CMS Feature Specification Template

Build custom only if your content model is genuinely unique and no existing platform supports it. For most SaaS companies, a headless CMS like Sanity, Contentful, or Strapi covers 90% of requirements at lower cost than building from scratch. Use the [build vs. buy framework](/glossary/build-vs-buy) to evaluate. The custom build path is justified when you need deep integration with proprietary data, custom workflows that no platform supports, or control over the content API for a multi-product architecture.

Spec the migration as a separate workstream. Map fields from old to new schema, identify content that does not fit the new model, and plan for URL redirects. Test the migration on a subset before running the full import. Budget 2-4x the time you estimate for migration scripts. The edge cases (broken HTML, inconsistent formatting, missing fields) always take longer than the happy path.

For teams under 10, three roles usually suffice: Contributor (can create and edit own drafts), Editor (can edit any content and approve for publish), Admin (full access including settings and user management). Add more granular roles only when you have a clear need. Over-engineering permissions creates friction for small teams. For structuring team responsibilities, the [RACI matrix template](/templates/raci-matrix-template) helps clarify who owns what.

At minimum: custom meta title and description per page, canonical URL control, OG image upload, structured data (JSON-LD) generation, XML sitemap auto-generation, and robots meta tag control. For content quality checks, add a real-time SEO score in the editor (title length, description length, keyword density, heading structure). See the [analytics implementation plan template](/templates/analytics-implementation-plan-template) for tracking content performance post-launch.

Store all dates in UTC. Display dates in the editor using the author's local time zone (detect from browser or allow override in user settings). The publish scheduler runs on UTC. Show both local time and UTC in the scheduling UI to prevent confusion. Include a "Publish Now" option that bypasses scheduling entirely for urgent content.