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HubSpot CMS: building websites with your visitors and marketeers in mind.

In the digital age, a website is more than just an online presence. It's a powerful tool for businesses to connect with their audience, showcase their offerings, and drive growth. However, creating and managing a website can be a daunting task, especially for businesses without a dedicated IT team. This is where HubSpot's Content Management System (CMS) comes into play.

HubSpot, a leading provider of inbound marketing, sales, and service software, offers a robust CMS designed to help businesses grow their web presence with an emphasis on enabling marketers to create and manage content. The HubSpot CMS is not just a website builder; it's a comprehensive platform that integrates your website's content, lead collection, and analytics with the HubSpot CRM, making it easy to create personalised experiences for visitors and integrate those experiences with the rest of your business operations.

One of the key advantages of the HubSpot CMS is its focus on content enablement. Unlike traditional CMSs where developers are often tasked with both creating and managing content, HubSpot CMS developers primarily work as content enablers. This means they create the infrastructure and tools that allow content creators to independently manage and update the website's content. This balance between the needs of developers and content creators is achieved through HubSpot's theme and module system and drag-and-drop areas.

Website Creator-cuate

Moreover, HubSpot takes care of hosting and maintaining the CMS, which means you don’t have to worry about plugin management, updates, hosting, scaling, or security. This not only saves time and resources but also ensures that your website is always up-to-date and secure. While this system does put a few more restrictions on what you can do compared to self-hosted CMSs, the tradeoff is a more streamlined and hassle-free website management experience.

Another unique feature of HubSpot CMS is its ability to create several types of content, including website pages, landing pages, blogs, and emails. The user interface for content creators is slightly different depending on the content type, which allows for a more tailored and efficient content creation process.

In addition, HubSpot CMS offers a developer file system for creating developer-built content such as themes, templates, modules, JavaScript, and CSS. This content is created separately from the page content, which is laid out and built in a powerful block-based WYSIWYG editor. This separation of developer and page content allows for a more organised and efficient content management process.

In conclusion, choosing HubSpot CMS for your website means choosing a platform that is not only robust and feature-rich but also designed with the needs of both developers and content creators in mind. Whether you're a small business looking to build your first website or a large enterprise looking to streamline your web content management, HubSpot CMS offers a solution that can be tailored to your needs.


Like with all Hubs, CMS Hub has 4 tiers. Ranging from free to the enterprise level. With all hubs every tier upgrade also increases limits. This can be in the amount of reports, dashboards, lists, workflows etc. Limit increases are not cumulative. A quick example: In CMS Hub Starter the limit for landing pages is 50. If you also have Marketing Hub Starter which gives you a limit of 10.000 landing pages, this limit will not be increased by the 50 of the CMS Hub starter subscription as the limit set by Marketing Hub Starter is higher. 

Please refer to the pricing page for a full overview of the features and functions per tier.

CMS Hub Free

As with all of HubSpot's free versions: there is branding on the pages and forms. And the functionality is limited, restricting you to 25 webpages, one blog and no support. But on the other hand: you get some amazing value to build your first website or to try out if HubSpot's CSM is for you:
HubSpot's systems are build with security in mind. It includes best in class managed cloud hosting using a global Content Delivery Network so you don't have to worry about the hosting location for your pagespeed. And obviously it fully integrates with your CRM. You can connect your own domain and with the customisations you can do being a bit limited, that also greatly simplifies everything so you should be up and running in no-time. You can start tracking the visitors with the basic build in traffic analytics and optimise the pages with the SEO recommendations. A great place to start and all for free!

CMS Hub Starter

While the Free version is awesome, the Starter version is what most starting and small businesses will go with as that removes the HubSpot branding for webpages and doubles the limit (not for landing pages).

It also allows more features and removes the branding from blog articles, forms and the chatbot. It will also start allowing personalisation tokens, basic call to actions, required fields and permission sets. And last but not least: it includes in app access to HubSpot's world-class support over the chat and email. 

CMS Hub Professional

This is the tier to go if you host a professional website and do not require the enterprise features:

10K webpages limit, 10K landing pages limit, customisable web traffic analytics, advanced SEO recommendations and analytics, increased customisation options including custom modules, more theme and template options, unlimited (sub)domains on 1 root domain, visitor identification, smart content, HubDB, ability to host up to 50 video's are the ones that stand out.

While the starter version is great to -as the name suggests- get started. Pro is what you want if you invest in a larger and more robust website that really looks and feels the way that matches your branding.

But it does come at a premium. Something to consider here is that HubSpot is an all-in-one platform. With many CMS systems like Wordpress, Joomla and Drupal you need to do manual updates, install a third-party security solution and work with the likes of Yoast for SEO. Add that to the cost of high-quality hosting and the additional cost for content editing. This because hubSpot is build for self-service while with most other content management systems that involves a developer.

But why not check the independent reviews on G2?

CMS Hub Enterprise

The enterprise version has a lot going for it, but the first main feature stands out:

Log in. Yes, that is a massive thing. You may think: but Wordpress does that for free, so why do we sell it as the single biggest feature of CMS Hub Enterprise? Because not everything that sounds the same is the same. Does Wordpress have access to your full CRM data? Can it show the content depending on where you are in the buyer journey? Will it allow the contacts to self-administer (part) of their profile?

People nowadays no longer want to talk to other people. That is not a good thing, but it does mean we should in many cases allow one to self-serve. In HubSpot there is access to the entire CRM and since this is build with security at the very core, we can use this CRM data to make real magic happen: You can write code to show a list for the paid or outstanding invoices, with the payment link right in it. Or allow customers to cancel a subscription themselves and leverage the full power of HubSpot workflows based on that. This is real power that can radically change your customer's experience!

Custom object. Not really a CMS Hub Enterprise feature actually. Any enterprise hub will bring this to the table. But the usage is particularly powerful in the CMS. This will allow you to create 10 custom objects with a total of 500K records. So with this you could for instance create custom objects for license codes, for gym classes, events, real estate or basically anything else you can imagine. Combining this with the user log in, where the user can sign up for a gym class, conference or express interest in a job-opening does not just give a better user experience, but it reduces the boring tasks of administration for you while increasing the datapoints so you can do more personalised marketing.

Serverless functions offer a secure and efficient method to expand your site's capabilities. Instead of managing new servers, you can rely on serverless functions to simplify your server-side code implementation, saving resources and making scaling easier. These functions facilitate diverse functionalities like data collection, advanced form submissions, and integration with other APIs. With HubSpot's serverless functions, you can innovate better and faster, turning your HubSpot site into a high-performing, adaptable, and efficient tool for your business.

Adaptive testing optimises your page's performance by assessing up to five variations, each featuring different content offers, copy styles, images, or form lengths. Over time, the best-performing variation is automatically shown more frequently to visitors.

You can track the performance of each variation in real time, gaining insights into conversion rates and traffic distribution. After the test, you choose the most successful variation to keep live. HubSpot's adaptive testing promotes informed decisions, empowering you to enhance your page performance based on real data.

Reverse proxy support, code alerts custom CDN configuration are some of the more nerdy topics, but also require CMS enterprise.