TL;DR: Etch Builder is a game-changing WordPress page builder designed specifically for professionals and developers. Created by Kevin Geary (maker of Automatic.css), this revolutionary builder offers a unified visual development environment that combines advanced page building with clean code output, full Gutenberg integration, and developer-friendly features.
What is Etch Builder?
Etch Builder represents a paradigm shift in WordPress page building technology. Unlike traditional page builders that prioritize beginner-friendliness over professional functionality, this innovative tool asks a fundamentally different question: “How can we empower professionals and aspiring professionals?”
Developed by Kevin Geary and his team at Digital Gravy, the Etch Builder isn’t just another page builder – it’s what they call a “unified visual development environment” that combines:
- Advanced page building capabilities
- Native Gutenberg integration
- Complete custom post type and field management
- Professional-grade code output
- Unified workflow management
Key Features That Set Etch Apart
1. Unified Visual Development Environment
The Etch Builder eliminates the fragmented WordPress workflow by integrating everything into one interface:
- Page Building: Advanced visual editor with professional controls
- Custom Post Types: Create and manage CPTs without leaving the editor
- Custom Fields: Built-in field management (no ACF required)
- Media Management: Enhanced media library with tagging and organization
- Template Management: Complete template hierarchy control
2. Professional-Grade Selector System
Unlike other builders that rely on auto-generated IDs, this builder features:
- Full CSS selector support: Classes, IDs, pseudo-elements, combinators
- BEM methodology integration: AutoBEM feature for proper class naming
- Dynamic selector pills: Visual selector management
- No automatic ID generation: Encourages proper CSS practices
3. Gutenberg Integration & Data Liberation
The biggest differentiator of this revolutionary builder is its deep WordPress integration:
- Native Gutenberg blocks: Everything outputs as standard WordPress blocks
- Bidirectional sync: Changes sync seamlessly with Gutenberg editor
- No vendor lock-in: Content remains fully portable
- Client-friendly: Clients can edit content in familiar Gutenberg interface
4. Developer-Friendly Architecture
Built with developers in mind:
- Full code access: Direct HTML, CSS, and JavaScript editing
- Svelte 5 framework: Modern, lightweight frontend framework
- API extensibility: Third-party integration capabilities
- Clean code output: Standards-compliant, performant HTML/CSS
How Etch Compares to Existing Builders
Etch Builder vs. Bricks Builder
| Feature | Etch Builder | Bricks |
|---|---|---|
| Target Audience | Professionals & developers | Intermediate to advanced users |
| Code Quality | Professional-grade, clean output | Good code quality |
| Gutenberg Integration | Native, bidirectional sync | Limited integration |
| Workflow Unification | Complete unified environment | Page building only |
| Learning Curve | Steep but rewarding | Moderate |
| Selector System | Full CSS selector support | Limited selector options |
Etch Builder vs. Oxygen Builder
| Feature | Etch Builder | Oxygen |
|---|---|---|
| Development Status | Active development | Uncertain future |
| Integration | Deep WordPress integration | Plugin-based approach |
| Performance | Modern Svelte 5 framework | Mature but aging |
| Data Liberation | Native Gutenberg output | Proprietary format |
| Workflow | Unified environment | Multiple tool requirement |
Etch Builder vs. Elementor
| Feature | Etch Builder | Elementor |
|---|---|---|
| Philosophy | Professional-first | Beginner-friendly |
| Code Quality | Clean, standards-compliant | Bloated, proprietary |
| Customization | Full control | Limited by interface |
| Performance | Optimized for speed | Resource-intensive |
| Future-Proofing | Gutenberg-native | Proprietary ecosystem |
Etch Builder Pricing and Availability
Expected Launch Pricing
While final pricing hasn’t been announced, based on the pre-sale structure:
- Early Bird: Expected around $699 (originally $499)
- Professional: Expected around $999 (originally $799)
- Agency: Expected around $1,499 (originally $1,299)
Etch Lifetime Deal Speculation
Given the WordPress ecosystem’s strong preference for lifetime deals and Kevin Geary’s successful track record with Automatic.css, an Etch lifetime deal option is highly anticipated by the community. While not officially confirmed, this would align with market expectations and previous product launches from Digital Gravy. The potential for a lifetime license could make this premium tool more accessible to freelancers and agencies looking for long-term value.
Who Should Use Etch Builder?
Perfect For:
- Professional WordPress developers seeking advanced tools
- Agencies needing unified workflow management
- Freelancers wanting to deliver professional-grade websites
- Developers frustrated with current page builder limitations
- Anyone who values clean code and WordPress standards
Not Ideal For:
- Complete beginners looking for simple drag-and-drop
- Users wanting pre-made templates and quick solutions
- Those satisfied with existing builder limitations
- Budget-conscious users seeking free alternatives
The Technology Behind Etch
Built on Modern Foundations
This revolutionary builder leverages cutting-edge web technologies:
- Svelte 5: Lightweight, efficient frontend framework
- Vue.js influence: Fast, reactive user interface
- Modern CSS: Grid, Flexbox, and advanced layout systems
- WordPress APIs: Deep integration with core WordPress
Performance Optimizations
- Conditional loading: Only loads required assets
- Clean markup: Minimal, semantic HTML output
- Optimized CSS: Efficient style generation
- Fast interface: Sub-second builder loading times
Integration Capabilities
WordPress Core Integration
- Custom Post Types: Built-in CPT creation and management
- Custom Fields: Native field management system
- Media Library: Enhanced media organization
- User Roles: Granular permission controls
Third-Party Compatibility
- WooCommerce: E-commerce integration
- SEO Plugins: Rank Math, Yoast compatibility
- Performance Plugins: WP Rocket, caching solutions
- Security Plugins: Standard WordPress security compatibility
Learning Etch Builder
Getting Started
- Understand the Philosophy: Embrace professional web development practices
- Learn CSS Fundamentals: Selectors, specificity, and methodology
- Master the Interface: Unified development environment navigation
- Practice Workflows: Custom post types, fields, and templates
Resources for Learning
- Official Etch Channel: Comprehensive guides and tutorials
- Facebook Community (Unofficial): Discussion of the product and releases
- Video Tutorials: Kevin Geary’s educational content
- Templates: Professional starter templates and patterns
The Future of Etch
Roadmap Highlights
- Ongoing Development: Regular feature updates
- Marketplace: Design sets and extensions
- API Expansion: Third-party integration growth
Industry Impact
This builder represents what many consider “Era 4” of WordPress development:
- Professional-first approach: Reversing the “beginner-friendly” trend
- WordPress core alignment: Supporting Gutenberg evolution
- Clean code advocacy: Raising industry standards
- Unified workflows: Eliminating tool fragmentation
Conclusion: Why Etch Builder Matters
This revolutionary builder isn’t just another page builder – it’s a statement about the future of professional WordPress development. By prioritizing professionals over beginners, code quality over convenience, and WordPress standards over proprietary solutions, it addresses fundamental issues that have plagued the WordPress ecosystem for years.
The bottom line: If you’re a professional developer or aspiring to be one, this tool represents the future of WordPress development. While it requires a steeper learning curve than traditional builders, the payoff in terms of code quality, workflow efficiency, and professional capabilities makes it a game-changer for serious WordPress developers.
When the official launch happens, keep an eye out for potential lifetime deal options that could make this premium tool more accessible to the WordPress community.
Ready to revolutionize your WordPress development workflow? Keep an eye on the official launch and consider whether this professional-grade tool aligns with your development goals and standards.
Stay updated on Etch Builder developments and other professional WordPress tools by following our comprehensive guides and reviews. Join the community of developers who are shaping the future of WordPress development.
