WEBSITES

WordPress CMS for B2B with HubSpot integration.

HubSpot CMS is our default, because having CMS and CRM on one platform works faster and more consistently for B2B. But not every organisation is there yet. If you have an existing WordPress site with a large content library, multi-language content or a plugin stack that works, migration is not always the right move. We build on WordPress and connect HubSpot for CRM, forms and lifecycle. A hybrid setup that uses the best of both platforms. Platinum Partner on the HubSpot side, five years of WordPress experience on the CMS side.

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What is in the setup

01
WordPress Theme, blocks, custom post-types, multi-language
02
HubSpot hook-up Embed forms, lifecycle, tracking code
03
Leadinfo and GA4 Anonymous identification and conversion measurement

The observation

WordPress and HubSpot often run separately, with sales data falling through the cracks.

The marketing site is on WordPress, the CRM sits in HubSpot, and the two do not talk to each other. Forms in WordPress drop leads into a mailbox, not into lifecycle. Sales does not know which piece of content the lead touched. Marketing does not know which campaign produced a deal. We do it differently: we keep WordPress for content flexibility and connect HubSpot to the marketing tracking, forms and lifecycle. No rebuild, just a working hybrid setup. These are the four patterns we see in almost every WordPress audit.

Forms disconnected from CRM

Contact Form 7 or Gravity Forms sends emails to info@. No lifecycle integration, no scoring, no workflow. Leads gather dust in an inbox while marketing budget keeps going to acquisition.

Incomplete tracking

Google Tag Manager half configured, GA4 events not defined, no HubSpot tracking code at page level. It becomes impossible to see which ad or which piece of content generated a SQL per campaign.

No anonymous identification

97 per cent of visitors never fill in a form. Without Leadinfo or a comparable tool, sales does not know which ICP companies have already visited the site, and marketing does not know which content attracts B2B audiences.

Theme without restrictions

An Elementor or Divi installation where every page builder chooses its own colours, fonts and spacing. Brand feel differs per template. Performance drops under a pile of shortcodes and page builder overhead.

Approach

From standalone WordPress site to a working hybrid with HubSpot.

We work in fixed blocks: audit, integration, tracking and optimisation. Four to six weeks for an average scope. No rebuild of the entire WordPress site, just a working hook-up to HubSpot lifecycle, forms and GA4, embedded in our HubSpot Platinum approach.

01 Wk 1

Audit

WordPress stack inventory: theme, plugins, page builder, multi-language setup. Forms mapping, tracking audit and sales data flow documented. What stays, what goes, what needs improving.

02 Wk 2

HubSpot embed forms

Forms replaced by HubSpot embed forms or a form bridge that syncs to HubSpot. Form fields mapped to contact properties, progressive profiling enabled for returning visitors.

03 Wk 3

Tracking and lifecycle

HubSpot tracking code on all templates, GA4 events standardised, Leadinfo for anonymous company identification. Lifecycle stages workflow in HubSpot to push submits through to MQL, SQL and sales routing.

04 Wk 4

Theme refactor

Where needed, apply theme restrictions, clean up the plugin load and set a performance budget on the templates that matter. No full rebuild, just removing what sabotages brand consistency or LCP.

05 Wk 5-6

QA and hand-off

Cross-browser, mobile, GA4 events verified live, lifecycle flow walked through with test contacts. Hand-off to marketing with a short guide on how to edit forms in HubSpot without a WordPress developer.

Who helps you

The websites duo plus CRM architecture.

Dante and Sander are the websites duo for the WordPress side and the copy. Carsten delivers the HubSpot hook-up and lifecycle. Three specialists who know both WordPress and HubSpot, so you do not have to manage two agencies.

For the broader CMS choice see also HubSpot CMS development.

Dante Zwanenburg

Content & Web Lead

Owner of the WordPress side and the copy direction. Builds theme restrictions, blocks and CTA structure. Makes sure pages go live with real copy, not with placeholder text that still needs swapping later.
Sander Adriaanse

Webdesign / Frontend

Delivers design tokens, theme templates and visual consistency. Works alongside Dante so design lands 1-to-1 in WordPress blocks, without a page builder pulling the design apart later.
Carsten Huiskamp

CMS Architect (HubSpot hook-up)

Delivers the HubSpot tracking code, embed forms, lifecycle workflow and Leadinfo integration. Makes WordPress and HubSpot a working whole, with data flowing through to deal level.

Case · B2B mid-market

From standalone WordPress forms to lifecycle in HubSpot without a rebuild

A B2B organisation with a healthy WordPress site of 300+ pages and three languages wanted to move to HubSpot for CRM and marketing automation, but did not want to rebuild the WordPress site. Forms via Gravity were dropping leads into a shared inbox, GA4 was half configured and sales had no visibility into which campaign produced which deal.

In six weeks we replaced forms with HubSpot embed forms, rolled out the HubSpot tracking code across all templates, standardised GA4 events and connected Leadinfo for anonymous company identification. The WordPress site remained in place, only the plugin overhead was cleaned up. Three months after launch, sales works with SQLs including campaign attribution and marketing has per-content insight into pipeline contribution.

What clients usually ask.

The questions that come up before a WordPress and HubSpot hybrid project starts.

Why WordPress and not just HubSpot CMS?

HubSpot CMS is our default for B2B, because having CMS and CRM on one platform works faster and more consistently. We choose WordPress when you have a large existing content library, manage multi-language content via WPML or Polylang, or run a plugin stack that cannot be migrated without a rebuild. In those cases a hybrid setup works better than a rebuild. Our HubSpot CMS development service is for clients who do want to move to HubSpot.

What exactly do you do on the WordPress side?

Theme and block development where needed, cleaning up the plugin stack, setting a performance budget on the templates that matter, and continuing to manage multi-language content via WPML or Polylang. We do not rebuild the entire site from scratch unless the old theme really needs to become maintainable. Applying theme restrictions and cleaning up the plugin load is often enough.

How do you connect WordPress to HubSpot?

HubSpot tracking code on all templates, HubSpot embed forms instead of Contact Form 7 or Gravity Forms, and Leadinfo for anonymous company identification. Form submits land directly in HubSpot contacts and trigger lifecycle workflows. For clients who prefer to keep Gravity Forms we build a form bridge that pushes submits to HubSpot. GA4 events are connected via GTM so marketing attribution per campaign is accurate.

How long does a hybrid project take?

Four to six weeks for an average scope. One week audit and mapping, two weeks HubSpot integration and forms migration, one week tracking and lifecycle flow, and one to two weeks theme clean-up and QA. Multi-language or more than ten key templates add two to four weeks.

Does the site need to go offline during the migration?

No. We work on a staging environment for theme changes and test forms and tracking in parallel with production. Cut-over per template, with a rollback plan for the forms. Visitors notice nothing of the hook-up, except that sales and marketing afterwards do know who has been on the site.

What does a WordPress and HubSpot hybrid project cost?

Our services are bespoke. The price depends on the size of your WordPress installation, the number of forms, the tracking state and multi-language scope. Many clients choose a RevOps-as-a-Service retainer after the hook-up, in which lifecycle, content and CRO continue. Book a call and we will scope it to your situation.

Do we get lock-in if we use Leadinfo and HubSpot embed forms?

HubSpot embed forms and Leadinfo are tools you pay for monthly, so technical lock-in is limited. Should you later want to migrate everything to HubSpot CMS, we can do that with content migration via HubSpot import templates and a 301 redirect plan. The WordPress content remains exportable and the HubSpot data stays yours.

Ready to start?

Ready for WordPress that works with HubSpot?

Book a call. We look at your WordPress stack, forms setup and tracking state. After that you get an honest scope. Sometimes migrating to HubSpot CMS is the right conclusion, sometimes a hybrid setup is better. We tell you which direction to go, without a sales pitch.

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