You could be using WordPress, Adobe Marketo Engage, Drupal, or any other CMS, the standardized process of understanding, preparing, and migrating your website and data to HubSpot CMS is the same. Take it as a blueprint.
Understanding the types of Assets that need to be transferred
The first step is to document all the assets and categorize them for easy understanding. Create a digital inventory that is subjected to move to HubSpot. You could use a paid tool or Google spreadsheet to document and share with team members who work with you on the migration project.
Here’s the list of assets and their properties to document
Pages: Website pages, landing pages, their content, design templates, link structures.
Emails: Document email layouts, templates, content, and take notes on subscription types that you want to replicate in HubSpot as well.
Workflows: Write steps, triggers, contact lists, workflow names, and each detail to set up workflows in HubSpot CRM.
Forms: If your forms are part of workflows and marketing campaigns, then save these as well and replicate those in HubSpot.
Domains and URLs
You can use tools such as Screaming Frog, Ahrefs, and Semrush to crawl your entire website and gather all accessible URLs. Export the URLs, metadata, canonicals, and other relevant information in the crawled data and save it into a spreadsheet.
Website Themes and Templates
Create a theme file if you want to continue with the existing theme and achieve the same in HubSpot. Ask the HubSpot developer to convert those themes into HubSpot Templates once the theme is customized or uploaded. Create custom modules to match your brand’s tone.
Users
If you have an existing CRM and want to continue with the same user permissions and accounts. Save each user’s record and permissions to avoid reworking all the user accounts.
Testing
HubSpot users can set up a Sandbox account and synchronize the assets. It is a safe environment for testing changes and running experiments before deploying them into a live production account.
Frequently Asked Questions
1. What is the process for migrating a website to HubSpot CMS?
Migrating to HubSpot CMS typically involves documenting all existing assets, crawling and exporting URLs, preparing themes/templates, mapping forms and workflows, setting up domains, and finally rebuilding or importing all components into HubSpot. The overall steps remain similar whether you're using WordPress, Drupal, Adobe Marketo Engage, or any other CMS.
2. What assets should I document before moving my website to HubSpot?
You should create a complete inventory of all website assets, including:
- Website and landing pages
- Email templates and subscription types
- Workflows and automation steps
- Forms and their connections to campaigns
- Themes, templates, and custom modules
- All user accounts and permissions
Organizing these in a spreadsheet ensures no asset is missed during migration.
3. How do I export URLs and metadata before migrating to HubSpot?
Use tools such as Screaming Frog, Semrush, or Ahrefs to crawl your website. Export all URLs, meta titles, meta descriptions, canonicals, header tags, and other SEO-related data into a spreadsheet. This helps maintain SEO integrity during the migration.
4. Can I migrate my existing website theme to HubSpot CMS?
Yes. If you want your current website to look the same after migration, ask a HubSpot developer to convert your existing theme into a HubSpot theme or set of custom templates. They can also build custom modules to match your brand’s styling and content architecture.
5. What happens to my workflows and automation when moving to HubSpot?
Workflows must be manually recreated inside HubSpot CRM. Document triggers, actions, lists, timing delays, and goals beforehand to ensure they can be replicated accurately in HubSpot’s workflow builder.
6. How do I migrate forms to HubSpot?
Document each form, its fields, hidden fields, notifications, integrations, and the workflows it triggers. Forms cannot be automatically imported, so they are recreated inside HubSpot using HubSpot Forms or custom HubSpot modules.
7. Can I keep my existing domain when migrating to HubSpot CMS?
Yes. You can keep your current domain. After migration, you will connect your domain to HubSpot using DNS settings. HubSpot provides step-by-step domain connection instructions for all major DNS providers.
8. How do I maintain SEO during a HubSpot website migration?
To preserve SEO:
- Export all URLs and map 301 redirects
- Carry over meta titles, descriptions, and canonical tags
- Rebuild page structures and internal links
- Republish content with the same or improved structure
- Test all redirects after launch
- HubSpot also includes a built-in SEO recommendations tool.
9. Is it necessary to migrate users and permissions to HubSpot?
If you use a CRM or have team members managing your website, you should document user roles and permissions. These need to be recreated in HubSpot so your team can continue working seamlessly after migration.
10. What are the biggest challenges when migrating to HubSpot CMS?
Common challenges include:
- Missing URLs or assets due to incomplete documentation
- Recreating complex themes
- Managing redirects
- Reconfiguring forms and workflows
- Matching existing SEO structure
- Proper planning and documentation eliminate most issues.
