A headless setup separates the content and data layer (the “backend”) from the presentation layer (the “frontend”), so content is delivered via an API to any channel, rather than being tied to one templated website structure the way a traditional CMS works.

It depends on the business. Headless comes into its own for organisations managing content across multiple channels, regions or brands, or that need the frontend flexibility to build with modern frameworks.

For a simpler, single-site business, a traditional CMS can often do the job just as well at lower cost and complexity, Plug & Play is platform agnostic and recommends the approach that fits, not the most complex one available.

Contentful is one of Plug & Play’s primary headless platforms, alongside other headless-capable platforms including Payload and Storyblok to name a few, chosen based on what best fits the project’s content model, team workflow and budget.

Modern JavaScript frameworks such as Next.js, React, Vue and Angular, chosen based on the project’s performance, SEO and interactivity requirements, sit on top of the headless content layer via its API.

It can carry a higher upfront cost and timeline than a simple templated build, since more of the architecture is built bespoke rather than configured from existing theme components.

For businesses that need multi-channel or multi-region flexibility, that investment typically pays back in speed and control further down the line, each project is scoped individually so the trade-off is clear from the outset.