diff --git a/Makefile b/Makefile
index ae94c63d1..23c14e867 100644
--- a/Makefile
+++ b/Makefile
@@ -1,3 +1,11 @@
+ifndef DEPLOY_PRIME_URL
+override DEPLOY_PRIME_URL = localhost
+endif
+
+ifndef HUGO_ENV
+override HUGO_ENV = development
+endif
+
 clean:
 	rm -rf public
 
@@ -11,16 +19,25 @@ serve: dependencies
 
 production-build: dependencies
 	make check-github-rate-limit
-	hugo --minify
+	hugo --minify --environment $(HUGO_ENV)
+	make check-links
+
+branch-build: dependencies
+	make check-github-rate-limit
+	hugo \
+		--minify \
+		--environment $(HUGO_ENV) \
+		--baseURL $(DEPLOY_PRIME_URL)
 	make check-links
 
 preview-build: dependencies
 	make check-github-rate-limit
 	hugo \
-		--baseURL $(DEPLOY_PRIME_URL) \
 		--buildDrafts \
 		--buildFuture \
-		--minify
+		--minify \
+		--environment $(HUGO_ENV) \
+		--baseURL $(DEPLOY_PRIME_URL)
 	make check-links
 
 link-checker-setup:
diff --git a/netlify.toml b/netlify.toml
index 3232a5fd0..9805ae0d3 100644
--- a/netlify.toml
+++ b/netlify.toml
@@ -14,10 +14,12 @@ HUGO_ENV = "production"
 HUGO_ENABLEGITINFO = "true"
 
 [context.deploy-preview]
+HUGO_ENV = "development"
 command = "make preview-build"
 
 [context.branch-deploy]
-command = "make preview-build"
+HUGO_ENV = "archive"
+command = "make branch-build"
 
 [functions]
-node_bundler = "esbuild"
\ No newline at end of file
+node_bundler = "esbuild"