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Interview with Meticulosity on WordPress vs Hubspot for Content Management

Clutch spoke with Tanya Wigmore, the VP of Marketing of Meticulosity,  about the comparison between WordPress and Hubspot for content management  – an important consideration for organizations creating a new website. 

Learn more about Meticulosity on their Clutch profile or at meticulosity.com.

Background

Please describe your organization.

Meticulosity is a web development and marketing company started in New York. We are currently based out of the Cayman Islands, and have a good mix of clients, mostly e-commerce-based, but also business-services companies. We cover a full spectrum of client sizes and needs, making sure that, when we're working with a group, we're giving them the right products and services for their specific business needs.

What is your position?

I am the vice president of marketing for the company.

Challenge

Regarding content management systems and content management as a whole, could you speak about what clients should consider before setting up any system?

In order to determine what a perfect CMS is for the company, we need to consider how it will be used. If it's simply intended for managing a website and making changes to a blog, WordPress is great; it's easy to install and customize, and it's user-friendly as well. Most of our WordPress customers can simply go in and make their own changes, but the system can be limiting if they want to use the site as a full client-relationship-building tool.

That's where HubSpot really has the advantage, given that we can collect customer-data, use cookies, see where everyone is while going through the website, and tag people during the sales funnel. HubSpot is a CRM, but it can also integrate all the marketing efforts of the client's social media, email marketing, offline activity and call tracking. All reporting can be made within HubSpot, so there is one dashboard for measuring all marketing campaigns and their effectiveness. It's closed-loop reporting, which is nice and easy. If someone wants to use the CRM as a sales tool, HubSpot is the better option.

Solution

What else do we need in order to setup HubSpot for content management and blogging?

Many HubSpot components can be used on their own, and can even be integrated into WordPress, but integrating a whole website, from hosting to everything else on HubSpot does make things easier. It can streamline all the data collection. Even though it is fairly straightforward, we recommend working with a HubSpot content- optimization-system developer, because they know the ins-and- outs of the platform, and can ensure that there is a smooth integration, with no downtime during the migration.

Beyond thinking about HubSpot as a sales and tracking CRM tool, who would you say is the ideal candidate for using the platform as a CMS?

Service-based websites with a longer sales cycle, where people may come to the website a few times before completing the goal, whether that is a purchase or a lead generation. There are many opportunities to customize touch-points with clients, so the real value is seen in the longer sales-cycle involving repeat visits.

Who is the ideal client for WordPress?

Websites that don't need too much customization, which don't have too many pages, and which aren't updated frequently, are the ideal case. WordPress is great because it can be customized, and there can be robust websites built using the platform, but it tends to roll-out the best for simple brochure websites.

Features

Thinking of content-management systems in general, could you speak a little more about what differentiates them from other platforms on the market, and what a person looking for a CMS should think about when making a choice?

It all comes down to how involved the client wants to be in the process. Having all the capabilities of a full website-hosted CRM is great, but, if those functionalities aren't going to be used for checking records and optimizing call-to- actions, there's no point in paying a premium price. The recommendations over which platform to use comes down to what someone is going to use within it.

Is there a particular HubSpot feature that impressed you and that potential users should know about?

I'm a big fan of their smart content. We can edit content in order for it to show up differently for different people. For example, we have some clients which market internationally, so we want to tweak the content based on who is seeing it: someone from the UK, versus India, will have different sales points. Managing that smart content in HubSpot is very easy, and it's a feature which I really love about the system.

Is there a particular WordPress feature that impressed you and that potential users should know about?

One thing that I love about WordPress is that we can make it do pretty much anything. It's a widely-used platform for which there are numerous individuals and companies developing plug-ins, so there is a plug-in or theme to fit almost any need.

Is there an area or feature of HubSpot that could be improved, in order to make it a better CMS?

HubSpot hosting is quite expensive, and that is a pain-point for many people who don't have a large budget. The weak point for WordPress is its vulnerabilities. WordPress sites are constantly under attack, and, if we're not frequently updating our themes and plug-ins, keeping an eye on them, it's common for elements or even the whole site to break unexpectedly.

Is there anything that people on WordPress or HubSpot should worry about, in terms of site security?

It's always important to make sure that we have strong passwords, and that information isn't shared with too many people. Creating different user-logins for different people will allow the owner to revoke and change accounts over time. Also, always make sure that the website is up-to-date from theme and server points-of- view. Keeping on top of those things can help with security.

Could you talk a bit about the importance of technical coding knowledge when building a website on either platform, from a client's perspective?

I am not very tech-savvy, but I have installed my own WordPress sites many times. It's an easy platform to install and customize, but, if the user is not very technical, it may take some time to test things out before they get the site to where they want. This can be frustrating for some people, since it takes a lot of time to change themes and plug-ins until the right configuration is found.

I haven't done any HubSpot migrations personally, but our development team handles them frequently. The HubSpot team will often help clients move existing websites to their CMS, but it's nice to work with a developer who can help to iron out the kinks. Once the system is up-and- running, it is incredibly user-friendly. We have people in-office with no technical coding skills, but they're in-and- out daily, editing the website.

Can you talk more about the support from HubSpot and WordPress?

HubSpot has a fantastic community and support network. They will usually get back to us within a couple of hours, with good answers. The HubSpot Training Academy allows us to learn as much as we want about any piece of the platform. They're good at empowering the user with the knowledge for making changes.

WordPress, because it's relatively open-source and has many different themes operating in different ways, is not as standardized. There are many great resources on the web, usually written by other users. If we look for them using Google effectively, there are many great resources, but we're on our own with support.

Could you give some insight into what companies should expect in terms of cost, when setting up a new website, maintaining it and adding new features?

In terms of the quotes given by designers, WordPress will often be much cheaper. One thing which isn't often taken into consideration though is the flexibility of the website, and the ability to change it as we go. For any changes to a WordPress theme, we are going to have to keep paying the designer or developer.

HubSpot, because it offers a bit more support, will usually be quicker to help clients out when they become stuck. HubSpot has a monthly fee, so they're there to help out.

Are there any additional aspects of building a website or dealing with a CMS that you'd like to mention?

It's important to know, for anyone thinking of building a new website, changing their CMS or relaunching an existing page, that the site is never 100% complete. People shouldn't worry about ironing out all the wrinkles before the launch, since they can continue to edit the page as they go. No website is set in stone, and it should remain flexible to changes.

Many of our clients get hung-up on making the site absolutely perfect before the launch, but that just delays the process. There will always be something to change or to update, and that's the great thing about websites.

Overview

We have 5 additional questions. For each of these, we ask that you rate each platform on a scale of 1 to 5, with 5 being the best score.

How would you rate them for functionalities and available features?

WordPress - 4

HubSpot - 4

How would you rate each platform for ease of use and ease of implementation?

WordPress - 4

HubSpot - 3.5

How would you rate them for support, as in the response of their team, and the helpfulness of available resources online?

WordPress - 2.5

HubSpot - 5

How likely are you to recommend each platform to a friend or colleague?

WordPress - 4

HubSpot - 3.5 - The main drawback is the budget.

How would you rate your overall satisfaction with each platform?

WordPress - 3.5

HubSpot - 4.5