Marketing

9 Hacks to Simplify Your HubSpot to WordPress Migration

By April 16, 2019 No Comments
simple hubspot to wordpress migration

The inbound sales, CRM and CMS platform HubSpot offers a range of helpful features, templates and tools to help with inbound marketing, but this platform isn’t the right fit for everyone. If you aren’t using HubSpot’s features or if you find the system limiting, you may be considering a HubSpot to WordPress migration.

WordPress is the world’s leading CMS, controlling about half of all CMS-based content and running about a third of the entire internet. A wide range of helpful WordPress plugins give you enormous flexibility in design and functionality, and the platform is relatively intuitive and easy to use. If you’re ready to make the switch, this process can help to simplify your HubSpot to WordPress migration.

9 Hacks to Simplify Your HubSpot to WordPress Migration

1. Don’t Just Copy

First off, it’s important to remember that all CMSs are different. No matter which CMS you’re converting from or to, there will not be a one-to-one transfer for all of your data. Keeping this in mind from the start will give you the flexibility you need to not only move your site, but improve it.

When migrating between CMSs, it’s a perfect time to do a site redesign and a content audit. Instead of copying over all of your content and copying your design, get rid of content you no longer need, modernize your design and give your users a better experience. This will create customer-facing value from your HubSpot to WordPress migration, while also giving your own users a better experience.

2. Export and Redesign Templates

Creating a new, modern design using WordPress’s themes and customization tools is ideal for your HubSpot to WordPress migration. You might find a theme that suits your new site and customize it, or build your own theme.

If you’re not ready to part with your HubSpot templates, or you want to use them to inform your new one, you can export your templates as HTML files. Select the Marketing tab from your top toolbar, then Files and Templates and Design Tools. From here, you’ll have access to all your templates, including your modules, blog, emails, pages, and more. To export a template, select the template you want, then select Clone to HTML from the Actions menu at the top.

hubspot to wordpress migration export templates 1

3. Use Your New Languages

Keep in mind that HubSpot themes and WordPress themes operate in different ways. For example, HubSpot is supported in part by their proprietary language, HubL, which will not be interpreted correctly on WordPress. However, the HubSpot to WordPress migration will give you more freedom with more commonly used languages like PHP, CSS and JavaScript. You can use these to take advantage of more customization and functionality on your new WordPress site.

4. Be User-Centric

Whether you’re shifting your HubSpot theme over to WordPress or you’re looking for a completely new design, remember to create a site that is human-centered. This means it should be based on how your customers want it to work, and not how you think it should work. Do some user testing, and ask your customers what they would like to see from your website. This way, your website redesign will create value, instead of simply copying over an old format.

5. Use Redirects to Migrate SEO Value

For your HubSpot to WordPress migration to be successful, you need to take the SEO value of your previous design and transfer it to WordPress. Improving your design will decrease bounce rates and increase a user’s time on a page, which will boost your SEO value, but there are other considerations as well. A variety of factors influence your SEO, including the keywords you choose, meta information, features like pop-ups, mobile usability, and much more.

The key to improving your SEO when you make your HubSpot to WordPress migration is to improve your site design while maintaining your original SEO value. Keeping your original domain and URLs is helpful here, especially if you have a stream of steady traffic already. If you’re changing your domain or reconfiguring your site with different URLs—for example, changing the URL structure of your blog to contain each posts’s keyword—you’ll need a list of 301 redirects. In WordPress, you can import a list under Tools and Redirection.

6. Export and Import Your Blog

If you’re migrating your blog from HubSpot to WordPress, you can use the Export button on your HubSpot blog to download a .CSV. In this spreadsheet, you’ll want to map the URLs of your old HubSpot blog posts to your new WordPress posts. This can be a demanding task if you have hundreds of blog posts. WordPress plugins like Yoast can automate this process and make it easier to import and redirect your blog and other parts of your site.

hubspot to wordpress migration blog

7. Don’t Migrate Everything

It may seem counter-intuitive, but importing every single blog post might not be the best way to preserve SEO value. Conduct a content audit and determine which posts are actually driving traffic and engagement. Make sure these are successfully redirected and formatted properly. For posts that don’t meet traffic or engagement minimums you set, save the content, but consider leaving them out of your HubSpot to WordPress migration. If the content is outdated or no longer relevant, let it go. If the content is too short, doesn’t target the right keywords, or could benefit from other improvements, considering changing it and posting it as fresh content.

8. Use Plugins

So you’ve successfully migrated your central pages and your blog. This is the bulk of your migration from HubSpot to WordPress, but a few key elements are still missing. For your migrated content to work and for your website to work successfully within your inbound strategy, you need strategies to move customers through the buyer’s funnel. This includes functional elements like CTAs, forms, landing pages, tracking, email marketing integration, and CRM system integration, among others.

Since WordPress is the most-used CRM system and it’s supported by thousands of plugins made and managed by talented developers, many of these functions can be completed by installing plugins. You can find and install these plugins from the WordPress plugins page, or you can find integrations with the services you already use, like MailChimp for email automation or the SalesForce CRM. You can use these plugins to create new assets like forms and CTAs, or some plugins allow you to import your HubSpot assets (you can export them using the Marketing, Design Tools, and Actions tab detailed at the beginning of this post). Many WordPress plugins are free, so you may find that your costs decrease substantially.

Here are a few high-quality plugins that may help your transition:

9. Take Time to Get Adjusted

HubSpot is a popular marketing and CRM platform with many benefits, but a HubSpot to WordPress migration can save many businesses time, money, and provide more value. Take your time to get acquainted with WordPress and find plugins you like. Look at this process as revamping, updating, and refreshing your site to boost value, not just a technical chore to mark off the list. With this mindset, you’ll get a valuable, user-oriented website as well as a functional, user-friendly CRM.

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