Ask HN: Managing copy and site content?

Hi, HN. Could use some advice here.

Whenever I work on a webapp, there always seems to be a lot of text in the frontend. Not just small things like button labels, but help text for forms, instructions, and often legal disclaimers, marketing copy, etc.

If this lives in the repository, it requires a code change and/or redeploy to update; and if not, the alternatives seem to be one of: build a shitty CMS, or throw WordPress in front of the damn thing.

All of this makes A/B testing copy optimizations a pain in the ass.

What are your go-to strategies for handling in-app sales copy, help text, and so on? Have I just missed some obvious tool that everybody knows about, except yours truly?