Client Case Study: Webflow vs. HubSpot CMS

I typically choose Webflow as my go-to web builder, but a client of mine had a preference for HubSpot when building their lead generation website for their startup.

Their reasoning?

HubSpot’s web builder operates within the same ecosystem as HubSpot CRM, which the client was already familiar with and planned to leverage.

Having previously used HubSpot CRM, but never its web builder, I saw this as a great opportunity to compare the two platforms—HubSpot’s web builder and my personal favorite, Webflow.

Flexibility and Customization

The first thing that stands out about Webflow is it's unlimited design freedom.

As a developer, this is a huge advantage.

Webflow allows you to fully customize your website using their visual designer, while also integrating seamlessly with various apps and tools via APIs or platforms like Zapier.

This means you can use the best-in-class tools for CRM, marketing, analytics, and payment gateways—tailoring your tech stack exactly the way you want.

This makes Webflow perfect for tech-savvy users who prioritize flexibility and control.

While HubSpot’s web builder offers a more all-in-one solution, it comes at the expense of flexibility.

Since HubSpot leans heavily on its own ecosystem, it limits the range of third-party services you can seamlessly integrate.

If you’re already comfortable setting up and managing third-party services, HubSpot can feel restrictive, as you’re often locked into their proprietary tools—even if those tools don’t meet all your specific needs.

Pricing Comparison

With Webflow, you only pay for what you need.

Here’s an example breakdown of typical services you could integrate into a Webflow-built website:

• Webflow for website building and hosting (~$25-50/month)
• Google Analytics for tracking (free)
• ConvertKit for email marketing (starts at $11/month)
• HubSpot Free CRM or Pipedrive CRM (~$12.50/month for the Starter plan)
• Zapier for automation (free for basic use or ~$20/month for more).

This approach often results in a more cost-effective solution while allowing you to use the best tool for each task.

Webflow integrates these services seamlessly, providing you with the freedom to choose the right tool for the job.

On the other hand, HubSpot bundles everything into one platform.

However, the pricing can escalate quickly as your business needs grow.

For example, HubSpot Professional CMS package starts at $360/month, and if you need advanced CRM, email marketing, or automation features, the costs can easily exceed what you'd pay by stitching together third-party services in Webflow.

Developer Experience

As a developer, Webflow offers an outstanding experience.

You can add custom HTML, CSS, and JavaScript easily.

If you want to push boundaries, Webflow won’t hold you back.

You can create custom animations, interactive elements, and ensure responsive designs across all devices—all without needing to dive too deep into code.

This makes Webflow especially powerful for those who want to focus on design but still have the option to customize every element.

By contrast, HubSpot can feel cumbersome for developers.

It uses a proprietary templating language called HubL, which you’ll need to learn for more advanced customizations.

While it’s not overly complex, the reliance on a proprietary language and limited customization options can slow you down if you’re coming from a background in JavaScript or other web technologies.

Moreover, HubSpot’s mobile-specific styling options are exceptionally limiting, which is mind-blowing considering how much traffic today comes from mobile devices.

HubSpot only allows for two breakpoints—one for desktop and one for mobile—which means any customizations for other viewport sizes will require additional CSS work.

For developers who prioritize control and flexibility, HubSpot can feel like handcuffs.

So Why Choose HubSpot at All?

The all-in-one convenience is HubSpot’s main appeal.

For non-technical users or teams that don’t want to worry about managing multiple services or integrations, HubSpot offers a centralized solution.

Everything is housed in one ecosystem—CRM, website, marketing automation, and analytics.

It’s especially useful for businesses that prioritize simplicity and integration over technical customization.

For marketers and small businesses that want to streamline operations without having to jump between multiple platforms, HubSpot provides everything they need in one place, making it easy to manage without needing a developer’s expertise.

Conclusion: The Right Tool for the Right Job

The choice between Webflow and HubSpot ultimately depends on your specific goals and technical expertise.

• If you’re a developer or designer who values freedom, speed, and control, Webflow is the clear winner.

• On the other hand, if your primary focus is on lead generation, marketing automation, and CRM integration—and you need everything in one easy-to-manage platform—HubSpot may be more suitable for you, especially if your team consists of non-technical users.

Ultimately, the decision boils down to your needs and preferences.

For me, as someone who prioritizes design flexibility and prefers to integrate best-in-class tools into my workflow, Webflow offers everything I need to move quickly and confidently, creating beautiful, eye-catching websites.

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