All You Need To Know About HubSpot CMS

HubSpot CMS stands apart from traditional web development platforms because it's integrated with the full HubSpot CRM ecosystem. This integration creates a fundamentally different approach to website building—one that's inherently customer-focused rather than just content-focused.

Hubspot websites are designed for the entire customer journey from the get-go. The platform's marketing automation, sales tools, and service capabilities can be directly implemented into your build, creating a seamless marketing experience that aggregates data from multiple touchpoints.

This contrasts sharply with platforms like WordPress, where CRM functionality must be added through third-party embeds and plugins to collect and interpret data. While WordPress and similar platforms primarily focus on information sharing and directing users through their own journey, HubSpot is laser-focused on converting website visitors into leads and then into customers.

Another key advantage is that once built, a HubSpot site can be managed and updated by marketers without requiring developer assistance, making it highly accessible for ongoing content management.

Core Capabilities of HubSpot CMS

Building in HubSpot unlocks several powerful features that streamline both development and marketing efforts:

Built-in Analytics and Personalization: HubSpot eliminates the need for many third-party plugins by providing comprehensive reporting and personalization tools natively within the platform.

A/B Testing: You can easily test different versions of page content, calls-to-action, and other elements to optimize performance based on real user data.

SEO Management: The platform includes on-page SEO controls and provides improvement suggestions to help boost your search rankings.

Flexible Page Creation: Beyond regular page builds, HubSpot offers specialized Landing Pages that provide enhanced trackability and different functionality tailored for conversion-focused campaigns.

Content Staging: This feature allows you to prepare and review content changes before they go live, ensuring quality control in your publishing process.

Understanding HubSpot's Limitations

While HubSpot CMS offers many advantages, it's important to understand its constraints:

E-commerce Limitations: HubSpot doesn't provide robust native e-commerce functionality, though you can integrate with external platforms like Shopify or WooCommerce to add shopping capabilities.

Feature Restrictions: Some advanced functionality is only available at the enterprise subscription level, which may impact smaller organizations.

Server-Side Access: Developers cannot access server-side code directly, which can limit advanced customizations and integrations that rely on external databases.

Performance Issues: The page builder can occasionally feel slow or experience bugs, particularly during complex editing sessions.

Keys to Success as a HubSpot Web Designer

To excel in HubSpot web design, several fundamental principles should guide your approach:

Strategic Planning is Essential: Before you begin building, develop a clear understanding of how you want to integrate HubSpot's marketing, sales, and service capabilities into your web design. This upfront planning prevents costly restructuring later and ensures you're maximizing the platform's potential.

Leverage Accessibility: HubSpot's template-based system is designed to be user-friendly for both experienced developers and marketers with limited technical experience. The drag-and-drop editor allows for quick content creation without coding knowledge. However, for custom functionality, developers can utilize HubL (HubSpot Markup Language) to build sophisticated templates and modules.

Understand Platform Structure: HubSpot is more structured than platforms like WordPress. While this provides consistency and reliability, it can be less flexible for highly customized solutions. You can expand functionality by sourcing templates and modules from the HubSpot marketplace, which offers various features and customization options.

Hosting and Security Advantages

HubSpot simplifies website management through its comprehensive hosting and security approach:

The platform provides managed hosting, SSL certification, and automatic security updates as part of its subscription. This eliminates the burden on businesses to manage server maintenance and security—responsibilities that are often required with self-hosted platforms. This worry-free maintenance approach allows teams to focus on content and strategy rather than technical infrastructure.

Common Pitfalls and How to Avoid Them

Mobile Optimization Oversights: Many marketers build content in the CMS without properly optimizing for different screen sizes and viewports. Mobile layouts are crucial and must be considered in every build. Always review your design on multiple screen sizes before publishing to ensure a consistent user experience across all devices.

Integration and Workflow Testing: HubSpot's strength lies in its ability to gather information and generate leads, but these systems must work flawlessly. Test and double-test all integrations and workflows to ensure they function properly and make sense from the user's perspective. Poorly configured forms or broken automation can result in lost leads and frustrated visitors.

Design Monotony: Repetitive content layouts can quickly bore users and reduce engagement with your site. Take time to explore what your theme can do and investigate modules available in the marketplace. Look for creative, visual ways to display information that will keep users interested and engaged throughout their journey on your site.

Conclusion

Success with HubSpot CMS comes down to understanding its unique strengths, planning your implementation strategically, and avoiding common pitfalls around mobile optimization, integration testing, and design variety. Its integrated approach to marketing, sales, and service makes it particularly powerful for businesses focused on lead generation and customer conversion. When approached thoughtfully, HubSpot CMS can be a powerful foundation for websites that don't just inform—but convert.

Need help designing in Hubspot CMS? Contact FMK Agency today to build your website and start converting.