WordPress to HubSpot
Open-source CMS for pages, posts, media, custom post types and plugins. Most sites run self-hosted.
WordPress data can move into HubSpot, landing mainly in Content Hub. 1 of 6 mapped objects move directly (Posts (blog)); 5 items need manual work and 3 do not move. Plan roughly 3-6 weeks for a small move and 12-24 weeks for a large one.
Migration checklist for WordPress
Three phases, specific to this system. Tick steps off as you go.
Before
0 of 5 doneDuring
0 of 5 doneAfter
0 of 5 doneWhat will it take?
No price list: cost follows volume, custom objects and how much logic must be rebuilt. Answer four quick questions for a planning range.
The three scenarios
Small migration
<100 pages/posts
Blog import plus a few rebuilt pages.
Mid migration
100-1,000 pages/posts
Custom templates, forms and redirect mapping.
Large migration
>1,000 pages/posts
Multilingual, custom post types and many plugins.
What moves the number
Timeline ranges are planning estimates, not a quote. A partner confirms scope after discovery.
Access, mapping and limits
Start with how data leaves WordPress: what you need to get in, what lands in HubSpot, and what will not.
REST (WP REST API at /wp-json/)
Public posts need no credentials. Drafts and other non-public content need a username plus an application password over HTTPS.
Admin access for Tools > Export and for creating application passwords. A least-privilege dedicated API user is recommended.
Choose your route
How will you move the data?
HubSpot offers an integration for importing records from WordPress.
- You need: Public posts need no credentials. Drafts and other non-public content need a username plus an application password over HTTPS.
- Permission: Admin access for Tools > Export and for creating application passwords. A least-privilege dedicated API user is recommended.
Native imports often bring over only some data, so check coverage per object in the mapping below.
Export each object, clean it, then import it into HubSpot.
- Tools > Export XML (WXR) of posts, pages and custom post types
- HubSpot WordPress Connect (reads blog via REST API from the blog homepage URL)
- HubSpot Smart Copy (beta; scans a live post URL)
- HubSpot XML import (Settings > Content > Blog > Import)
- CSV import of blog metadata
- Uploads folder via FTP for media
- REST API pull of custom post types (needs show_in_rest)
Limits: To confirm
Migration and sync tools can move more than a plain import. Confirm which objects each one supports before you choose.
Best when volume is high, custom objects are many or automation is heavy. That is the Large scenario: 12-24 weeks, usually phased.
Talk to a partnerWhere each object lands
In WordPress
In HubSpot
Hover or tap anything on the left to see where it lands.
| Source object | In HubSpot | Moves | Notes |
|---|---|---|---|
| Posts (blog) | Custom objects | yes | Imported into a HubSpot blog, not a CRM object. Carries titles, body, URLs, dates, authors, tags, meta descriptions, featured images and comments per guides. Review the result after import. |
| Pages | Files | manual | There is no page importer, so pages are rebuilt in HubSpot templates. HubSpot CMS pages are not a listed HubSpot object name, so this is the closest option. |
| Media library | Files | partial | Featured images import with posts. Gallery images and linked PDFs do not, so upload them and re-check alt text. |
| Forms (plugin forms) | Contacts | manual | Rebuild as HubSpot forms so submissions create contacts natively. |
| Custom post types / structured content | Custom objects | manual | Exportable via WXR or REST. HubSpot mapping needs design, for example HubDB or custom objects. |
| Users/authors | Contacts | partial | Authors come across with blog posts. Subscriber or customer user records are not covered by the content importers. |
What to expect
They are rebuilt as HubL templates, modules and drag-and-drop areas.
HubSpot CMS does not run WordPress plugins, so each needs a native equivalent or a custom module.
HubSpot's import skips them.
There is no page importer.
Needed to protect SEO.
WordPress-specific markup does not render in HubSpot.
Plugin settings do not transfer.
Language plugins do not carry over. The scope note requires these tests.
Crawl the old site, build a redirect map and test it before go-live.
Fall back to Smart Copy, XML or CSV import.
Inventory plugins and rebuild each as a module.
Export the uploads folder separately and re-upload.
Data governance and compliance
Decide what is allowed to move before anything is exported. Tick each gate once it is agreed.
How we researched this page
How much to trust each section, and where it comes from.
Blog import and WordPress REST API auth are backed by HubSpot docs, WordPress docs and migration guides. Page, form, theme and redirect handling rests on agency guides and category-level knowledge, and no HubSpot doc was checked for those.
Sources
Related migrations
Frequently asked questions
How do I migrate WordPress to HubSpot?
1. Crawl the site with Screaming Frog and export all URLs, including archives, images and PDFs. 2. Take a full WXR export from Tools > Export and a database backup. 3. Inventory plugins: SEO, forms, multilingual and page builders. 4. Create a REST API application password for a least-privilege user if non-public content is needed.
What data can move from WordPress to HubSpot?
These objects move directly: Posts (blog). Check the mapping table for partial and manual items.
What does not move from WordPress to HubSpot?
Themes, templates and page builder layouts, Plugins and their functions and Gallery-tag images and linked PDFs in posts. Plan to rebuild or retire these.
How long does a WordPress to HubSpot migration take?
Small (<100 pages/posts): 3-6 weeks. Mid (100-1,000 pages/posts): 6-12 weeks. Large (>1,000 pages/posts): 12-24 weeks. These are planning estimates, not a quote.
What access do I need to export from WordPress?
Public posts need no credentials. Drafts and other non-public content need a username plus an application password over HTTPS. Admin access for Tools > Export and for creating application passwords. A least-privilege dedicated API user is recommended.
Is there a native HubSpot connector for WordPress?
Yes. Confirm the supported objects in discovery.
What compliance issues apply when moving WordPress data?
Check: Membership or WooCommerce sites may hold payment-related or minors' data. and Health or education sites may carry sensitive form data.. Agree consent, retention and access rules before exporting.
Moving WordPress into HubSpot?
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