Contentful vs Sanity vs Strapi — UK Headless CMS Comparison (2025)
Contentful is right for UK enterprise with large content teams and complex content governance requirements (content approval workflows, locale management, compliance-friendly audit logs). Sanity is right for developers who want maximum customisation and real-time collaborative editing (GROQ query language is genuinely powerful). Strapi is right for UK SMBs who want self-hosted, open-source headless CMS with full data ownership (UK GDPR data residency — Strapi on your own AWS eu-west-2). Strapi is ClickMasters' default for projects where UK GDPR data residency of content is required. Headless CMS choice affects UK GDPR compliance (where is content data stored?), content team workflow, and total cost of ownership.
| Factor | Contentful | Sanity | Strapi |
|---|---|---|---|
| UK GDPR data residency | EU region available | EU region available | ✅ Self-host on AWS eu-west-2 — full control |
| NHS/Gov content compliance | Good — audit logs, locale mgmt | Good | ✅ Self-hosted — full audit, no third-party |
| Self-hosting option | No — SaaS only | No — SaaS only | ✅ Yes — Docker, any cloud |
| Developer experience | Good — well-documented REST/GraphQL | ✅ Excellent — GROQ, real-time, flexible schema | Good — REST API, plugin ecosystem |
| Content editorial UX | ✅ Excellent — enterprise-grade editorial | Good | Acceptable — less polished |
| Content workflows (approval) | ✅ Built-in approval workflows | Plugin-dependent | Plugin-dependent |
| Pricing | Expensive at scale (enterprise plans) | Usage-based — cheaper for low volume | ✅ Free open source — self-host cost only |
| GOV.UK content management | Used by some gov agencies | Less common in gov | Good — self-hosted UK data residency |
| ClickMasters recommendation | Enterprise content teams | Developer-led flexible content | ✅ UK GDPR-first, SMB, self-hosted |
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