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Lorna Hegarty 24 Mar 2025
Most organizations pick the wrong website software because they focus on features rather than the end result they’re trying to achieve. The result? Wasted budget, frustrated teams, and a website that needs rebuilding every few years.
We are now constantly at the cusp of the next AI-driven revolution. So, beyond what you have always thought you need from a traditional CMS, headless CMS or DXP, you must also consider a platform that empowers you to build intelligent digital experiences of the future, powered by AI. Let’s cut through the jargon and hype to break down what each website platform type does, the specific problems they solve, and who they’re best suited to.
A traditional Content Management System (CMS) works well for basic websites with limited content needs. Small-to-medium organizations, blogs, and simple brochure sites fit neatly into this category. These systems provide visual editing tools that non-technical users can work with, making them an easy starting point.
The problem is that traditional CMS platforms struggle with scale. Once you move beyond basic pages and posts, things get messy. Adding new functionality often means stacking plugins, which can introduce security risks, performance issues, and long-term technical debt. Connecting it to your wider set of increasing third-party channels and new AI tooling is a complex affair, adding ongoing customization and maintenance burdens. For enterprise-level operations, a traditional CMS can often slow you down in the long run.
A headless CMS separates content management from content delivery. Instead of being tied to a specific website, content is stored centrally and accessed via APIs. This allows developers to create custom frontends for websites, apps, kiosks, or any other digital platform - all pulling from the same content source. This makes multi-channel content delivery much easier.
The downside? Nearly everything requires developer involvement. Content editors lose the visual editing tools they may have become accustomed to and must work with structured forms, meaning they don’t know how content will look until it's live. Pushing live, also calls for technical intervention. For teams without strong development resources, this can slow content updates and increase reliance on technical staff - either internally or externally resourced, increasing costs.
A hybrid headless CMS blends API-driven multi-channel content delivery with visual editing tools, giving both content teams and developers what they need. Editors get a user-friendly interface to create and manage content, while developers have the freedom to build custom frontends for websites, apps, and other digital channels.
The advantage? Marketing teams can work independently on content updates, without waiting on developers. At the same time, content remains versatile and reusable, rather than being locked into a single website or format. This makes hybrid headless a practical middle ground for organizations. It grants flexibility, without compromising speed and ease of use.
A Digital Experience Platform (DXP) is built for organizations managing multiple websites, content sources, and integrated systems. Unlike a CMS, which primarily handles content, a DXP connects content management with CRM systems, marketing automation, personalization tools, and analytics. Everything works together.
Some modern DXPs also incorporate hybrid headless capabilities, letting teams create and reuse content across different channels while still maintaining control. This means you get the flexibility of a hybrid headless CMS, but with a centralized framework that scales with your business.
DXPs make sense for large, complex organizations that need centralized control over multiple brands, departments, or locations. They require a larger initial investment, but they prevent the chaos (fragmentation, inefficiencies, and data silos) of disconnected systems as you scale.
These six questions will help you to understand whether you need a traditional CMS, headless CMS, hybrid headless platform, or a full DXP.
If you’re running a single website with straightforward content, a traditional CMS will do the job. But if you're juggling multiple sites, complex content structures, or need interactive elements, a basic CMS will turn into a headache fast. Hybrid headless platforms and DXPs keep everything connected so you’re not stuck managing a mess of separate websites that don’t talk to each other.
A small business with a handful of people adding content can usually make do with a basic CMS - everyone just logs in and figures it out. But if you’ve got multiple teams, departments, or locations publishing content, things get chaotic very quickly. Without structured workflows, approvals, and permissions, content ends up inconsistent, duplicated, or lost. DXPs solve this by centralizing control while still letting teams manage their own content.
One of the biggest mistakes organizations make is choosing a CMS based on what they need today rather than where they’ll be in a year or two. A traditional CMS might seem fine now, but if growth is on the horizon - more locations, more content, more sites - you’ll soon outgrow it. Hybrid headless platforms and DXPs are built for expansion or evolution, so you won’t have to start from scratch when you scale.
Be honest about your technical resources. A headless CMS offers flexibility, but every change requires developer time - even simple content updates. A traditional CMS is easier for non-technical teams but becomes restrictive as complexity increases. Hybrid headless and DXPs strike a balance, allowing marketing teams to manage day-to-day content while developers focus on more important builds instead of fixing CMS limitations. If speed and total-cost-of-ownership (TCO) are priorities, you must consider this carefully.
If your website just needs to display static pages, a traditional CMS works fine. But if you want content that adapts to different users - changing based on location, behavior, or past interactions - you’ll need more than a CMS can handle. DXPs specialize in this, offering built-in personalization, journey mapping, AB testing and optimization tools.
Your website is the critical source of truth for AI search engines and, importantly, it’s a content source that you still control. There are also already 1000s of AI tools in the market that support content creation, search, automation, research, governance, development, auditing and customer engagement. If you’re intending to integrate AI into your workflows, content management and digital experience delivery, you should have an integrated AI toolkit as part of your CMS or DXP platform. In your consideration, assess the levels at which the CMS, Headless CMS or DXP offers:
For organizations managing multiple brands, websites, or digital channels, a basic CMS won’t scale with you. A DXP with hybrid headless capabilities removes common roadblocks, giving teams more control, reducing IT bottlenecks, and keeping content structured across every platform.
Here’s what that looks like in practice:
A DXP pulls all your sites, brands, and content into one centralized system. Instead of managing disconnected websites, content stays structured and consistent across every digital channel without slowing teams down.
Managing content across multiple platforms is painful when systems don’t talk to each other. A DXP connects your CMS, CRM, analytics, and marketing automation, keeping workflows streamlined and insights unified across your entire tech stack.
Traffic spikes, new website launches, expanding product lines - whatever comes next, a DXP scales without downtime or re-platforming. No last-minute migrations, no starting over from scratch.
Content teams shouldn’t need developer support for every update. A DXP with hybrid headless gives marketing teams the flexibility to manage content directly without sacrificing technical structure or scalability.
Developers shouldn’t be tied up handling basic content edits or CMS limitations. A DXP removes manual maintenance work, letting dev teams focus on bigger projects instead of fixing bottlenecks.
Navigation, branding, personalization - it all stays consistent across every site and platform. Users find what they need, stick around longer, and get a cohesive experience from start to finish.
Centralized permissions, automated updates, and enterprise-grade security keep your digital presence protected - whether you have a dozen editors or thousands.
A DXP requires investment upfront, but eliminates the long-term costs of fragmented systems, inefficient workflows, and unnecessary (often constant) re-platforming. Teams move faster, developer costs go down, and scaling is predictable.
Technology changes fast. A DXP with hybrid headless keeps your organization adaptable - whether that means adding AI-driven content optimization and personalization, expanding to new platforms, or integrating emerging tools, including your AI Large-Language-Model of choice.
Most organizations choose a website platform based on short-term needs and upfront costs, only to realize - a year or two later - that they’ve hit a wall. The wrong system quickly becomes limiting, forcing expensive re-platforming or creating constant workflow headaches.
The smarter approach is choosing a system that can grow with you:
Whatever you choose, don’t just focus on features - focus on solving the right problems. The best system isn’t the one with the longest spec sheet; it’s the one that removes friction, scales with you, and doesn’t hold your team back.
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