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How to Choose a Headless CMS

In recent years the headless products space has ballooned in size due to its increase in user base and popularity; this is largely in response to the increase in popularity and usage of web development approaches such as Jamstack. The most common type of headless product is a headless CMS but there is in fact another type, a headless website builder.

When it comes to choosing a headless product, there’s a lot to learn and consider. To help you make a great choice for your project, we’re not only going to cover what both of those headless product types are, but also why you should use one and how to tell which one is right for you.

Headless explained

Before we can understand what a headless product is, we first need to understand the individual parts of a website and how they come together to form a website. Here are some key terms you’ll need to understand:

  • Display layer/frontend: This is the user interface or portion of a website that a user will interact with and see on their screens (and the code that makes it work). It is what we typically refer to when talking about a website.
  • Content management interface: This is the “dashboard” that allows website teams to create and update the content that’s visible on the front end of a website.
  • Database: A database is typically used by a CMS to store the content and assets that will eventually be displayed on the website. When a website loads a blog post, for example, it will load the text content and images from a database.
  • APIs: APIs or Application Programming Interfaces are a way for different systems to talk to each other and exchange data online. These are extensively used in the headless product space, as we’ll see in a moment, to allow the frontend and the headless product to communicate with each other.

Now, we understand a bit more about the building blocks of a website, let’s look at what we mean by a “headless” product.

When a product is said to be headless, it means it doesn’t provide or manage the front end of the website, unlike many traditional CMSs which are tightly coupled with the front end. Instead, a headless product only concerns itself with what it understands best: content. Headless products provide a content management interface, a database where the content is stored, and an API that allows developers to use that content in a website’s custom front end. The content stored in a headless product’s database is surfaced via an API that can be called from the frontend code to retrieve the information to display it to users.

At first, this sounds pretty complex, but because you can create the frontend of your website without constraints from a CMS, there are numerous benefits, which we’ll discuss later.

To make this a bit clearer, let’s contrast a standard CMS like WordPress with a headless product like Prismic.

WordPress handles everything on your website, from the content and assets on the page to the actual rendering of the page and its front-end appearance when a user requests it from the server. WordPress aims to be the only product you need for your website to function and serve content.

Prismic, which is a headless website builder, on the other hand, isn’t concerned with how you're rendering the content; you can use any one of the many supported tools and frameworks. Instead, what Prismic is concerned about is the content, the experience of editing the content, and the process of delivering the content as fast as possible via an API. That means that you can use the most optimized technologies to build your front end, without the constraints of a CMS.

Understanding the headless ecosystem

Hopefully with the difference between headless and non-headless now cleared up let’s jump into another set of important differences and that’s headless CMS vs headless website builders.

Headless CMS explained

A headless CMS allows content editors/managers to add, update, and remove content without needing to touch the front end of the application; this content is then surfaced on APIs for developers to consume in a custom frontend or display layer when displaying it.

Because headless CMSs can connect to any display layer, they can be used to provide content to anything from mobile apps to websites. So, when you need the same content to appear in numerous places, a headless CMS can be incredibly beneficial.

This flexibility for displaying the content, however, can result in a great deal of complexity in the content management interface. This can lead developers to configure the content management interface in ways that are restrictive for content teams.

Headless website builder explained

A headless website builder is a newer category of headless products that were designed specifically to enhance the process of working on a website. While a headless website builder, can perform a similar role to a headless CMS in regards to storing and serving content via an API, its content management interface is configured with reusable building blocks designed to facilitate website page and content creation.

Headless website builders offer a UI that frees teams to build pages and websites in a modular way without the more rigid templates traditionally offered by standard CMS. With Prismic, for example, this results in a custom page builder experience. For example, you can add website sections, like a hero or a feature grid, to a page and order them how you want. This information is then served on an API like any headless product for the front end to consume and display.

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Why use a headless product

Now let’s take a look at why you might want to use a headless product with your next project.


With a headless product, you’re separating the front end and back end of an application. This allows developers and designers to have more flexibility in how they work. This flexibility allows them to work with fewer restrictions from the CMS; with headless they’re able to use whatever technology they think is optimal for the frontend. They can also build a completely custom frontend that is specific to your website or application.


Another benefit tied to the separation of the frontend and backend is the added security. This is because a headless product is hosted on an entirely different platform and infrastructure, away from your front end.

This separation increases your security because a malicious actor would need to attack multiple systems (your front end and the headless product) and infrastructure to gain full control of your website. This makes it more difficult for the actor because each system is likely to have it’s own security protections and layers they’d need to spend time breaking. And since many headless products are SaaS products, there are dedicated teams keeping them optimized and secure.

Faster websites and tooling

With a headless product, you bring your own front end meaning you’re able to use the latest tooling and frameworks. This freedom allows you to use newer, more optimized technologies (e.g. static-site generators). With these technologies, you can create front ends that are a lot more performant and give your users faster load times and page transitions compared to a traditional CMS where the frontend is supplied for you and the technology used is out of your control.

Easier to repurpose content

Finally, because the content is stored separately from the code for the display layer, content can be easily reused for another project without needing to manually duplicate any content. All you need to do is create another frontend and connect it to the APIs that source the content and you’re ready to go! In a way, this future-proofs your website because you can always swap in the latest technologies.

Challenges of using a headless product

Unfortunately, as with most things, there are some downsides to using a headless product, so let’s take a look at them.


It might be due to them being relatively new in the industry compared to standard CMSs, but, on the whole, headless products can scale in cost quite quickly depending on the amount of traffic and size of your website/business. So, while they start off quite cheap (often with generous free tiers), if your website balloons in popularity and users, expect the bill to balloon equally.

Another consideration you will need to have in mind is the requirement of a custom front end to display the content from the headless product. You will likely need a developer to build this custom front end for you, so if you don’t already have that resource available to you, it’s another cost to consider.


Integrating a headless product into an existing product or a specific tech stack can be challenging and time-consuming depending on the headless product and the integrations they offer.

For example, if a headless product only offers a base JavaScript integration and you need to implement it with a framework like React or Vue, you’d need to adapt the JavaScript integration to work with the niche parts of the framework you’re using to ensure it’s optimally implemented. This is why, where possible, it’s worth investigating this requirement before committing to a headless product because some products offer ready-made integrations with various technologies to remedy this problem.

Choosing the right headless cms for your project

Now, we’ve looked at both the pros and cons of headless products, let’s explore how you can pick the right headless product for your project.

What is your budget?

It goes without saying but the budget of your project will heavily determine the products you’re able to use. Some headless products are more expensive than others and some scale in costs quicker than others, so when shopping around, it’s worth bearing in mind your budget restraints both now and in the future.

It’s also worth considering how your needs will change in the future and how the costs might increase to accommodate those needs. For example, it’s quite common for headless products to charge extra for more users having access so do you foresee your business scaling in employees and therefore needing to upgrade your plan? Or, do you need more advanced features like SSO?

All of these needs could impact the plan you’d need to purchase and in turn the cost. So, in summary, understanding your needs and which ones are “musts” vs. “nice to haves” can help you determine what plan and cost is right for you.

What frameworks or integrations do you need for your tech stack?

Ideally when you’re looking for a headless product, you want to look for one that offers a closely scoped integration with the framework you’re using. For example, a React integration would be compatible with a Next.js project, but a dedicated Next.js integration will leave you with less setup and maintenance to do. At first, this might not seem a big deal, but it has several benefits for developers.

  1. These integrations are often of higher quality because there’s an entire team dedicated to looking after and improving them.
  2. They have better support and faster bug fixes, again because another team is looking after it.
  3. More closely scoped integrations tend to make your life easier as a developer because all the niche parts of a framework are considered and accounted for by the development team, so you can mostly plug and play.

How much flexibility do you need?

Finally, does the headless product offer the right level of customization for your project both now and in the future? Right now, you might be happy with a product that just allows you to update text and images on the page using a fixed template (CMS). But, later on you might want a product that allows you to rearrange the building blocks of your website into any number of combinations by shifting entire sections of your website and reordering content without needing to involve a developer (website builder).

What are your end goals for your project?

Whenever you’re building a new project, it’s important to consider how technology choices will impact business outcomes. Understanding what each type of headless product does best can help you understand how well it can support your goals. Headless CMSs are more versatile in their ability to accommodate mobile apps to websites, but there are trade offs to that flexibility, like looser integrations and less scoped user interfaces. Headless website builders trade that flexibility to provide the best possible experience for doing high-quality work on websites.

Headless CMS vs headless website builder?

At this point, you may still be wondering how can I tell if a headless CMS or headless website builder is the right headless product for me. A good way to find the answer to this question is to think about where your content is going to be consumed and/or displayed to users.

  • If your primary focus is on driving revenue through your website, a headless website builder will offer tighter integrations and features designed for rapid, high-quality work.
  • If you focus on both apps and websites, many headless CMSs offer looser technology integrations and features that are great for reusing your content everywhere.

And of course, in both cases, you’ll find a boost in performance. From there, you can use other factors like budget, etc. to choose the right tool for you.

How to Get Started

Finally, before closing out this post, let’s take a quick look at how you can get started with either a headless CMS and a headless website builder.

With a headless website builder

If you’ve decided that a headless website builder is what you’re after in your project then you’re already in the right place. Prismic offers seamless integrations with some of the largest frameworks and tools and makes building a website a great experience for both devs and content teams. With Slices, devs are able to configure a custom page builder experience for content teams, while implementing the most optimal technologies like Next.js or Nuxt. If you’re interested in getting started, then check out the documentation home page here to see all the guides.

With a headless CMS

If a headless CMS is the right headless product for you, here are some links to getting started with some well-known headless CMSs.

Well-known headless CMSs:

Closing thoughts

And, with that, we’ve concluded our journey through headless products. We’ve covered what headless means, what headless products are available and seen that choosing the right one can be a multi-faceted decision that’s ultimately deeply connected to your project and its goals.

Article written by

Coner Murphy

Fullstack web developer, freelancer, content creator, and indie hacker. Building SaaS products to profitability and creating content about tech & SaaS.

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