Imagine millions of barracks, dull apartments made in the same way, all with an identical structure and little personalization regarding color or decoration. If the architectural metaphor is not enough, we propose a musical one: think of millions of the same songs, composed with the same base chords and just some minor instrumental flourishes to differentiate one from the other. How boring, isn't it?  Indeed. Two out of three websites on the net are like this; they have the same structure and they are made in the same way. Wordpress, the first open-source software platform in the world, is so widespread and easy to use that it has come to represent the vast majority of sites on the web. Professional food and design websites, fashion and lifestyle blogs, catalogs, homepages and much more: millions of pages have been developed using the Wordpress management system, which is so popular in comparison to other CMS software on the net that we can actually speak of a monopoly. Professionals of the web development sector (developers, graphic designers, content managers, etc.), thanks to their expertise, can enrich and personalize the sites created with Wordpress. In the hands of an expert, the results can be impressive: plug-ins for even the most disparate features; graphic customization of themes; Search Engine Optimization. But there is no denying that such a flat backdrop is in contrast with the ​​freedom and infinite possibilities that the web seemed to promise. The widespread creation of sites with identical structures destined to produce similarity for all is sad and limiting.  To innovate and create something different, personal and highly performing, it is necessary to invest in unique and high-level software. Only companies that understand the importance of putting digital communication at the center of their strategy will reap the enormous benefits of the web’s immense potential.