What is the cost of a migration to HubSpot CMS in 2026?

A migration to HubSpot CMS will roughly cost €8,000 to €40,000 for development in 2026, plus a HubSpot CMS license ranging from €23 to €1,182 per month depending on the tier. For an SME site (40-150 pages), expect €12,000-€18,000 for development plus CMS Hub Pro (€792/month with other Marketing Hub Pro bundle pricing). Hidden costs include ACF field migration, custom integrations, and team onboarding.

What's included in a migration price?

A migration price from an agency is a sum of:

Theme development in HubSpot — 40-120 hours. Modules, templates, and the visual system.
Content migration — 20-80 hours. Export from WordPress, cleanup, import into HubSpot, image migration.
Custom data models — 8-40 hours. Mapping ACF fields to HubDB or custom objects.
301 redirect strategy — 8-16 hours. Mapping, bulk import, verification.
SEO/AEO foundation — 12-24 hours. Schema.org, sitemap, canonical, Open Graph, FAQ blocks, etc.
Form and CRM integrations — 8-24 hours. Especially if you use third-party plugins (Gravity, CF7) that need to be integrated with HubSpot.
Testing, QA, go-live — 16-32 hours. Cross-browser, performance, mobile, and go-live monitoring.

At an average hourly rate of €100-€135 in NL, that's €12,000-€42,000 for development alone.

HubSpot CMS license itself

The CMS license is paid in addition to development, on an ongoing monthly basis:

CMS Hub Free — €0/month. Up to 25 pages, HubSpot branding in URL, no custom domain. Unusable for SMEs.
CMS Hub Starter — from €23/month. Custom domain, basic templates, no A/B testing, no smart content.
CMS Hub Professional — €396/month (annual contract). Smart content, A/B testing, multilingual, memberships.
CMS Hub Enterprise — €1,182/month. Custom objects, adaptive testing, hierarchical teams.

For 90% of SME businesses, CMS Hub Pro is the right choice. Often, you already have a Marketing Hub bundle that partially includes CMS — checking with your HubSpot account manager can sometimes save €200-€400/month.

Hidden costs

ACF field migration. A WordPress site with 30+ custom fields can easily take an extra 12-24 hours to map to HubDB.
E-commerce. If you have WooCommerce, it cannot be migrated 1-to-1 to HubSpot CMS. Expect a Shopify integration or headless commerce (€8,000-€20,000 extra).
Multilingual. A bilingual site in HubSpot almost doubles the content work. Plan this explicitly.
Team onboarding. 2-4 days of training for the marketing and content team. Expect €1,500-€3,000.
Email templates. Often forgotten — a modular HubSpot email template costs €3,500-€8,500 separately (see our other article on this).

Practical range for SMEs

Based on what we observe in the market for Dutch SME migrations in 2024-2025:

Small site (10-30 pages, no custom fields): €8,000 - €14,000.
Medium-sized SME site (40-150 pages, blog, forms): €14,000 - €25,000.
Large content site (500+ pages, custom post types, multilingual): €28,000 - €60,000+.
Site with WooCommerce that needs to migrate to Shopify + HubSpot: €25,000 - €70,000.

Common mistakes

Doing migration and redesign simultaneously. This doubles the risk and costs. Migrate first, then redesign in phase 2.
Forgetting the HubSpot license as a cost item. €792/month × 12 = €9,500/year. Include this in your business case.
Accepting an agency quote without an hour breakdown. A lump sum of €18,000 says nothing — ask for the breakdown per component.
Underestimating content work. Often, the client does the content cleanup themselves, and "just quickly" turns into 80 hours.
Not reserving a budget for maintenance. Expect €500-€2,000/month for ongoing maintenance after go-live.

Frequently asked questions

Can I do the migration myself to save costs?

For sites up to 15 pages and without custom fields: yes, technically possible. Expect 60-120 hours of your own time. For larger sites: almost never wise — the risk of broken redirects and SEO damage is too great.

Are there migration subsidies or partner discounts?

HubSpot sometimes offers migration credits for companies switching from competitors (Salesforce, Marketo). Discuss this with your HubSpot account manager. Some Platinum/Diamond Solutions Partners offer 10-20% discount in combination with a multi-year license contract.

What if the migration takes longer than planned?

With a fixed price, the price remains the same; with an hourly rate, it continues. For a fixed price, always ask: "What is in scope, and what is additional work?" and put that in writing.

Can I migrate in phases (e.g., the blog first)?

Theoretically yes, but practically difficult — you'll have 2 platforms side-by-side, redirects become complicated, and SEO signals get divided. It's better to do it once, quickly and well.

What is a reasonable percentage of the project budget for SEO work?

10-20%. An SEO/AEO foundation during migration (schema.org, redirects, meta-data) saves a tremendous amount of repair work afterwards.

How long does it take for the migration to pay for itself?

With better converting landing pages, integrated marketing automation, and reduced maintenance time: usually 12-24 months for an SME. For smaller companies primarily needing a static site, the ROI argument might be weaker — consider staying with WordPress with good SEO in that case.

Ready to get started?

Read our approach for migrating from WordPress to HubSpot, or schedule a brief introduction — we'll provide a no-obligation assessment of scope, costs, and lead time.