Self-hosted font files still need licenses, subsets, and cache headers. A system stack needs none of that, loads instantly, and looks native on every device. If a brand later needs a custom typeface, add one file. Do not start with a font foundry as a runtime dependency.

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Shared hosting is enough for most brochure and journal sites. The constraint is useful: no Node build on the server, no Composer on deploy, no services that vanish when a CDN key expires. Upload files in cPanel, create a database, run the WordPress installer, and keep PHP current from the hosting panel.

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Page builders age faster than WordPress itself. When a builder plugin stops being maintained, the whole site becomes expensive to rebuild. Xena is assembled from core blocks so updates stay in WordPress, not in a rented stack. That choice is slower on day one and cheaper every year after.

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