About
A website builder shaped like a conversation.
Most website builders try to make you feel like a designer. Drag this column, snap that grid, configure the breakpoint. The result is the same site every other indie owner ends up with — the template you almost-customized.
parley takes the other path. You describe the work, the audience, the tone — and an AI editor writes the page, picks the layout, and ships it. You iterate by saying things like “make the hero darker” and “move services above about.”
The point isn't magic. The point is that the conversation is the right interface for the kind of decisions a service business site needs — small, opinionated, voice-driven choices that no template-and-checkbox system can capture without making you click thirty times.
Background
Where it came from.
parley started as a site I built for a friend who runs a coaching practice. He didn't want a template, didn't want Squarespace, didn't want to learn Webflow. He wanted to tell someone what to put on the page and have it appear.
The first version was a one-off — his content, his voice, my code. It worked, and other people kept asking for the same thing. So I rebuilt it as a multi-tenant product. The chat interface stayed; the rest grew up around it.
Today parley is one engineer, two themes, an AI editor that knows its way around your site, and a small but growing roster of owners shipping with it. If that's the kind of thing you want — slow, opinionated, made-by-a-human-for-other-humans — you might like it here.
Stack
What it's built on.
Honest stack — boring choices where it matters, modern where it earns its keep.
- Frontend
- Next.js 15 (App Router), React Server Components, Tailwind, hosted on Coolify.
- CMS
- Payload v3 with multi-tenancy, Postgres, Drizzle migrations.
- AI
- Vercel AI SDK with first-party providers for Anthropic, OpenAI, Google, and AWS Bedrock. Bring your own key, or use ours.
- Routing
- Cloudflare for SaaS Custom Hostnames for owner-supplied domains.
- Storage
- Garage S3-compatible object storage for the media library.
- Auth
- Clerk for owner sign-in. Tenant sites are public by default.
Curious enough to try?
Spin up a free site — or grab a slot and I'll walk you through it.