Which is best? CMS vs Headless vs DXP (and when to choose each one)

Types of website platforms

What is a traditional CMS platform?

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.

What is a Headless CMS platform?

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.

For many teams, this trade-off can undermine the very speed and autonomy headless is meant to deliver.

What is a hybrid Headless CMS platform?

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.

While hybrid headless capabilities are typically associated with CMS platforms, Squiz is a Digital Experience Platform (DXP) that offers this functionality out of the box, combining developer flexibility with native editing tools, personalization, and governance in a single environment. This approach removes the need to manage separate systems or build custom authoring interfaces from scratch. To understand how DXPs differ from CMS platforms and what they offer at scale, let’s take a closer look in the next section.

What is a DXP?

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.

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.

While some legacy DXPs have earned a reputation for being rigid or monolithic Squiz is fully composable, AI-driven and evolving to combine the flexibility of headless content delivery with the centralized control needed to scale. The hybrid headless capabilities offered by Squiz will give teams the freedom to manage, reuse, and deliver content across multiple channels without relying heavily on developers. This means you'll get the flexibility of a hybrid headless CMS, but with a centralized framework that scales with your business.

At Squiz, we recognize that the tools customers need today are evolving, particularly around performance, governance, and developer autonomy. In response, we’re expanding our capabilities to deliver all the benefits of headless architecture, while addressing common gaps such as usability and integration complexity. Features like full API builder access, deeper visual content tooling, and AI-powered content governance are part of Squiz’s roadmap for deployment in 2025.

How to identify the best website software for your organization

These six questions will help you to understand whether you need a traditional CMS, headless CMS, hybrid headless platform, or a full DXP.

1. Are you managing multiple websites?

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.

2. Do you have multiple teams creating content?

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.

3. Are you planning to grow or adapt to change?

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.

4. How many developers do you have?

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.

By the end of this year, Squiz will come with full API access, purpose-built tooling, and modular integration capabilities that will make life easier for developers. What an easier life for developers looks like? Think faster implementation of custom features, simpler integration with enterprise systems, and greater autonomy across content and delivery workflows, without locking teams into proprietary structures.

If speed and total-cost-of-ownership (TCO) are priorities, you must consider this carefully.

5. Do you need to personalize content?

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.

6. Do you intend to integrate AI into your digital experience?

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:

• Built-in AI content creation and brand governance within the platform that is easy to configure and use, without developer reliance.
• A securely integrated AI Large-Language-Model (LLM) that can be tuned to your own brand, preferred taxonomy and subject relevance. Ensure it’s best-in-class, with an eye for cost-benefit as you scale.
• A platform that is also LLM agnostic, enabling you to integrate any BYO preferred model, but can easily and securely integrate it into the digital experience editing and workflow interfaces.
• An enterprise site-search capability that offers the same type of AI-powered search experience to deliver hyper relevant answers without exact keyword matches. It uses machine learning to understand queries, analyze context, retrieve and summarize direct answers (drawing from multiple sources) and predict next best content.
• A conversational AI capability like ChatGPT to enable natural dialogue-driven interactions - shifting from search tagged to static queries, to dynamic, human-like conversations via chat bots or virtual agents.
• Generative Engine Optimization (GEO) tools that help structure website content for AI readability on AI search engines like ChatGPT or Perplexity. It aligns facts, FAQs and metadata to how generative models parse information, which is different to traditional SEO.

The benefits of choosing the right website software

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:

Unified control without silos

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.

Seamless integration across your tools

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.

Scalability without disruptions

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.

Squiz serves API traffic across global edge networks, dramatically reducing latency and improving response times, and some of the items in our roadmap that address further CMS capabilities and API services will utilise this existing edge network. This approach represents a significant advancement over typical headless architectures.

In fact, API traffic served from edge locations shows 20–50% faster response times than a traditional centralized API approach. This improved performance is particularly important for global brands, where every millisecond counts toward user experience, engagement, and conversion.

No-code tools that empower marketing teams

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.

Less strain on developers

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.

A user experience people actually love

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.

By leveraging edge networks,  Squiz customers typically experience load speed time reductions by 30-50% compared to origin-only serving. These speed improvements not only enhance user experience but also drive real business outcomes: studies show that every 1-second of reduction in load time can increase conversion rates by 2–3%.

Security at every level

Centralized permissions, automated updates, and enterprise-grade security keep your digital presence protected - whether you have a dozen editors or thousands.

Unified platforms also offer security and governance benefits, enabling consistent permissions, role-based access, and integration controls across content, APIs, and personalization workflows.

Long-term cost savings

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.

A readiness for whatever comes next - including AI

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.

Common mistakes to avoid when choosing a web CMS or digital experience platform

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:

• If you manage multiple brands, sites, or digital channels, a full DXP keeps everything structured, centralized, and scalable. Instead of dealing with disconnected platforms, scattered content, and inconsistent experiences, a DXP brings it all together in one powerful system.
• If you need the capabilities of a full DXP but also need to give your content teams more independence, a DXP with hybrid headless capabilities offers the best of both worlds. It allows developers to maintain full control over content delivery while giving non-technical teams the ability to create, edit, and manage content without IT bottlenecks.
• If you’re starting with a simple site and limited resources, a traditional CMS can work - but be aware that you’ll likely outgrow it if your business scales.
• If you’re developer-heavy and content editing isn’t a priority, a pure headless CMS is an option - but expect ongoing development costs for even basic updates
• For any organization that wants to remain relevant and agile in an AI-driven environment, consider a platform partner that enables you to securely integrate with different AI tools, adopt a preferred default AI model and support AI-driven generative search optimization to ensure you’re discoverable.

And if you’re concerned that embracing headless or AI capabilities means ripping out your current systems... Don’t be. If you build with Squiz, given that it is composable by design, you'll be able to evolve your architecture incrementally, without the need for a full-scale replatform.

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.