Meet CMS Hub, HubSpot’s Website Management Service

February 17, 2021

In 2020, the HubSpot team announced the newest addition to their lineup of integrated business tools: CMS Hub. A Hubspot-based CMS, or content management system, means that HubSpot customers can now host their entire website on the HubSpot platform - not just blogs or standalone landing pages. And best of all, CMS Hub seamlessly integrates with Sales Hub, Marketing Hub, and Service Hub to make managing businesses and seeing results even easier.

By integrating your website into your other sales and marketing systems, businesses are given more power to track, analyze, and market and sell to their website visitors. Currently, the HubSpot website tracking code allows you to cookie visitors and tie them to conversions. But with a website hosted on CMS Hub, you can experiment with A/B testing, dynamic content, and personalization. Let’s dive into all the features that sets CMS Hub apart from other content hosting providers.

Simplicity & Security

One of the biggest selling points for HubSpot as a whole is the ease of use. People love Marketing Hub because it allows them to manage their social media, paid advertising, email marketing, and content creation all under one roof. Similarly, CMS Hub takes some of the complication out of website hosting. 

CMS Hub includes managed hosting, which means that your site is always up to date and hosted on HubSpot’s reliable servers. They also put security first when building the platform, so you don’t have to rely on third party services. You get access to the web application firewall, SSL, custom CDN, and SSO memberships out of the box.

Marketing Attribution and Optimization

When your content is hosted in the same program as your marketing platform, there isn’t any guessing on where revenue came from. With CMS Hub’s attribution reporting, you can find out which content types, web pages, campaigns, and sources make the biggest impact so you can focus on them in the future. 

And for the data-driven marketer, there appears to be endless ways to customize content to find the best iteration for your audience. With adaptive testing, you can create up to five page variations, and HubSpot will automatically find which is performing best and serve it to future visitors. Aside from content experiments, users can also use dynamic Smart CTAs and Smart Content to deliver content specific to personas and visitor behavior.


The biggest change for those used to making landing pages in the HubSpot designer and the switch to CMS Hub is the introduction of themes. Themes make up a website - a theme may be a collection of designs for a home page, contact page, product page, and about page. They cover not just how the website looks, but how it functions as well. 

Those buying CMS Hub who do not have design or development experience will need to either hire a company to help them design and develop their website or purchase a theme in the HubSpot Marketplace. 

The customization doesn’t just stop at how your website looks, though. The integration of HubSpot’s HubL code makes almost anything possible. You can now even display custom objects on your website pages using CMS Hub. 

For example, if you are a real estate company and you have developed a custom object for listings, you can now display the listing information (such as price, location, and agent) on your website. Read more about how you can use HubSpot Custom Objects with CMS Hub.

Endless Possibilities

Now that HubSpot has enabled businesses to manage nearly every business function out of one system, each piece is more powerful than ever. Think of the ways you can use smart content, progressive form fields, workflows, sales sequences, and custom quotes together to build an incredible inbound engine. 

Ready to reimagine what you can do with HubSpot? Contact us to let us help you make it a reality.

Amber Wojcek