Custom CMS development: when to choose bespoke

Bespoke CMS or standard platform?

Building your own CMS sounds attractive: a content management system that does exactly what you need, without bloat or limitations. But a custom CMS isn't always the smartest choice. In fact, I sometimes advise clients against it — and recommend a simple static page or an existing platform that's good enough.

The question isn't whether you need a CMS, but which system best fits your content, your team and your budget.

When an existing platform is the better choice

For many projects, an established platform like Ghost, Shopify or WordPress is more than sufficient. I regularly build bespoke Ghost themes myself and guide clients switching from WordPress to Ghost. I use Shopify for webshops — from a bookshop that went live within a week to a complete POS migration including a popup shop for a school.

The advantage? You get a mature platform with support, updates and a community. You pay less for development and get results faster.

Only when a standard platform can't handle your content logic or management workflows without forced workarounds does bespoke become interesting.

When a custom CMS does fit

I built a complete Payload CMS management environment for a client. That client had specific content structures and data relationships that Shopify metaobjects couldn't handle without complicated workarounds. The new system offers exactly the content fields and management UI the team needs — nothing more, nothing less.

A custom CMS pays off when:

• Your content types and relationships are so specific that standard platforms creak under the strain.
• Your team has workflows that don't fit standard management environments.
• You want a headless architecture where content goes to multiple channels (web, app, digital signage).
• You need complete control over data structure and performance.

No CMS when that's better

Sometimes I advise against a CMS altogether. A client wanted an extensive platform with a management environment for content that would barely change. I recommended a simple, fast static page — cheaper, more secure, without unnecessary complexity.

That's the core of how I work: I build what fits, not what yields the most. I have no commercial interest in software partners or platforms. If an existing system serves your project better, I'll say so.

How I work on bespoke platforms

When we build a custom CMS together, you get one concrete proposal with scope, timeline and fixed price. No surprises afterwards, no hourly billing.

I choose the technology per project. I often use Payload CMS because of its flexibility and modern architecture, but sometimes a different system or a hybrid approach is smarter. I also build my own SaaS apps like Repair Manager and Sendcloud Connector — internal tools and products alongside client projects — so I enjoy thinking about long-term maintainability.

My background helps: I ran two jewellery shops and a webshop for fifteen years, at peak with a team of twenty people. I speak from experience as an entrepreneur, not as a consultant from the sidelines. I know what it costs to use and maintain a platform daily.

Want to discuss a custom CMS?

Curious whether bespoke fits your project, or if an existing platform is smarter? See how I work on the studio page or get in touch for an initial conversation. I'm happy to think along — honest, concrete and with an eye on your budget.