When headless is worth it
Headless pays off when speed is a competitive edge, when the site has app-like parts such as calculators or portals, or when several front ends share one content source.
For a simple marketing site with a small team, a fast custom WordPress theme or Webflow is usually the better value.
WordPress as a headless CMS
Your editors keep wp-admin, Gutenberg blocks and the plugins they rely on for content. WordPress just stops rendering the pages.
Next.js reads the content through the REST API or GraphQL and builds the pages. Editors get a preview button that shows changes before they publish.
Why it’s so fast
Pages are built ahead of time and served from the edge, close to every visitor. When content changes, only that page is rebuilt in the background.
Images are resized per device, fonts load without blocking, and there’s no theme or plugin code running for every visitor.
SEO on a headless site
Headless can be great for SEO or quietly break it. Meta, canonicals, sitemaps, redirects and schema all have to live in the front end now.
Every build includes them in code, generated from the content in WordPress, and checked against the old site before launch.
Running costs and ownership
You pay for two things: WordPress hosting for the CMS and Vercel or similar for the front end. For most B2B sites both stay modest.
You own the repository and the content. Any Next.js developer can work on it, and the WordPress side stays a normal WordPress install.