diff --git a/Makefile b/Makefile
index fb3fef3ff..6c549f278 100644
--- a/Makefile
+++ b/Makefile
@@ -6,7 +6,9 @@ record="_dnslink.blog"
 
 build: $(shell find src tmpl) build.js package.json
 	node build.js
-	# FIXME: this watches + serves. ideally it would be an option --watch.
+
+serve: $(shell find src tmpl) build.js package.json
+	node build.js --watch
 
 node_modules: package.json
 	npm install
diff --git a/build.js b/build.js
index 4863bf1a2..57257d736 100644
--- a/build.js
+++ b/build.js
@@ -12,19 +12,34 @@ var feed = require('metalsmith-feed')
 var msstatic = require('metalsmith-static')
 var drafts = require('metalsmith-drafts')
 var headingsidentifier = require('metalsmith-headings-identifier')
+var msIf = require('metalsmith-if')
 
 var nunjucks = require('nunjucks')
 var njmd = require('nunjucks-markdown')
 var njdate = require('nunjucks-date')
 var marked = require('marked')
 
+var meow = require('meow')
+
+var cli = meow(`
+    Usage
+      $ node build.js
+
+    Options
+      -w, --watch  Watch the files
+
+    Examples
+      $ node build.js --watch
+
+`)
+
 marked.setOptions({
   gfm: true,
   tables: true,
   smartLists: true
 })
 
-var njenv = nunjucks.configure()
+var njenv = nunjucks.configure({watch: cli.flags.watch})
 njmd.register(njenv, marked)
 
 njdate.setDefaultFormat('YYYY-MM-DD, h:mm:ss a')
@@ -52,11 +67,17 @@ Metalsmith(__dirname)
   .use(permalinks())
   .use(feed({'collection': 'posts'}))
   .use(msstatic({'src': 'tmpl/static', 'dest': 'static'}))
-  .use(serve({
+  .use(msIf(
+    cli.flags.watch,
+    serve({
     'port': 8081,
     'verbose': true
-  }))
-  .use(watch())
+    })
+  ))
+  .use(msIf(
+    cli.flags.watch,
+    watch()
+  ))
   .destination('./build')
   .build(function (err) {
     if (err) {
diff --git a/package.json b/package.json
index 5fdd1b511..a3b6a24df 100644
--- a/package.json
+++ b/package.json
@@ -5,12 +5,14 @@
   "main": "index.js",
   "dependencies": {
     "marked": "^0.3.3",
+    "meow": "^3.7.0",
     "metalsmith": "^1.7.0",
     "metalsmith-collections": "^0.7.0",
     "metalsmith-debug": "0.0.2",
     "metalsmith-drafts": "0.0.1",
     "metalsmith-feed": "0.0.6",
     "metalsmith-headings-identifier": "0.0.4",
+    "metalsmith-if": "^0.1.1",
     "metalsmith-markdown": "^0.2.1",
     "metalsmith-partial": "^0.1.0",
     "metalsmith-permalinks": "^0.4.0",