Why Most Agencies Still Use WordPress (And Why We Don't)

WordPress powers over 40% of the web. Next.js powers Nike, Netflix, TikTok, and OpenAI. Yet most agencies still default to WordPress.

This isn't because WordPress is better. It's because the agency business model and Next.js don't mix well. Here's what's really going on.

WordPress Won Because It Removed Thinking

WordPress succeeded because it abstracted away everything technical:

• No architecture decisions
• No hosting configuration
• No routing logic
• No content modeling
• SEO reduced to plugin toggles

This opened web development to people who don't understand how the web works — designers, marketers, contractors, non-technical founders. They could "build websites" by installing themes and plugins.

That democratization was genuinely valuable. It also created an entire industry built on low barriers to entry.

Next.js does the opposite. It requires understanding.

Next.js Requires Real Engineering Skills

To use Next.js properly, you need to understand:

• React and component architecture
• Server vs. client rendering and when to use each
• Caching strategies and revalidation
• Data fetching patterns
• Build pipelines and deployment
• Runtime behavior and edge functions

This is actual software engineering. Most agencies don't have this skill in-house, can't hire it cheaply, and can't train it quickly.

WordPress SEO is procedural — install Yoast, fill in fields, check boxes. Next.js SEO is conceptual — you need to understand how search engines crawl, how metadata works, how page speed affects rankings.

That's a massive barrier. And it's the main reason agencies avoid Next.js.

Agency Economics Favor WordPress

Let's be honest about how most agencies make money:

WordPress model:

• $3,000–$10,000 per site
• 2–4 week delivery
• Reusable templates
• Junior-friendly execution
• Plugin-driven features
• High margins on simple work

Next.js model:

• $15,000–$50,000+ per site
• 6–12 week delivery
• Custom architecture every time
• Senior engineers required
• Higher accountability for outcomes
• Harder to hand off to clients

Most clients don't ask for Next.js. They ask for "a website." Agencies sell what clients understand, and clients understand WordPress.

Selling Next.js means educating clients on why it's worth 3–5x more. Most agencies would rather close the easy sale.

WordPress SEO Culture Is Plugin Culture

This matters more than people realize.

Most SEO practitioners believe:

• SEO = filling in fields
• SEO = toggling settings
• SEO = running audits
• SEO = following checklists

WordPress reinforces this. Install Yoast. Fill in the meta title. Check the green lights. SEO done.

Next.js breaks this illusion:

• There's no plugin to "fix SEO"
• You must model entities correctly in code
• You must generate metadata deliberately
• You must understand crawl behavior
• You must optimize Core Web Vitals at the code level

This feels harder to people trained on WordPress — even though it's actually cleaner and more effective. The abstraction layer is gone, and that's uncomfortable.

Risk Aversion Keeps Agencies on WordPress

Agencies fear uncertainty:

• "What if the developer leaves?"
• "What if the client wants to edit content?"
• "What if we can't support it long-term?"
• "What if something breaks and we can't fix it?"

WordPress feels "safe" because:

• Anyone can step in and figure it out
• Anyone can install plugins to add features
• Anyone can find WordPress hosting
• The client can always hire someone else

Next.js concentrates responsibility. You need engineers who understand the codebase. You can't just install a plugin when something breaks.

This responsibility scares agencies. It's easier to sell something they can hand off than something they need to own.

Clients Don't Know to Ask for Better

This might be the biggest factor.

When clients come to agencies, they say:

• "I need a website"
• "I need SEO"
• "I need more leads"

They don't say:

• "I need server-side rendered metadata"
• "I need entity-based content architecture"
• "I need sub-second page loads"
• "I need AI-search readiness"

Clients don't know these things exist. So agencies sell what clients ask for — WordPress — rather than educating them on what's possible.

It's a self-reinforcing cycle. Agencies sell WordPress because clients ask for websites. Clients ask for WordPress-style websites because that's all agencies show them.

When WordPress Actually Makes Sense

To be fair, WordPress isn't always wrong:

• Sites with 5 pages and no serious competition
• Businesses that need to launch in 2 weeks
• Budgets under $5,000
• Content teams that need to publish daily without developer involvement
• Projects where "good enough" is genuinely good enough

For simple sites with simple needs, WordPress delivers adequate results at low cost. That's legitimate value.

When Next.js Becomes Necessary

Next.js matters when:

• Scale matters — you're planning to grow significantly
• Performance matters — page speed affects your conversions or rankings
• Architecture matters — you need custom functionality
• SEO longevity matters — you're investing in organic search for the long term
• Brand perception matters — you need to feel premium, not templated

Most sites never reach this point. But for businesses where the website is a competitive asset, not just a brochure, the platform choice matters enormously.

The Real Reason

Here's the uncomfortable truth:

Next.js exposes who actually understands the web.

WordPress hides that. You can build WordPress sites without understanding HTTP, without understanding rendering, without understanding performance, without understanding SEO beyond checkboxes.

That's why:

• Engineers love Next.js — it lets them build properly
• Marketers find it unfamiliar — their usual tools don't exist
• Agencies avoid it — it's harder to staff and sell
• Enterprise teams embrace it — they have engineers and need performance

Why We Made the Switch

We used to build WordPress sites. We made the transition to Next.js because our clients kept hitting walls — performance issues, security incidents, maintenance headaches, design limitations.

We got tired of apologizing for the platform. We wanted to build things we were proud of, things that actually performed, things that didn't require constant maintenance.

Next.js let us do that. It's harder. It requires real engineering. It limits our potential client pool to businesses willing to invest in quality.

But the sites we build now are faster, more secure, more flexible, and more durable than anything we built on WordPress. Our clients get better results. We do better work.

That's the trade we made. And we'd make it again.