diff --git a/.github/workflows/ci.yaml b/.github/workflows/ci.yaml
index a81b7a9115..198bb51066 100644
--- a/.github/workflows/ci.yaml
+++ b/.github/workflows/ci.yaml
@@ -973,14 +973,14 @@ jobs:
       - run: make gen/mark-fresh
         name: make gen
 
-      - run: make site/e2e/bin/coder
-        name: make coder
-
       - run: pnpm build
         env:
           NODE_OPTIONS: ${{ github.repository_owner == 'coder' && '--max_old_space_size=8192' || '' }}
         working-directory: site
 
+      - run: make site/e2e/bin/coder
+        name: make coder
+
       - run: pnpm playwright:install
         working-directory: site
 
diff --git a/Makefile b/Makefile
index 3200ae9565..a1aa57d4e0 100644
--- a/Makefile
+++ b/Makefile
@@ -1690,9 +1690,9 @@ test-clean:
 	go clean -testcache
 .PHONY: test-clean
 
-site/e2e/bin/coder: go.mod go.sum $(GO_SRC_FILES)
+site/e2e/bin/coder: go.mod go.sum $(GO_SRC_FILES) site/out/index.html
 	go build -o $@ \
-		-tags ts_omit_aws,ts_omit_bird,ts_omit_tap,ts_omit_kube \
+		-tags embed,ts_omit_aws,ts_omit_bird,ts_omit_tap,ts_omit_kube \
 		./enterprise/cmd/coder
 
 test-e2e: site/e2e/bin/coder site/node_modules/.installed site/out/index.html
diff --git a/site/.knip.jsonc b/site/.knip.jsonc
index c4d0b3152c..536f5b035b 100644
--- a/site/.knip.jsonc
+++ b/site/.knip.jsonc
@@ -20,7 +20,7 @@
 		// exclusion once the settings page lands.
 		"src/api/queries/chatDebugLogging.ts"
 	],
-	"ignoreBinaries": ["protoc"],
+	"ignoreBinaries": ["make", "protoc"],
 	"ignoreDependencies": [
 		"@babel/plugin-syntax-typescript",
 		"@coder/pixel-storybook",
diff --git a/site/e2e/README.md b/site/e2e/README.md
index 5b61ab443b..c4add37172 100644
--- a/site/e2e/README.md
+++ b/site/e2e/README.md
@@ -17,7 +17,7 @@ NODE_ENV=development pnpm vite build --mode=development
 # Install the browsers to `~/.cache/ms-playwright`.
 pnpm playwright:install
 # Run E2E tests. You can see the configuration of the server
-# in `playwright.config.ts`. This uses `go run -tags embed ...`.
+# in `playwright.config.ts`. This builds and runs `site/e2e/bin/coder`.
 pnpm playwright:test
 # Run a specific test (`-g` stands for grep. It accepts regex).
 pnpm playwright:test -g '<your test here>'
diff --git a/site/e2e/playwright.config.ts b/site/e2e/playwright.config.ts
index 8a220d8d76..a92af9c71c 100644
--- a/site/e2e/playwright.config.ts
+++ b/site/e2e/playwright.config.ts
@@ -1,6 +1,7 @@
 import * as path from "node:path";
 import { defineConfig } from "@playwright/test";
 import {
+	coderBinary,
 	coderdPProfPort,
 	coderPort,
 	e2eFakeExperiment1,
@@ -76,12 +77,12 @@ export default defineConfig({
 				}),
 	},
 	webServer: {
-		url: `http://localhost:${coderPort}/api/v2/deployment/config`,
-		// The default timeout is 60s, but `go run` compilation with the
-		// embed tag can take longer on CI.
+		url: `http://localhost:${coderPort}/healthz`,
+		// The default timeout is 60s, but coderd startup can take longer on
+		// loaded CI runners.
 		timeout: 120_000,
 		command: [
-			`go run -tags embed ${path.join(__dirname, "../../enterprise/cmd/coder")}`,
+			`"${coderBinary}"`,
 			"server",
 			"--global-config $(mktemp -d -t e2e-XXXXXXXXXX)",
 			`--access-url=http://localhost:${coderPort}`,
diff --git a/site/package.json b/site/package.json
index 161b90b95f..d848c13973 100644
--- a/site/package.json
+++ b/site/package.json
@@ -21,8 +21,8 @@
 		"lint:fix": "biome lint --error-on-warnings --write . && knip --fix",
 		"lint:types": "tsc -p .",
 		"playwright:install": "playwright install --with-deps chromium",
-		"playwright:test": "playwright test --config=e2e/playwright.config.ts",
-		"playwright:test-ui": "playwright test --config=e2e/playwright.config.ts --ui $([[ \"$CODER\" == \"true\" ]] && echo --ui-port=7500 --ui-host=0.0.0.0)",
+		"playwright:test": "make -C .. site/e2e/bin/coder && playwright test --config=e2e/playwright.config.ts",
+		"playwright:test-ui": "make -C .. site/e2e/bin/coder && playwright test --config=e2e/playwright.config.ts --ui $([[ \"$CODER\" == \"true\" ]] && echo --ui-port=7500 --ui-host=0.0.0.0)",
 		"gen:provisioner": "protoc --plugin=./node_modules/.bin/protoc-gen-ts_proto --ts_proto_out=./e2e/ --ts_proto_opt=outputJsonMethods=false,outputEncodeMethods=encode-no-creation,outputClientImpl=false,nestJs=false,outputPartialMethods=false,fileSuffix=Generated,suffix=hey -I ../provisionersdk/proto ../provisionersdk/proto/provisioner.proto",
 		"storybook": "STORYBOOK=true storybook dev -p 6006",
 		"storybook:build": "storybook build",