Sanity CMS Development

TL;DR

What it is: Sanity CMS development involves building, customizing, and maintaining content management systems using Sanity's headless CMS platform. You define content schemas in code, customize the editing interface (Sanity Studio), write GROQ queries, and integrate structured content with frontend frameworks like Next.js.

What you'll do:

• Design content models and schemas for client projects
• Customize Sanity Studio with custom React components and workflows
• Write GROQ queries to fetch and reshape content for frontends
• Integrate Sanity with Next.js, Gatsby, Nuxt, or other frameworks
• Migrate content from legacy CMS platforms like WordPress or Drupal
• Build custom plugins and editorial tools

Time to learn: If you already know JavaScript and React, expect 2-4 months of focused practice at 5-10 hours/week to become comfortable with Sanity's ecosystem. Starting from scratch with JavaScript adds 6-12 months on top of that.

What you need: JavaScript/TypeScript proficiency, React experience, understanding of APIs, and a computer with a modern browser. No paid software required.

Note: Platforms may charge fees or commissions. We don't track specific rates as they change frequently. Check each platform's current pricing before signing up.

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Sanity is a headless CMS that separates content from presentation. Instead of content being locked inside page templates like WordPress, Sanity stores everything as structured data in a cloud-hosted backend called the Content Lake. That data gets delivered through APIs to any frontend, whether it's a website, mobile app, or anything else.

The demand for Sanity developers is growing because more companies are moving from traditional monolithic CMS platforms to composable, headless architectures. The headless CMS market is expanding rapidly, and Sanity consistently ranks among the top platforms for developer experience. The supply of experienced Sanity specialists is still relatively limited, which works in your favor if you build the skills.

What This Actually Is

Sanity CMS development is backend-focused work that sits between content architecture and frontend engineering. You are building the infrastructure that allows non-technical teams to manage their content independently.

The core of Sanity is its code-first approach. Content models are defined as JavaScript or TypeScript schema files, not through a drag-and-drop UI. This gives developers complete control over the content structure, validation rules, and editorial experience. Sanity Studio, the editing interface, is a React application that auto-generates forms from your schemas but can be customized extensively.

What makes Sanity distinct from competitors like Contentful or Strapi is its proprietary query language called GROQ (Graph-Relational Object Queries), its real-time collaborative editing capabilities, and the depth of Studio customization available. These are the things clients hire Sanity specialists for specifically.

What You'll Actually Do

Day-to-day work breaks down into several categories.

Content modeling is where most projects start. You work with clients to understand their content types (blog posts, products, team members, pages) and define schemas that represent those types in code. Good schema design determines whether an editorial team can work independently or stays dependent on developers for routine updates.

Studio customization is where React skills come in. You replace default form inputs with custom components, build document views tailored to editorial workflows, configure navigation using the Structure Builder, and create dashboard tools. This is essentially React development within Sanity's framework.

Frontend integration connects Sanity to whatever renders the content. Most commonly that's Next.js, but Gatsby, Nuxt, Astro, and SvelteKit are also used. You write GROQ queries to fetch exactly the data the frontend needs and set up real-time preview so editors can see changes before publishing.

Content migration is a common project type. Companies moving from WordPress, Drupal, or Contentful need their existing content transformed into Sanity's document model. This involves writing scripts that extract, transform, and import data, including converting HTML into Sanity's Portable Text format for rich content.

Plugin development creates reusable tools that extend Studio functionality. This could be SEO analysis panels, media management tools, or integrations with third-party services.

Skills You Need

JavaScript and TypeScript are foundational. Everything in Sanity, from schemas to migrations to plugins, is written in JS/TS. TypeScript is increasingly expected by clients.

React experience is essential, not optional. Sanity Studio is a React application. Any meaningful customization involves writing React components. You don't need to be a React expert, but you need to be comfortable building components, managing state, and working with hooks.

GROQ takes dedicated practice. It's expressive and powerful for querying structured content, but it's unique to Sanity. Plan on spending time with it before taking on client work. The ability to write efficient GROQ queries that return exactly the data shape a frontend needs is what separates useful Sanity developers from generalists.

Next.js knowledge is highly valuable since it's the most common frontend paired with Sanity. Understanding server-side rendering, static generation, incremental static regeneration, and the App Router will open up more project opportunities.

Basic DevOps awareness helps. You should understand deployment pipelines, environment variables, webhook configuration, and how platforms like Vercel and Netlify work.

Getting Started

Start by building projects with Sanity's free tier, which is generous enough for learning and small production sites.

Work through Sanity's official documentation and build a few demo projects. A blog with custom schemas, a portfolio site with structured content, and something with more complex relationships like an e-commerce catalog will cover the most common patterns.

Build 3-4 portfolio pieces that demonstrate different Sanity capabilities:

• A project showing clean schema design with multiple content types
• A Studio customization with custom input components or dashboard tools
• A Next.js site with real-time preview and proper GROQ queries
• A content migration from another platform (even a self-created WordPress export)

Deploy these projects so potential clients can see working examples. Include the Studio configuration in your portfolio, not just the frontend.

Consider contributing to the Sanity ecosystem by building a plugin or writing technical content about Sanity development. This builds visibility within the community and establishes credibility.

When you're ready for client work, start with smaller projects to build reviews. A simple Studio setup with basic schemas is a manageable first project. Price your initial work competitively while you build a track record.

Income Reality

Market rates depend heavily on experience, geographic location, and the complexity of the work. These are observations from freelance platforms and developer marketplaces, not guarantees.

Developers with basic Sanity skills handling simple Studio setups and schema configurations report rates of $25-$40/hour. At 10-15 hours per week, that translates to roughly $1,000-$2,400/month.

Mid-level developers building custom Studio interfaces, writing complex GROQ queries, and integrating with frontend frameworks see rates of $45-$65/hour. Working 10-15 hours per week, that's approximately $1,800-$3,900/month.

Experienced specialists handling enterprise projects, complex migrations, plugin development, and architectural consulting report rates of $80-$120/hour or more. Even at modest part-time hours, this puts income in the $3,200-$5,000+/month range.

Project-based pricing is common. Simple Sanity Studio setups with basic schemas run $1,500-$4,000. Mid-complexity sites with custom Studio interfaces and frontend integration run $5,000-$15,000. Enterprise implementations with custom plugins and migrations can exceed $15,000.

Your actual income depends on skill level, client pipeline, project complexity, hours worked, and how effectively you market yourself. Building a consistent pipeline typically takes 3-6 months of active effort.

Where to Find Work

Freelance platforms are the most accessible starting point. Upwork has active Sanity-specific listings under categories like "Headless CMS Developer" and "Jamstack Developer." Contra offers a commission-free model with a dedicated Sanity expert category. Toptal and Arc cater to vetted developers at premium rates.

Agency subcontracting is a reliable channel. Digital agencies building headless CMS solutions frequently subcontract Sanity-specific work to freelancers. Reach out to agencies that list Sanity in their tech stack.

Direct client outreach works once you have a portfolio. Companies using Sanity can be identified through technology detection tools or by searching job boards for Sanity mentions.

Community presence generates inbound leads over time. Participate in Sanity's community channels. Write technical content about solving Sanity development problems. Build and publish open-source plugins. These activities create visibility that attracts clients who specifically need Sanity expertise.

Job boards focused on remote work also list Sanity-related contract and freelance positions. Searching for "headless CMS" or "GROQ" often surfaces relevant opportunities beyond those explicitly mentioning Sanity.

Common Challenges

The learning curve is real even for experienced JavaScript developers. Sanity's schema system, GROQ, Portable Text, and Studio customization patterns each have their own learning investment. Budget dedicated time for this before taking on paid work.

Job volume is smaller than mainstream technologies. You won't find as many listings as WordPress or general React development. This means you need to be more proactive in finding work and building a pipeline.

Client education takes effort. Many clients don't understand headless CMS architecture. You'll spend time explaining why content and presentation should be separated and when Sanity is the right choice versus alternatives.

Scope creep is common. A "simple Studio customization" often turns into significant React development work. Clear scoping and contracts are essential to avoid unpaid work.

Sanity evolves quickly. Studio v3 was a major rewrite from v2, and the platform continues to update. Staying current requires ongoing time investment in learning new features and best practices.

Enterprise projects favor agencies. The largest, highest-budget implementations tend to go to specialized agencies rather than individual freelancers. Solo developers compete more effectively in the small-to-mid-range project space.

Tips That Actually Help

Specialize within the Sanity ecosystem rather than positioning yourself as a generalist web developer who also knows Sanity. Clients hiring for Sanity work want someone who understands the platform deeply.

Learn GROQ thoroughly. It's the skill that most directly separates you from generalists. Being able to write efficient, well-structured queries saves clients real money in API usage and page load times.

Pair Sanity with Next.js expertise. This combination covers the vast majority of projects and makes you a one-stop solution for clients who need both backend content infrastructure and frontend delivery.

Document your work obsessively. Clients need to maintain their Sanity implementation after you leave. Providing clear documentation on schema design decisions, Studio customization, and content workflows makes you easier to rehire and refer.

Build relationships with frontend developers who don't want to handle CMS work. They often need a backend partner for the content infrastructure side of projects.

Start with Sanity's official starter templates to understand conventions before building from scratch. This prevents bad habits that are harder to unlearn later.

Learning Timeline Reality

These estimates assume you already have working JavaScript and React knowledge. If you're starting from scratch with those fundamentals, add 6-12 months.

Weeks 1-4: Learn Sanity's schema system, basic GROQ, and Studio setup. Build a simple blog or portfolio project. Expect to spend 5-10 hours per week.

Months 2-3: Build more complex projects with multiple content types, custom Studio components, and frontend integration. Practice GROQ extensively. Start working through migration patterns.

Months 3-4: Build portfolio projects that demonstrate range. Begin looking for initial client work or contributing to the community.

Months 4-6: Take on first paid projects. Expect to spend extra time on these as you encounter real-world edge cases. Build reviews and case studies.

Months 6-12: Develop a steady pipeline of work as your reputation builds. Specialize in areas where you find the most demand or interest.

These are rough estimates. Individual pace varies significantly based on prior experience, time commitment, and how quickly you find client work.

Is This For You

Sanity CMS development works well as a side hustle if you already have JavaScript and React skills and enjoy backend architecture work. It's a niche specialization within a growing market, which means less competition but also fewer total opportunities compared to mainstream technologies.

This is not a good fit if you're looking for a quick path to income. The learning investment is real, and building a client pipeline takes months of consistent effort.

It works best when combined with broader web development capabilities. Positioning yourself as a headless CMS specialist who can handle both Sanity backend and Next.js frontend gives you the widest range of project opportunities.

The market fundamentals are strong. Headless CMS adoption is accelerating, Sanity's platform is gaining enterprise traction, and the supply of experienced developers remains limited. If you invest the time to build genuine expertise, the demand is there.

Consider whether the niche nature suits your goals. A smaller market with higher rates per project versus a larger market with more competition but more opportunities. There's no objectively correct answer; it depends on whether you prefer depth of specialization or breadth of options.