The Latest Pipeline Builder is Github

Marketers, Kyle Poyar ALSO now says to use GitHub to show off in job applications. I have been working on a little guide on why I think you should get into it, but for totally different reasons.

Non-devs should consider GitHub for their web presence.

Certainly not for the fear-mongering, “do this or else nobody hires you” way that seems to be the tone of these posts. (Happy for you tho, figuring out how to use claude code skills.)

If you’ve run your own shop of any kind, then you are of course your own most important marketer.

And while you most certainly have a preferred channel for pipeline (LinkedIn, Insta, Google Maps, whatever), you know your website is the source of truth for your identity.

My whole thing is talking people into owning more of their own setup in their own code: going “off platform”.

Github remains the reigning superpower for an organization to store its code and have changes pushed to places. And while AI hasn’t fixed everything, it has really unlocked this route for a large and growing number of people.

It’s now my go-to recommendation for people with small teams + very live, important websites.

Here’s how that works:

You create a Github account. Choose a part of your web infra to go custom with. Stay small to start. E.g. ONLY a lead capture form, your job board, your blog. Or inversely, do just your main webpage while leaving the other items in platforms.
You work with your AI tool or a software developer (e.g. yours truly ☺️) to write the code for that web property. (Highly recommend Astro & its blog starter!)
You connect Github to what’s called a CDN (e.g. Cloudflare, Netlify, Vercel) and your domain.
When you push a change to Github, a new version of your site gets published in caches ALL OVER THE GLOBE FOR FREE.
From there, SEO, AI friendly code, sitemap, robots.txt, ALL of that can come straight out of the box. No “premium” tier required.
With your AI sub connected (ChatGPT, Claude, etc), you can literally push updates by saying “add this user’s testimonial to the testimonials page, attached is their photo and details”.
For help & access, you simply add/remove access to the Github. No weird seats/permissions to navigate.
Finally, given how it works under the hood (a thing called git), using Github means you’re actually already set up to be platform/vendor independent with a history of changes.

If Github stops working out for whatever reasons down the road (cough, Microsoft, cough), you just move the folder that is your whole website to another provider. AI causes a mess? Go back a version.

So marketers, owners: don’t use Github to show off. Use it because it’s a lovely way to build on the web.

(ps: love that Marketing hiring managers are about to find out what dev managers have had to navigate for years: comparing a shiny very public profile vs. a blank “3,204 contributions in private repos” dark horse one.)