Hubspot COS vs. WordPress CMS?

Hubspot COS vs. WordPress CMS is like a David or Goliath. But which CMS is right for you?

Like any implementation of technology first and foremost is deciding whether it will suit your business goals and address your challenges. 

Choosing a Content Management System (CMS), to manage your website and integrate with marketing efforts is no different. Some are simply a better fit than others.

On the surface, a CMS allows you to create website designs, pages, blogs, and resources, and then manage them accordingly. It lets you publish this content to the world, so your business has a presence and can be promoted however you choose.

While there’s an abundance of options out there tailored to the size of your business, its potential for growth, and the level of marketing sophistication needed, in the end, there are two that stand apart.

HubSpot COS vs. WordPress CMS

These two options are the hallmark of what it means to be a content-first website platform. With either of these and some know-how, all your content efforts can be managed and measured together, making these platforms heavily relied on by marketing departments focused on inbound.


WordPress legacy and cost have been its selling points for years. It has become the CMS leader for bloggers that much of the internet is built on today.

According to Tom Ewer, of, “74,652,825 sites out there are depending on good ol’ WordPress. That’s one site per person in Turkey. Around 50% of this figure (close to 37 million) is hosted on the free”


Since it’s matured, reasonably priced templates and plugins have become available which take all the virtues WordPress has to offer and turn it into a platform that can be customized for your business.

The downside to this customization is the need to manage what seems like antiques of the internet age – domains, hosting, plugins, plus back end system and security updates.

Most importantly is the continued reliance on some knowledge of HMTL and CSS to create your desired design. You can use the WordPress default editor to modify pages, but changing the template designs is often too advanced for people and usually requires extra help.

Fast and Painless – Website Redesign

The Result? A beautiful, fast, SEO tuned and mobile-friendly website.

Developer or not, WordPress is still a great option as a CMS for bloggers and some small businesses that do not need a marketing automation system.

The beauty of WordPress is in its simplicity, which makes it the go-to choice for small teams like restaurants, retail stores, and small-scale digital storefronts. Their marketing efforts are typically not unified and often they only have staff for core business needs – like selling or managing inventory.

However, it’s  continued success in this space has led WordPress to become a popular no-frills e-commerce platform. Plenty of vendors and payment solutions have been happy to integrate with the biggest CMS on the web, so it’s enjoyed much success as a digital storefront.


Creating your website pages and blogs can be done right from the start, but you’ll find little in the way of customization or integration with other marketing tools. If you want a lead form or landing page, you’ll have to look elsewhere for third party plugins or applications like Unbounced and LeadPages.

There’s no doubt that these plugins have become very popular, but overuse or mismanagement can lead to slow websites or security issues. This means that sizable integrations, even with an abundance of available API’s, usually require a seasoned developer and added cost.

Plugins sound innocent enough, but as they are used more and more they end up becoming another backbone to your website. Many firms keep developers on retainer for this reason because one broken plugin can end up crippling an entire website.

Many small teams still find WordPress to fit their needs, however, the simplicity and need for third party plugins, plus limitations to marketing integration make it commonly overlooked.

HubSpot COS

At its foundation, HubSpot is just as much of a CMS as WordPress is. However, the CMS is just that – a foundation.

HubSpot cos vs wordpress

You get the great benefits it has to offer, managing your website design and content within it, but that’s done with a number of layers and sophistication on top that can’t be matched.

Because of this, HubSpot is known as a unified CMS platform. So much so, that they even developed their own name, Content Optimization System (COS). This COS effectively sits on top of a traditional content publishing platform and provides a whole new world of benefits.

marketing automation systems

The biggest of these is that it allows the online experience to be personalized and targeted to your customer’s context.

This means that you won’t be making the same pitch to everyone who visits online because you have the insight on what their unique needs are. The information and content displayed will then be customized, something not possible with a traditional CMS.

The key feature of the HubSpot COS is that the whole is greater than the sum of its parts. Since everything is contained within HubSpot’s platform, there is little need for external plugins or integrations. All the details you’d rather not worry about are taken care of inside the platform.

HubSpot provides templates for a low cost or even occasionally free of charge, but getting the unique look that your business requires will take some work in their template editor. On the other hand, lead forms and landing pages are just a few clicks away with A/B testing options.

Unlike some WordPress templates, all of HubSpot’s out-of-the-box website designs use responsive design. This means that pages and content are always optimized for visitors on any device. And it’s been proven time and again that HubSpot’s websites are more resilient to attack and downtime.

hubspot marketing automation platform

By connecting to the unified marketing platform of HubSpot, the COS is often used by small to mid-sized teams who need more impact from their content.

Since you won’t be worried about additional tools or integrations, many teams find it to be the best fit when they need content completely unified with marketing.

You’ll find the platform prevalent among many sectors, commonly business to business, but especially within the ERP and manufacturing space where this unified platform tends to be valued even higher.

The only way for marketers to understand whether a specific content strategy works is to start with data. HubSpot’s platform helps content owners and managers scale their effort and become more efficient.

The HubSpot COS is holistic

The COS is a holistic web-marketing platform. While traditional CMS’ focus on letting people manage their websites, a Content Optimization System encompasses ALL components of digital marketing. Here are the biggest reasons why I see HubSpot being a better choice for B2B marketers:

  • All-in-one (websites, blogs, email, analytics, customer database, etc.)
  • The incredibly intuitive interface allows marketers to make minor changes to layouts
  • World-class CDN-based hosting
  • No manual plugin updates
  • Manage multiple domains from a single login
  • Natively comes with SSL encryption
  • Everything is backed up (pages, posts, CSS, .js, etc.)
  • World-class support team

HubSpot COS allows you to align your entire customer lifecycle together, from A-Z, a website visitor into a closed-won customer. Being able to generate marketing attribution throughout this process all within the same platform is incredibly powerful for data-driven marketing. 

Let’s break down the attributes of each option and see which fits your business best:

Content elements:

  • Template design – Winner WordPess
  • Content management – Winner HubSpot
  • Blogging – Tied HubSpot/WordPress
  • Content targeting – Winner HubSpot
  • Landing pages – Winner HubSpot
  • Sales forms – Winner HubSpot
  • E-commerce – Winner Neither
  • SEO and Keyword research – Winner HubSpot
  • Analytics and reporting – Winner HubSpot

Ease of site management:

  • Domain Management – Winner Hubspot
  • Website hosting – Winner HubSpot
  • SSL certificate – Winner HubSpot
  • Security – Winner HubSpot

We’re listening.

Have something to say about your thoughts about HubSpot COS vs WordPress? 

Share it with us on Facebook, Twitter or LinkedIn.

General FAQ’s

What is HubSpot COS?

HubSpot COS is like WordPress CMS. It is a website CMS database embedded in its all-in-one marketing automation platform.

What is WordPress?

WordPress is an online, open-source website production tool written in PHP. It’s probably the easiest and most powerful blogging and website content management system (or CMS) in existence today.

What is HubSpot used for?

HubSpot is an all-in-one marketing and sales software that helps companies attract visitors, convert leads and close customers. It helps a small business scale its marketing operations.

Should I build my website on WordPress?

Redesigning your website on WordPress, HubSpot, Drupal, Shopify, Square, or other platforms means getting more than a new look. It’s about having a CMS platform running on one of the most flexible, powerful, and smart ways to publish content online. WordPress is a great option: learn more here.


Get your comprehensive analysis of how your digital marketing programs are performing.

Increase Web Traffic With SEO - Get To The Top Of Search

High-speed crawler, issue prioritization (errors, warnings, notices), flexible settings. Multiple checks: architecture, security, on-page, mobile, technical and international SEO!


Perform Your Own SEO Audit.


You have Successfully Subscribed!

Develop Your Marketing Plan in 3-Days or Less

Social Media Plan Templates — Write SMART goals. Analyze your tactics. Set your budget. Featured Resource. Free Marketing Plan Template.


Marketing Plan Template - Easy To Use Template‎


You have Successfully Subscribed!

Marketing Automation Solutions Comparison


See side-by-side comparisons of the top 6 marketing automation vendors in one convenient guide.‎


You have Successfully Subscribed!

Test Your Website for Google's Core Vitals

See where your site needs work with actionable results.


Is your site ready for Google's May UPDATE? Get Your Test Results Immediately.


You have Successfully Subscribed!

Pin It on Pinterest

Share This!

Share this post with your friends!