From WordPress to HubSpot Content Hub - How to successfully migrate your content

Many companies are considering switching from WordPress to HubSpot Content Hub, especially when their marketing team needs more agile content management and sales need tighter integration with their CRM system. If you're already using HubSpot CRM and your current WordPress site feels rigid and difficult to manage, HubSpot may be the next natural step.

At Kaksio Labs, we've helped dozens of organizations successfully migrate content from WordPress to HubSpot. In this blog, we share best practices based on experience and concrete tips to help you make the transition in a controlled way - without sacrificing SEO or customer experience.

Why switch from HubSpot to Content Hub?

Moving to HubSpot's Content Hub brings your company's content production, website and customer data under one roof. This allows for much smoother content management, especially when websites are regularly updated by multiple users. Content creation is done without technical expertise, and all website data is directly linked to HubSpot's CRM, improving the efficiency of marketing automation and lead tracking.

Unlike WordPress, HubSpot requires no separate plug-ins or ongoing updates. The platform is secure, fast and a great solution for businesses that value stability.

Plan your content migration carefully

The first step in content migration is a comprehensive content audit. This means mapping out the content on your current WordPress site: what pages, blogs and forms exist, and which ones should be migrated to HubSpot. At the same time, you should assess the timeliness and quality of the content and identify which pages need to be updated before migration.

To facilitate this step, we at Kaksio Labs have created an Excel sheet (in Finnish) that makes content mapping quick and systematic. You can download it free of charge from this link.

Once the content has been mapped, it's time to decide how to move it to the new environment. For smaller projects, manual migration is quick and easy, but for larger projects, you can use tools such as blog import, which allows you to migrate blog content without manual copy-paste. Of course, even in this case, human review is necessary before pressing the publish button.

SEO and user experience at the heart of migration

When migrating content, it is important to take care of search engine optimisation. URLs should be kept unchanged, or alternatively redirected to new pages with 301 redirects. You also need to ensure that metadata, titles and ALTs for images follow along. This avoids losing organic visibility during the transfer.

Usability should also be tested before publication. The functionality of forms, mobile responsiveness, speed and clarity of content will all affect how the site serves its users on the new platform.

Accessibility as part of a modern website

When migrating a website to HubSpot, it's worth remembering to consider accessibility. Accessibility means that the site is easily accessible to all users - including those with visual or hearing impairments, motor challenges or other special needs. Good accessibility improves not only the user experience, but also search engine visibility and the company's corporate responsibility image.

Clarity of content, text responses to images, color contrasts and keyboard navigation are basic pillars of accessibility that can also be well implemented in HubSpot's Content Hub. HubSpot also provides tools to test and iteratively improve different aspects of accessibility.

From June 2025, the accessibility requirements of the Digital Services Act will be extended to new digital services for consumers, such as online shopping, e-books, digital services for passenger transport, consumer banking services, services providing access to audiovisual content services and communication services.

Why choose Kaksio Labs as your partner?

A website migration is rarely just a technical operation - it is an opportunity to renew your entire online presence. Content, structure and visuals can be rethought in terms of business objectives. When done correctly, migration can bring significant improvements in user experience, content marketing and sales effectiveness.

Content migration is not just a technical move - it is an opportunity to improve website performance, clarify content structure and optimise customer journeys. At Kaksio Labs, we ensure that your migration to HubSpot's Content Hub is smooth, efficient and supports your business goals.

Kaksio Labs is the leading technical HubSpot partner in Finland. We combine strong technology expertise with strategic vision to ensure that the transition to HubSpot is safe, controlled and efficient.

P.S.

We wrote on our blog pretty much exactly 5 years ago about the differences between HubSpot CMS Hub and WordPress. HubSpot Content Hub and WordPress, which are available today, differ significantly as web platforms because they are based on different technologies, business models and use cases. To summarise the key differences between the platforms:

1. The nature and purpose of the platform

2. Deployment and management

3. Marketing and CRM features

5. Pricing

6. SEO features

Summary: when to choose?

Choose HubSpot Content Hub if:

• Your company already uses HubSpot CRM or marketing automation.
• You want all the tools in one place.
• You value ease, speed and built-in marketing tools.
• You are willing to pay a higher monthly price.

Choose WordPress if:

• You need more flexibility and want full control over the look and feel of your site.
• You want a more affordable option and can handle the maintenance or use a service provider.
• You don't need tight integration with CRM and automation tools (or use software other than HubSpot).