By Brian Danin |

You’ve probably heard developers talk about “CI/CD pipelines” or “automated deployments” and wondered what that actually means for your website. Maybe you’ve been in meetings where technical terms get thrown around, and you nod along but aren’t quite sure how it all connects to what you care about: getting content live quickly, keeping the site fast, and avoiding broken pages.

Here’s the truth: CI/CD isn’t just developer jargon—it’s the automation system that makes your website faster, more reliable, and safer to update. And understanding the basics can help you make better decisions about your digital infrastructure.

Let’s demystify this.

What CI/CD Actually Means

CI/CD stands for Continuous Integration and Continuous Deployment. Think of it as an automated quality control and publishing system for your website.

The Old Way: Manual Updates

Before CI/CD, updating a website looked like this:

  1. Developer writes code on their laptop
  2. Developer manually copies files to a test server
  3. Someone (maybe you) checks if it looks right
  4. Developer manually copies files to the live server
  5. Hope nothing breaks
  6. If something breaks, scramble to fix it or restore from backup

Problems with this approach:

  • Slow (each deployment takes 20-60 minutes of manual work)
  • Error-prone (easy to forget a file or upload to the wrong place)
  • Scary (no one wants to be the person who broke the live site)
  • No consistency (different developers might deploy differently)

The Modern Way: Automated CI/CD

With CI/CD, updating a website looks like this:

  1. Developer (or marketer!) makes a change and saves it
  2. Automation takes over:
    • Code is automatically tested
    • Performance is automatically checked
    • Security is automatically scanned
    • Build is automatically optimized
    • Changes are automatically deployed to staging
  3. You review on staging
  4. You click “approve”
  5. Automation deploys to live site safely

Benefits:

  • Fast (deployments take 2-5 minutes, mostly automated)
  • Reliable (same process every time, tested before going live)
  • Safe (problems caught before users see them)
  • Confidence (you can update without fear)

Breaking It Down: What Actually Happens

Let’s walk through what happens when you (or a developer) update your website with a modern CI/CD pipeline.

Step 1: The Change (The Trigger)

Someone makes a change:

  • A developer updates code
  • A marketer updates a blog post
  • A designer changes an image
  • Anyone fixes a typo

They save the change to your version control system (like GitHub or GitLab). This is the trigger that starts the automation.

Marketing translation: Think of version control like Google Docs’ revision history, but for your entire website. Every change is tracked, and you can see who changed what and when.

Step 2: Continuous Integration (The Testing Phase)

The moment a change is saved, automated systems kick in:

Code Quality Checks:

  • Does the code follow your standards?
  • Are there obvious errors or typos?
  • Does everything format correctly?

Automated Tests:

  • Do all the forms still work?
  • Does the navigation menu load correctly?
  • Do integrations (CRM, analytics, etc.) still connect?
  • Does the site work on mobile devices?

Performance Checks:

  • Are images optimized?
  • Is the code efficiently written?
  • Are files properly compressed?
  • Will pages load quickly?

Security Scans:

  • Are there any known vulnerabilities?
  • Are dependencies up to date?
  • Are there any exposed secrets or passwords?

Build Process:

  • Combine and optimize code files
  • Compress images automatically
  • Generate different versions for different devices
  • Create a production-ready package

Marketing translation: Imagine having a team of quality control experts who instantly check every change before it goes live. That’s what CI does, but it happens in 2-5 minutes instead of hours or days.

Step 3: Continuous Deployment (The Publishing Phase)

If all tests pass, the system can automatically:

Deploy to Staging:

  • Creates a preview environment that looks exactly like your live site
  • Lets you (or stakeholders) review changes in context
  • Provides a safe place to test before going live

Deploy to Production:

  • Either automatically (if you’re confident) or with one-click approval
  • Deploys in a way that minimizes downtime
  • Can roll back instantly if something goes wrong
  • Updates only what changed (faster deploys)

Marketing translation: It’s like having a “preview” and “publish” button that works for your entire website, not just individual blog posts. And if you publish something that doesn’t look right, you can undo it instantly.

Real-World Benefits for Marketing Teams

This might sound technical, but here’s how it directly impacts your work:

1. Ship Campaigns Faster

Without CI/CD:

  • Create landing page → Request developer time → Wait for development → Wait for testing → Schedule deployment for next maintenance window → Launch 2-3 weeks later

With CI/CD:

  • Create landing page → Developer makes it → Tests run automatically → Deploy to staging in 5 minutes → Review → Deploy to live in 5 more minutes → Launch same day

Impact: Launch campaigns when you want to, not when the deployment schedule allows.

2. Fix Issues Immediately

Without CI/CD:

  • Typo discovered on live site → Email developer → Hope they’re available → Wait for fix → Wait for deployment

With CI/CD:

  • Typo discovered → Fix it yourself (if in CMS) or ask developer → Automated tests confirm nothing broke → Live in minutes

Impact: Fix embarrassing mistakes before customers notice, or respond to breaking news quickly.

3. Better Site Performance

Without CI/CD:

  • Images uploaded at full resolution (5MB files loading slowly)
  • Code not optimized (unnecessary files slowing down pages)
  • Manual optimization is tedious so it gets skipped

With CI/CD:

  • Images automatically compressed and resized
  • Code automatically optimized and minified
  • Performance checks ensure pages load quickly
  • Happens every time, automatically

Impact: Faster page loads mean better Google rankings, better user experience, and higher conversion rates. Every second of load time costs you conversions.

4. Reduced “It Works on My Machine” Problems

Without CI/CD:

  • Developer tests on their laptop (works fine)
  • Deploys to production (mysteriously breaks)
  • Turns out their laptop had a different configuration

With CI/CD:

  • Every deployment tested in environment identical to production
  • If it works in staging, it’ll work in production
  • No surprises

Impact: Fewer emergency “the website is broken” calls during dinner.

5. Confidence to Experiment

Without CI/CD:

  • A/B test idea → Scared to deploy for fear of breaking something → Stick with what’s safe → Miss optimization opportunities

With CI/CD:

  • A/B test idea → Deploy with confidence (tests verify nothing breaks) → Iterate quickly → Find what works → Increase conversions

Impact: Data-driven optimization becomes fast and safe instead of slow and scary.

What “Fast” Actually Means

Let’s talk numbers. Here’s the performance difference CI/CD automation can make:

Build and Deployment Speed

Manual Process:

  • Code changes: 2-4 hours
  • Testing: 2-3 hours
  • Deployment: 30-60 minutes
  • Total: 5-8 hours

Automated CI/CD:

  • Code changes: 1-3 hours (same)
  • Testing: 3-5 minutes (automated)
  • Deployment: 2-5 minutes (automated)
  • Total: 1-3.5 hours (70-85% faster)

Page Load Speed

Without Build Optimization:

  • JavaScript files: 2.5 MB
  • CSS files: 500 KB
  • Images: Original size (often 1-5 MB each)
  • Total page weight: 8-15 MB
  • Load time: 8-12 seconds on mobile

With Automated Build Optimization:

  • JavaScript: 400 KB (minified, tree-shaken, compressed)
  • CSS: 80 KB (minified, purged unused styles)
  • Images: Automatically resized and compressed (100-300 KB each)
  • Total page weight: 1.5-3 MB
  • Load time: 2-3 seconds on mobile

Impact: Google uses page speed as a ranking factor. Sites that load in 2 seconds have significantly higher conversion rates than sites that take 8+ seconds.

The Safety Net: How CI/CD Prevents Disasters

Here’s what happens when something goes wrong (because eventually, something always does):

Scenario 1: Code Error

Without CI/CD:

  1. Developer makes typo in code
  2. Deploys to live site
  3. Site breaks for all users
  4. Panicked phone calls
  5. Developer scrambles to fix
  6. Deploy fix (20-30 minutes of downtime)

With CI/CD:

  1. Developer makes typo in code
  2. Automated tests catch the error
  3. Deployment is blocked
  4. Developer fixes it
  5. Users never see the problem

Scenario 2: Performance Regression

Without CI/CD:

  1. New feature added
  2. Accidentally includes huge library
  3. Deploys to live site
  4. Pages load 5 seconds slower
  5. No one notices for days (or weeks)
  6. Conversions drop, Google rankings suffer

With CI/CD:

  1. New feature added
  2. Automated performance tests run
  3. System detects 5-second slowdown
  4. Deployment fails with clear warning
  5. Developer optimizes before deployment
  6. Users never experience slow site

Scenario 3: Breaking Third-Party Integration

Without CI/CD:

  1. Update breaks Salesforce integration
  2. Deploys to live site
  3. Form submissions stop going to CRM
  4. Sales team wonders why leads stopped coming
  5. Discovered days later when someone investigates

With CI/CD:

  1. Update breaks Salesforce integration
  2. Automated integration tests catch it
  3. Deployment blocked
  4. Developer fixes integration
  5. Sales team never misses a lead

Common CI/CD Tools (Decoded)

You might hear developers mention these tools. Here’s what they actually do:

GitHub Actions / GitLab CI

What it does: Automates testing and deployment when code changes Marketing analogy: Like setting up automated email workflows, but for code instead of emails

Jenkins

What it does: Older but powerful automation server Marketing analogy: The Swiss Army knife of automation—can do almost anything but requires setup

CircleCI / Travis CI

What it does: Cloud-based testing and deployment automation Marketing analogy: Like HubSpot or Marketo, but for code deployment instead of marketing automation

Netlify / Vercel

What it does: All-in-one hosting with built-in CI/CD Marketing analogy: Like Squarespace, but for developers—handles hosting, deployment, and automation in one place

Docker / Kubernetes

What it does: Packages applications so they run consistently everywhere Marketing analogy: Like shipping containers for code—ensures what works in development works in production

What to Ask Your Development Team

Want to know if your website has good CI/CD? Here are questions that will get useful answers:

1. “How long does it take to deploy a simple change, from commit to live?”

  • Good answer: “5-10 minutes, mostly automated”
  • Concerning answer: “A few hours” or “We schedule deployments for Tuesday nights”

2. “What happens if we deploy something broken? How quickly can we recover?”

  • Good answer: “We can roll back in under 5 minutes, or the automated tests would catch it before deployment”
  • Concerning answer: “We’d need to restore from backup, probably 30-60 minutes of downtime”

3. “Can we see changes on a staging site before they go live?”

  • Good answer: “Yes, every change automatically deploys to staging first”
  • Concerning answer: “Sometimes” or “If we remember to manually upload to staging”

4. “How do we know if a deployment will make the site slower?”

  • Good answer: “Automated performance tests run on every deployment and block releases if they fail”
  • Concerning answer: “We try to test manually when we remember”

5. “Can I safely make content updates without worrying about breaking the site?”

  • Good answer: “Yes, the CMS changes go through the same testing pipeline”
  • Concerning answer: “Probably, but be careful with X, Y, and Z”

Building a Business Case for CI/CD

If your organization doesn’t have good CI/CD and you want to advocate for it, here’s how to make the case:

Calculate Time Savings

Current state:

  • Deployments per month: 20
  • Time per deployment: 2 hours (average)
  • Developer hourly cost: $100
  • Monthly cost: $4,000

With CI/CD:

  • Deployments per month: 20
  • Time per deployment: 15 minutes (automated)
  • Developer hourly cost: $100
  • Monthly cost: $500
  • Savings: $3,500/month or $42,000/year

Calculate Risk Reduction

Downtime costs:

  • Average revenue per hour: $5,000
  • Deployments causing issues: 2 per month
  • Average downtime to fix: 1 hour
  • Monthly downtime cost: $10,000

With CI/CD catching issues before production:

  • Issues caught before going live: 90%+
  • Prevented downtime cost: $9,000/month or $108,000/year

Calculate Performance Gains

Without build optimization:

  • Conversion rate: 2%
  • Monthly visitors: 50,000
  • Conversions: 1,000
  • Average order value: $150
  • Monthly revenue: $150,000

With automated build optimization (20% conversion lift from faster load times):

  • Conversion rate: 2.4%
  • Monthly visitors: 50,000 (same)
  • Conversions: 1,200
  • Average order value: $150
  • Monthly revenue: $180,000
  • Additional revenue: $30,000/month or $360,000/year

Total annual benefit: $510,000 from time savings, risk reduction, and performance gains CI/CD setup cost: $25,000-$50,000 one-time + $5,000/year maintenance ROI: 900%+ in first year

What Good CI/CD Looks Like in Practice

Here’s what daily work looks like with a well-implemented CI/CD system:

Morning: Marketing Manager Updates Blog Post

9:00 AM - You write a new blog post in the CMS 9:15 AM - Click “Publish” 9:16 AM - Automated system:

  • Runs spell check
  • Optimizes images
  • Tests page layout on mobile and desktop
  • Verifies all links work
  • Generates social media preview cards
  • Deploys to staging

9:18 AM - You get notification: “Staging ready for review” 9:20 AM - You check staging, looks great 9:21 AM - Click “Deploy to Production” 9:23 AM - Post is live, you tweet the link

Total time from start to live: 23 minutes (most of which was writing)

Midday: Developer Adds New Feature

12:00 PM - Developer commits code for new email signup form 12:02 PM - Automated system:

  • Checks code quality
  • Runs 150 automated tests
  • Checks browser compatibility
  • Tests mobile responsiveness
  • Verifies form submits to your CRM
  • Checks page load time impact
  • Scans for security vulnerabilities

12:05 PM - All tests pass, deploys to staging 12:10 PM - You test the form, submit a test entry 12:11 PM - Verify test entry appears in Salesforce 12:12 PM - Approve deployment 12:14 PM - Live on production

Total time: 14 minutes from code complete to live

Evening: Urgent Typo Fix

6:30 PM - Customer emails about typo on pricing page 6:32 PM - You fix typo in CMS 6:33 PM - Automated tests verify nothing else broke 6:34 PM - Deploy to staging 6:35 PM - Quick check, looks good 6:36 PM - Deploy to production 6:37 PM - Fixed, customer happy

Total time: 7 minutes, no developer needed

The Bottom Line

CI/CD might sound like a technical concern, but it’s actually a business capability that enables:

✅ Speed: Deploy changes in minutes instead of hours or days ✅ Safety: Catch problems before customers see them ✅ Performance: Automated optimization makes pages load faster ✅ Confidence: Update without fear of breaking things ✅ Quality: Consistent, tested deployments every time ✅ Agility: Respond to market changes and opportunities quickly

For marketers specifically, CI/CD means:

  • Launch campaigns when you want to, not when IT schedules allow
  • Fix mistakes immediately instead of waiting for deployment windows
  • Run A/B tests and optimizations without fear
  • Know your website is fast (which means better SEO and conversions)
  • Focus on strategy instead of logistics

The question isn’t whether you need CI/CD. The question is whether you can afford to compete without it.

Your competitors with automated pipelines are launching faster, fixing issues quicker, and optimizing more aggressively. They’re spending time on strategy while you’re waiting for deployment windows.

Getting Started

If you don’t have CI/CD (or have basic automation but want to improve):

Step 1: Assess Current State

  • Document your current deployment process
  • Measure actual time from change to live
  • Count monthly deployments and issues

Step 2: Define Goals

  • How fast should deployments be?
  • What tests are critical for your business?
  • What level of automation makes sense?

Step 3: Start Small

  • Automate one thing (maybe image optimization)
  • Add basic automated testing
  • Set up staging environment
  • Gradually expand automation

Step 4: Measure Impact

  • Track deployment speed
  • Monitor error rates
  • Measure page performance
  • Calculate time savings

Step 5: Optimize and Expand

  • Add more sophisticated tests
  • Automate more of the workflow
  • Refine based on what you learn

Resources

For Marketers Learning More:

For Technical Teams Implementing:

Need help implementing CI/CD for your website or optimizing your existing pipeline? Let’s talk about your deployment workflow and create a plan that makes your team faster and your website better.

The future of web development is automated, tested, and fast. Time to upgrade your infrastructure to match your ambitions.

Tags

↑ Back to Top

More from Performance & Optimization

View All Performance & Optimization Posts