
• better long-term scalability

For content-heavy websites, SEO-driven businesses, and companies that need flexibility, WordPress becomes a more sustainable platform.

HubSpot vs WordPress: Feature Comparison

Why HubSpot to WordPress Migration Is Technically Complex

HubSpot is not just a CMS.
It tightly integrates:

• content
• forms
• CRM
• tracking
• analytics
• marketing automation

WordPress separates these responsibilities.
Because of that, data does not map one-to-one.

During migration, the following areas must be handled carefully:

• page and blog content
• URL structure
• metadata and SEO settings
• forms and lead capture
• tracking and analytics
• redirects

Treating this migration as a simple export/import usually results in broken pages and lost leads.

What Can Be Migrated Automatically

Some parts of a HubSpot website migrate cleanly.

These usually include:

• static page content
• blog posts
• headings and body text
• images and media files
• basic meta titles and descriptions

For small websites, content can sometimes be copied manually. For larger sites, exporting via HubSpot tools or API is recommended.

What Moves from HubSpot to WordPress (And What Requires Manual Work)

What Requires Manual Work

Other elements require rebuilding or reconfiguration.

These include:

• HubSpot forms and workflows
• dynamic modules
• CTAs connected to HubSpot CRM
• tracking scripts
• redirects
• advanced SEO logic

This is normal. WordPress is modular by design, so these features must be reassembled using plugins or custom code.

Step 1: Content Audit Before Migration

Before building anything in WordPress, a full content audit is required.

This audit should include:

• all live pages
• blog posts
• landing pages
• pillar content
• high-traffic URLs
• pages with backlinks

The goal is to understand:

• what must be preserved
• what can be merged
• what should be removed

Migrating everything without review often moves old problems into a new platform.

Step 2: URL Structure and SEO Planning

SEO is the most sensitive part of the migration.

Every URL must fall into one of three categories:

• kept exactly the same
• redirected to a new URL
• intentionally removed

If URLs change, redirects must be implemented.

Example: Adding a 301 Redirect in WordPress

add_action( 'template_redirect', function () {
    if ( $_SERVER['REQUEST_URI'] === '/old-hubspot-url' ) {
        wp_redirect( home_url( '/new-wordpress-url' ), 301 );
        exit;
    }
});

This ensures search engines and users are sent to the correct page. Failing to do this almost always causes ranking and traffic loss.

Step 3: Setting Up WordPress Correctly Before Importing Content

WordPress should be prepared before content is migrated.

At minimum, this includes:

• selecting proper hosting
• installing WordPress
• configuring permalinks
• installing an SEO plugin
• setting up a staging environment

Example: Enforcing Clean URLs in WordPress

update_option( 'permalink_structure', '/%postname%/' );

This ensures URLs are readable and SEO-friendly.

Step 4: Migrating Pages and Blog Content

Once WordPress is ready, content can be migrated.

Options include:

• manual copy for small sites
• CSV import for blogs
• HubSpot API for large sites
• third-party migration tools

After import, content must be reviewed:

• headings must follow correct hierarchy
• internal links must be updated
• images must load correctly

Migration is also a good moment to improve content quality.

Step 5: Handling Images and Media Files

HubSpot hosts images differently than WordPress.

During migration:

• images must be downloaded
• re-uploaded to WordPress Media Library
• URLs updated inside content

Broken images are a common post-migration issue and should be checked manually.

Step 6: Forms and Lead Capture Strategy

HubSpot forms do not migrate automatically.

There are two common approaches:

• temporarily embed HubSpot forms
• rebuild forms using WordPress plugins

Example: Embedding an Existing HubSpot Form

<script charset="utf-8" src="//js.hsforms.net/forms/embed/v2.js"></script>
<script>
  hbspt.forms.create({
    region: "na1",
    portalId: "XXXXXXX",
    formId: "YYYYYYY"
  });
</script>

This allows the site to go live quickly while forms are rebuilt later.

Step 7: Tracking and Analytics Must Be Rebuilt

HubSpot injects tracking automatically.
WordPress does not.

Tracking that must be reimplemented includes:

• Google Analytics / GA4
• conversion tracking
• event tracking
• CRM connections

Example: Adding GA4 Manually

add_action( 'wp_head', function () {
?>
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXX"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'G-XXXXXXX');
</script>
<?php
});

Without this step, analytics data will be lost.

Step 8: Performance and Hosting Improvements

One major reason for migrating from HubSpot is performance.

With WordPress, businesses can:

• choose optimized hosting
• enable caching
• use a CDN
• optimize assets

This often results in:

• faster load times
• better Core Web Vitals
• improved SEO performance

Advanced Redirect Strategy and URL Mapping

After content is migrated from HubSpot to WordPress, redirects become the most critical SEO task.

HubSpot URLs often change during migration because:

• page slugs differ
• blog structures change
• language or category paths are removed
• landing pages are merged or deleted

Every old HubSpot URL must be accounted for.

A simple rule applies:

• if a page had traffic or backlinks, it must redirect
• if a page had no value, it can return a 410 status

Example: Adding Manual 301 Redirects in WordPress

add_action( 'template_redirect', function () {

    $redirects = array(
        '/old-hubspot-page' => '/new-wordpress-page',
        '/old-blog/post-1'  => '/blog/post-1',
    );

    $current = $_SERVER['REQUEST_URI'];

    if ( isset( $redirects[ $current ] ) ) {
        wp_redirect( home_url( $redirects[ $current ] ), 301 );
        exit;
    }

});

For large sites, redirects are usually handled via:

• server configuration
• SEO plugins
• dedicated redirect management tools

Missing redirects are one of the most common reasons for traffic drops after migration.

Rebuilding SEO Settings in WordPress

HubSpot manages SEO in a simplified way. WordPress requires explicit configuration.

After migration from HubSpot to WordPress, the following must be reviewed:

• meta titles
• meta descriptions
• canonical URLs
• noindex rules
• sitemap structure

SEO plugins such as Rank Math or Yoast are commonly used.

Example: Forcing a Canonical URL

add_filter( 'wpseo_canonical', function ( $canonical ) {
    if ( is_page( 'services' ) ) {
        return home_url( '/services/' );
    }
    return $canonical;
});

This prevents duplicate content issues that often appear after migration.

Internal Linking and Content Structure Cleanup

Migration is an opportunity to improve internal linking.

Common problems inherited from HubSpot sites include:

• orphan pages
• duplicated topics
• weak internal anchors
• inconsistent heading structure

After migration:

• important pages should be linked from multiple places
• internal anchor text should be descriptive
• related content should be connected logically

Internal linking improvements often lead to SEO gains even without new content.

Handling Blog Archives and Categories

HubSpot blog structures do not always map cleanly to WordPress.

Before migration, decide:

• whether to use categories
• whether to use tags
• whether to keep archive pages indexed

Example: Disabling Indexing for Tag Archives

add_filter( 'wpseo_robots', function ( $robots ) {
    if ( is_tag() ) {
        return 'noindex,follow';
    }
    return $robots;
});

This prevents thin archive pages from harming SEO.

Post-Migration Testing Checklist

Before going live, the site must be tested thoroughly.

At minimum, test:

• all main pages
• all blog posts
• forms and submissions
• redirects
• analytics tracking
• mobile responsiveness

Example: Quick Redirect Validation

curl -I https://example.com/old-hubspot-page

The response should return:

• HTTP 301
• correct destination URL

Never assume redirects are working without testing.

Common Migration Mistakes to Avoid

Most HubSpot to WordPress migrations fail for the same reasons.

Common mistakes include:

• launching without redirects
• forgetting tracking scripts
• breaking forms
• migrating low-quality content without cleanup
• not testing on staging

These mistakes are avoidable with proper planning.

When to Keep HubSpot After Migration

Some businesses continue using HubSpot after migrating the CMS.

Common hybrid setups include:

• WordPress for content
• HubSpot for CRM
• HubSpot for email marketing
• HubSpot forms embedded on WordPress

This approach allows flexibility without fully abandoning HubSpot.

Performance Improvements After Migration HubSpot to WordPress

One of the biggest benefits of WordPress is performance control.

After migration, it is common to:

• enable full-page caching
• optimize images
• defer non-critical scripts
• use a CDN

These changes often result in:

• lower bounce rates
• better Core Web Vitals
• improved rankings

Performance optimization should be treated as part of the migration, not an afterthought.

Security and Maintenance Considerations

After moving to WordPress, responsibility shifts to the site owner.

Best practices include:

• regular backups
• plugin updates
• security hardening
• uptime monitoring

Ignoring maintenance can quickly erase the benefits of migration.

Final Launch Checklist before switching DNS or going live:

1. verify redirects
2. confirm forms work
3. confirm analytics fires
4. test on real devices
5. confirm search console access

A delayed launch is cheaper than a broken launch.

Migrating a website from HubSpot to WordPress is a strategic decision, not a technical shortcut.

When done correctly:

• SEO is preserved
• performance improves
• costs decrease
• flexibility increases

When done poorly:

• traffic drops
• leads are lost
• recovery is expensive

Planning, testing, and proper execution are what separate a successful migration from a failed one.

FAQ – Migrating a Website from HubSpot to WordPress

Will migrating from HubSpot to WordPress affect SEO?

SEO can remain stable if the migration is planned correctly. Preserving existing URLs, adding proper 301 redirects for changed URLs, and recreating meta titles, descriptions, and canonical tags in WordPress are critical. Most SEO issues after migration come from missing redirects or broken internal links.

Can content be migrated automatically from HubSpot to WordPress?

Basic content such as pages, blog posts, text, and images can often be migrated automatically using HubSpot export tools or the HubSpot API. However, forms, CTAs, dynamic modules, and tracking logic usually require manual rebuilding in WordPress.

What happens to HubSpot forms after migrating to WordPress?

HubSpot forms do not migrate natively to WordPress. They can be temporarily embedded using HubSpot’s JavaScript embed code or rebuilt using WordPress form plugins. If HubSpot CRM is still used, form submissions can continue flowing into HubSpot.

Is it possible to keep HubSpot CRM after moving the website to WordPress?

Yes. Many businesses migrate only the CMS while continuing to use HubSpot for CRM, email marketing, and automation. In this setup, WordPress handles content and SEO, while HubSpot remains responsible for lead management and campaigns.

How long does a HubSpot to WordPress migration usually take?

The timeline depends on the size and complexity of the site. Small websites may take a few days, while larger content-heavy or SEO-driven sites often take several weeks when planning, redirects, testing, and optimization are included.