Jamstack CMS: The Previous, The Current and The Future

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The world’s first web site was constituted of static HTML information created in a textual content editor. Whereas it appears to be like unassuming, it laid the muse for the online now we have at the moment. Quick-forward 30 years, and web site expertise has modified considerably — now we have photographs, stylesheets, JavaScript, streaming video, AJAX, animation, WebSockets, WebGL, rounded corners in CSS — the record goes on.

Sir Tim Berners-Lee couldn’t have probably imagined the extraordinary place the world huge net would develop into and the way deeply it might develop into a part of our on a regular basis lives. But, for all these technological developments, it’s attention-grabbing that many people are nonetheless serving websites in the identical method Tim did with the very first web site — a net server serving static web site information.

All through the online’s historical past, static web sites have all the time been a well-liked possibility resulting from their simplicity, scalability, and safety. Nonetheless, in contrast to the early days of the online, static websites are not restricted to builders working in a code editor. Now there’s an enormous vary of Jamstack CMSs accessible, which convey all the benefits of static websites whereas permitting non-technical folks to replace content material.

Through the years, there have been many totally different approaches and evolutions of static and Jamstack CMSs. On this publish, we’re taking a stroll down reminiscence lane to take a look at the CMSs that gave rise to the Jamstack CMSs now we have at the moment and peek past the horizon of what’s subsequent.

The 90s

In the course of the 90s, we noticed two content material administration methods for static websites — Microsoft FrontPage in 1996 and Macromedia Dreamweaver in 1997. I vividly bear in mind receiving a PC Journal for my birthday with a trial of Dreamweaver. Piecing collectively a web site utilizing a WYSIWYG editor and seeing the code it generated was an interesting and academic expertise that sparked an preliminary curiosity in net design.

These desktop functions incremented the tooling an inch nearer to the fashionable Jamstack content material administration methods of at the moment. The thought of drag’n’dropping web site elements whereas nonetheless having management of the HTML was groundbreaking on the time.

Sustaining layouts grew to become a selected ache level for static websites. For instance, let’s say you had a web site and needed to alter your navigation. You would want to make that change on each web page. At this level, dynamically generated web sites had already solved this drawback with consists of.

Dreamweaver 4 launched editable areas, which was the primary foray into separating content material from the format on a static web site. Now you can handle bigger websites and even hand off content material modifying to another person with out worrying about them breaking the remainder of the location.

The bridge between native growth and deployment was additionally a ache level Dreamweaver started to handle with built-in FTP. I bear in mind the wrestle of getting my FTP configuration precisely appropriate in Dreamweaver for the free, advertising-ridden internet hosting I’d discovered. However, when it labored, it was magical. I had my web site with humorous photographs and hyperlinks to favourite web sites reside on the web, and higher but, I may edit immediately on the server.

The 00s

Within the 2000s we had a showdown of two well-liked weblog publishing platforms — MovableType in 2001 and WordPress in 2003. It was a battle of not solely proprietary vs open supply but additionally static vs dynamic. It’s secure to say WordPress, the platform now powering 40% of the web, gained that battle, however MovableType paved the way in which for Jamstack CMSs sooner or later.

MovableType was one of many first static website mills available on the market, though that time period wouldn’t develop into well-liked till 2008. Ben and Mena Trott created MovableType due to a “Dissatisfacion with present weblog CMSes — efficiency, stability.” To at the present time, these two factors are frequent causes for switching from a dynamic website to a static one.

What’s attention-grabbing is there was little point out of static websites in MoveableType’s documentation in any respect. As a substitute, they’d speak about “rebuilding” the location after any modifications. I think about they needed to keep away from the limiting notion of the phrase ‘static.’ It’s the identical drawback that led the group to undertake the time period ‘Jamstack.’

Earlier than MovableType, different private running a blog platforms had been accessible comparable to Geocities, Blogger & Open Diary. Nonetheless, MovableType was one of many first broadly accessible platforms you can obtain free of charge and host your self. As well as, they launched a hosted model of MovableType in 2003 known as TypePad to compete with different well-liked cloud platforms.

With MovableType, you had all the pieces you wanted to handle your weblog. You could possibly create and replace weblog posts, all content material was straight HTML — open-source WYSIWYG editors weren’t accessible on the time, and Markdown didn’t come about till 2004.

We will see all of the bones of contemporary Jamstack CMSs right here. MovableType actually was earlier than its time.

In 2006, Denis Defreyne tried to arrange a Ruby-based weblog platform and bumped into efficiency issues — “Having a VPS with solely 96 MB of RAM, any Ruby-based CMS ran extraordinarily slowly.” One yr later, Denis launches Nanoc, a static website generator that simplifies MovableType’s mannequin. Nanoc eliminated the UI and is as a substitute a program you run on the command line.

So far as I can inform, that is the first trendy static website generator, though we’re nonetheless a yr away from coining that time period. On the time, Nanoc talked about compiling supply information into HTML:

It operates on native information, and subsequently doesn’t run on the server. nanoc “compiles” the native supply information into HTML by evaluating eRuby, Markdown, and many others.

Nanoc had many static website generator (SSG) options we now take with no consideration:

Create format components utilizing Ruby’s ERB templating language.
Web page Metadata
A separate YAML file for storing title and different metadata for a web page. Entrance matter wasn’t a factor but.
Markdown help
Write content material in Markdown and rework it into HTML on construct.
A function just like Hugo’s archetypes.
Often known as libs; lengthen the static website generator in your personal wants.

By the tip of 2008, Tom Preston-Werner publicizes Jekyll — a easy, blog-aware, static website generator. It took concepts from Nanoc and pushed them even additional with two vital improvements:

Entrance matter
As a substitute of metadata residing in a separate file, now you may have a small YAML snippet on the prime of a file.
Weblog conscious
Create posts with Markdown information. Jekyll builds these into an array you may iterate over and paginate to create a weblog.

Each Nanoc and Jekyll revolutionized the way forward for static website tooling in their very own method. First, Nanoc launched having a website’s configuration, layouts, and content material as static information. The advantage of doing that is the whole website’s supply code can reside in Git. Jekyll took this a step additional by offering extra construction across the content material. Now you can use GitHub as your CMS. Including a brand new weblog publish is so simple as creating a brand new Markdown file in GitHub, writing your content material, and committing.

The 10s

In 2012, Dave Cole revealed a publish on How we construct CMS free web sites. The publish particulars how Improvement Seed moved their web sites from Drupal to Jekyll and the way they use Prose.io to handle the content material. Improvement Seed constructed Prose.io to make it simpler for content material writers to contribute to Jekyll web sites.

Prose.io syncs together with your GitHub repository and offers a easy GUI for on a regular basis content material duties comparable to updating entrance matter, writing Markdown, creating posts, and importing information. As well as, content material updates save again to GitHub, creating a decent workflow between builders and content material writers.

Prose turned Jekyll from a instrument for builders to create blogs to a strong content material publishing platform. Furthermore, it sparked a decade of firms pushing static website generator content material publishing to the subsequent degree.

There at the moment are a whole lot of contemporary Jamstack CMSs to select from, every with its personal advantages and trade-offs. Jamstack CMSs usually take one among three approaches to handle content material on a static web site:

SSG/CMS package deal

Hailing again to MovableType, these platforms handle content material and render the static website themselves. Controlling the entire stack means these CMSs can present a tightly built-in expertise. Anticipate reside previews, simple setup, and robust conventions.

The draw back of the SSG/CMS package deal is that they’re bundled collectively. You would possibly love the modifying expertise however detest the web site era portion. It’s price noting you can throw away the SSG portion on a few of these platforms and solely use it solely as a Content material API.

Examples: Statamic, Publii, WordPress (with Merely Static plugin).

Content material API

These platforms present content material as a service. They provide many alternative area varieties you should use to piece collectively the content material in your pages. On prime of that, Content material API platforms present refined APIs to retrieve the content material.

While you run an SSG construct, you obtain the content material from the content material API and work together with it such as you would an information file. The good factor about content material APIs is you may reuse content material throughout many alternative digital experiences. Along with that, you may handle huge quantities of content material and have deep relationships between items of content material.

The draw back is your content material lives on a 3rd get together, so that you’re at their mercy for any downtime, API modifications, or the way you work together together with your content material. Lastly, because the modifying interface is summary from the tip use-case of the content material, there is usually a disconnect between the fields within the Content material API vs what you see rendered on an online web page.

Examples: Contentful, Prismic, Strapi.

Git-Primarily based CMS

These platforms take an identical strategy to Prose.io. You join your Git repository, they pull in your web site information and create an modifying interface round them. While you save modifications, the information push again to your repository. The advantage of this strategy is your Git repository holds your whole website and all its content material.

Git primarily based CMSs convey all the facility of Git workflows to non-technical content material writers. The draw back is all the pieces lives in your repository, so if you wish to reuse content material throughout a number of digital experiences, you would want to construct JSON endpoints in your static website. Hosted repositories even have an higher restrict of ~2GB, so you could want to make use of a third get together service for media when you’ve got many belongings.

Examples: CloudCannon (disclaimer: I’m the co-founder), Netlify CMS, Tina

The place are Jamstack CMSs at the moment?

SSGs had been initially instruments for builders to construct private blogs. It was a easy strategy that gave builders full management, however you wanted a primary understanding of net growth to contribute to the websites. Over the previous decade, the fast evolution of Jamstack and the Jamstack CMS has helped propel Jamstack into mainstream use instances. These use instances embrace:


Builders count on lots from documentation websites, and a superb expertise will assist win them over. Jamstack places you heading in the right direction to creating documentation websites builders love:

Improvement is fast, and there’s extra time for polish.
Markdown is a superb format for Documentation made even simpler with a superb CMS.
The positioning will load in a snap.
The positioning content material lives in a repository which permits the developer group to recommend enhancements.

Firms together with Twitch, Rackspace, and Linode are reaping the advantages of Jamstack for his or her documentation web sites.


Guests to an eCommerce website are on a path to paying cash. Sluggish loading instances or worse, downtime could make them look elsewhere. Platforms comparable to Snipcart, CommerceLayer, headless Shopify, and Stripe allow you to handle merchandise in a pleasant UI whereas profiting from the advantages of Jamstack:

Amazon’s well-known examine reported that for each 100ms in latency, they lose 1% of gross sales. Jamstack websites are usually among the many quickest on the internet.
When an eCommerce website has downtime, it could actually’t generate gross sales. There are far fewer shifting components in a Jamstack website, making them simpler to maintain on-line.
eCommerce websites are persistently iterating to enhance conversion charges. Developer expertise is on the coronary heart of Jamstack, permitting builders to make and publish modifications shortly.

Victoria Beckham Magnificence, Teespring, and Louis Vuitton are all utilizing Jamstack to spice up their eCommerce expertise.

Company web sites

Company web sites are the web entrance door to an organization. Making a superb impression with a fast-loading, well-constructed web site may give an edge over rivals. Most of the Jamstack CMSs we’ve talked about have the options and workflows rising enterprises require. These embrace translations, publishing workflows, and sophisticated content material modeling.

Netflix, Peloton, and Intercom iterate sooner on their company web sites due to Jamstack and Jamstack CMSs.

Giant scale blogs

Static website mills typically get pigeonholed as an answer for small web sites. Due to the construct velocity of static website mills like Hugo and trendy Jamstack CMSs designed to deal with huge quantities of content material, even distinguished blogs like Smashing Journal, net.dev, and JFK Worldwide Air Terminal can benefit from a Jamstack strategy.


What higher strategy to promote on-line transparency in authorities than having a web site the place the content material lives in a public repository? There’s an entire historical past of all modifications, and residents can recommend enhancements. You actually can have a authorities web site by the individuals, for the individuals.

digital.gov, Singapore Collectively, and CIO.gov all have pubic repositories on GitHub, which you’ll be able to flick thru each change made or recommend a content material replace.

Shopper web sites

Web sites for shoppers have to be exceptionally easy to replace. Jamstack CMSs with a visible editor like Storyblok, CloudCannon and Tina make it intuitive for non-technical shoppers to handle content material on their Jamstack web site.

Wilto Makes Meals, Down Thyme, The Bottle Room Bar benefit from the identical Jamstack strategy that world-leading firms are.

How Does The Fashionable Jamstack CMS Stack Up Towards Different Widespread CMSs?

At a excessive degree, there are two methods of getting a web site on-line:

You choose a template, customise it to your model and enter your content material.
You’re employed with a designer and developer to create a bespoke web site.

After all the template strategy is cheaper. For underneath $100, you may get a high-quality theme/template and get your web site on-line in minutes. It’s a superb method for a person or small enterprise to get a web site on-line.

A top quality bespoke web site goes to start out at $1k and may simply get to $100k+. A singular web site with customized performance helps you stand out in opposition to a sea of thousands and thousands of internet sites, one thing many firms are prepared to pay for.

Squarespace, Wix And Weebly

Web site builder platforms deal with the template strategy. They’re going for the mass market, and supply a method for anybody to spin up a web site and not using a developer.

There’s no query Jamstack is a developer-focused expertise. Once we speak about static website mills, incremental regeneration, or instantaneous cache invalidation, it’s sufficient to make the layman’s eyes glaze over. I wrestle to see a future the place the native flower store wants a web site and chooses a Jamstack strategy with out developer involvement.

Even with essentially the most intuitive content material administration system for Jamstack the place you may choose a template, drag & drop elements, and inline edit content material, the advantages of Jamstack for this viewers over web site builders are too technical. Certain, it’ll be quick, safe, and simple to edit; nevertheless, the end-user couldn’t care much less whether or not it’s utilizing Jekyll, Hugo, Gatsby, or a dynamic backend.

The advantages of a fast-loading web site, automated DevOps, increased uptime, and sooner growth cycles are way more seductive to firms constructing bespoke net initiatives. On this sense I don’t see loads of overlap between web site builders and Jamstack use instances.


WordPress has captured each workflows. Somebody utterly non-technical can piece collectively a template with varied plugins and have their web site on-line inside a day. WordPress additionally has wealthy APIs that builders use to create distinctive, bespoke net experiences. This broad vary of use instances has helped develop WordPress to energy virtually 40% of the web.

In most articles about Jamstack, you’ll discover a part that throws WordPress underneath the bus. There’s often speak about how WordPress is gradual, insecure, and complex. I imagine it’s a extra elementary dialog of strategy. We’re typically speaking about static vs. dynamic and monolith vs. decoupled. WordPress is the most well-liked CMS, so it’s typically the goal.

There isn’t any Jamstack vs. WordPress. The reality is you may take pleasure in the advantages of Jamstack whereas utilizing WordPress as your CMS. Internet hosting platforms like Shifter and Strattic flip your WordPress website right into a static web site. You may as well use a plugin to output a static website or use WordPress as a headless CMS to populate content material right into a static website generator.

It’s additionally comparatively simple to migrate from WordPress to a Jamstack CMS. For a Git CMS you’ll wish to migrate the weblog posts and belongings to Markdown information which reside together with your static website generator of selection. Thankfully, many SSGs have import instruments that make this simple. For a Content material API CMS, a few of them have an information import instrument in any other case, you may all the time write a script to tug information from WordPress and reserve it to your Content material API.


Webflow is a curious one as a result of it permits designers to create bespoke web sites with out builders, however it’s too technical to be thought-about a web site builder. It’s a sturdy platform that definitely overlaps with some Jamstack use instances. Finally it’s going to return down to regulate.

In case your necessities match inside Webflow’s capabilities, it is likely to be a superb resolution for you. Whereas it could actually do lots, it has limitations {that a} developer can surpass. For those who want a developer, taking a Jamstack strategy is without doubt one of the most effective methods to leverage your staffing assets.


Drupal isn’t just a CMS. It’s a highly effective framework that may remedy even essentially the most complicated use instances, gearing it extra in direction of bespoke options for enterprise issues relatively than a lot smaller informational websites.

Fashionable Jamstack CMSs have loads of profitable case research of those smaller web sites. For the extra complicated enterprise use instances, now we have fewer examples. There are some limitations Jamstack wants to beat to compete with a sizeable Drupal set up:

Construct time

Prebuilding a website utilizing a static website generator takes time. For a small website, a construct would possibly take a number of seconds. A website with 100k pages may take upwards of an hour to construct. Ready an hour in your website to construct after every change isn’t a viable growth workflow.

Static website mills have a number of methods to handle lengthy construct instances, together with construct caching, incremental builds, dynamic persistent rendering, and web site sharding. The selection of tooling additionally has a major influence on construct time. For instance, utilizing a Golang primarily based static website generator like Hugo can quickly construct giant websites, whereas utilizing one thing Ruby-based like Jekyll would possibly wrestle.

We don’t have a silver bullet for construct time but, however the implementations of those methods are bettering on a regular basis, which opens up prospects for extra in depth use instances.

Dynamic performance

Giant, complicated web sites usually have some type of dynamic conduct. Kinds, commenting, search, and customized API endpoints are all bread-and-butter for Drupal. For a lot of builders, it’s not apparent how you can do these on a Jamstack website.

There’s a large ecosystem of instruments that help Jamstack web sites for all the pieces from commenting options, search, contact types, to even eCommerce.

Maybe you don’t wish to use a 3rd get together, and also you want a bespoke resolution. You continue to have choices with Jamstack:

You could possibly construct a separate API your Jamstack website interacts with for any dynamic performance.
Netlify, Vercel, CloudFlare, and AWS all have the idea of serverless features run at edge nodes of a CDN.

Positive-grained permissions

Drupal has a wealthy and extendable permission system. Giant websites have giant groups of content material editors, which require a deep permission system.

We haven’t seen the identical degree of deep permission methods in a Jamstack CMS as is feasible with Drupal, however it’s solely a matter of time. It’s a chicken-egg state of affairs. With out giant content material websites with in depth content material groups, we don’t want complicated permission methods. Once we see extra giant content material website adoption in Jamstack, Jamstack CMSs will introduce deep permission methods to match Drupal.

20s And Past

Jamstack CMSs are on an thrilling trajectory. Nonetheless, there’s nonetheless an extended highway forward to develop into a mainstream method for companies to construct web sites. So, what are the issues we have to remedy to have a broader attraction for Jamstack?

Intuitive Content material Modifying

Platforms like Squarespace and Webflow are recognized for extremely intuitive content material modifying experiences. What could possibly be simpler than writing content material immediately in your web site? No guesswork or previews are mandatory.

Content material administration for the Jamstack web site has drifted in direction of a disconnected strategy. You replace content material on a set of summary area elements that don’t signify how that content material will look on the rendered website. The benefit of this disconnection is content material reuse, however you’re sacrificing the modifying expertise to have this flexibility. There’s no purpose we will’t have an modifying expertise just like Squarespace on a Jamstack web site. Once we do, you’ll not need to make modifying trade-offs to reap the advantages of Jamstack.

Much less Reliance On Builders

Whereas builders are an important a part of the Jamstack, they’re typically closely concerned within the content material publishing course of. For Jamstack to develop, we’d like content material instruments that cut back this reliance. Editors ought to be capable of create, handle and publish content material and not using a developer. We’re getting near editors changing into utterly self-reliant as soon as a website is about up, however there’s nonetheless work to do.

Higher Publishing Workflows

Most CMSs have primary staging/manufacturing content material workflows, which work wonderful for easy web sites. But, these workflows shortly develop into a problem as quickly as you’ve got a number of contributors. It’s the equal of getting a crew of builders making an attempt to work on a single department.

Git has revolutionized how builders collaborate on content material. We now have workflows the place impartial builders from around the globe can come collectively and construct extraordinarily high-quality software program. These workflows are game-changing, so why can’t we do the identical factor for content material? Jamstack websites are static. They reside in a repository. With the appropriate interface, we will convey these workflows to a completely new viewers pushing content material collaboration far past what any CMS is able to at the moment.

Builders assessment pull requests utilizing a code diff which signifies what code has modified. Within the assessment course of, you may have conversations about explicit traces of code and iterate till it’s in a great place to merge into the primary code base. Along with this, it’s frequent to run a set of standing checks as a part of a pull request. Standing checks are small packages to lint, run exams, or anything you’d wish to measure. Code diffs and standing checks are essential instruments to assessment supply code and guarantee it’s constant and prime quality. So how will we take these concepts and convey them to content material administration?

We will’t put code diffs in entrance of content material editors. The entire level of a Jamstack CMS is to summary technical ideas. We will, nevertheless, present content material diffs to point what content material modified relatively than the underlying supply code. Visible diffs are another choice and offer you a special angle. Platforms like Percy are already doing this and offer you a pixel-perfect view of what has modified between two net web page variations.

As for static checking on content material, we have already got many instruments accessible. There’s all the pieces from checking for damaged hyperlinks, lacking alt tags, search engine optimization checks, grammar checks, and accessibility checking. We want pleasant interfaces on prime of those instruments to assist non-technical editors establish and remedy points themselves. Integrating these instruments and workflows into Jamstack CMSs will change the way in which we handle content material on the internet.

The Subsequent Frontier Of Content material Administration

Whereas the bones of Jamstack CMS’s have been round because the early 90s, it’s solely prior to now 5 years we’ve seen vital funding and assets propel the strategy. We’re nonetheless within the early adoption of Jamstack, however I imagine we’re nearing a tipping level.

The variety of large-scale deployments of Jamstack by world-leading firms is rising by the day. Because the tooling and platforms enhance, I can solely see this development rising. It will likely be arduous to justify not utilizing Jamstack for a bespoke company web site or utility within the subsequent decade.

The place do you suppose Jamstack CMSs might be in 2030?

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