The Cloudflare Pages stack, our own website infrastructure.
121group.io is built on Cloudflare Pages, a Python build script, and AI-augmented content production. We're a marketing agency, not a SaaS company, but the infrastructure decisions behind 300+ pages of substantive content reflect the same operating-model discipline we run for clients.
The stack
- Hosting: Cloudflare Pages, Australian-fronted, edge-cached, Cloudflare Access gating for staging environments.
- Build: Python build script + Markdown front-matter + HTML page bodies + shared head + foot partials. Generated to /public/ + sitemap.xml + llms.txt + robots.txt + _redirects.
- CMS: None. Pages are HTML files in a git repo, edited in any editor, deployed via Wrangler CLI.
- Analytics: Cloudflare Web Analytics. No third-party cookies, no Meta Pixel, no Google Analytics on this site (we use Cloudflare Web Analytics for own-site reporting).
- Content production: AI-augmented (Gemini-drafted, senior-strategist edited) where the senior strategist scopes the brief; hand-written for capability statements, founder letters, and brand-voice critical pieces.
- Performance: Cloudflare's edge LCP / CLS / INP defaults. Hand-written CSS, minimal JS, no framework bloat.
Why this stack
1. Performance ceiling without optimisation overhead
Cloudflare Pages fronted by Cloudflare's global edge network produces Core Web Vitals scores most WordPress + WooCommerce sites can't match without significant optimisation work. We get the performance baseline for free.
2. Cost economics at our scale
Cloudflare Pages is free at our traffic levels. The only ongoing cost is domain registration and the time-cost of content production. Compare against a WordPress + Kinsta + plugin-stack monthly subscription model: structurally cheaper.
3. Build pipeline simplicity
Python build script + git repo + Wrangler CLI deployment. Zero CMS configuration, zero plugin maintenance, zero theme update cycles. The deployment pipeline is git push + wrangler deploy. Two commands.
4. AI-augmented content production economic at scale
300+ pages of substantive content would have been uneconomic to produce by hand. AI-augmented production (Gemini-drafted, senior-strategist edited, brand-voice continuity systems) made it economically reasonable. The production stack is the production stack we sell to clients.
5. No CMS attack surface
WordPress sites get attacked. WooCommerce stores get attacked. WordPress sites get attacked. A static-HTML Cloudflare Pages site has no CMS attack surface. Security baseline is structurally higher.
Where this doesn't scale
- Marketing-team-editable content. If the marketing team needs to edit content directly, this stack doesn't suit. Use Webflow or WordPress + Gutenberg.
- Ecommerce. Cloudflare Pages doesn't replace Shopify or WooCommerce for ecommerce. Different toolchain entirely.
- Healthcare CMS architecture at scale. WordPress multi-site for 60+ clinic networks. Different problem, different tool.
- Content production by non-technical writers. Our content is produced by senior strategists who are comfortable with HTML + git. Most marketing teams need a CMS abstraction layer.
For agencies thinking about their own website
If you're an agency thinking about your own website infrastructure, three practical questions:
- Is your senior content team comfortable with HTML + git, or do they need a CMS?
- Are you producing 30 pages or 300 pages? Cost economics flip past 100 pages.
- Are you optimising for marketing-team editorial flexibility, or for performance + security + simplicity?
For us, the answers were "yes, comfortable", "300+ pages, going more", "performance + security + simplicity". Cloudflare Pages + Python build + AI-augmented content was the right stack.
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