I completed a small project a couple of months ago modernizing the template code that drives all of the page development on the BHMachine website.  It occurred to me that this situation could be facing hundreds if not thousands of HubSpot customers.

Many sites hosted on HubSpot were built on the old drag and drop template editor.

Does this look familiar?  Are all of your HubSpot website pages backed by a drag and drop template editor?

Old template editor

 

Sure drag and drop is an easy way to make templates but the catch is that when you are on the drag and drop template editor you are NOT on the drag and drop page editor.

This has to do with an update made a couple of years ago when HubSpot announced themes and templates 2.0.

The problem is this.  There is no easy way to get your website converted from the old model to the new model.

This was the problem BHMachine was facing.  They didn't want a complete redo of the site, however they wanted to create "new" pages using the drag and drop page editor.

I understand all of this can be quite confusing.  Clearing up the confusion around this is the path to progress and the project I did with BHMachine applies to many more of you who have the same problem.

Their portal was typical of many long term HubSpot portal that needed a fresh update.  If you redid your website before 2020 you can probably related.  The website was built on the Briefcase template from a few years ago.  

hubspot template theme

Remember this one?  Yep, it's a template called Briefcase and a lot of people downloaded it to put it at the top of HubSpot's Marketplace for many years.  It was ahead of it's time as it offered some basic theming options before HubSpot had themes enabled on their platform.

 

This is the current BHMachine site.  Now that you see the template and the site it becomes clearer, right?

 

hubspot drag and drop template editor

 

The B & H team bought Briefcase for it’s simplicity and cost effectiveness as mentioned in this post by Databox CEO Pete Caputa..  

B & H Machine was looking to enjoy the benefits of the new HubSpot CMS with drag and drop page editor and HubSpot themes.  But being on the old drag and drop template editor does not allow for this so easily.  It's not an easy switch to make but it is worthwhile.

This is the homepage of the BHMachine site built on the older template editor.

I built the same page and another to be the base to support new page creation.  This is the new homepage I built using the newer theme and template editor.

The templates that support it are written in code and align with the easy to use theme editor.

bh machine theme

You may notice they look almost exactly the same, right?  Well that was the goal.  We wanted to keep the look to match so that when new pages are made they look consistent with the existing site.  The team at BHMachine isn't looking for a full refresh.  But they want to make sure the new content they are creating is taking advantage of the latest HubSpot features.  This is a smart approach.

The budget to do this with me was $1,000 to $2,000.  If they were to redo the entire site the investment would be $10,000 to $20,000.  In time that might be the way to go, but now they have the flexibility to decide on their own schedule.

Now every new page created is built taking advantage of all of the latest features from HubSpot.  

I've written extensive run downs on these features that are now available in the  latest HubSpot Page Editor here!

 

Let’s talk about why this update matters to you.

If your website was built before 2020, you might be stuck in the same rut. The drag-and-drop template editor, while great in its day, is no longer the cutting-edge tool it once was. Sure, it was easy to use, and many templates like Briefcase were hugely popular. But those same templates are now the reason your site may not be leveraging HubSpot's latest and most powerful features.

Here’s the thing—HubSpot themes and the newer drag-and-drop page editor offer you a lot more flexibility, customization, and a modern development experience that your old template can’t provide. I know change can feel daunting, especially if your site “looks fine,” but don’t fall into the trap of thinking that just because it’s not broken, it doesn’t need updating.

So, how do you make the switch?

The process can seem complex, especially when you don’t want to overhaul your entire site. But there’s good news: you don’t have to. Just like we did with BHMachine, you can upgrade key elements of your site, one page at a time. Start with your high-traffic pages, or the ones you’ll be adding new content to soon. By upgrading in phases, you’ll minimize disruptions and make sure your site is future-proof without the massive upfront cost of a complete redesign.

Here’s why you should care:

  1. SEO Enhancements: New HubSpot features are continuously rolling out, including those that impact SEO. The newer page editor gives you better tools to improve your site’s structure, load times, and mobile performance, all critical for search rankings.

  2. Ease of Content Creation: The drag-and-drop page editor is incredibly user-friendly, making it easier for your team to create new pages without needing constant developer intervention. This means faster content rollouts, allowing you to focus on your marketing strategy rather than getting bogged down in technical issues.

  3. Future Scalability: As your business grows, so will your website. Moving to the new HubSpot page editor means you can keep adding new features, integrations, and updates without the fear of being left behind by new HubSpot updates or struggling with outdated technology.

  4. Consistency Across Pages: You don’t want new pages that look like they belong on a different site, and with the approach we took at BHMachine, consistency is key. We made sure that new and old pages maintain the same branding and design aesthetic, so no one can tell what’s been updated behind the scenes—except your team, who will now have a lot more flexibility and control.

  5. Budget-Friendly: The phased approach also makes it easier to budget. You can invest in small updates here and there, with immediate ROI on the pages you use most, rather than committing to a full-scale redesign

  6. Drag-and-Drop Simplicity: The new HubSpot page editor allows you to move sections, modules, and content blocks with ease—no coding required. This empowers non-developers and marketers to build professional pages quickly.

  7. Mobile Responsiveness: HubSpot’s mobile-hiding feature ensures a seamless experience across devices. You can hide or style sections for mobile, ensuring your site looks great on any screen without fussing with code.

  8. Saved Sections for Reuse: Build once, use everywhere. HubSpot’s page editor lets you save sections to use across multiple pages. This reduces design time and ensures consistency in your branding across your entire site.

  9. AI Integration with Breeze: HubSpot’s Breeze AI tool automates content creation and offers optimization suggestions, helping your team create and publish content faster while improving your site’s performance.

  10. Marketplace Modules: Access pre-built modules from the HubSpot Marketplace to enhance your site’s functionality without custom development. Whether it’s forms, galleries, or pricing tables, the marketplace offers scalable solutions.

So, should you take action? Absolutely. Just like BHMachine, your portal likely needs a modernization strategy, especially if you want to keep your site running smoothly as HubSpot rolls out new updates and features.

I recommend taking a look at your own portal today and thinking about where you can start. Updating your HubSpot templates doesn’t have to be an all-or-nothing deal. It’s about working smarter, not harder. If you need help figuring out where to begin, I’m happy to walk you through the process—just like I did for BHMachine.

The bottom line? Updating your HubSpot portal is an investment that will pay off in both the short and long term, making your site more scalable, efficient, and easier to manage as you grow.

 

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