Pink Pigeon CMS

"A fast, mobile-friendly CMS designed for non-technical users that produces low-JS, SEO-optimized websites — born from frustration with the complexity of WordPress, Squarespace, and Wix."
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pinkpigeon.co.uk
Maker: PinkPigeon
~£500/mo (~$630/mo) (stated explicitly by creator)

Marketing Channels

Primary

Word of Mouth

All clients come through word of mouth; the creator does not advertise at all

Ongoing

No Paid Advertising

Creator explicitly avoids paid advertising due to the cost, opacity, and complexity of platforms like Facebook Ads

Growth Levers

  • Target rural small businesses and non-profits who need simple, affordable websites managed by non-technical staff
  • Lean into the 'anti-complexity' positioning against WordPress/Squarespace/Wix for users frustrated by slow, bloated interfaces
  • Create case studies from existing pensioner and rural clients to build credibility with similar demographics
  • Explore partnerships with local business associations or rural development agencies
  • Add basic SEO audit tools (like the spl.ing spell checker suggested in the thread) as built-in features
  • Consider a freemium tier to drive top-of-funnel growth beyond word of mouth

First Customer Strategy

Built the CMS out of personal frustration with existing platforms (WordPress, Squarespace, Weebly, Wix) that were slow and didn't work on mobile. Attracted initial clients through word of mouth in a rural community, including pensioners who appreciate the system's simplicity.

Pricing Insight

Intentionally keeps prices low and has not raised them like competitors. The CMS is described as 'pretty cheap nowadays.' Revenue of ~£500/mo from word-of-mouth-only clients suggests a small but loyal customer base paying modest subscription fees.

New Market Opportunities

  • Spell-checking / content quality tools Shared a site spell-checking tool (spl.ing) that found issues on the Pink Pigeon site, suggesting integration of content quality tools could add value
  • Accessibility-first websites for elderly users Noted that pensioner clients all get along with the system very well, indicating a strong product-market fit with elderly and non-technical users

Key Takeaways

  • • A CMS can still generate revenue in 2024 if it solves a specific pain point (mobile-friendly, simple for non-technical users) that major platforms overlook
  • • Word-of-mouth-only growth is sustainable but creates a natural revenue ceiling — the project never made enough to become a full-time job
  • • Avoiding paid advertising reduces costs but limits growth; the creator cites opaque ad platforms as a barrier
  • • Low-JS, good SEO, and mobile-first design are genuine differentiators for users who don't need flashy features
  • • Rural and elderly demographics are underserved by mainstream tech products and can be loyal, low-churn customers

Sentiment Analysis

3 Pos

Notable Quotes

"Thank you for deliberately not cooperating with Satan! — yard2010"
"This is a brilliant tool, thank you very much for showing me. Bookmarked. — PinkPigeon"
"The 'Lea Hill Holiday Cottages' link is broken! — rafram"

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