// Engineering
Infrastructure & Systems
Leverage layer / Create leverage
Engineering is the leverage layer of the website. It determines how quickly marketing can move and how reliably the system can improve.
// meaning
What this pillar means.
The technology and operations behind the website: CMS architecture, hosting, performance, analytics, integrations, automation, security, and workflows.
// principles
How we think about it.
- The site should be fast for visitors and practical for the people who operate it.
- Reusable components, content models, and workflows should reduce one-off production work.
- Architecture decisions should make future campaigns, experiments, and integrations easier.
// execution
How we execute.
This is where the point of view turns into operating work: systems, deliverables, tools, and workflows your team can keep using.
Workstreams
- -> Architect the CMS, content models, page templates, component library, hosting, and deployment flow.
- -> Improve performance, accessibility, analytics instrumentation, integrations, automation, and QA.
- -> Create workflows that let marketing, design, content, and engineering move together with less friction.
Tools and systems
- Astro
- Cloudflare Workers
- Tailwind
- Contentful
- GitHub
- Automation workflows
// connection
How engineering connects to the rest of the system.
Brand
Engineering makes the brand reusable through tokens, components, templates, and interaction patterns.
Content
Engineering gives content teams structured publishing systems instead of ad hoc page production.
Outcomes
Engineering creates the instrumentation and experimentation layer that outcomes depend on.
// related services
Services that build this pillar.
Leadership
Fractional Head of Web
Ongoing web-platform leadership for companies that need senior ownership without a full-time hire.
Leadership
Marketing Engineering Advisory
Strategic guidance on the systems, platforms, workflows, and AI capabilities that power modern marketing organizations.
Build & Modernize
AI-Native Website Rebuild
End-to-end modernization of a marketing website for the AI era: fast, credible, structured, measurable, and discoverable by humans and AI systems.
// latest writing
Latest writing on engineering.
// consulting.herrerake.com
Build brave web.
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