How to migrate from Substack to WordPress : A Step-by-Step Guide
Move from Substack to WordPress without losing subscribers. Step-by-step migration, SEO preserved, flexible monetization—own your brand and your audience.
Updated: Aug 30, 2025
Getting started
Introdution
Substack made it easy to launch a newsletter. With a few clicks, you had a landing page, a subscriber list, and a simple way to publish posts to your audience. For many writers and small media brands, that low-friction start was the whole appeal.
But as your audience grows, so do the limitations:
Design lock-in: Substack gives you a barebones blog + email format. Customizing layout, branding, or even fonts beyond their defaults is nearly impossible. You end up looking like every other Substack.
SEO trade-offs: Substack domains are not built with SEO in mind. Your content lives on
substack.com, with limited control over URLs, metadata, schema, and site structure. If you want long-term organic growth, that’s a major handicap.Audience ownership: Your list technically “belongs” to you, but the ecosystem keeps subscribers tied to Substack’s platform. Exporting and fully controlling your email list, segmenting, and advanced automations require leaving the walled garden.
Monetization limits: Substack supports subscriptions, but only in one way — direct paid newsletter subscriptions with a 10% fee cut to Substack. If you want to run ads, sponsorships, products, or memberships with custom tiers, you’re boxed in.
Integrations: You can’t plug in your CRM, advanced analytics, or marketing automation stack directly. Growth gets capped once you want to connect your newsletter to a broader business.
Content strategy lock: Substack is built around “posts” and “emails.” If you want resource hubs, landing pages, or multi-format publishing (video, podcasts, gated communities), the system isn’t designed for it.
That’s why many Substack writers eventually migrate to WordPress. It’s not just about having a website — it’s about taking full control:
You own your brand, design, and domain.
Your email list sits in your CRM or ESP, not behind someone else’s paywall.
SEO becomes an asset you control, not a feature you rent.
Monetization is flexible: ads, sponsorships, membership tiers, courses, or digital products.
Integrations are limitless: from ConvertKit to HubSpot, from GA4 to server-side tracking.
In this guide, we’ll cover:
How Substack and WordPress compare side by side.
What you need to prepare before leaving Substack.
The step-by-step migration process, including handling your newsletter list, blog posts, and branding.
What to double-check after launch so you don’t lose subscribers or SEO.
FAQs addressing the most common worries: cost, timeline, and email list safety.
Wix vs WordPress: Which CMS Is Better for You?
When deciding whether to leave Substack, it helps to compare it directly with WordPress across the areas that usually matter most. Here’s the breakdown:
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Feature
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Wix
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WordPress
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|---|---|---|
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Setup & Ease of Use
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Dead simple. Create an account, write, hit publish, and it’s live with email delivery.
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Needs hosting, WordPress install, theme/plugin setup. Slightly steeper start, but still manageable with modern hosts and page builders.
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Design & Branding
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Unlimited. Full control over themes, templates, and styling. You can design a site that reflects your brand — not Substack’s.
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Unlimited. Any design system is possible with themes + custom CSS. Page builders rival (and surpass) Wix’s visual control.
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Content Structure
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Designed only for posts and newsletters. No real flexibility for landing pages, categories, or custom layouts.
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Build any content type: blogs, resource hubs, portfolios, courses, landing pages. Custom post types + taxonomies give total freedom.
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SEO Control
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Substack URLs live under substack.com unless you set up a custom domain. Limited control of metadata, schema, sitemaps. SEO is not the platform’s priority.
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Full SEO control: custom URLs, metadata, schema markup, redirects, advanced sitemap management. WordPress can become an SEO engine.
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Audience Ownership
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Substack lets you export subscribers, but the relationship is tied to the Substack platform. No advanced segmentation or automations.
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You own your list fully. Integrate with ESPs (Mailchimp, Brevo, ConvertKit) or CRMs (HubSpot, Salesforce). Advanced automations are possible.
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Email Delivery
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Built-in newsletter delivery, simple and reliable. Few options beyond basic broadcast emails.
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Use any ESP: Mailchimp, ConvertKit, Brevo, etc. Unlocks segmentation, drip sequences, tagging, and analytics Substack doesn’t offer.
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Monetization
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Only option: paid subscriptions through Substack. They take a 10% platform fee plus Stripe fees. No ads, no sponsorship integrations.
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Multiple revenue models: ads, affiliate, sponsorships, memberships, digital products, courses. Keep 100% of revenue (minus Stripe/PayPal fees).
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Integrations
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Almost none. Limited APIs, few third-party connections.
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100% ownership of files, database, hosting. You can migrate anywhere. No lock-in.
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Ownership & Portability
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Substack hosts everything. If they change rules, you adapt.
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Tens of thousands of plugins. Direct integration with ESPs, analytics, LMS, community platforms, ecommerce, and beyond.
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Cost Structure
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Free to use, but Substack takes 10% of your subscription revenue.
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Pay for hosting + domain. Plugins often free or one-time. Long-term costs usually lower — especially if monetizing.
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Key Takeaways
Substack is strongest early: quick to launch, zero setup, effortless for publishing and emailing.
WordPress is strongest when you want control: your domain, your design, your audience data, your monetization.
The decision to migrate usually comes when creators stop seeing Substack as a publishing platform and start seeing it as a limiting ecosystem.
Why WordPress is Ideal for You
If you’ve been building your audience on Substack, you already know the trade-offs: you get simplicity, but at the cost of flexibility. Here’s how WordPress solves those exact bottlenecks.
1. When Substack makes every newsletter look the same, WordPress lets you stand out
Problem: Every Substack page looks almost identical — same layout, same fonts, same feel. Branding options are minimal.
WordPress fix: With themes and page builders, you can design a site that looks like your brand, not Substack’s. Hero sections, landing pages, custom fonts, layouts that highlight sponsors or featured stories — it’s all in your hands.
2. When SEO growth is capped on Substack, WordPress gives you the levers
Problem: On Substack, your content lives under
substack.comunless you set up a custom domain. Even then, metadata, sitemaps, schema, and URL control are limited. Long-term organic traffic is hard to grow.WordPress fix: With SEO plugins like Rank Math or Yoast, you can fine-tune titles, descriptions, structured data, redirects, and indexing. Your posts live under your own domain, building your authority in Google, not Substack’s.
3. When your email list is boxed into Substack, WordPress hands you the keys
Problem: Yes, you can export subscribers, but Substack controls the pipeline. Segmentation, tagging, automations, or advanced funnels are missing.
WordPress fix: Pair WordPress with your ESP (ConvertKit, Mailchimp, Brevo) and you get advanced automations — welcome sequences, subscriber tagging, retargeting, segmentation by behavior. Your list is portable and under your ownership.
4. When monetization is one-dimensional, WordPress is multi-channel
Problem: Substack only offers one way to earn: paid subscriptions, with Substack taking 10% of your revenue plus Stripe fees. No sponsors, no affiliate models, no tiered memberships.
WordPress fix: You decide how to earn:
Sell memberships or courses with MemberPress or LearnDash.
Run sponsorships and ads.
Create productized content (ebooks, guides, templates).
Offer tiered access — free, premium, enterprise.
You keep the revenue, minus payment processor fees.
5. When integrations hit a wall, WordPress plugs into everything
Problem: Substack offers very few integrations. You can’t plug in CRMs, analytics pipelines, or custom growth stacks.
WordPress fix: With 60,000+ plugins and open APIs, you can connect to almost any system: HubSpot, Salesforce, GA4, Zapier, Discourse, Patreon. If you can think of it, you can probably integrate it.
6. When you want to expand beyond newsletters, WordPress is a full platform
Problem: Substack is built around posts + email. That’s it. Podcasts, resource hubs, communities, or complex sites don’t fit naturally.
WordPress fix: WordPress can evolve with you:
Launch a podcast hub with episode pages and feeds.
Build a community forum.
Add ecommerce for merch or digital products.
Create a media hub that scales with your content strategy.
In short: Substack is a great place to start writing. WordPress is where you scale into a business.
Pre-Migration Checklist: Preparing to Move from Substack to WordPress
Migrating from Substack to WordPress means you’ll be moving both your content and your audience. The more thorough your prep, the smoother the move. Here’s what to do before touching WordPress.
1. Export your subscriber list
Your subscribers are the most valuable part of your Substack account. Go to your Substack dashboard → Subscribers → Export. You’ll get a CSV file containing names and email addresses. Store this safely — you’ll need to import it into your new email provider later.
2. Export your posts
Substack allows you to download your content. From your dashboard, go to Settings → Export → “Download your data.” This will give you a ZIP file with your posts in HTML format, plus media attachments. Review the files to make sure everything is accounted for.
3. Decide on your new email provider
WordPress itself doesn’t send bulk emails — you’ll pair it with an ESP (Email Service Provider). Choose one that fits your growth needs:
ConvertKit or Mailchimp if you want automations and segmenting.
Brevo (Sendinblue) if you want a budget-friendly but full-featured option.
ActiveCampaign if you want advanced CRM + email in one.
Knowing your ESP ahead of time saves you from scrambling later.
4. Collect your branding assets
Substack doesn’t give you much design freedom, but you’ll want to carry your brand identity into WordPress. Gather your logo, brand fonts, colors, favicon, and any header images you’ve been using.
5. Audit your content strategy
Decide how you want your new site structured:
Will you keep everything as “blog posts” or separate categories (essays, updates, interviews)?
Do you want landing pages (about, work with me, sponsor info)?
Are you planning to expand into podcasts, communities, or products?
Map this before migration so your new WordPress site reflects your bigger vision, not just a Substack clone.
6. Set up your domain plan
If you used a Substack subdomain (e.g., yourname.substack.com), you’ll need to register your own custom domain. If you already had a custom domain pointing to Substack, plan to update the DNS later to point to your WordPress host. This ensures a seamless transition without confusing readers.
7. Backup your subscriber communications
Download copies of any automated welcome emails, paywall messages, or subscriber-only updates. You’ll want to recreate these in your new email provider so subscribers have a consistent experience.
8. Prepare hosting and a staging site
Choose a WordPress host (managed hosting like SiteGround, Cloudways, or Kinsta makes life easier). Create a staging site where you’ll import content and rebuild your pages before pointing your live domain. This way, your Substack stays live until your WordPress site is fully ready.
9. Outline your redirect strategy
Substack URLs usually look like yourname.substack.com/p/post-title. On WordPress, you’ll want clean URLs like /post-title. You can’t directly redirect Substack URLs, but if you’ve been using a custom domain, you can set up redirects so old links still work. Map this in advance.
10. Communicate with your subscribers
Before the switch, plan how you’ll notify your readers. Draft an email explaining:
Why you’re moving (better site, more features, more control).
What’s changing (new domain, same or improved content).
What they need to do (usually nothing, if you import them properly).
Being transparent helps retain trust during the transition.
Migration Process: How to Move from Substack to WordPress
Step 1: Set up your WordPress site
Before moving anything out of Substack, prepare your new home. Install WordPress on your hosting (ideally on a staging subdomain first). Set permalinks to “Post name,” install an SEO plugin (Rank Math or Yoast), and pick a lightweight theme (Astra, Kadence, GeneratePress). If you’ll use a page builder like Elementor or Gutenberg blocks, add that now so you’re ready to rebuild layouts.
Step 2: Import your posts from Substack
Extract the ZIP export you downloaded earlier. You’ll find your posts in HTML format. You have two options:
Manual copy-paste: Open each HTML file and paste the content into new WordPress posts. This gives you a chance to clean formatting, update headings, and improve SEO.
Automated import: Use a plugin like “HTML Import 2” to batch-import Substack HTML files. Then clean up formatting and assign categories/tags.
Pro tip: Substack’s inline styles often look messy on WordPress. Take this chance to apply consistent typography and headings.
Step 3: Transfer media files
Substack stores images in your export, but references may still point to Substack’s CDN. Upload all images into your WordPress Media Library. If broken links remain, use a plugin like “Auto Upload Images” which scans posts for external URLs and pulls them into your library automatically.
Step 4: Import your subscriber list into an email provider
Take the CSV you exported from Substack and import it into your chosen ESP (ConvertKit, Mailchimp, Brevo, etc.). Tag them as “Imported from Substack” so you can segment later. Set up a welcome automation — for example, a short sequence explaining the new site and reassuring subscribers they’re still on the list.
Step 5: Rebuild your email signup forms in WordPress
In Substack, the signup box is automatic. On WordPress, you’ll connect forms to your ESP. Use a plugin like Fluent Forms, Gravity Forms, or your ESP’s native embed. Place signup CTAs in headers, footers, and post templates. Make it as frictionless as it was on Substack.
Step 6: Set up monetization (if you had paid subscribers)
Substack’s default paid subscription won’t transfer over. On WordPress, you have options:
Membership plugins: MemberPress, Paid Memberships Pro, or Restrict Content Pro.
Ecommerce: WooCommerce Subscriptions for flexible recurring billing.
Course/membership bundles: LearnDash, LifterLMS, or Thrive Apprentice.
Export your list of paying subscribers from Substack, and then re-import them into your new payment/membership system. You may need to send an onboarding email asking them to reset passwords or confirm billing on the new site.
Step 7: Recreate your design and structure
Substack only allowed posts. WordPress lets you add About pages, sponsor pages, archives, and category hubs. Rebuild your navigation menu under Appearance → Menus. Create landing pages that reflect your broader brand, not just “a newsletter feed.”
Step 8: Set up redirects and domain
If you were using a custom domain with Substack, update your DNS to point to your new WordPress host. If you only had a substack.com address, you can’t set up redirects directly, but you can send a final Substack post linking to your new domain so subscribers and search engines know where to go. For SEO continuity, keep slugs (post URLs) as close as possible to your old structure.
Step 9: Reapply SEO essentials
Go through each imported post and optimize titles, meta descriptions, headings, and internal links. Generate a new sitemap and submit it to Google Search Console. If you had decent search traffic on Substack, this ensures your WordPress site picks it up quickly.
Step 10: Test everything before launch
Check that all imported posts display correctly, forms submit data, subscribers are tagged correctly in your ESP, and any paid subscription flows work end-to-end. Browse on mobile and desktop. Have a few trusted readers test signup and confirmation flows.
Step 11: Announce the move
Send a broadcast email from your new ESP:
Reassure readers nothing is changing for them (they’re still subscribed).
Share the new domain and invite them to bookmark it.
If you’re offering more than before (better design, new content sections, new benefits), highlight that as a reason for the move.
Post-Migration Checklist: Ensuring a Smooth Transition
Once your WordPress site is live, you’re not done yet. The launch is only half the battle — the real work is validating everything works exactly as expected. Here’s how to do it thoroughly:
1. Verify subscriber imports
Log into your ESP and check that your Substack CSV imported correctly. Confirm subscriber counts match your Substack list. Send a test email to a small segment to check deliverability and formatting.
2. Test signup forms and automations
Subscribe with a fresh email to ensure the form works, confirmation emails are delivered, and the subscriber lands in the correct segment/tag. Trigger any welcome automation to confirm timing and content are correct.
3. Check paid subscriber migration (if applicable)
If you were running a paid newsletter, verify that all migrated subscribers can log in and payments are processed correctly. Place a test transaction yourself. Communicate clearly with paying members if they need to reset passwords or re-enter payment info.
4. Audit imported posts
Browse through a sample of imported posts. Check formatting, heading levels, image placement, and internal/external links. Watch for Substack inline styles that break WordPress layouts — fix them manually or with a cleanup plugin.
5. Re-establish SEO signals
Submit your new sitemap to Google Search Console. Track for crawl errors or indexing issues. If you had a custom domain with Substack, monitor 301 redirects closely for the first month. If you were only on a substack.com domain, publish a pinned post or final Substack update linking to your new site to guide Google and readers.
6. Test analytics and tracking
Check that GA4, Google Tag Manager, and any pixels (Facebook, LinkedIn, etc.) are firing correctly. Verify conversions like form signups, purchases, or downloads.
7. Run performance checks
WordPress gives you control Substack never did. Run your homepage and blog posts through PageSpeed Insights. Optimize image sizes, enable caching, and connect a CDN if needed. A fast site improves both SEO and reader retention.
8. Secure the site
Install a security plugin (Wordfence, Sucuri, or iThemes Security). Set up daily backups with UpdraftPlus or your host. Use strong passwords and consider enabling 2FA for admin users. Substack managed this for you; now it’s in your hands.
9. Monitor email deliverability
Watch your ESP’s reports for bounce rates, open rates, and spam complaints in the first few weeks. Switching sending domains sometimes triggers deliverability issues. If needed, set up proper SPF, DKIM, and DMARC records on your new domain.
10. Communicate with your audience
For the first month, remind subscribers about the new site. Add a note in your newsletters: “This issue was sent from my new site at [domain]. If you haven’t bookmarked it yet, please do.” This reinforces the transition and builds habit with your new platform.
Get Your Migration Cost & Free Consultation
You’ve seen what it takes to move from Substack to WordPress — but every site is different. The fastest way to know your exact cost and timeline is to use our CMS Migration Calculator.
You can also schedule a free 30 min consultation on your migration plans – our team can walk you through the process.- no strings attached.
Frequently asked questions
No. Substack lets you export your full subscriber list as a CSV file. You can then import it into your new email service provider (e.g., ConvertKit, Mailchimp, Brevo). As long as you notify subscribers about the change and keep sending from your new setup, you won’t lose your audience.
Yes, but it requires a little more work. Substack’s paid subscription system won’t transfer automatically. You’ll need to export your paying subscriber list and re-import them into a WordPress membership or subscription plugin (like MemberPress or WooCommerce Subscriptions). Some users may need to re-enter payment details, so it’s best to communicate clearly and offer incentives for a smooth transition.
It depends on the size of your newsletter and site. A smaller publication (a few dozen posts, <1,000 subscribers) can usually be moved in under a week. Larger archives and paid communities might take 2–3 weeks, especially if you’re also redesigning or setting up advanced automations.
If you were using a custom domain on Substack, you can point that domain to your new WordPress site, keeping most SEO value intact. Reapplying titles, descriptions, and redirects is critical. If you were only using a substack.com domain, you can’t do full redirects, but you can publish a final Substack post linking to your new domain so Google (and readers) follow the change.
Not necessarily. If you’re comfortable with WordPress and plugins, you can handle most of the migration yourself: importing content, uploading media, and setting up email forms. If you have paid subscribers, custom automations, or a large archive, working with a developer can save time and prevent mistakes.
Once you’re satisfied your WordPress site is running smoothly and subscribers have transitioned, you can stop publishing on Substack. Many creators leave a pinned post on their Substack directing readers to the new site for a few months before fully deactivating.
Costs depend on your setup. Hosting and domain typically start around $10–20/month. Adding a theme, SEO plugins, and an ESP adds to that. For a small publication, total costs are usually $500–$1,500 for the migration process. Running costs remain predictable, and unlike Substack, you keep 100% of your subscription revenue.
Yes. WordPress connects with email providers like ConvertKit, Mailchimp, Brevo, or ActiveCampaign. Once your subscriber list is imported, you can send newsletters, set up automations, and even build advanced funnels — something Substack doesn’t support.
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