WordPress, once the undisputed king of content management systems, finds itself at a crossroads in 2023. Despite powering a significant portion of the web, recent trends suggest a concerning shift in its dominance. According to Kevin Geary, the mind behind the upcoming Etch project, WordPress is facing a steep decline in market share for new projects. This downturn is further evidenced by a staggering 74% decrease in WordPress-related articles, signaling a potential wane in developer interest and industry buzz.

The introduction of Gutenberg, WordPress's block editor, was meant to revolutionize the platform. However, seven years into the project, it still struggles to meet the needs of many users. Less than half of WordPress users report that the site editor fulfills their website-building requirements. This dissatisfaction has led to a paradoxical situation where the Classic Editor remains one of the most installed plugins, highlighting a resistance to change among the user base. Meanwhile, the core Content Management System (CMS) functionalities, once the backbone of WordPress's success, have taken a backseat to block editor development. This shift in focus has left many long-time users feeling that alternatives might offer better CMS capabilities. As EtchWP prepares to enter the scene, it aims to address these pain points and revitalize WordPress's position in the web development landscape.

Who is Kevin Geary?

Kevin Geary is a key innovator in the WordPress ecosystem and the driving force behind Etch. As the CEO of Digital Gravy, Geary has spearheaded several successful WordPress projects, including Automatic CSS and Frames. These tools have redefined approaches to CSS frameworks and accelerated professional agency workflows, respectively.

Geary's background spans multiple roles within the WordPress community. He's been a long-time WordPress user since 2005, a former agency owner, and a respected web design educator. His free Page Building 101 course has been instrumental in highlighting the limitations of current page builders and emphasizing the importance of web design fundamentals.

With nearly two decades of WordPress experience, Geary has consistently worked to elevate standards in WordPress development. His unique blend of technical expertise, practical agency experience, and educational insight forms the foundation for Etch, positioning it as a potential game-changer in WordPress development.

What We Know About Etch (and What It's Not)

Etch is Kevin Geary's upcoming project for the WordPress ecosystem. While many details are still unknown, here's what we can confirm about Etch:

Official announcement scheduled for early September 2024
Will be revealed through a series of private live streams
Limited number of first investors 1000
Involves pre-selling and building with active user participation
Targets both site editor users and non-site editor users

Early adopter pricing tiers:

EtchWP Early-Bird Price — Etch Pre-Sale Price

Early Bird: $499
Investor: $799
Partner: $1299

Benefits for early adopters include:

Unlimited activation Lifetime Deal (LTD)
Full participation in active development
Access to all initial deliverables as they're made available

What Etch is not:

Not a fork of WordPress
~~Not a new page builder~~

Updated after 5 September

What is Etch?

Etch is an innovative development tool for WordPress, created by Kevin Geary. Key aspects of Etch include:

It acts as an intermediary layer between the WordPress core and Gutenberg
Provides a unified interface for professional WordPress development
Allows creation of custom fields and custom post types within a single interface
Aimed at optimizing the workflow for professional WordPress developers
Being developed using Svelte 5 for high performance

The Development Process of Etch

Etch's development follows a transparent and collaborative approach:

Pre-selling and active user participation model
Three-year development timeline:
- Year 1: Capability to build basic marketing brochure sites
- Year 2: Support for larger, more complex sites and e-commerce
- Year 3: Aim to become the de facto unified development environment for WordPress
Early adopter program with special pricing and active participation opportunities
Regular feedback loops through community engagement and development previews

Key Features of Etch

Etch promises a range of innovative features:

Unified Development Environment (UDE):
- Single interface for creating custom fields and custom post types
- Integrated template and component development
- Streamlined post/page development
- Built-in media management
Seamless Integration with WordPress Core and Gutenberg:
- Real-time block authoring with Gutenberg integration
- Two-way block sync
- Compatibility with the WordPress Pattern Library
Professional Workflow Tools:
- Class-first and CSS-first workflow options
- Advanced component functionality
- Loops, logic, and faceting capabilities
- Integrated code authoring and version control
Innovative Design Tools:
- Wireframe Patterns ("Sketches")
- Context Menus & Autocomplete
- @Recipes & Recipe-System for code sharing
- HTML Parsing for converting external code
- Infinite Canvas for comprehensive editing
Performance and Code Quality:
- Emphasis on clean, semantic code output
- Support for latest CSS standards
- Focus on performance optimization and bloat avoidance

By offering these features, Etch aims to bridge the gap between WordPress core functionality and the needs of professional developers, providing a more efficient and unified approach to WordPress development.

FAQ

Will content be easily exportable from Etch?

Etch content will live in Gutenberg. You won't have to export it. Or, if you do, the base WordPress exporter should do.

Is etch a plugin or a SaaS?

A WordPress plugin. We're committed to WordPress.

Will this completely replace Bricks and Pro builders, or be modular enough to work with them (for a while at least)?

It could work side by side with other builders, but it would defeat the purpose. You'll be better off using one only.

Is it compatible with multiple themes?

Yes, but you won't need a theme - you'll do the page and template building in Etch. They'll provide a complimentary theme.

Will Etch allow clients to edit pages on their own?

Etch data will be saved as Gutenberg blocks. Clients will be able to edit it in the block editor, and the changes will be synced with Etch.

Is Etch going to replace all your work with Bricks?

Eventually, yes.

How much of Etch is already coded? Is there an example of the look & feel?

They have a proof of concept for most of their initial features. More information will be shared the following week.

Let's summarise

Etch is a unified workspace in the form of a WordPress plugin that allows you to manage custom posts, fields, and create blocks. Everything you create will later be saved for native use within WordPress.

If you're still unsure how to picture this, imagine https://blockstudio.dev/ and Pinegrow combined into one solution. With Etch, you'll be able to:

Visually create blocks
Manage data
Save your creations for your clients to edit

Additionally, Etch will provide a visual interface for managing meta fields, which have always been a part of WordPress but lacked a user-friendly interface.

An important point to note is that it has been stated that after completing your work, you can remove Etch. This suggests that we'll need a theme where our settings, blocks, fields, and post types will be saved.

In essence, Etch aims to be a comprehensive development environment within WordPress, allowing for visual creation and management of various WordPress elements, with the ability to seamlessly integrate these creations into the native WordPress system once development is complete.

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Nikita S.

I am Nikita, a WordPress developer with a deep passion for programming. Specializing in WordPress, I have extensive experience in building custom themes, plugins, and optimizing websites for performance and SEO. Since 2009, I have been working as a freelancer, helping clients achieve their digital goals. Beyond coding, I enjoy sports and exploring new culinary delights.

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What's the difference between plugins with a lifetime or unlimited license?

Plugins with a lifetime license are purchased once and can then receive updates and support for free for as long as the plugin exists. Unlimited-license plugins have no limit on the number of sites installed, but may have limitations on support and updates. Often unlimited-license plugins charge by the month or annually. Sometimes these two types of licenses can be combined. For example, a plugin can be used on an unlimited number of sites and get lifetime updates and support by paying once.

Who is suitable for plugins with a lifetime or unlimited license?

Plugins for WordPress with lifetime license is a great way to save money if you own the site and want to invest the money once to keep working and not think about the fact that you have to pay periodically for plugin updates, because there can be more than 10 such plugins on the site. The benefit is obvious, that paying once is much better than paying for 10 plugins every month or year. It's also a great choice for developers who want to supply their customers with the latest versions of plugins and not have to spend money to buy a plugin for a customer every time.
Unlimited license plugins are a good deal for agencies and developers who create a lot of projects and it's important for them not to have restrictions on creating sites, as well as getting support from plugin creators.

Can a plugin with a lifetime license have an unlimited number of installations?

Yes, it can. But not always, it depends on the business model of the plugin developer. Most developers offer lifetime licenses for 1, 3, 5 or unlimited installations. So if you own the site you will be enough license for one installation. If you have more of your own projects, then you are fine variant for 3 or 5 sites. If you're a developer or studio, the unlimited license is a great choice.

If I am a freelancer, what type of license should I choose?

If you are a freelancer who has decided on the direction of their projects, it is better to choose plugins with a license from 50 sites. You can save money if you do not buy a lifetime license, and pay for the license annually. But if you think you're missing the opportunity to buy a unique plugin with a lifetime license, it's better to spend the extra money for this tool, because this type of license usually exists not for a long time.

What type of license should I choose for my studio, agency, or small company?

The best choice is a lifetime license with unlimited installations. If the unlimited option is not available, there are usually options for 100, 50 sites with a lifetime upgrade. This, too, is a great deal that will save you a lot of headaches and money. But if lifetime offers are not available, then your choice is the unlimited license with an annual fee.

Can I get a refund if I bought a plugin with a lifetime or unlimited license?

Yes, you can get your money back. But this type of license requires a limited period of time before you can get your money back. Normally you will have 30 or 60 days to get your money back if the plugin is not suitable for you. But we advise you to check out the free version of the plugins beforehand, if this option is available. Or try a trial version of the premium plugin before you buy it.

What's the catch with EtchWP?

WordPress's Current Place in Web Development