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How to select the right CMS platform: A strategic guide from Bluegrass DigitalChoosing the right content management system (CMS) is one of the most critical digital decisions an organisation can make. The CMS sits at the heart of your digital presence – powering content creation, personalisation, marketing, integration, and scalability. ![]() At Bluegrass Digital, we’ve spent over two decades helping brands select and implement CMS platforms that align with their unique business goals. Whether it’s a large-scale replatforming or an upgrade to support omnichannel experiences, we know that success depends on choosing the right fit – not just the most popular platform. We have worked with WordPress, Umbraco, Drupal, Optimizely, Sitecore, Contentful and many other popular platforms. So, how should you approach CMS selection in 2025? Below are key insights and practical steps based on industry best practice and our experience with platforms like Umbraco and Optimizely. 1. Start with strategy, not softwareBefore looking at platforms, clarify your digital strategy. What does success look like in 12 months? Three years? Key questions:
A CMS isn’t just a publishing tool – it’s a long-term investment in your digital agility. 2. Understand the CMS landscape: Monolithic vs Headless vs HybridThe CMS market has shifted dramatically. Businesses now face a choice between:
Our view: Hybrid CMS platforms like Umbraco and Optimizely offer the best of both worlds – editor-friendly interfaces with the flexibility to power apps, websites and digital channels via APIs. 3. Focus on editor experience and usabilityA powerful CMS is only valuable if your content team enjoys using it. Clunky interfaces lead to low adoption and inefficient workflows.
At Bluegrass, we’ve seen teams thrive with Umbraco’s clean UI and customisable back office, or Optimizely’s intuitive content and experimentation tools. 4. Evaluate total cost of ownership (TCO)Many CMS platforms offer low entry costs – but high long-term expenses due to licensing, plugins, maintenance or developer dependencies. Key cost areas to evaluate:
Umbraco’s open-source model is ideal for organisations seeking flexibility and control without licensing overhead. Optimizely offers a composable SaaS model with enterprise-grade support and innovation baked in. 5. Plan for long-term growth and innovationYour CMS should evolve with your organisation. Consider platforms that:
Futureproofing matters. We favour platforms like Optimizely that enable experimentation and optimisation at scale, and Umbraco Cloud for seamless upgrades and deployment pipelines. 6. Work with the right implementation partnerThe CMS is only one part of the puzzle. A skilled partner helps translate your needs into scalable, user-friendly solutions. At Bluegrass Digital, we:
Whether you choose Umbraco, Optimizely, or another platform, the right partner ensures your CMS doesn’t just go live – it drives real results. Conclusion: Fit for purpose, not just feature-richYour CMS should empower your team, not complicate your tech stack. Avoid buying into hype or bloated feature sets. Instead, focus on:
At Bluegrass Digital, we’re proud to work with platforms like Umbraco and Optimizely because they deliver on all fronts – flexibility, scalability, and usability. Whether you’re building a global website, a high-conversion ecommerce platform, or an integrated digital ecosystem, we help you choose and implement a CMS that delivers measurable business value. Talk to us before your consider your next CMS decision.
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