Loom: the headless CMS behind this website

Every page you read on this site — including this post — is served from Loom, our headless content platform. Here is what it is, and why we built it instead of reaching for an off-the-shelf option.

Headless, honestly

The CMS holds content; it does not render websites. Frontends fetch JSON from a delivery API authenticated per site, which means one CMS installation happily powers multiple websites, apps, and services — each with its own keys, users, and content.

Content types are the core idea

Pages and posts are just the beginning. Content types carry a field schema — text, rich text, media, selects, JSON — and the editor UI adapts to whatever you define. Our own product catalogue is exactly this: product, game, and app content types, each entry carrying structured data alongside its rich-text body. Add an entry in the CMS and it appears on the website. No deploy.

The workflow features you end up needing

Real content teams need more than a save button: draft and review states, scheduled publish and unpublish, revision history, preview links for unpublished work, media with automatically generated responsive variants, webhooks for cache-busting, and an AI assistant for the blank-page moments. It is all in the box.

Run it yourself

Loom ships as a container and runs in our Kubernetes cluster alongside everything else we operate. If a headless CMS you can self-host — with multi-site done properly — sounds like what you have been missing, get in touch.