We use Next.js where speed, SSR/SSG and strong Core Web Vitals matter most.
Next.js is our choice when search visibility and first-load speed are commercial requirements — marketing sites, content platforms and commerce front-ends that must render fast for both users and crawlers.
When rendering strategy becomes a commercial decision
A browser-rendered application shows a blank page until JavaScript loads and executes. For an authenticated dashboard that is fine. For a marketing site, a content platform or a storefront it is expensive — it costs you impatient visitors, and it costs you clarity with the crawlers and AI engines that now decide whether your brand appears in an answer.
Next.js solves that by rendering on the server or at build time, so the first response contains real HTML. Users see content sooner, Core Web Vitals improve, and machines read a complete page rather than an empty shell.
How we use it
Static generation for content that changes predictably, server rendering for pages that depend on live data, and incremental regeneration for large catalogues so a thousand product pages stay fresh without rebuilding the site each time. Image optimisation and route-level code splitting are configured from the outset rather than retrofitted when performance becomes a complaint.
It is also our choice for headless commerce front-ends, where the buying experience needs to be bespoke but the checkout should remain on a platform that maintains PCI compliance for you.
Why it matters more in 2026
AI answer engines and search crawlers are now a primary audience for your markup, not an afterthought. Server-rendered, semantically structured pages with clean schema are materially easier for a model to parse, attribute and cite. The same architecture that makes a page fast for a person makes it legible to a machine — which is why we treat rendering strategy as part of visibility strategy rather than a purely technical preference.