Introducing Etch for WordPress

Posted by: Mike Brinson

At the end of January 2026, a new website coding tool was introduced to the market called Etch for WordPress.

For years, the best way to build WordPress websites has been to write the code by hand, which is what we have done. There have been page-builder tools available to make the coding easier, but those tools can add bloat to the coding, resulting in slower load times, which negatively affects rankings and user experience. Coding by hand has given us clean, semantic HTML, sensible heading structure, and markup without unnecessary bulk to slow the site down. It has also given us the ability to code the website with ADA accessibility.

We saw in Etch for WordPress a way to do our work faster while creating the lightweight, semantic output we’ve always aimed for. The result is cleaner pages built in less time, which means more of our attention goes toward strategy, content, and the details that actually move your search rankings. Etch is also accessibility-friendly, an important attribute in our litigious environment.

The drawback to Etch and the reason all developers aren’t jumping on board is that it has a steep learning curve. The traditional site builder tools are so much easier. But at Infinity Business Web we decided to invest in this technology as a new way to build the high quality websites we have been known for.

Search engines increasingly favor sites that are fast, well-structured, and accessible to everyone regardless of disability. The reason is that those sites simply work better for real people. With Etch, we get to pair the care that goes into hand-coding with a workflow that makes doing things the right way the easier path—so your site can rank well, reach more people, and stay easy to maintain over time.

What This Means for Our Clients

Because of the steep learning curve, and because we have to set up features in our master website template that will appear in all our websites, the first few new sites that we code with Etch will take longer to code. The first site we have coded with this system has taken nearly three months of dedicated programming work. Subsequent sites will be considerably faster than they were before the introduction of Etch.