There are so many reasons to use HubSpot's CMS software if you already use other hubs. In this article, discover five of the ways both you and your website project will benefit.
HubSpot has gone to great lengths when designing its CMS Hub to alleviate the fear and anxiety many marketing heads feel when faced with those two words and make its customers’ future website projects as smooth and as painless as possible.
And as any existing HubSpot user will know, the more of HubSpot you use, the more value you and your business will get out of it. As platforms go, it’s one that is at its best when it’s used in its entirety, when all its native integrations and data sharing functionalities really shine.
- So what does HubSpot’s CMS Hub bring to the table?
- Why should you use it to build your website?
- And as an existing HubSpot user, how will you benefit?
A brief overview of HubSpot CMS
CMS Hub is HubSpot’s website platform. We’ve actually written all about the functionality available to users of HubSpot CMS in this article, so head on over to read (or listen to) it if you’re more interested in learning about the features it offers and its practical capabilities.
For the purposes of this read, it’s enough to understand that CMS Hub offers a holistic website editing and building experience with drag-and-drop capabilities perfectly positioned so that your marketing team can make the improvements they need to, when they need to.
5 reasons to update your website using HubSpot's CMS software
NOTE: These are our top five reasons for building your website in HubSpot CMS. There are plenty more reasons, and you might notice that it’s possible to replicate many of the benefits we talk about using other platforms, too. It’s worth bearing in mind that to do so, you typically need more technology, more resources, and more money to set up the integrations and invest in the applications. HubSpot’s? That’s all native to the HubSpot suite. And since you already use one or more other Hubs, you’re poised to get the most out of them.
Put the ‘person’ back into personalisation
Because you already use HubSpot CRM, HubSpot CMS has access to all your customer data. HubSpot’s data management capabilities are great as it is. Just think about the possibilities they open when it comes to personalising your website for each contact.
- It could be as simple as having the visitor’s name on a key page, improving engagement.
- It could be as complex as pages personalised around a contact’s Contracts dates, conveniently stored in your CRM as a custom object, putting their end date front and centre on a page geared towards driving upsells or renewals.
- And it could be anywhere in between these levels of complexity.
You already know how important personalisation is when it comes to your marketing. Well, the same principle applies to your website. No one wants to blanket content or templated messaging. Personalisation cuts through all that so your website positively sings.
Which leads nicely onto the next reason…
Build a more intelligent site with smart content
Smart content is more than just personalised messaging. It’s entire page modules tailored around key contact data stored in — and shared from — HubSpot CRM, such as lifecycle stage or industry.
- Still creating location pages to tell prospects about regional services/offers? Set up a smart module for your key areas and they will appear automatically on any pages you need them to when a contact with that geographic data visits.
- The same principle applies to industry. Perhaps you have a service with different pain points or customer benefits depending on which sector or market they operate within. Bring your service pages to life and resonate with every contact using smart content.
- Improve the conversion rates on your landing pages with modules and content that change depending on who’s landed there, without the need to create multiple pages.
Maintain exclusivity using memberships
With HubSpot CRM and CMS working together, you can easily restrict certain parts of your website so that only certain contacts can access them. This feature is called ‘memberships’ and we’re not talking about simply password-protecting some of your pages but having a tool that effectively enables you to ‘gate’ certain sections of your website with exclusive content.
This is ideal if you’re building up groups or different communities within your customer base and you want to encourage ‘membership’ or a sense of exclusivity that can quickly foster a sense of belonging and build stronger relationships with those individuals.
“Go beyond simply password protecting pages. Create membership-based content that creates a truly personalized out-of-the-box website experience. No plugins required.” HubSpot, ‘Memberships’.
There are, of course, also the practical benefits to being able to share information with specific customers or groups of contacts. ‘Memberships’ makes all this possible.
Improve user adoption
If you already use HubSpot, the time to ramp up and build on the same platform is going to be much quicker.
- The interface itself is familiar, meaning your team knows how to use it.
- Drag-and-drop is easy, so your marketers can get on with the task of editing the website without the need for developers to be resourced, briefed, and managed.
- And technically speaking, all the assets and images that you’ve uploaded for your marketing are on HubSpot, in one place, already, so you won’t need to waste time hunting for assets or re-uploading images etc. All this minimises the time to value.
As an example, imagine you currently use Salesforce and you’re building your new website on Wordpress. These are both completely different systems and interfaces, technically and in terms of how familiar your team is with each of them. It’ll require much more legwork on your part to get them ‘speaking’ to each other and it’s harder to unlock the value of both.
Internal business reporting. If ‘website redesign’ sends chills, then surely these three words have the opposite effect. I challenge you to find a marketing leader whose pulse doesn’t race when they think about the benefits of a natively integrated business platform delivering a single source of analytics truth. Anything you ever wanted to know about your website, your marketing, or how much revenue they’re influencing is right there at your fingertips.
In today’s commercially challenging environment, it doesn’t get much hotter than being able to prove, in a visually striking way, the deals the website’s helping to drive and the money it’s bringing in using an out-of-the-box dashboard powered by automated reporting. Nnnnhhh!
How will your next website project benefit?
If your website design or content doesn’t accurately represent your brand, if your website is hard to update/maintain, or it’s not generating the marketing leads you need to fuel the pipeline, you’re likely an ideal candidate for a GDD (growth-driven design) project using HubSpot CMS.
When we talk about growth-driven design, we’re talking about HubSpot’s guiding principle to website design — designing and updating the website in stages around the behaviours and needs of its users.
We’ll talk more about this when you pick up the phone, but in a nutshell, a growth-driven design project takes into account the user experience your prospects and customers need when visiting your website. It helps to create a site that guides them along the buyer journey. And it shows them the messaging they need — your messaging — to understand who you are, how you help, and what value you deliver when working with your many customers.
Suddenly, “website redesign” doesn’t sound so frightening. In fact, with HubSpot CMS and a growth-driven design approach to your project, we’d say it sounds downright exciting.