Personalise your website for every visitor with the new HubSpot CMS
by John Kelleher on 7 September 2018
Netflix makes different recommendations to you and your friends. When you visit Amazon, you are shown the products most relevant to you. Your Spotify account makes recommendations based on what you've listened to in the past. So, why does your website look the same to every visitor?
In 2018, website visitors expect to see the content that's relevant to them. If they're existing customers, then they'll be more interested in support articles and add-ons than your product overview. First-time visitors will want to learn what your business does. A static website forces your visitor to go looking for the content relevant to them – and that's not what today's buyers and customers want.
We live in an age of smart technology that adapts to our needs and interests. Is your website keeping up with your audience's expectations?
Historically, personalising the content on a website has been an expensive proposition. The average website CMS (such as Wordpress, Drupal or Squarespace) simply isn't built for the purpose of showing personalised content, based on your company's knowledge of each visitor. To achieve a genuinely personalised website, you would need to invest in enterprise-level systems from Adobe, IBM or Sitecore – and that doesn't come cheap.
So, you're left with a choice of building a website that's the same for everyone and forces the visitor to do the work of discovering the right content, or you could pay a huge price tag for a system that is designed for multinational corporations with deep pockets and a team of technical experts.
For most businesses, that's not much of a choice.
When we speak to companies about their website, they're looking for something that's easy to use. They don't want to spend hours fiddling with confusing interfaces that look nothing like the finished page. Professional marketers want a website platform that is easy to use, easy to update, fast, secure and powerful.
The HubSpot CMS takes away the need to compromise. Combining the power of HubSpot's free CRM with advanced website creation tools, your website can offer a personalised experience for all your visitors. Creating a new page with the WYSIWYG editor is easy and intuitive, ensuring that new pages can be added to your site without the need for a developer.
Your website is hosted entirely on HubSpot's fast, powerful CDN and is protected by rock-solid security, including SSL by default. Security couldn't be more important in the modern age, so it's reassuring to know that you've got a world-class team and infrastructure ensuring that your data is secure and your site is always online.
And the price tag is nowhere near the sky-high costs of advanced tools such as Adobe and Sitecore. At just £245 per month, the HubSpot CMS comes in at a comparable price to a professional-grade Wordpress site. To get a similar level of power, security and flexibility on a platform other than HubSpot, you'd need to invest in a large number of disjointed tools.
Even then, you couldn't come close to the level of personalisation possible with HubSpot.
In any cost-comparison process, it's important to consider like with like. A bicycle is cheaper than a van but you would choose the latter if you needed to transport furniture. It's the same with a website CMS.
We could compare HubSpot's CMS to Sitecore but the latter's £30,000 starting point highlights that it's not a like-for-like comparison. Equally, comparing HubSpot to Wix where the business plans work out at roughly £10 per month, is also a non-starter. Sitecore is built for huge organisations with large technical teams. Wix is a light option with limited control over design and little in the way of SEO tools.
The closest comparison comes from Wordpress hosting. The open-source nature of Wordpress means that you can get dramatically different costs – ranging from a couple of pounds per month through to many thousands – all depending on your needs for traffic, security and storage requirements. We had a quick look around the web to price up a Wordpress-hosted website at a comparable level to HubSpot's level of speed and security.
You can find cheap but effective website hosting at a very low cost from providers such as Siteground, GoDaddy and Bluehost. For a reasonable level of traffic, you would be looking to spend somewhere in the region of £10 per month.
To match the speed, reliability and security of HubSpot's CMS, you would need to invest in a Content Delivery Network (CDN). HubSpot makes use of Cloudflare's CDN in order to provide advanced security features, fast content delivery and an SSL certificate. That comes in at roughly £150 per month.
Next, you'll need to consider the hidden cost of Wordpress – maintenance. With Wordpress being open source, that comes with frequent updates for security. This can lead to your website's theme, plugins and other features breaking when they depend on a feature that's changed in the core code. As a result, routine maintenance is vital when hosting a Wordpress website for your business – you need to know that your forms works and that your site looks how it did when it launched. HubSpot's CMS is constantly maintained by their team but it won't break due to updates. As a result, you don't need to pay for maintenance – the price you see is the price you pay. Not so with Wordpress.
A search around the web shows that Wordpress maintenance contracts vary in cost quite dramatically. On the more cost-effective side, we found services around the £50 per month mark, with many in the range of £75-£150.
Taking the lower end of the maintenance costs, your static Wordpress website is costing £210 per month. Still cheaper than HubSpot's CMS (which costs £245 per month) but with a more fragmented setup and still lacking the power of Smart Content and not having a fully integrated CRM. Investing in tools that would add that level of functionality could easily double the cost of your Wordpress site.
We've been at INBOUND 2018 this week, so I took the opportunity to ask Marcus Andrews, Principal Product Marketing Manager at HubSpot, why he's excited about the new CMS. Here's what he had to say:
As HubSpot Gold Agency Partners, we're able to design and built a beautiful, powerful new website for you on the HubSpot CMS. Even better, you don't need to pay HubSpot's monthly fee until your site is launched and you're not locked into a long-term contract (the CMS is available on a month-to-month basis).
Are you ready to start generating more leads with a website that uses Smart Content and includes a full CRM? Get in touch today to book a free consultation.