Integrate HubSpot with WordPress: How to Do It Right
9 min.

Combining HubSpot’s inbound marketing and sales tools with WordPress, the leading content management system, can greatly amplify your online strategy. This article focuses on how to effectively integrate HubSpot with WordPress, covering everything from initial setup to optimization.

Understanding Opportunities the Two Platforms Provide

The integration represents a synergy that combines robust digital marketing tools with one of the most flexible and user-friendly content management systems. This collaboration offers numerous opportunities for businesses and website owners to elevate their online presence and marketing efforts.

  • Enhanced Lead Generation: Combining HS lead capture with WP flexible content delivery.
  • Streamlined Marketing Automation: Utilizing automation tools directly within your site.
  • Advanced Analytics Tracking: Integrating analytics for deeper insights into user behavior on WP sites.
  • Improved Customer Relationship Management (CRM): Managing customer interactions and data through HubSpot within the WP interface.
  • Personalized Content Experience: Using HS to deliver targeted content on your sites.
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Pre-Integration Checklist

Before doing the HubSpot WordPress integration, it’s crucial to prepare adequately. Here’s a checklist to guide you through the essential steps you should take:

Ensuring Your Site is Ready for Integration

  • Update WP: Make sure your site is running on the latest version. Updates often include security patches, bug fixes, and improved compatibility HubSpot WordPress plugin.
  • Optimize Website Performance: Check your website’s performance, including loading speed and responsiveness. WordPress HubSpot integration should not hinder the site’s existing performance. Use tools like Google PageSpeed Insights to identify and rectify potential issues.
  • Clean and Organize Content: Ensure that your site’s content is well-organized and up-to-date. Remove any outdated or irrelevant content, as a cluttered website can impede the effectiveness of your marketing efforts.

Backing Up Your Site

  • Complete Backup: Conduct a full backup of your site, including the database, themes, plugins, and media files. This step is crucial in case you need to restore your site to its pre-integration state.
  • Use Reliable Backup Solutions: Employ trusted backup solutions like UpdraftPlus, VaultPress, or your hosting provider’s backup tool.
  • Store Backup Safely: Ensure your backup is stored in a secure location, preferably off-site or in cloud storage, to protect it from any on-site issues.
Backing Up Your Site

Checking for Compatibility Issues with Themes and Plugins

  • Test Theme Compatibility: Verify that your current theme is compatible with the HS plugin. Some complex or highly customized themes may have conflicts.
  • Review Existing Plugins: Evaluate your current plugins to check for any that might conflict with HubSpot. Look for any known issues reported in plugin support forums or documentation.
  • Staging Environment Testing: If possible, test the HubSpot WordPress integration in a staging environment first. This allows you to identify and address any compatibility issues without affecting your live site.
  • Consult HS Documentation: Review integration documentation for any specific compatibility notes or recommendations related to the integration.

By thoroughly preparing your WordPress site for integration with HubSpot, you can minimize potential disruptions and ensure that your marketing and website management efforts are enhanced rather than hindered by the integration. Remember, the goal is to create a seamless union between your site’s content management capabilities and HS’s powerful marketing tools.

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Step-by-Step Guide to Integrating HubSpot with WordPress

Integrating HubSpot with WordPress is a straightforward process that can greatly enhance your website’s marketing and engagement capabilities. Here’s a detailed guide on how to do it:

Installing the HS Plugin

  • Access Your WP Dashboard: Log in to your WordPress admin area.
  • Plugin Installation:
    • Navigate to ‘Plugins’ > ‘Add New’.
    • Search for the ‘HubSpot – CRM, Email Marketing, Live Chat, Forms & Analytics’ plugin.
    • Click ‘Install Now’ and then ‘Activate’ the plugin.
  • Plugin Confirmation:
    • Once activated, the HS menu should appear in your dashboard.

Setting Up and Configuring the Plugin

  • Access Settings: Go to the HubSpot settings in your dashboard.
  • Configure Plugin Options:
    • Set your preferences for features you want to use, like forms, chatbots, and analytics tracking.
    • Configure any additional settings such as form capture settings and chat widget appearance.

Connecting Your HubSpot Account with WordPress

  • Account Connection:
    • Within the HS settings in WP, click on the option to connect your account.
    • If you don’t have an account, you’ll be prompted to create one.
  • Authorization:
    • Log in to your HubSpot account and authorize the connection to your site.

Utilizing HubSpot’s Tools on Your Site

Adding and Managing HS Forms

  • Create a Form in HubSpot:
    • In your HS account, navigate to ‘Marketing’ > ‘Lead Capture’ > ‘Forms’.
    • Create a new form or edit an existing one.
  • Embedding Forms in WordPress:
    • Use the generated shortcode or the HubSpot WordPress plugin to embed the form on your site. You may need to learn how to add code to WordPress.
    • Place the form on pages or posts where you want to capture leads.
    • Check and troubleshoot with our tips on how to fix WordPress forms.
HubSpot's Tools

Implementing HS’s Live Chat and Chatbots

  • Setting Up Live Chat:
    • In HubSpot, set up your live chat or chatbot under ‘Conversations’ > ‘Chatflows’.
    • Customize the chatflow as per your needs.
  • Activating on WP:
    • The chat feature should automatically appear on your site if the plugin is properly configured.

Using HubSpot’s Analytics and CRM Features Within WP

  • Analytics Integration:
    • HS plugin automatically integrates analytics tracking into your site.
    • Access detailed reports on visitor behavior, conversions, and more in your HubSpot dashboard.
  • CRM Utilization:
    • Leads captured via WordPress (e.g., through forms or live chat) are automatically added to your HubSpot CRM.
    • Manage and nurture these leads within HS.

By following these steps, you can effectively integrate HS with your site, leveraging the powerful tools of HubSpot directly within your website’s interface. This integration will enable you to optimize your marketing strategies, improve user engagement, and gain valuable insights into your website’s performance.

Additional Methods

Direct Integration of HubSpot Tracking Code

Process: This method involves directly embedding the HubSpot tracking code into your WordPress site. You typically insert this code in the header or footer section of your site.

How to Do It: You can manually edit your WordPress theme files (like header.php or footer.php) to include the tracking code. Alternatively, some WordPress themes offer a custom section in their settings for adding such scripts.

Benefits: Direct integration ensures that the tracking code loads with your site, enabling HubSpot to track visitor activity right away. It’s straightforward and doesn’t rely on any additional tools.

Integration via Google Tag Manager (GTM)

Process: This method uses Google Tag Manager as an intermediary to manage and deploy the HubSpot tracking code. GTM allows you to add and update your own tags for conversion tracking, site analytics, remarketing, and more.

How to Do It: First, you need to set up a GTM account and install the GTM container on your WordPress site. Then, within GTM, you create a new tag for the HubSpot tracking code and set up triggering rules for when the tag should fire.

Benefits: GTM integration provides greater flexibility and control over when and how the tracking code is executed. It’s especially useful if you use multiple analytics and marketing services, as it allows you to manage all your tags in one place without editing your site’s code each time.

Both methods are effective for integrating HubSpot with WordPress; the choice depends on your preference for direct code management or using a tag management system like GTM.

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Best Practices for a Seamless HubSpot Integration with WordPress

Integrating the two platforms can significantly enhance your digital marketing and customer engagement capabilities. To ensure a seamless integration and optimal performance, it’s crucial to follow best practices:

Keeping Both HubSpot and WordPress Updated

  • Regular Updates:
    • Consistently update both services to their latest versions. Updates often include new features, bug fixes, security enhancements, and performance improvements.
  • Automated Update Settings:
    • Consider enabling automatic updates for both to ensure you’re always using the most current versions.
Regular Updates

Regularly Checking for Integration Errors or Issues

  • Monitoring Integration Health:
    • Regularly check the connection between the two platforms. Look for any sync issues or errors that may appear within your WP dashboard or HS account.
  • Error Logging:
    • Enable error logging on your WordPress site. This can help in quickly identifying and addressing any integration-related issues.
  • HubSpot Notifications:
    • Keep an eye on notifications from HS regarding integration status or required actions.

Tips for Optimizing the Performance of Your Integrated Platform

  • Optimize Website Speed:
    • Ensure that the integration isn’t negatively impacting your website’s loading times. Optimize images, use caching, and consider a content delivery network (CDN) to improve site speed.  If there’re a lot of integrations it can downgrade your page speed results, but it can be improved by delaying of included resources loading by developer. For better control of included integrations developer can include it manually only on those pages where it is needed. 
  • Regular Database Maintenance:
    • Perform regular maintenance on your WordPress database to keep it running smoothly, which can positively impact the performance of the integrated tools.
  • Minimize Plugin Use:
    • Use only necessary plugins to avoid potential conflicts and performance issues. Too many plugins can slow down your site and complicate the integration.
  • Responsive Design and Testing:
    • Ensure that HubSpot’s tools (like forms and chatbots) are functioning correctly across all devices. Regularly test them to ensure they are responsive and user-friendly.
  • Leverage HubSpot’s Analytics:
    • Use analytics to gain insights into the performance of your marketing efforts and the behavior of your site visitors. This data can help in further optimizing both your site and HS tools.
  • Balancing Functionality and Performance:
    • Strive for a balance between leveraging HubSpot’s powerful features and maintaining your WordPress site’s performance. Avoid overloading pages with too many HubSpot features.

By adhering to these best practices, you can maintain a robust and effective integration of HubSpot with your WP site. Regular maintenance, monitoring, and optimization are key to ensuring that this integration enhances your site’s capabilities without compromising performance or user experience.

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Case Studies of Successful HubSpot-WordPress Integrations

Examining real-world examples of successful HubSpot-WordPress integrations can provide valuable insights into how this powerful combination can be leveraged to boost business growth and enhance online presence. Here are a few case studies:

Case Study 1: ML Observability Platform Company


  • Business Type: ML Observability Platform 
  • Integration Method: Plugin-based connection


  • Chose to integrate HubSpot using a specialized plugin.
  • The plugin seamlessly connected the company’s systems with HubSpot.

Reasons for Choice

  • Ease of installation and setup.
  • Compatibility with their existing technology stack.


  • Efficient and streamlined data tracking.
  • Enhanced automation of marketing and sales activities.

Case Study 2: B2B SaaS Company


  • Business Type: B2B SaaS Company
  • Integration Method: Google Tag Manager (GTM)


  • Implemented HubSpot tracking through Google Tag Manager.
  • Configured custom tags and triggers within GTM for HubSpot integration.

Reasons for Choice

  • Required a flexible and scalable solution.
  • Wanted to manage multiple tags efficiently.


  • Gained precise control over tag management.
  • Improved efficiency in tracking and analytics operations.

Case Study 3: Customer Intelligence Platform


  • Business Type: Customer Intelligence Platform
  • Integration Method: Direct installation of HubSpot tracking code on the site


  • Directly embedded the HubSpot tracking code into their website’s code.
  • Ensured the code was added to all necessary pages.

Reasons for Choice

  • Sought a straightforward and direct integration method.
  • Preferred to have immediate tracking capability upon visitor arrival.


  • Immediate activation of tracking capabilities.
  • Reliable data collection for enhanced customer insights.
Can I Integrate WordPress with HubSpot?

Yes, you can integrate WordPress with HubSpot. This integration allows you to leverage HS’s marketing, sales, and service tools directly on your website. By installing the HS plugin, you can easily connect your site with your HubSpot account, enabling features like lead capture forms, live chat, CRM functionalities, and detailed analytics within your WP interface.

How to Add HubSpot form to WordPress?

To embed HubSpot form in WordPress, first create or select a form under ‘Marketing’ > ‘Lead Capture’ > ‘Forms’. After creating the form, copy the embed code provided by HubSpot. In your WordPress site, navigate to the desired post, page, or widget area. Use the ‘Custom HTML’ block in the Gutenberg editor or paste the code directly into the Classic Editor’s content area. If you have the plugin, you can also use the HS block or widget. Finally, save or update the page and preview it to confirm the form displays correctly.

Why Do I Need a Plugin to Integrate WordPress with HubSpot?

Using the plugin for integrating WordPress with HubSpot is beneficial as it simplifies the connection process and is accessible to users of all technical levels. The plugin enables full use of HubSpot’s tools, like forms, live chat, CRM, and analytics, directly on your site. A key feature is its automatic syncing, ensuring data is consistently updated in your CRM. It’s optimized for performance, avoiding any slowdown of your WordPress site, and HS provides regular updates and support for the plugin, ensuring smooth operation and compatibility with the latest WP versions. This integration enhances your website’s capabilities efficiently.


Integrating HubSpot with WordPress is a powerful strategy to boost marketing, sales, and customer engagement on your website. This combination harnesses HubSpot’s marketing tools and WordPress’s user-friendly platform, facilitating the attraction and conversion of visitors into leads and customers. 

The integration process is straightforward, enhancing user experiences with personalized content, efficient lead management, and insightful analytics within WordPress. This synergy between the two platforms offers an effective solution for businesses looking to strengthen their digital presence and achieve greater online success.

As the result you’ll have a lot of benefits, such as – unified marketing hub, efficient sales automation, enhanced customer relationship management, data synchronization, lead generation and forms, analytics and reporting, scalability, marketing automation.

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