Why we built CMS Chat.
A small story about emails, typos, and the gap between what website owners need and what most CMS tools deliver.
We were tired of editing phone numbers
We ran a web shop. We built beautiful sites — clean code, fast load times, custom designs we were proud of. Then the emails started.
“Can you update the phone number on the contact page?” “We changed our hours.” “There’s a typo on the third paragraph of About.” Each one took about 30 seconds to fix. Each one came with a support ticket, a context switch, and a billing question nobody wanted to answer.
We added it up one quarter. We were spending 15+ hours a week on edits that took no skill at all. The clients hated waiting. We hated invoicing for it. Both sides were stuck.
The problem was never about technology
We tried WordPress. Clients changed a font, moved a div, broke the layout in a week. We tried headless CMS tools. Our developers loved them. Our clients — the dentists, plumbers, restaurant owners — stared at the dashboard like it was a foreign language.
The tools were built for developers. The people who actually needed to make the edits couldn’t use them. We didn’t trust clients to touch the site without breaking it. Clients didn’t trust themselves either, so they emailed us instead.
The problem was never the tech. It was trust. And the way to fix trust is to make the dangerous edits impossible — not to train clients harder.
Four bets we keep making
Whenever we’re stuck on a product call, we walk it back to one of these.
Simplicity over features
Every feature has to pass one test: would a non-technical person understand it without instructions? If not, we redesign or cut it.
Safety over flexibility
We’d rather block an edit that’s probably fine than let through one that breaks the page. Guardrails are what make self-service editing possible.
Your repo, your control
Everything runs through Git. Every change is tracked, reversible, and yours. We’re a tool in your workflow — not a replacement for it.
Boring tech, sharp UX
We pick the dullest viable technology and spend the saved time on the chat box. Postgres, Git, GitHub Apps. Nothing fancy under the hood.
Founder-led. Lean by design.
A small team building deliberately. We talk to every customer. Every commit gets reviewed. We’d rather ship fewer well-built features than many half-baked ones.
Founder
Building product, talking to users
Spent a decade running a web shop. Got tired of charging clients $80 for 30-second edits and built CMS Chat to fix it.
Engineering
Backend, AI tooling, GitHub integration
Lean engineering — every commit is reviewed by the founder. We’d rather ship fewer things that work than many that don’t.
Design
UI, brand, every pixel
If a non-technical person can’t understand it, we don’t ship it. Design owns that bar across product and marketing.
Want to help us build it?
We’re hiring engineers, designers, and customer-facing people who care about quality more than headcount. Remote-first. Async-first. No meeting marathons.
Stop emailing your developer for typos.
Connect your site in 60 seconds. Make your first edit by chatting. Your developer handles the real work.