Stop building what nobody needs

Last week a former client said they would build their new website in Webflow instead of HubSpot. "More flexibility," they said.

I nodded. They are right, technically speaking.

But here is the thing: flexibility is not always an advantage. Most of the time it is a curse.

When "more" becomes the problem

HubSpot has a bad reputation when it comes to web production. Completely undeserved, in fact. With the right approach, the results are exactly as good as in Webflow. The difference is not in the platform. It is in how you think.

Custom modules. Unique solutions. Everything from scratch.

It sounds impressive. It feels valuable. But it is also extremely inefficient.

After years of building websites from the ground up, we now stand at a strategic crossroads. And we have made a decision: no more custom web development projects as the default.

Why we are leaving custom development behind

This decision does not come from weakness, but from plain insight.

Building and maintaining custom websites takes enormous resources. Not only in the development phase, but above all in the constant maintenance that follows. Legacy websites quickly become a burden that demands continuous attention, security updates and technical support.

We have seen how fast maintenance costs can grow. It is a reality few account for at the start, but one that becomes painfully clear after a few years. Suddenly you are stuck with a system that needs more resources than the value it generates.

Wait, are we giving up on building websites? No. We are building smarter.

How we work now instead

Our strategy has changed completely. We still work with websites, but in a smarter way. Ready-made concepts instead of custom modules. Proven structures instead of experiments. Faster launches instead of months of development.

We focus on what really matters: strategy, design and content. The platform takes care of the technical infrastructure.

The result? More time and energy for what actually moves the needle: strategy, content and technical solutions that drive the business forward.

HubSpot's Content Hub Pro has developed enormously. We are no longer talking about a second-class option here. Combine the platform with flexible themes and you get very professional websites that cost less and are more flexible and stable than custom-built ones. And often the result is more stable and more future-proof than many self-built solutions.

Of course, we still develop our own themes and modules when the client specifically wants it. But that is now the exception, not the rule.

Examples that show the way

Here are companies that have used ready-made themes, yet still have a unique website that can be produced at a fraction of the cost of custom development:

• Textreme.com
• Lingmerths.se
• Aktivbo.com

Your website does not need to be unique in every pixel. It needs to be professional, easy to manage and above all: done.

Are we heading for a future where ready-made dominates?

All signals point that way. Think about how most companies today use Office 365 or Google Workspace instead of building their own office systems. We now see the same pattern in web.

Most businesses simply do not need unique web solutions. And they do not have the resources for it either.

Sure, you can vibe code tools in. But we do not believe this will be anything other than good prototypes, at least not in the near future.

There will always be a niche. Companies with extremely specific requirements or large budgets that want full control. But those are becoming fewer and fewer.

What does this mean for the future?

This change shows that the web industry is maturing. We are moving from a time when "custom-made" was automatically considered better, to a more thoughtful understanding of when custom development really adds value. And of when standard solutions are actually the wisest choice.

Every hour we spend building a special module is one hour less spent optimizing your conversion.

For us as an agency, this opens up new possibilities. We can focus on our core competence: helping companies succeed online. Without getting stuck in technical details around server maintenance and security updates.

Perhaps this is the natural evolution. From craftsmen who build everything by hand, to architects who design smart solutions with the best tools available.

So yes, we are stopping development. To start delivering.

PS: This entire website is built with a ready-made theme.