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Spreading the Jamstack

I have delivered this talk several times now but not actually written about it.

  • Been professional web a developer since 2018

  • Analyst Developer 10 years previously

  • Large financial organisations Braclays, Fidelity and Deloitte

  • I’m married, I have a wife and Daughter and we live in Kent here in the UK

  • I’m a cat dad…

  • That’s Boris, Leo and Darcy

  • Ok, ice breakers out of the way

  • Little bit more about me before we continue, some shamless plugs

  • I’m one half of the Whiskey Wednesday podcast

  • Catch us on Spotify

  • I work at Karmarama (Part of Accenture Interactive)

  • Adverts in the UK like the recent one for: Army, Lidl, Guide Dogs

  • I work in Creative Products, Working with clients like, Tescos, Sainsburys, BT, EDF, SSE

  • I’m not sure about how much details I can give about recent projects so I’ll say…

  • We’ve used the Jamstack for several projects we have in production

  • It’s nice to get a bit of feedback

  • Who knows what Jamstack is

  • Who cares?

  • Hopefully by the end you will care more

  • First up! It’s not JAMstack anymore

  • It’s Jamstack

  • The creator of the term and his company have decided it’s Jamstack

  • Coined back in 2016 by Netlify CEO Matt Billman

  • More on the reasoning for the name in a bit

  • There’s now a logo

What’s a Jamstack? 🤔

  • JavaScript

  • APIs

  • Markup

  • The holy trinity of web development

  • The Jamstack is not about specific technologies.

  • Like, LAMP, MEAN, MERN, whatever

  • It’s more a paradigm of how to deploy

  • a way of building websites and apps that helps deliver:

  • better performance,

  • more secured projects,

  • lower cost of scaling,

  • and MOST IMPORTANTLY a better developer experience.

  • I say MOST IMPORTANTLY as a developer, but ultimately it will lead to a better user experience.


  • Any dynamic programming during the request/response cycle is handled by JavaScript,
  • running entirely on the client (the browser).
  • This could be any frontend framework, library, or even vanilla JavaScript.


  • All server-side processes or database actions are abstracted into reusable APIs,
  • accessed over HTTPS with JavaScript.
  • These can be custom-built or leveraged third-party services.


  • Templated markup should be prebuilt at deploy time,
  • usually using a site generator for content sites,
  • or a build tool for web apps.

AKA Static Sites

  • static site generators, SSGs
  • when you think about static sites what do you think?


What is static?

  • if we look at the dictionary definition
  • Static (loaded term) - lacking movement, action or change

Is my project Jamstack?

  • When is your site not built with the Jamstack?
  • Does it depend on a web server?
  • A site built with a server-side CMS like WordPress, Drupal or Squarespace.
  • A monolithic server-run web app that relies on Ruby, Node, or another backend language.
  • A single page app that uses isomorphic rendering to build views on the server at runtime.
  • Back to the Jamstack though


  • It’s not the experience

  • It’s the architecture

  • why is that important though?

  • why is that important though?

  • slight tangent now


  • Performance matters



People want things fast

  • Perf has been a factor in Google’s ranking algorithm since 2010
  • That’s not news,
  • people are using mobile devices a lot more now for everything
  • there are two indexes, desktop and mobile
  • perf will affect…

How users interact with your site

and it will impact rankings

Click through rates

Time spent on page

Return rates

  • returning users

Bounce Rates & Conversions

where it really matters

💷 💳 💸 🤑

  • emoji here to emphasise the importance
  • so…

How fast is fast enough?

2 seconds ⏱

  • apparently

  • let’s take a look at an infographic…

  • this slide is from a think with Google post,

  • on mobile industry benchmarks (from 2018)

  • from 2018 so this has probably decreased

  • Just under a third of potential visitors lost after three seconds

Back to static


No work at request time.

for the content that’s not dynamic
  • Static means
  • No work to be done at request time


Much smaller attack surface to secure and protect

  • lets look at an example of how that works


  • Browser 👀

  • CDN 🌐

  • Load balancer ⚖

  • Web server 🤹‍♀️

  • Database server ‍🤹‍♀️

  • ⬇🔃

  • Browser 👀

  • simplified example

  • Some resources that may be on a CDN

  • Or an origin server that is sitting behind a

  • AWS load balancer,

  • and there’ll be logic on there to route the request

  • to one of maybe several web servers

  • Web server for server things

  • Then there may be a request for things to render from a database

  • then imagine this as a round trip


  • Browser 👀

  • CDN 🌐

  • Browser 👀

  • CDN

  • this can be enriched further with the A in the Jamstack

  • The Gatsby team refer to this as the content mesh

  • have your prebuilt site and enrich further with services

  • and micro-services

  • these can be leveraged directly in the browser

  • or at build time


front end developers

  • much smaller stack
  • fewer things for the developer to manage


By modern browsers

  • the capabilities they have


By a rich ecosystem of services

  •, Netlify
  • GraphCMS, Strapi
  • Snipcart, stripe


Processes and organisation

Static Site Generators




  • I’ve made it this far without mentioning any frameworks

  • I’m sure I’ve impressed my team with that!

  • Static site generators aren’t new

  • April 2013 for Jekyll

  • Gatsby is more of a PWA generator

  • Detail the workflow

  • Netlify with a pre built template

  • Netlify with Gatsby

  • Netlify with this presentation

  • with a pre built template

  • with Gatsby

  • with this presentation

  • Netlify with a pre built template

  • search HTML5 template, pick

  • download bootstrap version

  • load it to Netlify

  • Mind blown

Jamstack sites



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