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27 Headless Cms And Seo

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This article explores how a Headless CMS can support SEO efforts due to the exceptionally fast site speeds that can result from a well configured site.

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<h2>Headless CMS and SEO</h2>

This blog will explore the link between Search Engine Optimisation (SEO) and Content Management Systems (CMS), specifically focusing on how a Headless CMS can lead to impressive SEO results. 

<h2>Introduction to Headless CMS</h2>

The curiously named category of Headless CMS is a relatively new category of Content Management Systems (CMS) that has emerged in recent years as an increasingly popular CMS. Its popularity has been primarily amongst B2B/ commercial users ranging from eCommerce sites to International brands to growing/ <a href="https://www.contento.io/blog/b2b-saas-growth">scaling B2B SaaS</a> companies. The names of those brands who have moved across to Headless reads like a “Who's Who” of major brands and includes everyone from adidas to Nike to Netflix, through to B2B SaaS companies like Intercom, Stripe, and Teamwork.

<h2>Mass Exodus: So Why Are They Moving?</h2>

The <a href="https://www.contento.io/blog/benefits-headless-cms">benefits of a Headless CMS</a> are particularly appealing to those looking to migrate to a highly performant platform and away from some of the issues associated with more traditional legacy platforms like WordPress. 

<a href="https://www.contento.io/blog/wordpress-issues">Issues with WordPress</a> are well documented, and include security vulnerabilities from plugins, through to performance issues due to <a href="https://www.contento.io/blog/website-bloat">website bloat</a> (amongst other factors), and maintenance overhead (over the years as the site matures and scales).

Other traditional CMS (also known as Monolithic CMSs) be they Squarespace, Wix, or Webflow can also be problematic for those looking to scale their businesses. 

What works well in the early years becomes a problem a few years down the line. 

There is thus a mix of push and pull factors informing <a href="https://www.contento.io/blog/b2b-saas-migration">website migration</a> decisions, be they problems with existing CMSs or the appeal of a modern Headless approach that helps address many of the legacy issues typical with traditional CMSs.

<hr>

<h2>Understanding Headless CMS and Traditional CMS: Key Differences</h2>

When it comes to Content Management Systems for powering websites there are some fundamental differences to be aware of.

Unlike Traditional CMSs which are designed to manage both content and the front-end, a Headless CMS focuses exclusively on ‘content management’. After creating and editing the content, it is published via an Application Programming Interface (API) without any involvement or impact on the front-end. The Headless CMS does not have any control or input on the front-end, unlike Traditional CMSs which aim to provide a unified solution for both content and front-end management.

<h2>What Does All This Mean In Practice?</h2>

It means that the initial website build for a Headless CMS website is not determined in the CMS by tweaking an existing template. A front-end designer will need to create and implement a design. Herein lies the crux, for those more resource-constrained clients a template-based approach will suffice, but for those who prioritize the user experience, security, and performance, the lack of a template won’t be an issue. They will be looking to engage a designer to create a beautifully designed site that is also optimized for conversions using the best tools and technologies they can find.

Hence when it comes to CMS selection the old adage applies - it is very much a ‘horses for courses’ decision. In short, your exact requirements should determine the CMS selection, and these evolve as your website (and company matures). Thus when it comes to Headless CMSs, they are rarely used to power a companies first website but do represent a natural upgrade path for those on a growth-oriented journey.

<hr>

<h2>The Key Benefits of a Headless CMS</h2>

So what are some of the Key Benefits of a Headless CMS?

1- Unparalleled Speed

The <a href="https://www.contento.io/blog/jamstack-headless-cms">Jamstack Headless CMS</a> approach to web development, which combines Static Site Generators (SSGs) and Content Delivery Networks (CDNs), results in exceptionally fast page loading times without the need for any supplementary optimization of the frontend code. A Headless CMS is a vital component of this approach, allowing for unparalleled website performance. 

2- Impressive Security Credentials

Headless CMSs are known for their exceptionally high level of security. With a decoupled architecture, a Headless CMS can offer better protection against a variety of attacks. Many Headless CMS platforms provide access controls and single-sign-on features that reduce the number of login credentials required and make monitoring CMS access more straightforward.

Compared to traditional CMS setups, Headless CMS can minimize the impact of DDoS attacks because the client-side performs content rendering in the browser. In traditional setups, login forms and other entry points may directly point to the server, necessitating constant attention to security measures to prevent unauthorized access. In contrast, with a Headless CMS, the provider assumes the responsibility for security, ensuring that the statically generated front-end remains safe from attack.

3- Perfect for Scaling

One of the key benefits of Headless CMSs is their highly scalable architecture, which allows organizations to handle increased traffic and content without incurring additional costs. By utilizing cost-effective hosting and licensing options, Headless CMSs can provide a more cost-effective solution than traditional CMSs.

4- Built Especially for Marketing Teams

Many Headless CMS solutions are primarily designed to cater to the needs of technology leaders, but Contento takes a different approach. Contento has created a Headless CMS solution that is not only user-friendly for the tech team but also enjoyable for the marketing team, who will be spending a significant amount of time in the application after deployment.

5- Supports Omnichannel Strategies

Due to the proliferation of new technologies and the widespread use of smart devices, businesses are increasingly focusing on delivering seamless and consistent experiences across multiple devices and touchpoints. Brands that rely on traditional content management systems often struggle to provide responsive content that can adapt to different digital platforms. In contrast, with a Headless CMS, businesses can produce content once and publish it instantly across various channels, providing a highly efficient and effective solution.

<hr>

<h2>Traditional CMS and SEO</h2>

When it comes to SEO and Traditional CMS it is apparent that in many instances SEO is primarily an ‘afterthought’ and is thus not a crucial concern.  

Looking at some examples:

With Squarespace, there is a rudimentary SEO setting (as of March 2023) within the Page Setting tab which consists of three elements:

- SEO Title (Optional), 

- SEO Description (Optional), 

- and a toggle related to “Hide Page from Search Results”. 

This is a pretty basic SEO deployment.

When it comes to WordPress, the world’s most popular CMS, the plugin Yoast is the leading WordPress SEO plugin. 

As numerous commentators have pointed out, <a href="https://www.contento.io/blog/fast-website-speed">site speed</a> is a key ranking factor and WordPress sites often fare poorly on Lighthouse speed tests serving to undermine the efforts of a dedicated SEO plugin.

Of course, your SEO success or otherwise is contingent on a whole host of factors, some within your control, and some not. A lack of in-house SEO ‘know-how’ is often a primary cause of issues as in many cases junior content creators simply don’t know the basics. 

However, if you can marry ‘best of breed’ SEO know-how and execution with a blazingly quick CMS you are going some way towards giving yourself a shot at the much-coveted page 1 ranking on Google for a chosen keyword.

<hr>

<h2>How Headless CMS Improves SEO?</h2>

While we don’t know the exact criteria that impact SEO we do know some of the factors that are typically at play. 

These consist of a mix of technical SEO elements (often on-site elements) as well as off-site elements. Off-site elements are largely related to securing backlinks (preferably from high Domain Authority sites) based on a key premise that the more ‘good’ 3rd party sites that link to your content the higher the perceived value of the content. 

On-site elements typically include:

<ul><li>page loading speed, </li><li>internal linking, </li><li>keyword use in meta titles and meta descriptions, </li><li>URL / slug configuration (incl canonical URL’s)</li><li>structured data markup, and </li><li>how a site renders on a mobile as well as many other factors.</li></ul>

With <a href="https://www.contento.io/blog/headless-cms-seo">Headless CMSs and SEO</a>, several underlying factors play to the strength of the Headless CMS category:

1- Site Performance (Site Speed)

2- Mobile Experience (Responsive design)

3- Structured Content Emphasis (a <a href="https://www.contento.io/blog/structured-content">structured content</a>-based approach helps with SEO)

When it comes to other on-site elements it is fair to say that some Headless CMSs fall short. However, Contento, the Headless CMS we describe further below, has been built with SEO in mind, and thus includes the technical SEO elements baked in so that those working on content can ensure they are taking care of the SEO elements within the platform. 

It is also worth pointing out that site speed is not just about SEO, there is a direct correlation between site speed and conversion rates. Targeting a 1 second page loading time makes a commercial difference also in terms of increased conversions.

<hr>

<h2>The Importance of Structured Content in a Headless CMS for SEO</h2>

According to Carrie Haine, a Digital Strategist and Founder, Tanzen 

<blockquote>Structured content is content that is planned, developed, and connected outside of an interface — so that it's ready for any interface. It means breaking down content into the smallest reasonable pieces — with each of those pieces holding the characteristics of the thing it represents.</blockquote>

Although there are numerous advantages to adopting a structured content approach, we'll focus on its primary SEO benefit: it enables search engines to better comprehend the content's subject matter. Structured content achieves this by explicitly and visibly linking the searcher's query to your content.

<blockquote>Structured content is a technology-agnostic way of organizing and tagging content in consistent, predictable ways. Think of it as a way of enabling people and systems to take advantage of patterns across a body of content, making it easier to find, mix and match, and redeploy content components at a moment’s notice to any device, channel, or format.</blockquote>

— Getting Started With Structured Content

Most Headless CMSs including Contento, are set up to leverage a structured content approach, with the use of fields, blocks, and ‘reusable components’. 

<blockquote>From an SEO perspective, it helps search engines like Google better understand what your content is about, increasing your chances of that content being ranked more highly in search results, and of it being shown to the right users.</blockquote>

In short, the structured content approach common in most Headless CMSs aligns well with the requirements of Google’s search engine as it tries to understand what the content is about so it can serve it based on relevance.

<hr>

<h2>How Headless CMS Affects Page Speed and SEO?</h2>

Site speed has been a known ranking factor for over 10 years since the 2010 Google announcement:

<blockquote>You may have heard that here at Google we're obsessed with speed, in our products and on the web. As part of that effort, today we're including a new signal in our search ranking algorithms: site speed. Site speed reflects how quickly a website responds to web requests. We encourage you to start looking at your site's speed (the tools above provide a great starting point)—not only to improve your ranking in search engines, but also to improve everyone's experience on the Internet. Google Search Central Blog (2010)</blockquote>

As Matt Southern went on to argue in the Search Engine Journal in 2022 

<blockquote>Google is said to prioritize speed when it comes to ranking search results, giving fast sites an advantage over sites that take longer to load.</blockquote>

While relevance will always be the key driver for Google, the user experience will likely remain a key ranking factor as illustrated by their ongoing focus on speed be that through Lighthouse (Google) or PageSpeed Insights. 

In short, the evidence indicates that Google rewards fast sites, and as a ranking factor for SEO it is one to focus on. Of course site speed is not really about SEO, it is also tightly correlated with conversion optimization. The faster the site the higher the conversion rate all things considered. 

<hr>

<h2>Key Considerations for Choosing a Headless CMS for SEO</h2>

When evaluating a new Headless CMS it is worth assessing the SEO capability especially if the site you are migrating has significant numbers of pages, and has decent organic ranking. 

Some Headless CMSs put more of a focus on SEO than others so it is worth asking the question on a Demo so you can assess how sophisticated the SEO module or feature is. All vendors will likely claim their SEO module is strong, but from our experience, that is not always the case. Ideally, you’ll want your marketing colleagues to be able to:

<ul><li>Edit / customise URL’s (slugs)</li><li>Set Meta Titles and Descriptions (with validation rules flagging breaches of wordcount and the like)</li><li>Optimise images including Alt Tags</li><li>Set pages as “No index no follow” where appropriate (e.g. on pages where gated assets are housed)</li><li>Manage canonical URL’s so you can signpost which content is the best representative page</li><li>Easily identify internal linking opportunities for the target keyword</li></ul>

<hr>

<h2>Headless CMS and Content Optimization for SEO: Best Practices</h2>

When it comes to best practices I recommend that those responsible for content creation have a good understanding of key SEO principles. Ideally, they use a selection from the following tools to help their content creation process:

<ul><li>aHrefs</li><li>Grammarly</li><li>Surfer</li><li>SE Ranking</li><li>SEM Rush</li><li>SERPSTAT</li></ul>

Topic ideation is also important:

<ul><li>Is the content they are writing valuable to key target personas?</li><li>Are they writing content to a clear plan (as captured in an editorial calendar? </li></ul>

A common issue I see in B2B SaaS companies is that content creation is farmed out to a junior marketing person who lacks the domain knowledge, and experience to craft a compelling piece. 

Finally, once published content needs to be amplified through a range of channels incl social from both personal and business profiles. 

<hr>

<h2>An Introduction to Contento - Headless CMS</h2>

Contento is a Headless CMS with some distinctive characteristics. It offers all of the key features you’d come to expect from a leading Headless CMS including:

<ul><li>A REST API for super fast and flexible querying</li><li>A visual editor that allows you to preview your content in real-time</li><li>A first-class asset manager to manipulate and compress images</li><li>A  structured content modeling capability to manage content</li></ul>

However, it has a particular focus in mind which helps it to stand out from the crowd.

<ul><li>Unlike most of the competition, it is designed with the needs of marketing in mind (the majority of others are very developer-centric)</li><li>We assume the primary use case is for powering a B2B SaaS or technology website (this assumption allows us to bake in features that support this specific use case).</li><li>We’ve doubled down on usability so it is genuinely intuitive and even enjoyable for content creators to use</li></ul>

<hr>

<h2>Contento PageSpeed Insights</h2>

So when we looked at our site homepage as powered by our own Headless CMS, Contento the highly performant nature of the site was evidenced in some pretty impressive scores:

Desktop 

<ul><li>Performance 100</li><li>Accessibility 98</li><li>Best Practises 100</li><li>SEO 92</li><li>First Contentful Paint 0.6S</li><li>Largest Contentful Paint 0.7S</li></ul>

As the site is a relatively new site the Domain Authority is low and thus our SEO efforts have yet to pay off in terms of organic traffic. However, as we continue to embark on our SEO journey we do so, confident in the fact our underlying CMS architecture is supporting our efforts.

<hr>

<h2>Summary</h2>

When it comes to SEO, there are lots of areas that freelancers and agencies focus on, be that ‘on site’ or ‘off site’ activities. A typical engagement starts with an audit, an analysis of keywords, and an editorial calendar. Popular third-party tools like SEM Rush, aHrefs, SE Ranking, Screaming Frog, and Uber Suggest may be referenced as tools to support content generation efforts.

An often overlooked element is the underlying Content Management System (CMS) powering the website. Most SEO specialists will be familiar with WordPress (and Yoast) given the market dominance of the platform. However, running a mature site on WordPress can be a significant factor inhibiting the potential of your SEO efforts. Marrying a Headless CMS, with a clear SEO and content strategy will help ensure you are giving your site every chance of succeeding. 

Finally, it is worth noting that SEO relies on numerous factors from technical elements, to employee know-how, to site speed, to the content and its relevance for those searching for answers. Migrating to a Headless CMS won’t in isolation deliver results.

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Summary

This blog will explore the link between Search Engine Optimisation (SEO) and Content Management Systems (CMS), specifically focusing on how a Headless CMS can lead to impressive SEO results.

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Headless CMS and SEO

26 Headless Cms Digital Agencies

Working for a digital agency ? Take a look at a Headless CMS like Contento today, and see first-hand why the category is exploding.

<h2>Headless CMS Digital Agency</h2>

Tl;dr

This blog explores the fast growing category of Headless CMSs and argues that your digital agency should consider offering that website capability for the right fit clients.

<h2>Introduction</h2>

When it comes to utilizing a Headless CMS for your <a href="https://www.contento.io/blog/b2b-saas-website">B2B SaaS website</a> you will generally need some external support; be that in the guise of a freelancer, or specialist Headless CMS Digital Agency. This blog outlines some of the key elements you need to be aware of to ensure a successful website relaunch.

<hr>

<h2>B2B SaaS Focus</h2>

Before we commence, it is worth flagging that this blog is written from the perspective of <a href="https://www.contento.io/blog/b2b-saas-growth">growing B2B SaaS companies</a>. There are hundreds of Content Management Systems (CMSs) on the market. Selecting the correct option for your use case is highly context-dependent. Hence the focus of this piece is on marketing and tech leaders in high-growth companies in sectors like B2B SaaS, and the broader technology space. 

<hr>

<h2>Issues with WordPress</h2>

We take the position that the well-documented <a href="https://www.contento.io/blog/wordpress-issues">issues with WordPress</a> mean that WordPress is simply not fit-for-purpose for growing and scaling B2B SaaS companies. 

We make several assumptions about the requirements for those working in B2B SaaS which we feel are incompatible with WordPress (without throwing a lot of money at the problem).

These WordPress issues include:

<ul><li>Security vulnerabilities (due in part to typical reliance on plugins)</li><li>Usability issues (struggles on the part of junior marketers to manage websites)</li><li>Performance issues (problems with website bloat and sluggish performance)</li><li>Ongoing maintenance costs (just to keep the site from going down)</li></ul>

When it comes to the assumptions we are making about B2B SaaS marketing team requirements we are assuming that:

<ul><li>Content and inbound marketing are important elements of the marketing strategy</li><li>A strong SEO capability is important</li><li>A genuinely intuitive UI/UX content platform (or CMS) is ‘non-negotiable’</li><li>A blazingly fast beautifully designed website is ‘table stakes’</li><li>There is a decently sized marketing team (more than 3) and some budget to deliver on the above requirements.</li></ul>

Given the issues with WordPress and the requirements we are seeing amongst B2B SaaS companies, the curiously named category of Headless CMS is emerging as an increasingly popular choice. 

So what is a Headless CMS and why the sudden appeal?

<hr>

<h2>An Introduction to Headless CMS</h2>

A traditional Content Management System (CMS), commonly referred to as a legacy or monolithic CMS e.g. WordPress, is a system in which the front-end presentation and back-end data storage components are closely interconnected.

In recent years, Headless CMS has emerged as a contrasting approach. 

A Headless CMS is a content management system that provides the backend content repository and APIs to facilitate the retrieval and modification of content. Unlike a traditional CMS, it does not include a pre-built front-end for displaying content, allowing developers to use any front-end technology or framework of their choice to deliver the content to end users. This decoupling of the content management functionality from the presentation layer offers greater flexibility, scalability, and agility in creating and delivering digital experiences across multiple channels and devices. 

<hr>

<h2>What Does a Headless CMS Do?</h2>

A Headless CMS is best considered as the content platform or repository where the website content is stored, edited, and published. This <a href="https://www.contento.io/blog/structured-content">structured content</a> is then delivered via an API to various ‘heads’ be they a website or IoT device or screen. The missing piece is of course the display layer or front-end. This is where your front-end developer comes in. 

You will need a front-end developer/designer to create the front-end design. Of course, there are Pros and Cons to this approach. The template-based approach of legacy CMSs is more cost-effective, however, as mentioned above the requirements of growing B2B SaaS companies are such that a beautifully designed site optimized for conversions will typically trump the requirement for a hastily built site based on an existing template. 

<hr>

<h2>What are the Advantages of a Headless CMS?</h2>

So what are some of the advantages of choosing a Headless CMS?

1- Unrivaled Speed Blazingly fast page loading times can be achieved without requiring any additional optimization of the frontend code. A Headless CMS is part of the <a href="https://www.contento.io/blog/jamstack-headless-cms">Jamstack Headless CMS</a> approach to web development and marrying Static Site Generators (SSGs) and Content Delivery Networks (CDNs) can deliver an unparalleled site performance. 

2- High-Level Security

A Headless CMS tends to offer a very high-level of security due to several factors.

A decoupled architecture can provide better protection against various attacks. Access controls and single-sign-on features are often available in many Headless CMS platforms, which can reduce the number of login credentials required and enable easier monitoring of CMS access.

Compared to traditional CMS setups, headless CMSs can minimize the impact of DDoS attacks because content rendering is performed on the client side. In traditional setups, login forms and other entry points may directly point to the server, necessitating constant attention to security measures to prevent unauthorized access. In contrast, with a Headless CMS, the provider assumes the responsibility for security, ensuring that the statically generated front-end remains safe from attack.

3- Scalable and Cost Effective

Headless CMSs are designed to be highly scalable, allowing organizations to handle increased traffic and content without incurring additional maintenance costs. By reducing the amount of maintenance required and utilizing cost-effective hosting and licensing options, Headless CMSs can offer lower maintenance costs than traditional CMSs.

4- Beautiful UI/UX - Enjoyable Content Management

With a Headless CMS like <a href="https://www.contento.io">Contento</a>, the UI/UX is designed with the marketing team in mind (which is not a typical case). Far too many Headless CMSs are designed solely with the needs of the technology leader in mind. Contento is different. We have doubled down on ensuring that the use of our Headless CMS solution is enjoyable for the marketing team, who post deployment will after-all be spending a lot more time in the application than the tech team. 

5- Deliver a Seamless Omnichannel Experience

By offering more purchasing channels, including mobile, web, and in-store, an omnichannel strategy enhances the customer experience. Businesses are thus increasingly prioritizing seamless and consistent customer experiences across various touch points due to the emergence of new technologies and the widespread use of smart devices. However, brands that rely on traditional content management systems are struggling to keep up with the increasing demand for responsive content that can adapt to different digital platforms. With a Headless CMS it is a case of produce once, and publish everywhere in an instance.

<hr>

<h2>What are the Disadvantages of a Headless CMS?</h2>

There are several disadvantages of Headless CMSs, so it is important to be aware of these before making the switch.

1- It is not an all-in-one Solution 

With WordPress, Squarespace, Wix, and other traditional CMSs there is no decoupling of the front and back ends. With Headless there is a need to plug in other components of the Jamstack (all via API’s) to put a website live. (All very straightforward for relatively junior developers).

2- Developer Dependency

You will need access to a front-end developer/ designer to set everything up (as well as to craft the design). In most cases ongoing maintenance is negligible but as the site evolves you will need access to a developer. The good news is that you won’t need a specialist developer as most front-end developers will be familiar with ‘the Jamstack’, so as a SaaS company there is a strong likelihood that the skill-set exists in-house and can be tapped into on an ad-hoc basis.

3- Fewer Shortcuts

With a Traditional CMS, buying a website template helps expedite the build process, and in some instances enables users to build and manage sites themselves. Instead, most Headless CMSs empower developers and designers to build a site without constraints allowing them to choose the components as they see fit. Again context is everything, marketing leading brands and growing B2B SaaS companies are usually happy to ensure a strong visual identity. Building a site using a template is generally not the route this cohort wants to take.

<hr>

<h2>How Much Does a Headless CMS Cost?</h2>

The cost of a Headless CMS can vary depending on a whole host of factors. Most providers offer a free version for developers to test initially and to assess fit for purpose. In reality, the bulk of the cost for a new website is likely to go on the front-end design and hence the annual subscription for the Headless CMS will represent a small portion of the overall spend. Given the range of options and factors influencing price, assuming a €10,000 annual subscription represents a good ballpark figure. Finally, the ongoing maintenance costs should be relatively modest especially if there are in-house developers that can be called upon, on an ad-hoc basis. 

<hr>

<h2>Companies Using Headless CMSs</h2>

The adoption of Headless has been particularly noticeable amongst a cohort of early adopters from the SaaS world (Intercom, Stripe, and Teamwork spring to mind). However, there has also been significant adoption amongst “big brands”, where website traffic is high and features offering benefits related to security, performance, and omnichannel capability are important. Brands like the following have all moved part (if not all) of their websites to one of the leading Headless CMS providers:

<blockquote>Notion, Costa Coffee, Specsavers, Nike, mailchimp, Vodafone, Spotify, Twilio, Atlassian, Bang &amp; Olufsen, McDonalds, Google, deliveroo, dribbble, GoCardless, Sonos, adidas, &amp; Pizza Hut.</blockquote>

<hr>

<h2>Headless CMS Website for B2B SaaS</h2>

When it comes to different categories of users, it is evident from the names listed above that Headless CMSs span a vast range of consumer brands from different sectors. These are not small businesses. The brands largely represent sites with strong traffic volumes that place a premium on design without compromising on performance. B2B SaaS companies share many of the same requirements as the leading B2C brands listed above (although omnichannel related benefits are not usually a primary motivator). Most growth-oriented B2B SaaS companies are focused on conversion optimization and thus value benefits like unbeatable site speeds, beautiful design, enhanced security and highly performant websites.

<hr>

<h2>Introduction to Contento - the Headless CMS for B2B SaaS</h2>

Contento is a Headless CMS designed specifically with the needs of B2B SaaS companies in mind. Most of the other Headless CMSs are open boxes and are not designed with any specific use case in mind. Contento includes all the features you’d expect from a Headless CMS, with a particular slant - a core assumption we make is that you are using Contento to manage a B2B SaaS site. This simple assumption enables us to meet the unique needs of this category - after all, it is the world the founding team all come from. 

<hr>

<h2>Why Do You Need a Headless CMS Freelancer or Agency?</h2>

One of the nuances of a Headless CMS compared to a Traditional CMS like WordPress is that developer input is required. The focus shifts to creating a beautifully designed site that is optimized to drive conversions. Specialist skills make a difference, and the quality of websites done in-house compared to using specialists is markedly different in our experience. When a beautiful design is married to compelling copy, strong imagery, and a blazingly quick site the difference is all too apparent. 

The <a href="https://stripe.com/gb">Stripe website</a> is a great example - beautifully designed, with powerful imagery, and exceptional site speed. Of course, there are lots of beautifully designed sites that are not on Headless also, but depending on the CMS there can be significant issues in the background that tend not to exist with a Jamstack-based approach.

<hr>

<h2>Where to Find a Headless CMS Agency?</h2>

An increasing number of digital agencies are now offering Headless CMSs as an option for the right client and context. Others like <a href="https://mawla.agency/">Mawla</a> in Dublin have gone full-in focusing on content and marketing websites utilizing a Headless CMS &amp; NextJS Jamstack-backed architecture exclusively, eschewing WordPress based web development work.

We will shortly be adding a dedicated Headless CMS digital agency page to the Contento website that shortlists some of the main providers you need to know about.

<hr>

<h2>Benefits for Your Agency Embracing Headless</h2>

So what are some of the benefits you can enjoy from exploring Headless as a category to offer clients?

<ul><li>Significant Venture Capital (VC) cash has gone into the space and a large number of providers are promoting it as a future-proof way to manage modern sites.</li><li>The benefit set for moving to Headless is compelling for certain cohorts of users.</li><li>The need for a front-end design and Jamstack architecture means that many agencies can easily pivot to offering it profitably.</li><li>Some providers offer recurring commissions as long as the client is still a customer, bringing income streams without associated overheads. </li><li>It is a growing market predicted to explode.</li></ul>

The Global Headless CMS Platform Software Market Size Was Valued at USD 502 Million in 2021 and is Expected to Expand at a CAGR of 19.99% During the Forecast Period, Reaching USD 1498 Million By 2027 (Source - <a href="https://www.researchreportsworld.com/global-headless-cms-platform-software-industry-research-report-competitive-landscape-market-22069652">Research Reports World</a>)

<hr>

<h2>Contento Digital Agency Program</h2>

Our agency program includes -priority access to our development team, ongoing commission, and access to our suite of training resources.

Unlike leading vendors who typically offer a basic 10% commission on plans, Contento offers a much more attractive commission. 

Please <a href="https://www.contento.io/contact">get in touch</a> to learn more.

<hr>

<h2>Headless CMS and Digital Agencies - A Summary</h2>

In summary, the category of Headless CMS has been taking off. An early tranche of digital agencies has already made the jump across focusing on the Jamstack and Headless. As this article has outlined, it is worth all digital agencies exploring the category to assess if it fits with the client base in situ and their requirements. One thing is clear - this new category is very much here to stay.

Digital agencies should explore the fast growing category of Headless CMSs to assess if it could meet the needs of their client base.

Headless CMS - The Perfect CMS to Help Grow Your Digital Agency

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Product

20 Static Vs Dynamic

This short article outlines some of the main differences between static and dynamic sites.

Static Site Vs Dynamic Site - The differences

This short article outlines some of the main differences between static and dynamic sites. By way of some additional context, the pitch of this article is for non-developers - the aim is to try and break the topic down into constituent elements such that a marketing professional can understand the basic concept.

It is also worth flagging that in this context that 'dynamic' and 'static' refer to how a web page is delivered to the end-user or site visitor.

<h2>What is a Static Site?</h2>

A static site is a site that runs HTML/CSS and Javascript in the browser (as distinct from being generated in the server). The files are pre-built and sit on the server which may be a Content Delivery Network (CDN) therefore the web browser is pulling from a local server. 

<h2>Content Delivery Network: CDN</h2>

<blockquote>A distributed network optimized for serving assets to users. By being geographically distributed, a CDN can provide redundancy and also improve delivery performance as a result of servicing requests from the infrastructure closest to the user making the request.</blockquote>

Source Jamstack

<h2>Key Points: Static Site</h2>

<ul><li>Server-side rendering [pre-built files stored on a web server] and usually cached</li><li>Delivered by a CDN</li><li>Serves pre-rendered/ pre-generated/pre-built HTML, CSS, and JavaScript files to a web browser</li><li>HTML files that load quickly</li><li>Files are not altered when shipping to the visitor</li><li>Pages look the same to everyone navigating to a page (or URL)</li><li>Static files are lightweight (and are thus cheaper and faster to serve)</li><li>Security is also enhanced as the content database (Headless CMS) is independent</li><li>No interactions with the database</li></ul>

Note: It is important to flag that static does not mean that a website is unresponsive to a user’s actions.

<h2>What does all this mean? </h2>

It means that the website is likely to be exceptionally quick. In layman's terms the request from the browser is met with a simple response - 'here is the file, I am sending it back'. Because CDNs are used, the request should hit the nearest server to the request which positively impacts load times.

This is a key point - site speed is a vital part of web performance and this is a key motivation when developers select a static site-based architecture over a dynamic one. 

Speed is also a significant ranking factor for SEO alongside Core Web Vitals as aHrefs article recently advised:

<h2>Page Speed</h2>

<blockquote>Page speed is a ranking factor on desktop and mobile.Your site doesn't have to be lightning-fast, just fast enough so that Google doesn't demote your page for offering a slow experience.</blockquote>

<h2>Core Web Vitals</h2>

<blockquote>Core Web Vitals measure a page’s loading performance, interactivity + visual stability.Google uses three metrics to do this: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).</blockquote>

In summary, when it comes to a static site the primary benefit is a fast load time in the browser which is of significant importance for some categories of users. 

Aside from SEO, conversion rates are also negatively impacted by slow sites which partly explains why major e-commerce sites are moving off legacy platforms to <a href="https://www.contento.io/">Headless CMSs</a> [<a href="https://www.contento.io/blog/what-is-a-headless-cms">What is a Headless CMS</a>?] (which power the content on static sites).

The ‘time to first byte' is also a common measure as to how fast a site is and again a static site outperforms a dynamic site keeping everything else.

<h2>What is a Dynamic site?</h2>

In comparison, a dynamic site is where the HTML markup adjusts dynamically on the server - so parts of the page can change and are generated on the fly.

<ul><li>Dynamically generated in real-time by the server [Server-rendered]</li><li>Execution of JavaScript code within the browser needed to render</li><li>Leveraging HTML, CSS as well as PHP</li><li>Webpages built on the fly in real-time [update content on the fly]</li><li>Different content can be served to each different web visitor</li><li>Website visitors connect to the content database each time they visit your website</li></ul>

Examples of dynamic sites include WordPress, Drupal, Joomla

<hr>

<h2>What is a Static Site Generator (SSG)?</h2>

Web development with static site generators is a hybrid process and an SSG enables you to generate HTML pages during a build process, and deploy them to a server and CDN. These enable you to construct your website locally as usual while compiling it into static files for deployment. As developers create static sites and have alternatives to support the majority of computer languages, they are growing in popularity.

<h2>Static Site Generator</h2>

<blockquote>A tool which can be run as part of a build to transform content, data, and templates into files which can be deployed to a hosting environment as a ready-to-serve web site. </blockquote>

Source: Jamstack

<h2>Popular Static Site Generators</h2>

The following represent the most popular static site generators on the market.

<ul><li>Next.js - a framework for statically exported React apps (Javascript)</li><li>Nuxt.js - a minimalist framework for serverless Vue.js applications  (Javascript)</li><li>Gatsby - uses React to help build fast websites (Javascript)</li><li>Jekyll - One of the most commonly used static site generators. (Ruby)</li></ul>

There is a long list of static site generators on the Jamstack site.

<a href="https://jamstack.org/generators/">https://jamstack.org/generators/</a> 

<h2>What are the Advantages of a Static Site compared to a Dynamic Site?</h2>

Speed/ performance is the main benefit of a Static Site which is why they are becoming popular with websites where optimum performance is a key consideration. They are not as easy to get up and running as say WordPress but once it is live the performance will trump a dynamic site.

It takes us back to a key point when it comes to CMS selection or which site architecture you want to use. The context of the site is a key determinant. A personal website designed as a brochure site where budgets are minimal and traffic expectations are modest will be best suited to a WordPress, Wix, or Squarespace CMS. However, for those companies looking to build high-performing sites with significant traffic and a need to optimize traffic then static sites and Headless becomes a credible route to consider.

Static Sites and Headless CMS The reason static sites and Headless CMS's work well is that a Headless CMS provides content through an API, and a static site consumes content through an API. An SSG thus allows you to create a static site and can be pre-configured to work with an API to access the content.

Key Points a Marketing Leader Needs to Know

For those working in marketing, the differences between static sites and dynamic sites is unlikely to represent a key discussion that comes up all that frequently. The main points to take away are that there are different approaches to managing websites, and developers will often have strong views as to which route to go down. Like many things it is a case-by-case decision. 

<h2>Summary</h2>

Static sites are increasingly popular for those companies where site performance is of crucial importance with speed representing a key factor.

<blockquote>Ultimately, both static and dynamic websites generate HTML files, but what makes a website “static” versus “dynamic” depends on how the server creates this HTML file before sending it to you.</blockquote>

<h3>Jamie Juviler, Hubspot</h3>

For those working in marketing the concepts of static sites and dynamic sites is a case of getting into the weeds. Your developers will understand the concepts outlined above. In some ways the decision as to which route to go down aligns with the CMS choice and whether you want to choose a Headless CMS like Contento. 

<h2>Recommended Resources: </h2>

<a href="https://www.contento.io/blog/traditional-vs-headless">Traditional v Headless CMS</a>

<a href="https://www.contento.io/blog/benefits-headless-cms">What are the Key Benefits of a Headless CMS?</a>

Static Site Vs Dynamic Site - What are the Main Differences?

Guide Using Headless Cms

Learn how you can benefit from the power of a Headless CMS to power your growing B2B SaaS business. We discuss some of the key features you will benefit from.

Using a Headless CMS for your SaaS B2B Site

<h2>Introduction</h2>

When it comes to building a new <a href="https://www.contento.io/blog/b2b-saas-website">B2B or SaaS website</a> there are different routes you can go down. Replatforming is an increasingly popular part of most major website updates where migration to a new Content Management System (CMS) is included alongside visual identity uplifts and site refreshes. So what are the things you need to be aware of if you plan to go down this route?

<h2>The Classic CMS</h2>

Firstly, a common trend for many growing B2B and SaaS companies is to move off classic monolithic CMSs like WordPress as you grow. The issues with WordPress are well documented and include:

<ul><li>Performance issues due to <a href="https://www.gocontento.com/blog/website-bloat">website bloat</a>, and excessive use of plug-ins</li><li>Security vulnerabilities, in-part due to plug-ins</li><li>Usability issues for junior staff tasked with maintaining the site</li><li>Reliance on freelance developers on a retainer to keep the site up</li></ul>

The list goes on.

That all said, many web agencies are fully in the ‘WordPress camp’ given the historic popularity of WordPress for all websites (not just growth-orientated B2B and SaaS ones). Margins are decent for retainer clients, and developers are numerous, driving the price down. Is it any wonder that despite its apparent flaws, many agencies still persist with promoting WordPress?

However, an increasing number of tech and marketing leaders are concluding that platforms like WordPress are simply no longer fit-for-purpose for growing B2B, SaaS and tech companies. <a href="https://www.contento.io/blog/migrate-wordpress">Migrating off WordPress</a> is thus becoming increasingly common for growing tech businesses.

<h2>The Site Builders</h2>

The ‘site builders’ consist of well known brands like Squarespace, Wix or Webflow.

With the ‘site builder’ model, they host the infrastructure that makes your site, but they also help you manage how the pages are designed and built. So Webflow or Wix are very much visual site builders, utilising templates and ‘drag and drop’ components to build a website.

The upside of this approach is that it's a very low barrier to entry for people to come in and build a simple website. I have personally used Squarespace to build numerous entry level websites, and have enjoyed the flexibility.

The drawbacks with site builders kick in as you look to scale and grow. It can be difficult to add custom elements and you are constrained by chosen templates. It is also hard to embrace a <a href="https://www.contento.io/blog/structured-content">structured content</a> lead approach when choosing this route. And it's also quite hard to maintain a cohesive design and structure across the site because everything's visual, and therefore, it's hard to lock down the design of various types of content. Similarly anybody with edit access can go in and mess around with the layout of a page.

In short, site builders are very attractive for many users, however, are not ideal for growing companies looking to scale their businesses.

Recommended Resource: <a href="https://www.contento.io/blog/webflow-v-headless">Webflow v Headless CMS</a>

<h2>The Content Platforms (Headless CMS)</h2>

Content platforms also known as Headless CMSs [<a href="https://www.contento.io/blog/what-is-a-headless-cms">What is a Headless CMS</a>?] represent an online CMS that lets you do all of your content management in the platform through your web browser, and then it exposes an API for you to use with your site e.g. <a href="https://www.contento.io">Contento</a>.

A note about terminology:

The phrase ‘content platform’, speaks to a wider general bucket of people, and the phrase ‘headless CMS’, is a technical terminology for developers that says this is a CMS platform that will not render the front of your site.

A Headless CMS refers to the separation of the front-end and the back-end so the two are decoupled and rely on API’s to manage a site build.

<h2>Contento - The Headless CMS for B2B SaaS</h2>

Contento is a Headless CMS that is optimised for running B2B &amp; SaaS Websites. It sits in the Headless Content Management System (CMS) category which is one of the three dominant approaches to website building outlined above and is part of the <a href="https://www.contento.io/blog/jamstack-headless-cms">Jamstack Headless CMS</a> architecture approach to website development.

Headless CMS is an increasingly popular option for those looking to scale and grow.

<h2>What are some of the Advantages of Headless CMS?</h2>

The reason that headless CMS as a category has been growing so strongly, is that there are a number of compelling benefits including:

1- Division of Labor [Specialism]

A Headless CMS allows you to focus on building the front of your site and not on hosting or maintaining an application. And that means that you can build the front end of your site and the back end of your site in a nice organised fashion and join the two together.

2- Flexibility

The second major advantage of dividing the two parts of the website, into the front and the back end of the website is the greater flexibility you get.

If you wanted to switch to a different Headless CMS provider, then that wouldn't mean you had to re-engineer the front end of your site - vendor lock-in is limited.

Whereas with the classic model, if you build something on WordPress, and you want to switch your CMS, you have to rebuild everything from scratch. In the Headless CMS world, you can leave the front of my site largely alone, unplug one API and plug in the other one. There's a lot less work required to switch things around.

The same goes with the front end of the site. You may be happy with your Headless CMS, but if you want to redesign the front of the site, you can do that in quite an isolated way. You just swap out the front-end and it's less of a headache than having everything all bundled up into one place.

3- Risk Reduction

A Headless CMS also de-risks things from a development perspective, and from a technical debt perspective - it is a new modern approach to development favoured by a growing number of front-end developers.

4- Usability

An additional appeal of a Headless CMS led approach is that it allows you to really focus on your content management experience.

With a Headless CMS you can build the back end of the site prioritising the content editing experience with a really high level of focus for the marketing team, and thus can structure things so they make sense for the people who are actually updating the content.

5- Performance

We all need really super <a href="https://www.contento.io/blog/fast-website-speed">fast websites</a> and the new headless CMS approach lends itself to speed. The speed of Headless CMS sites is unrivalled.

If you're rendering web pages on a server and then sending the result to the user, that's invariably going to have some latency in it (Old dynamic-site approach). Whereas if you pre render web pages, and you have flat HTML files that you're delivering straight to the user, then it's a lot quicker (New Headless CMS / static site based approach).

The technology stack for managing this is called Jam Stack which means you have a JavaScript powered website that produces that HTML.

<blockquote>Jamstack is an architectural approach that decouples the web experience layer from data and business logic, improving flexibility, scalability, performance, and maintainability. Jamstack removes the need for business logic to dictate the web experience. It enables a composable architecture for the web where custom logic and 3rd party services are consumed through APIs.</blockquote>

Source: Jamstack

This allows you to deploy a site on to a highly performant Content Delivery Network (CDN) service that will provide websites to users really quickly and securely (a CDN lessens the risk of DDOS attacks). And you can have a really slick, interactive website, that's really fast because it's not relying on constantly trying to fetch data from the back end because it's all pre-rendered before it gets sent to users.

<h2>Content Delivery Network (CDN)</h2>

<blockquote>A distributed network optimized for serving assets to users. By being geographically distributed, a CDN can provide redundancy and also improve delivery performance as a result of servicing requests from the infrastructure closest to the user making the request.</blockquote>

Source Jamstack

So that modern way of building websites pairs inherently well with Headless CMS because they're built using technologies that work well together. And if you're building a Jam Stack site, and you need to have your content editable, you basically will always reach for a Headless CMS. And these days, people are building more and more Jamstack sites because the advantages of them are widely understood in the development community.

Additional Reading: <a href="https://www.contento.io/blog/benefits-headless-cms">What are the Key Benefits of a Headless CMS</a>?

<hr>

<h2>Contento: The Headless CMS for B2B &amp; SaaS Websites</h2>

B2B SaaS websites need to do a few set things, and they need to do those things well, and effectively. If you take the existing Headless CMS platforms that are out there, they are what we call open platforms. You can do whatever you like and then you can build a content model for displaying data anywhere, be that a train update notification board, or on an Apple Watch.

As a result of them being very open, they don't provide you with common things ‘out of the box’. So for example with many of the leading Headless CMS’s there's no such thing as ‘SEO’. You essentially have to invent what that is yourself within their platform.

At Contento we are focused on a dominant use case - a Headless CMS for powering B2B SaaS marketing websites which share common requirements; be they built in lead generation, conversion optimisation, SEO, links to G2 and Capterra, announcement bars across the site, or gated content accessible via forms.

These are elements that we have pre built into Contento so that you don't have to invent them from scratch. One of the things that we want to do is really focus on the needs of B2B &amp; SaaS websites and make sure we tick off all of the common things that they need to do and make them super speedy and super efficient for users to have rather than having to rebuild them from scratch. Offering a powerful baked-in SEO solution is also a key element of our approach.

<h2>Elements for Building Your B2B SaaS Site with a Headless CMS like Contento</h2>

So what are the elements you need to build your site?

There are 4 core elements if you utilise the Headless CMS route.

<ol><li>The Content Platform/Headless CMS e.g. Contento</li><li>The Front End Stack - Static Site Generators e.g. Vue / NuxtJS or React</li><li>The Build Pipeline e.g. Netlify</li><li>The Development Process (Content Delivery Network) e.g. Netlify</li></ol>

While these all may seem a lot, they are all “best of breed” low cost frameworks/ components that are designed to work effectively together.

<hr>

In terms of the resources, what else do you need to get your site up and running?

<h2>Front End Developer</h2>

Unlike the templated approach of website builders like Webflow or Wix you can’t just log into Contento, open it up and use it to run your website. It fits in between the two categories of building your own application and full service. So Contento sits in the sweet spot in the middle. You need a front end developer for the initial setup and build, but they don’t need to have much experience with the back end because they don't need to understand that.

This front end developer will build your site. They can then use JavaScript, to pull the data from Contento through our API into the site.

There are different frameworks and technologies for doing that.

You could use a vanilla JavaScript and HTML page. We're gearing our platform towards serving the sort of standard Jamstack set of technologies. So for example, that might be React and Next, or it might be Vue and NuxtJS.

Once you've got your site built and turned into a static site, or a sort of pre rendered site, you can then deploy that pretty much wherever you like. So you could deploy it onto your own server and host it there and it would be really quick or you could deploy it onto an optimised service like Netlify or even a sort of standard CDN like CloudFront.

<h2>Graphic Designer</h2>

While the front end developer is going to build your site, you'll still need a designer to actually design it. Usually, you'll have a designer and a front end developer working together. They might have some overlap, but your designer is going to do the visual graphic design of how you want your site to look. And then your front end developer is going to take that and turn it into HTML and CSS and JavaScript and then either bake that into a JavaScript framework like Vue and Nuxt.

<h2>Copywriter</h2>

Finally as I argue in my blog - <a href="https://www.contento.io/blog/b2b-saas-copywriting">Using B2B SaaS Copywriters to Improve Conversions</a>, bringing a specialist B2B SaaS copywriter into the project will be money well spent.

<h2>Summary</h2>

Using a Headless CMS, like Contento, is an increasingly popular way to manage growing B2B SaaS websites. The performance is unrivalled and while the initial set up costs are more complicated than with a more basic architecture, once live the ongoing external dependencies are eliminated. The marketing team will be able to manage the content themselves, and should be able to call on a junior developer on an ad hoc basis to create any new pages required.

When it comes to building a new B2B or SaaS website there are different routes you can go down. Replatforming is an increasingly popular part of most major website updates where migration to a new Content Management System (CMS) is included alongside visual identity uplifts and site refreshes. So what are the things you need to be aware of if you plan to go down this route?

Using a Headless CMS for Your SaaS Website

16 Webflow V Headless Cms

Learn enough to understand the differences between Webflow or a Headless CMS. What are the key decision criteria you need to evaluate the options?

<h2>Webflow v Headless</h2>

As technology companies grow there tends to be a natural progression up a Content Management Solution (CMS) hierarchy as the company scales and the requirements grow. In the early days a solution like WordPress, Squarespace, or Wix may have sufficed, but as expectations and ambitions grow a re-platforming is a common occurrence after a certain period.

The triggers for this decision can be varied, and often include both ‘push and pull’ factors. The sheer volume of ongoing <a href="https://www.contento.io/blog/wordpress-issues">WordPress issues</a> often mean a <a href="https://www.contento.io/blog/migrate-wordpress">WordPress migration</a> / <a href="https://www.contento.io/blog/b2b-saas-migration">B2B SaaS site migration</a> is a common request as marketing and technology leaders are unwilling to continue on a solution that is not appropriate for scaling B2B SaaS startups. Similarly, the template constraints of a Squarespace or a Wix means they are no longer fit-for-purpose either. Other driving factors can include a new Chief Marketing Officer being hired, an investment raise, or growth targets that are unlikely to be met on a legacy platform or solution. All of these factors contribute to a decision being made to upgrade the existing website from WordPress, Webflow, Squarespace, or Wix (to name but a few).

A growing number of scaling companies are seeking to source a CMS that is fit-for-purpose, while also being future-proof thus extending the lifespan of the CMS, reducing the need for major change every few years are now turning to the category of Headless CMSs [<a href="https://www.contento.io/blog/what-is-a-headless-cms">What is a Headless CMS</a>?] to meet their evolving needs.

<hr>

<h2>Webflow or Headless CMS</h2>

In many instances, the decision relating to a new CMS for scaling B2B and SaaS companies narrows to choosing either Webflow or a Headless CMS like <a href="https://www.contento.io">Contento</a>, as the optimal upgrade choice.

So what are the Pro’s and Con’s of each route and how best to evaluate them?

<hr>

<h2>What is Webflow?</h2>

Webflow is an all-in-one cloud-based platform with built-in CMS (or online visual editor platform) that gives marketing people and developers alike the ability to design, build and launch a website in a fast, economical, and collaborative manner by merging design, and content management into a single platform. As a 'no-code' website building and hosting tool, it allows these users to build websites without having to write lines of code.

Webflow is also a popular option for web designers because of the high level of customization it allows.

<h2>Advantages of Webflow</h2>

The biggest advantage of using Webflow is it allows control over the appearance of your website without having to write any code. There is no need to adhere to a theme or template which allows agencies and Freelancers to create a completely custom solution to meet the specific needs of the client.

The scroll-based animation and interaction, coupled with the flexible design capabilities means the look and feel of Webflow-based sites are also impressive. Add a drag-and-drop page builder, responsive page design, and native Zapier integrations as additional popular features and you’ve got a compelling option.

Example 1: <a href="https://www.appraisd.com/">Appraisd</a> - a B2B SaaS company built on Webflow

Example 2: <a href="https://www.mediahq.com/">MediaHQ</a> - a B2B SaaS company also built on Webflow

<h2>Disadvantages of Webflow</h2>

However, Webflow is not without its limitations. The steep learning curve is one of the main disadvantages of using Webflow. While it is fine for developers, I have found that in most instances the marketing team has not been able to build pages without relying on an external contractor ‘on a retainer’. This is a fairly major disadvantage aside from adding to the overall cost.

Webflow also currently charges additional costs for website security and if you wish to add any custom code you must pay for an additional Webflow service called 'Workspace'.

There can also be significant build issues that only emerge “down the road” after an agency has built the original site, and has long since departed the scene. 

The original agency that built the site should always use specific guidelines and strategies to build websites in a clear and scalable way, such that any person in the marketing team can easily understand. This means you need a clear structure, proper naming conventions, and well-defined rules, etc. These best practices and principles are often ignored by agencies when developing websites in Webflow leading to frustration within the marketing function.

The reasons these build principles are ignored are usually due to the following:

1- Having over-committed relative to the agreed budget

2- Having not scoped the brief properly

3- Seeking to upsell an annual retainer for new page builds

4- Seeking to cut corners (and increase margin)

5- A mix of mostly junior developers working on the site concurrently

I have seen the following examples of issues when looking “under the hood” of Webflow sites that look good on the outside.

1- No clear naming convention for class names.

2- Elements with no meaningful names or ones just using the default Webflow naming when applying styles. This makes it hard to maintain the website and scale it properly. 

3- Images not well organized e.g. no proper names or alt tags.

4- Color variables not properly used.

All of these contribute to a platform where things can break and where adding new pages in-house becomes mission impossible thus creating an unwanted dependency on an external developer.

If you do choose a Webflow-based route the following are thus important factors:

<ul><li>Insist the chosen agency apply the principles outlined in <a href="https://finsweet.com/client-first">Finsweet's client-first framework</a></li><li>Ensure there is adequate training and Loom video recordings baked into the scope</li></ul>

<hr>

<h2>What is a Headless CMS?</h2>

A Headless CMS refers to a relatively new approach to website design that a growing number of leading brands are embracing due to the performance gains that result. In short, the front-end and the back-end are ‘decoupled’, which is in stark contrast to the historical approach to building websites. Using a Headless CMS like Contento, means you can take a <a href="https://www.contento.io/blog/structured-content">structured content</a> approach to your content management and can use API’s to connect with leading 3rd party applications, freeing developers up to focus exclusively on front-end design and optimization without tying them to any templates, or frameworks. 

<h2>Is Webflow a Headless CMS?</h2>

No Webflow is not considered a Headless CMS - Webflow has a presentation layer so it is not decoupled which is a key part of what constitutes a Headless CMS. Webflow is a no-code platform and it combines design and content management within a single CMS.

<h2>What is Contento?</h2>

Contento is a Headless CMS designed with the needs of marketing people in technology companies (B2B and SaaS) specifically in mind. It has all the main features of leading Headless CMS competitors, while also doubling down on usability and design, ensuring it is truly easy for a marketing team to use to maintain a site. 

<h2>Advantages of a Headless CMS?</h2>

The main advantages of a Headless CMS-first approach relate to enhanced performance, as this Headless approach lends itself well to creating fast sites. Solutions like Contento have an added emphasis on usability and SEO (to name but two key differentiated features) and thus the solution is appealing to both marketing leaders and developers alike. 

The following article outlines the key advantages of a Headless CMS in detail.

<a href="https://www.contento.io/blog/benefits-headless-cms">What are the Key Benefits of a Headless CMS?</a>

<h2>Disadvantages of a Headless CMS?</h2>

In terms of the main disadvantages, the following are worth being aware of.

1- Developer Dependency

Technology companies are likely to have an in-house Front End developer familiar with <a href="https://www.contento.io/blog/jamstack-headless-cms">Jamstack-based Headless CMS</a>’ who can help create new pages on an ad-hoc basis without needing to source an external freelancer, but it still means new page creation will need the assistance of a developer. 

2- No Presentation Functionality

You can’t simply “create a page” like a “drag and drop” page-builder and press publish. The front end needs to be designed as the Headless CMS relates primarily to “the content”. 

3- Reliance on Additional Technologies

When it comes to putting a site live there are additional elements needed as it is not an all-in-one solution. Services from the likes of Gatsby (generating static sites) and Netlify (building and deploying your sites) will be needed. They are, however, not expensive and straight-forward for any developer to link together.

To gain a more detailed assessment of the Pro’s and Cons the following article is instructive: <a href="https://www.contento.io/blog/benefits-headless-cms">Benefits of Headless CMS</a>

<hr>

<h2>Decision Criteria</h2>

When it comes to evaluating the best route for your growing B2B or SaaS company several considerations need to be taken into account. These include the following:

<ul><li>Cost</li></ul>

When it comes to cost there are one-off costs and Total Lifetime Costs. When it comes to a new website build, the CMS is often the lowest part of the cost, especially if you need to bring in a brand agency, or messaging freelancer to help with the content and design. It is important to also assess any ongoing costs as ideally, you want to avoid the need for an agency retainer to manage and maintain the site.

Webflow: Pricing varies - adding a Webflow Developer into the mix on a retainer spikes cost

Headless: Competitive pricing - but costs may add up elsewhere e.g. design costs

<ul><li>Speed</li></ul>

You need a fast site period. B2B and SaaS websites are all about funnel optimization and conversion rates. Several tools can be used to measure site performance including <a href="https://pagespeed.web.dev/">PageSpeed Insights (Google)</a> and <a href="https://tools.pingdom.com/">Pingdom Website Speed Test (Solarwinds)</a>.

Webflow: Webflow sites will perform well but are unlikely to match speeds of a well-built Headless CMS

Headless: Nothing beats static content for speed.

<ul><li>Search Engine Optimization (SEO)</li></ul>

Ideally SEO is baked in and is fit for purpose in supporting on-site optimization. Take WordPress as an example, SEO is largely dependent on the YOAST plugin which is not ideal. With Webflow you can easily update page titles and descriptions. It covers most basics SEO elements without the need for a 3rd party plugin, but it is better served for those with HTML/ CSS skills to leverage it to its full extent.

When it comes to Headless CMS solutions like Contento, SEO is a key focus rather than an afterthought.

Webflow: Can be fiddly to manage properly when it comes on to on-site SEO

Headless: This can be a mixed bag depending on the Headless CMS solution chosen. Contento is hyper-focused on delivering a leading SEO module.

<ul><li>Security</li></ul>

A primary motivation for many companies moving off the likes of WordPress relates to perceived security vulnerabilities. This is particularly the case when these sites have lots of legacy plugins and the company has a short tenure for marketing leaders (meaning over the years numerous different marketing leaders have managed the team and the site and added in different applications and plugins).

Webflow has a dedicated <a href="https://webflow.com/security">security page</a> that outlines its security credentials. These range from ISO 27001, to compliance with GDPR and CCPA. Built-in features include SSO, SSL certs and two-factor authentication (2FA). As with other platforms, the risks can occur when 3rd party scripts are used inside Webflow, especially ones relating to personal data e.g. form-based applications.

Webflow: Good security incl via AWS hosting married to a strong internal focus on security.

Headless: Like Webflow, enterprise-grade security is the norm

<ul><li>Switching Costs</li></ul>

Many growing companies in the tech space will look to replatform every few years as mentioned above. Being aware of switching costs up-front are important to avoid vendor lock-in.

Webflow: While contract terms may have limited lock-in from a commercial perspective there may be switching costs related to employee training as well as migration costs.

Headless: A Headless CMS's modular design makes switching to a new provider for different elements substantially easier.

<ul><li>Developer Dependencies</li></ul>

Ideally, you want to remove any developer dependencies with the CMS chosen. However, that is not realistic with either option despite messages to the contrary. Given Headless CMS’s are on the Jamstack architecture it is likely that most front-end developers could help with site maintenance on an ad hoc basis, which is not the case with Webflow where an external resource is more likely.

Webflow: Having an in-house Webflow developer available is not common so a freelancer may be needed.

Headless: It should be possible to get limited access to an in-house Front End developer familiar with the Jamstack meaning internal resources can help on an ad-hoc basis.

<ul><li>Usability</li></ul>

Any CMS or website builder on the market will promote how user-friendly they are. However, usability is often in the eye of the beholder. Developers will navigate most CMS’s fairly easily, but the litmus test is really about how the marketing team finds it. In our experience, most applications treat the marketing team as an afterthought and fall well short when it comes to usability. It is one of the major drivers we’ve had to build Contento. It has to be easy, even enjoyable for marketing people to use.

Webflow: Don’t fall for the spin. It is not that easy for most marketing teams to use.

Headless: Most Headless CMSs are not easy for marketing. We have built Contento so it is easy. 

<hr>

<h2>Choosing from The Options (Webflow v Headless CMS)</h2>

When faced with an array of options it is difficult to know which route to go down. If an agency is involved it will likely try to influence the CMS decision, and it is thus better to have this decision locked down before engaging with an agency. Most agencies will look to push their CMS of choice based on the option that makes the most commercial sense to them.

Ideally, the options are discussed between the Technology and Marketing lead, in conjunction with the CEO (unless the CEO is happy to delegate the decision). The more technically minded Marketing leads are increasingly likely to consider a Headless CMS approach as they’ll be familiar with the Jamstack architecture.

Agreeing which of the above 7 drivers are the most important ones, and will help you narrow down your choice.

<h2>Summary</h2>

Choosing the right CMS to support your next phase of growth is never easy. The option set is wide, and it is easy to get conflicting advice as to which route to go down. It is recommended that the CMS choice is made prior to engaging with an agency as the profitability of many agencies is in ensuring that website builds align with a well-trusted in-house build methodology on a preferred CMS with as many repeatable elements as possible. Few agencies offer a complete carte blanche as to which CMS to choose from which is why it is best to try and decide on your preferred CMS upfront. A growing number of scaling businesses are turning to Headless CMS solutions, however, using the above decision criteria set will help you decide whether or not to embrace Headless CMS or to stick with a solution like Webflow.

As companies grow and consider upgrading their websites, upgrading the CMS is often a part of the journey. This article helps you navigate whether Webflow or a Headless CMS is a better route.

Webflow v Headless CMS

Illustration 2 B&W

Read some of the common causes of website bloat for B2B SaaS companies and some tips as to how to address them.

<h2>Context</h2>

The road for most B2B SaaS companies is long, and over a ten-year horizon, you may likely churn through 5-10 marketing leaders. Which is a lot. At the start, the marketing lead is likely to be pretty green and junior, and as you grow you can afford to move upmarket and increase the salary level attracting more senior marketers. 

Another common theme is that many B2B SaaS companies replatform every few years. This is sometimes linked to new marketing heads wanting to leave their mark, more budget available to retool (perhaps after an investment), or it may be due to growing pains with legacy systems. 

Finally, over the years a typical website journey may be from a custom build to WordPress to Squarespace or Webflow before ultimately turning to a <a href="https://www.contento.io/blog/benefits-headless-cms">Headless CMS</a>-based solution.

A consequence of the high turnover in marketing, plus decisions made within the marketing team over the years relating to the Content Management System means that as every year passes there is a real danger that ‘under the hood’ the site becomes bloated leading to a degradation in performance.

That might mean the site has had too many third-party JavaScript resources added to the front end over time. This is often the case with sites that install Google Tag Manager and give unrestricted access to it to marketing personnel without having checks and balances in place. Oftentimes a site that has been revamped 3 or 4 times can end up with many widgets running on the front end that are no longer in use and ultimately just slow down the experience for end users.

The same can be true for third-party plugins in the CMS, like in WordPress and many other CMS’ many plugins don’t just add back-end code, they can often affect the front-end of the site as well, and this all adds up. 

The growing range of <a href="https://www.contento.io/blog/wordpress-issues">issues with WordPress</a> continue to grow, ranging from security vulnerabilities to lagging performance which also leads to a push factor with companies looking to <a href="https://www.contento.io/blog/migrate-wordpress">migrate off WordPress</a>. 

<hr>

<h2>Google Tag Manager</h2>

Google Tag Manager is a tag management system that lets you configure and instantly deploy tags on your website or mobile app from an easy-to-use web-based interface.

It is a common tool used on most <a href="https://www.contento.io/blog/b2b-saas-website">B2B SaaS websites</a>, and it is used to house 3rd party code and snippets for various applications. And boy do marketers have a choice of applications. A quick look at the Martech 5000 Landscape Portal will help to indicate the sheer array of marketing technology applications on the market.

<blockquote>Scott Brinker, the editor of the <a href="http://chiefmartec.com">chiefmartec.com</a> blog, first published a map of the marketing technology landscape in 2011 containing approximately 150 vendors. Over 10 years, that landscape has grown exponentially to include thousands of solutions from all around the globe.</blockquote>

Source: Martech 5000

 However, despite the benefits of Google Tag Manager, some inherent limitations are rarely discussed. The primary one is that once Google Tag Manager is installed, members of the marketing team can easily drop snippets in without ever considering the wider implications for the site. There is no built-in audit trail so each new arrival can just layer on additional code, and over time you end up with a bloated site where the latest marketing incumbent has no idea as to who installed which tags, why did they install them, and when?

<blockquote>Third-party tracking code is responsible for much of the increase in JavaScript weight on the internet.</blockquote>

Alex Zito, Software Developer

<h2>The Scale of the Problem</h2>

The popular tool <a href="http://www.Builtwith.com">Builtwith.com</a> serves to illustrate the extent of the problem. Add a popular B2B SaaS Scaleup to the <a href="http://www.Builtwith.com">Builtwith.com</a> site and you’ll likely find the “known number” of technologies will be within the 50-150 range depending on how well the site is maintained. That is a lot of 3rd party applications running on your site.

Of course, marketing can probably stand over the addition of every one of the technologies but deployment is usually a case of dropping a snippet of code into Tag Manager without any time spent assessing the impact (at the most basic level it could be slowing the site down significantly or conflicting with other code).

<blockquote>Regularly auditing how your website runs, physically runs with respect to your marketing needs, is a really good practice. If you carefully audit what is happening on the front of your site, then that allows you to keep the users of your website front and center.</blockquote>

Josh Angell, CTO of Contento

He goes on to outline some of the dangers associated with deploying Google Tag Manager without having proper processes in place to manage it.

<blockquote>When you add Google Tag Manager, you're giving admin access to the marketing lead. But what that then does is it creates a hole in the front end of your site for anyone who has access to Tag Manager to put whatever they like in.</blockquote>

<h2>A Typical SaaS Journey</h2>

A familiar path is that the initial Chief Marketing Officer (CMO), may install Google Tag Manager adding Google Analytics and perhaps an Intercom chat widget. They move on after a year or so and their replacement adds code from the likes of Crazy Egg, Bing, or Linkedin. A year later the new incumbent decides to replace Intercom with Drift (perhaps neglecting to remove the Intercom code.)

<blockquote>Because the developer has punched that hole in the front of the site, they're not getting consulted anymore about what happens inside that hole. It can then explode a huge bunch of front-end JavaScript into the front of the site, and that will inevitably slow down the front of the site drastically. Unless it's managed correctly,  it may even start to violate various things like your cookie policy or GDPR compliance. But you also end up finding that these third-party libraries start conflicting with each other and fighting with each other, which locks up browser resources because you've got two pieces of code that you can't see the results of fighting away. At this point, you have your front-end developers trying to ship a nice animation or something, and the site is juddering around and not working properly and it's because underneath there's all of this code firing away.</blockquote>

Josh Angell, CTO of Contento

In short, the problem while being a largely hidden one is pretty acute and one which is particularly common for those building on a WordPress base. When you consider a (marketing) function with high staff turnover, the lock-in of legacy CMS’ and a site packed with 3rd party code you are asking for trouble.

<h2>WordPress and Access Rights</h2>

When it comes to WordPress, one of the most popular Content Management Systems on the market, the situation can be particularly painful. Common complaints about WordPress from marketing people include; poor site speed, admin access issues, and confusion caused by legacy plug-ins. 

<blockquote>When I first joined one of my jobs was to run the website and I was absolutely terrified. First of all, there were all these admins I didn't know in WordPress. I didn’t know whether I should be deleting these admins or not. There were so many people with access to the site I was thinking I don’t know all these people and that's a risk. One guy had been let go two years ago, and I feared he could just hack in at any stage.</blockquote>

B2B SaaS CMO

 Taking the example of plugins alone. CTO of Contento, Josh Angell is particularly critical. 

<blockquote>You get serious bloat on the backend of the system where people are adding WordPress plugins left, right, and center. They don't understand that they affect the front of the site as well, but the bloat is coming from the back of the site. And the headless CMS model breaks that paradigm because it can't reach the front of the site. After all, it's an API. So the second part of the problem is bloat on the front of the site that's added directly to the front of the site.</blockquote>

Given the above pattern is so common (in terms of staff tenure and addition of 3rd party applications), the knock-on effects can be profound. As mentioned earlier, the issue is particularly pronounced for those running on WordPress. 

<blockquote>We had 70 plugins at one point and the site was so slow. I had to do a lot of work on the Largest Contentful Paint and to figure out why were key pages so slow and I quickly realized that less than half of these plugins, were required, secondly, some were conflicting with each other and thirdly, some were costing us money and we were no longer using them.</blockquote>

SaaS Head of Marketing The key point here is that B2B SaaS scale-ups on a WordPress CMS, that have followed the ‘typical journey’ of high CMO turnover, married to the use of Google Tag Manager without constraints means that site performance will likely degrade significantly over time.

So what to do?

<h2>Steps to Reduce the Bloat</h2>

The following represents some of the key steps you should take to reduce the site bloat. 

<ol><li>Do an initial audit of Google Tag Manager and remove the vast majority of 3rd party code.</li><li>Lockdown Google Tag Manager so it is not easy for junior marketing people to add code.</li><li>Put a simple form together where any new code being added needs to include the following</li></ol>

<ul><li>Name of the person adding the code</li><li>Date of adding </li><li>The purpose of the code</li><li>Whether there is a specific duration that it should be added for</li></ul>

 NB  GTM has an audit trail capability, but people often don’t fill in the reason why they have added a particular tag. 

<ol><li>Undertake Speed tests after any new code is added to ensure no major degradation in site speed.</li><li>Consider moving to a Headless CMS after you’ve cleaned up the above.  That will allow you to keep the front and back of your site separate, and ultimately stop the problem of third-party WordPress plugins causing bloat on top of Google Tag Manager etc.</li></ol>

At Contento we offer a complimentary <a href="https://www.contento.io/migration-service">migration service</a> off WordPress or any other CMS for those who need a fresh start.

<h2>Summary</h2>

In short, given the common cocktail of a short tenure for most marketers, weak protocol when it comes to using Google Tag Manager, and the array of marketing technology solutions on the market it is all too easy for sites to become bloated and slow. Following the steps outlined above can alleviate the problem and help ensure that any future marketing leads are not having to spend a disproportionate amount of their time cleaning up a mess.

The Dangers of B2B SaaS Website Bloat

3 What Are The Key Benefits Of A Headless Cms

This guide outlines some of the key benefits of a Headless CMS as well as outlining some of the elements to be aware of.

They represent the next generation of content management systems and enable developers to avail themselves of the latest technologies to power them.

So what are some of the key benefits that are driving this trend?

<h2>Headless CMS - a Definition</h2>

Firstly, it is important to define <a href="https://www.contento.io/blog/what-is-a-headless-cms">what a Headless CMS is</a> and how it works. A Headless CMS is an approach to content management that takes a different approach to traditional website building. A key element is that it decouples the front-end and the back-end and the focus is on the creation of a content repository powered by an API, so it can be displayed on any device.

<ol><li>Front-end / presentation layer = Head</li><li>Back-end / content repository = Body</li></ol>

This separation is referred to as Headless CMS.

The Headless CMS focus is on “the body” which acts as a content platform where data is stored, managed, and shared.

<h2>What does this mean in practice?</h2>

It means you are breaking apart the “all in one approach” you may be familiar with from the likes of older CMS’ known as monolithic systems like Squarespace, Wix, Webflow, or WordPress (to name a few).

While these applications and the “all in one” approach works for smaller organizations, it starts becoming problematic as companies grow and want more flexibility with how they operate. For those focusing on inbound marketing and content creation, the importance of a robust independent content management system is crucial. Similarly, another driver behind the increased adoption of Headless is the ease with which it can operate in a mobile environment.

So the back-end and front-end are connected via an API. The front-end is thus built independently which has its pros and cons. The major drawback is that you need a developer to design and build the front-end, the major advantage is that it won’t have a template feel and a good developer can thus create a beautifully designed site aligned with the content in the CMS.

<h2>Headless CMS Benefits</h2>

There are numerous advantages to utilizing a Headless CMS, with many of them appealing separately to different functions (marketing and technology representing the two main ones).

For those working in marketing, they tend to include usability i.e managing and maintaining content, while developers can focus on offering a great user experience.

<h3>1. Speed</h3>

Websites powered by a Headless CMS tend to be very quick to load. This is because they lend themselves to having a fully compiled or “flat-file” front-end - so if you want a blazingly quick user experience then this may be a sensible option for you.

In this model, since the CMS doesn’t have to render pages on its own and instead uses client-side or build-time rendering, this means that content can load faster for end users.

<h3>2. Scalability</h3>

Pairing a Headless CMS with a statically generated front-end can give you infinite scalability. You don’t have to worry about scaling the back-end, as that’s handled by your Headless CMS provider, and the front-end can be deployed on a global CDN like Netlify, CloudFlare, AWS CloudFront, etc. This means you never have to worry about traffic spikes on your marketing site again.

<h3>3. Flexibility</h3>

It is a much more flexible approach for developers who have the freedom to choose their favorite modern frameworks and technologies for the website. A headless CMS’ flexibility and agility thus appeal to developers.

<h3>4. No Vendor Lock-In</h3>

When it comes to traditional monolithic systems the CMS code is tightly linked to other code (be it custom code or templates) which makes it more difficult to then port to a new CMS. With Headless CMS portability is a key benefit, so you can move to a new CMS more easily if you so desire.

<h3>5. Multichannel</h3>

A key attraction of Headless CMS’ is that the API-based approach means the content repository can feed into a range of different applications beyond just the website.

A Headless CMS-based architecture makes content accessible, opening up the content to new possibilities in particular for omnichannel delivery i.e. distributing content designed for display on various websites, mobile phones, tablets, and other Internet of Things (IoT) e.g. smartwatches.

<h3>6. Security</h3>

A decoupled architecture typically means you are better shielded from attacks of all types. Many headless CMS platforms feature access controls and single-sign-on features that reduce the number of login credentials required and make it easier to monitor who has access to the CMS.

Headless CMSs reduce the impact of DDoS, as all the rendering of content is done on the client side. In a traditional CMS setup, you will likely have login forms and other entry points that directly point to your server. This means you have to keep on top of your security layer and make sure a malicious actor can’t get in. With a Headless CMS all of that responsibility is put onto the Headless CMS provider, and your statically generated front-end is safe from attack.

<h3>7. Customisation</h3>

Given the inherent flexibility, there are no constraints that you encounter when powering your site using a template-based CMS like Squarespace, Wix, or Webflow.

<h3>8. Better Software Architecture</h3>

Developers have a free hand to use the latest, most up-to-date tech stack they want and are not constrained by systems designed to operate in a distinctively limited way. Anyone familiar with the monolithic CMS approaches will be familiar with how constrained they are and how rigid the templates often are (of course this can be a good thing for the right user).

<h3>9. Easier for Marketing to Update Content</h3>

Separating the content layer from the presentation layer makes it easier for content producers to just focus on content production. Most Headless CMS platforms have intuitive platforms so those working in a marketing function can easily edit existing content or add content without needing to route through a developer.

<h3>10. Content is Reusable</h3>

Content is reusable and can be rendered in different applications making it well-suited to the world of omnichannel or mobile.

<h2>Disadvantages of a Headless CMS</h2>

There are several disadvantages to be aware of also before choosing to power your website with a Headless CMS solution.

<h3>1. Need a Front-end Developer</h3>

As a Headless CMS focuses on the back-end content platform (or repository) you will need a front-end developer to build and manage the site (the presentation layer is separate). Ideally, this person is in-house so you don’t have to have someone on retainer.

<h3>2. Front-end Design</h3>

Given the decoupling of the front and back ends you will need someone (perhaps the front-end developer) to design and build the front-end of the site.

<h3>3. Use of Third Party Plugins</h3>

While some will view the API-based approach as being an advantage others may not. With this approach, you will need third parties to handle things often done with plugins - like contact forms etc. Although they are increasingly becoming parts of the ecosystem you’re already using as illustrated by the likes of Netlify offering Netlify Forms. Recommended Resource: <a href="https://www.contento.io/blog/cons-headless-cms">Drawbacks of Headless CMS</a>

<h3>Contento - a different type of Headless CMS</h3>

Contento is a brand new Headless CMS with some fundamental differences compared to the market leaders.

<ol><li>We are focused on a single vertical - <a href="https://www.contento.io/blog/b2b-saas-website">B2B SaaS websites</a> - enabling us to focus on the features unique to B2B startups including a strong focus on SEO.</li><li>We optimize for websites - unlike other Headless CMS’ we believe the dominant use case for B2B SaaS startups is powering a marketing website.</li><li>We offer a competitively priced solution unlike some of our competitors who ratchet pricing aggressively on the back of a reasonable market entry price point.</li><li>Finally, our founders span both worlds and we thus ensure that our application meets the needs of both marketers and developers.</li></ol>

<h3>Summary</h3>

In summary, there are numerous benefits to embracing the Headless CMS approach to managing your website. More traditional monolithic content management systems lack the scalability and flexibility required by fast-growing startups. A best-fit use case is where your B2B SaaS startup is scaling up (or has ambitions to scale) and has access to a front-end developer to support the site build and maintenance.

Headless CMS’ have been taking off in recent years and represent core building blocks for B2B SaaS scale ups like Intercom, Teamwork and Stripe.

What are the Key Benefits of a Headless CMS?

7 Hello World Welcome To Contento 1600

Read why we have built Contento - a headless CMS built specifically for marketing and technology leaders in growing B2B SaaS companies.

B2B SaaS Headless Content Management System

Surely the last thing the world needs is another content platform or content management system (CMS)?

You’d be surprised. What is evident from our collective experience of working with hundreds of B2B SaaS websites is that there is room for one more. That is why we have built Contento - a Headless CMS [<a href="https://www.contento.io/blog/what-is-a-headless-cms">What is a Headless CMS?</a>] for B2B SaaS companies.

But first some context.

Decisions about website builders or content management systems are largely taken by one of two types of people. The “tech person” or the “marketing person”. 

Let them choose separately and the odds of them aligning on the same decision are remote. 

In many instances one of them does indeed choose, locking the company into a platform that may meet their individual needs but not the needs of the other. 

How often have you heard someone say (in relation to “the website”) that “the tech team loves it but marketing hates it”?

With nearly every B2B SaaS client we have worked with over the years, we have found that no matter the platform most were unhappy with the CMS powering their site. When a technology lead had chosen the CMS the marketing team complained it was impossible to manage and maintain themselves. On the other hand, when a marketing lead had chosen it, the tech team was invariably unhappy with developer experience, site instability (often caused by third-party plug-ins), the difficulty of making the site performant, or the template-based look and feel.

Whereas developers will often prioritize speed and flexibility, the marketing team is likely to prioritize a strong visual experience, married to an easy-to-use / intuitive interface to manage new pages without “the need for tech”. Based on the choice, one side is often left frustrated. 

Surely a solution that meets the needs of both exists already you may wonder? 

And yes several providers claim to do just this. 

However, scratch below the surface and we found that many only solve this in part. A cursory review of G2 or Capterra reviews indicates a degree of over-selling and under-delivering by leading Headless CMS providers.

<blockquote>It's so complicated on the back end that only our developers are allowed to approve changes.</blockquote>

What about the market leader WordPress you may ask? 

The list of <a href="https://www.contento.io/blog/wordpress-issues">issues with WordPress</a> is significant. While this platform has evolved over the years - it is now nearly 20 years old. It also relies on a gallery of over 55,000 plugins on the WordPress Plugin Directory alone, with many new options added daily. It is a perfect fit for many, but when it comes to growing B2B SaaS websites it falls short.

Instead, if you look at what some of the leading Unicorn websites like Stripe and Intercom are now building on, you get a clue as to the direction we are headed. Headless CMS [<a href="https://www.contento.io/blog/what-is-a-headless-cms">What is a Headless CMS?</a>] is emerging as a new way of managing content and powering websites. 

<blockquote>A headless CMS is a “back-end-only” content management system that acts primarily as a content repository. A headless CMS makes content accessible via an API for display on any device without a built-in, front-end or presentation layer.</blockquote>

— Source Wikipedia

When we spoke to several other B2B SaaS leaders who shared these problems we decided to solve the challenges by creating a CMS that sought to address the issues that the warring factions were describing.

What if we built a CMS just for B2B SaaS companies to support lead generation?

We could keep the tech camp happy if we ensured 

<ul><li>A blazingly fast end-result website</li><li>We supported the latest cutting-edge front-end tech</li><li>We offered developers the flexibility in how the model their content</li><li>The SEO was baked in from the start</li></ul>

 We could keep marketing happy if we ensured

<ul><li>Beautiful UI/UX</li><li>A genuinely easy-to-use application the marketing team enjoyed using</li><li>Native integrations with all the key platforms they needed to run their B2B SaaS sites</li><li>A dominant use case of powering a B2B marketing website (not omnichannel)</li></ul>

This last point is a key one. Unlike all other Headless CMSs that are more of an open box, we are making certain assumptions. The primary one is that the dominant use case is powering a marketing website. Making this assumption means we can design our platform around the use case so elements like SEO, concepts of pages, and URL's are all "baked in" rather than being plugins.

So this is why we’ve built a brand new cloud based <a href="https://www.contento.io/blog/benefits-headless-cms">Headless CMS</a> called <a href="https://www.contento.io">Contento</a>, with one core use case in mind. And this last point is crucial. Pretty much every content management platform up to now has been industry agnostic - offering a solution spanning every industry sector. We believe that <a href="https://www.contento.io/blog/vertical-saas">vertical SaaS</a> is the next big growth wave where you focus on meeting the needs of a narrower market, in this instance B2B and SaaS companies. 

<h2>Why limit your market? </h2>

It goes against all the rules. Certainly, if you have tried to raise capital in recent years, conversations often turn to appraising the size of the Total Addressable Market (TAM). 

While this may have been the case for the last 20 years we believe that this rule no longer needs to apply.

We are using our years working in B2B SaaS to focus on the requirements of one specific use case - powering websites for B2B SaaS companies - rather than try and create a solution that tries to do everything.

Unlike other headless CMS providers we have a razor-sharp focus on B2B SaaS, and with all of the co-founders having worked in building <a href="https://www.contento.io/blog/b2b-saas-website">B2B SaaS websites</a> for a combined 50+ years we feel we can bring the benefit of that experience to bear on the creation of a beautiful B2B SaaS website builder.

We know there are hundreds of website builders out there ranging from WordPress to slightly more modern versions based on templates like Webflow, Squarespace, and Wix. 

However, these are all horizontal offerings meeting the needs of every business under the sun. Even the growth of Headless CMS (the category we fit in) has followed similar lines offering an approach for all. We are different. 

Our team brings the best of what marketing needs and the best of what technology needs under one roof. Hence our feature set (and product roadmap) are designed to meet the needs of a specific vertical we know well.

If you are a growth-oriented B2B SaaS startup or scaleup and want to learn more about how we can help you optimize for growth <a href="https://www.contento.io/contact">get in touch</a> to learn more.

<h2>Want to learn more?</h2>

Get in touch to secure your early access invite with a complimentary <a href="https://www.contento.io/migration-service">concierge migration service</a> included.

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