What Is Next.js and Why Are Agencies Like Air 66 Switching to It?
If you've started hearing 'Next.js' in conversations about your website and have no idea what it means, you're not alone. We'll break down exactly what it is, why it matters, and what it could mean for the future of your site.
So, what actually is Next.js?
Next.js is a framework for building websites and web applications. It sits on top of React, which is one of the most widely used technologies in modern web development. If that still sounds abstract, here's the way we usually explain it to clients: think of it as the engine under the bonnet. Your visitors never see it, but it's what makes the site load quickly, rank better on Google, and hold up under pressure.
It was created by a company called Vercel and has seen rapid adoption across the industry over the past few years. Major brands, fast-growing startups, and agencies working at the cutting edge have all moved in this direction. That shift isn't a coincidence.
Why are agencies switching to it?
For us at Air 66, there wasn't one dramatic moment. We kept bumping into the same ceiling on project after project, and Next.js kept coming up as the answer every time. We also saw where the industry was heading, and we didn't want to be the agency still recommending outdated tech in two years' time. Getting ahead of it felt like the responsible move for our clients.
The core reasons Next.js is gaining ground come down to a few things that genuinely matter for business websites:
Speed. Next.js pre-renders pages, which means your site loads faster. Google uses page speed as a ranking factor, so this has a direct impact on your visibility in search results.
Reliability under pressure. Traditional setups can buckle when traffic spikes. Next.js handles this far more gracefully, which matters if you're running campaigns or getting press coverage.
Developer experience. It lets us build, iterate, and deploy changes more quickly, without the risk of one update breaking something else entirely.
SEO performance. Because pages can be rendered server-side, search engines can read the content properly. This is a real advantage over some older JavaScript-heavy builds where crawlers struggle.
What does this mean for your website day to day?
One of the biggest practical benefits we've seen is how quickly we can push changes without anything going down or going wrong. For clients who update their content regularly, that reliability is significant. A CMS-driven site on older infrastructure can feel fragile. Next.js gives us a much stronger foundation to build on, which means fewer headaches for us and a faster, more stable site for clients.
There is a trade-off worth being honest about. Next.js does require more upfront architectural thinking than a straightforward CMS build. It's not something you spin up in an afternoon. The initial planning and build takes more care. But the payoff over the lifespan of the site is worth it.
What about content management? Do I lose WordPress?
This is the question we hear most. Many clients have spent years getting comfortable in WordPress, and the idea of losing that familiarity is understandably off-putting.
To bridge that gap properly, we've built our own CMS called Air 66 Studio. It's a bespoke content management system designed specifically for the Next.js sites we build. Clients get a drag-and-drop page editor that works in a similar way to what they're used to in WordPress. The difference is that the blocks in the editor are custom-built for each client's site, so everything stays on-brand and consistent in design while still giving real flexibility.
There's also a clean, straightforward interface for managing blog posts in the admin area. No coding knowledge needed. It's built for the people actually running the business, not developers.
So you're not giving up control. You're getting a more tailored version of it.
Is Next.js right for every project?
Honestly, not always. A very simple brochure site for a local business with minimal content and no growth ambitions might not need it. But if you're serious about search performance, planning to grow your content, running paid campaigns, or expecting your site to scale, then yes, it should absolutely be part of the conversation.
The web development world is moving in this direction. Frameworks like Next.js have become the standard choice for teams who care about performance and longevity. Recommending something else at this point would mean building on a foundation that's already starting to show its age.
Frequently asked questions
Is Next.js only for large businesses?
Not at all. While it's popular with larger organisations, we use it for clients of all sizes. If your site needs to perform well in search, load quickly, and be easy to update, Next.js is worth considering regardless of how big your business is.
Will my site be harder to update if it's built on Next.js?
No. That's actually one of the reasons we built Air 66 Studio. Clients manage their content through a clean, intuitive interface with no coding required. Day-to-day updates are no more complex than they would be in any other CMS.
How does Next.js affect my Google rankings?
It can have a positive effect in a few ways. Faster load times, better server-side rendering, and cleaner code structure all make it easier for Google to crawl and understand your site. These aren't overnight fixes, but they contribute meaningfully to search performance over time.
Does switching to Next.js mean starting from scratch?
In most cases, yes. A Next.js site is built differently from a WordPress site, so it's not simply a case of switching a plugin. That said, we carry over your content, your brand, and everything that's working well. Think of it as a rebuild with a stronger foundation rather than starting from zero.
How long does a Next.js build take?
It depends on the scope of the project, but because of the additional planning and architecture involved, it typically takes longer than a standard CMS build. We walk every client through a realistic timeline before any work begins, so there are no surprises.
What if I want to move away from Air 66 in the future?
We build sites with clean, well-documented code. If a client ever wanted to move on, a competent development team would be able to pick up the work. We don't build things in a way that locks people in by design.
Ready to talk about what this looks like for your site?
If you're curious about whether a Next.js build is the right move for your business, we're happy to have that conversation. At Air 66, we work with clients across the UK to build sites that are fast, manageable, and built to last. Get in touch with us and we'll give you an honest picture of what's possible.