In this episode of WP Legends, we sit down with Kevin Geary, the CEO of Digital Gravy and Founder of ETCH, to discuss the paradigm shift reshaping the WordPress ecosystem.
From debunking the decade-long no-code experiment to building a developer-first platform that bridges design freedom and code precision, Kevin shares his bold insights on what’s next for WordPress, AI, and the future of professional web creation.
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The End of the No-Code Illusion
Over the past decade, the web industry has witnessed a massive push toward no-code and low-code solutions built on the promise that anyone can build a website. Kevin calls this a failed experiment.
“Even after ten years, my mom still can’t sit down and build a website from scratch. The tools may have evolved, but the learning curve never disappeared.”
According to Kevin, platforms like Elementor and Divi succeeded not because they empowered non-technical users, but because agencies and freelancers learned how to assemble websites using them. However, this came at a cost. Most ended up stuck as website assemblers, without mastering the underlying skills of HTML, CSS, or PHP.
“The people who know how to assemble websites, but not how to develop them, are the first ones AI will replace.”
Returning to Code and Craftsmanship
Kevin’s philosophy is clear: it’s time to run back to the code.
He believes the value of a web professional now lies in understanding the fundamentals—clean code, scalability, accessibility, and the ability to guide clients through strategy and systems. These are areas AI can’t replicate.
“AI won’t replace real developers and designers. It’ll replace surface-level assemblers.”
For Kevin, this shift isn’t about rejecting visual tools. It’s about building ones that respect the language of web design and give professionals complete control.
Introducing ETCH: Built for Professionals, Not Laypersons
When asked who ETCH is for, Kevin makes an important distinction between beginners and laypeople.
A beginner is someone who’s new but eager to learn and grow in the industry. A layperson simply wants a drag-and-drop shortcut.
“ETCH is not for my mom to build a website. It’s for the person who wants to learn the craft—to build sites that are scalable, maintainable, and future-proof.”
ETCH integrates seamlessly with Gutenberg, providing a powerful development environment for agencies and freelancers while allowing clients to edit their content safely and simply inside the native WordPress block editor.
This approach liberates content from proprietary page builders, ensuring it remains native to WordPress and future-proof.
Inside the ETCH Ecosystem
ETCH is part of a larger ecosystem Kevin has been building for years alongside Automatic.CSS, Frames, and Inner Circle, a learning hub for developers.
Each product plays a role in what Kevin calls a “hyper-efficient, best-practice-driven workflow.”
“All of our products are connected. No matter where you enter the ecosystem, you’ll eventually discover that they all fit perfectly together.”
Users who try ETCH, he says, rarely go back to other tools. It’s that efficient and developer-friendly.
Replacing the Old Stack
ETCH aims to simplify the modern WordPress workflow by replacing the need for multiple premium plugins.
From page builders to custom fields, media management, and even SEO and performance tools, ETCH brings all of it into one unified development environment.
“It replaces six or more premium plugins while keeping everything clean, fast, and scalable.”
For professionals comfortable with HTML and CSS, there’s virtually no learning curve. ETCH speaks the same design language developers already know.
Going All In on WordPress (With a Backup Plan)
Despite its deep roots in WordPress, Kevin is pragmatic about the platform’s future.
He believes in WordPress but builds with a strategy that ensures flexibility if the ecosystem ever shifts dramatically.
“We’re all-in on WordPress, but Etch can literally be picked up and set down on another CMS if needed. We’ve got lifeboats.”
Still, Kevin remains confident about WordPress’s future, especially as AI and modern workflows evolve, as long as the community prioritizes professionalism and value.
Pricing, Value, and the WordPress Mindset
Kevin also tackles a long-standing issue in the WordPress world: undervaluation.
He argues that both developers and plugin makers have conditioned users to expect cheap tools, a mindset that ultimately hurts the ecosystem.
“Everything in WordPress is underpriced. If we priced our tools and our work properly, the entire industry would be healthier.”
He hopes ETCH helps shift that mindset by promoting quality, professionalism, and fair pricing for real craftsmanship.
Life Beyond Code
When asked what he’d do if not building tools and teaching web design, Kevin laughs. He can’t imagine doing anything else.
“I live seven minutes from one of the nicest beaches in the U.S., but I never feel like taking a vacation. I love what I do too much.”
Between family time, martial arts, and his passion for education, Kevin remains deeply immersed in shaping the future of web development.
Final Thoughts
Kevin Geary’s vision for WordPress is rooted in craft, code, and community. ETCH isn’t just another tool. It’s a call to re-center the web industry around fundamentals, quality, and professionalism.
“We don’t need to run from code. We need to understand it. That’s where the real future lies.”
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