We build and ship production Next.js applications — App Router, server components, incremental static regeneration — for companies that need a marketing site to rank and an application to scale on the same codebase. Typical build runs 6 to 10 weeks.
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The problem
Most React sites are shipped as a single client-side bundle. The browser downloads a megabyte of JavaScript, runs it, and only then does any content exist. Google renders that eventually, in a second queue that can lag weeks behind the crawl; Bing and every AI crawler largely do not render it at all. The pages are live and, to a machine, empty.
Every route renders on the server or at build time. A crawler receives the finished document — headings, copy, links, structured data — on the first request, with no render queue in between. This is the single change that moves a React site from "indexed slowly and partially" to "indexed on the first crawl".
A pricing page that changes twice a year should not be rebuilt on every request, and a dashboard cannot be static. We pick static generation, ISR, server rendering or client rendering route by route, and write down why, so the next developer does not have to reverse-engineer the decision.
Lighthouse runs in CI with budgets attached. A pull request that pushes Largest Contentful Paint past the budget fails before it merges. Performance work that lives in a monthly report always loses to the next feature; performance work that blocks a merge does not.
Sanity, Payload or WordPress as a headless back end, with the editing model built around how your team writes rather than how the database is shaped. Preview builds so an editor sees the page before it is live.
Tools we use
Still deciding
A content site your team edits daily, or an application that happens to have marketing pages. That is the real question.
Next.js is React with the server-side answers already made. The question is whether you need those answers.
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
A rebuild that loses the redirect map costs more than the redesign it replaced. If the complaint is about appearance, conversion or messaging, it is a redesign brief — and WordPress running well beats Next.js running badly on every metric that matters.
Every route gets a rendering strategy whether you choose one or not. Marketing pages that should be static end up dynamic, the cache is bypassed, and the site is slower than the WordPress build it replaced.
Next.js does not include a content editor. Without one wired in, a typo becomes a pull request and marketing stops asking for changes. That is a launch-week decision that is expensive to reverse in month six.
Agreed before we start, so progress is visible in the months before it shows up in revenue.
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
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