Technology
The technology behindour fast sites
We write every site from scratch: Astro and React on the front end, Medusa or headless Shopify for online stores, Netlify for hosting. No off-the-shelf themes and no WordPress plugins. Below is the whole stack, the decisions behind it, and the numbers from live sites.
The stack
Four layers. Every tool is picked for a specific job, not because it is fashionable.
01
Front end
What visitors see, and what search engines and AI assistants read.
Astro
Pages are generated ahead of time and reach the browser as ready HTML. They load fast and can be read without JavaScript.
React
Interactive islands only where they are needed: menus, forms, sliders. The rest of the page stays plain HTML.
TypeScript
Strict types across the codebase. Mistakes surface at build time, not in front of a customer.
Tailwind CSS
Styles generated only from what the page uses. No unused CSS in production.
02
Online stores
Catalogue, cart and payments, connected to the systems the business already runs.
Medusa
Open-source commerce platform. Full control over the catalogue and orders, with no platform subscription.
Headless Shopify
When a business needs the Shopify ecosystem: Shopify for the catalogue and checkout, our own custom front end on top.
Stripe
Card payments, subscriptions and multiple currencies.
03
AI and automation
Enquiries, bookings and content that do not wait for a person.
Voiceflow
Conversational AI for online booking and handling enquiries across chat and calls.
OpenAI / Claude
Customer communication, content generation and booking systems that work around the clock in Bulgarian and English.
04
Infrastructure
Hosting and protection you do not have to think about.
Netlify / Vercel
Hosting on a global CDN: the site is served from a location close to each visitor.
Cloudflare Turnstile
Invisible bot protection on every form. No puzzles for real visitors, no spam in your inbox.
The decisions behind the stack
The technology list says what we use. What matters more is what we decided with it, because that is the difference you feel in a delivered site. Every example below is true of the page you are reading right now.
01
JavaScript by exception, not by default
Pages are generated statically at build time. React hydrates only where there is real interactivity, and even then it waits: menus and modals load when the browser is idle, sections when they enter the viewport. The result is a site search engines and AI assistants can read without executing any JavaScript.
02
Third-party scripts wait their turn
Google Tag Manager does not load when the page opens. It waits for the first scroll, click or tap, and loads after a few seconds if none comes. Analytics should not be the first thing that slows a visitor down.
03
Checks run in the build, not off a manual list
Before anything is published, an automated pass fails the build on a broken internal link, a wrong hreflang, missing alt text, an over-long title, or a page missing from the sitemap. A rule that only holds when someone remembers it is not a rule.
04
Smooth scrolling switches itself off when it hurts
The smooth-scroll library is disabled on Safari, on touch devices, on slow connections, when reduced motion is requested, and on low-end hardware. An effect that looks good on a fast laptop and stutters on an average phone is a loss, not a feature.