APIs, CRMs & Lead Routing
Automation & Website Integrations
A form submission that someone re-types into a spreadsheet is a business process waiting to break. I build the plumbing between your website and the rest of your stack — CRMs, email platforms, calendars, invoicing tools, internal systems — using APIs, webhooks and queue-safe middleware. Engineered properly: validated, logged, retried on failure, and documented so nothing is a black box.
What's Included
Comprehensive solutions tailored to your specific needs
Form-to-CRM pipelines
Validated, attributed, routed leads pushed to HubSpot, Pipedrive, Zoho, Salesforce or a custom system — with retry-on-failure.
Webhook engineering
Signed, authenticated, logged webhook endpoints for Shopify, Stripe, WooCommerce, booking tools and custom applications.
Marketing platform sync
Subscriber sync, behavioural triggers and lifecycle events between your site and Mailchimp, Brevo or ActiveCampaign.
Custom API development
Laravel-based middleware and integration layers with queues, rate limiting and idempotency where off-the-shelf tools run out.
Data & reporting connections
Automated exports and scheduled syncs that keep spreadsheets, dashboards and warehouses current without manual CSV work.
Legacy integration rescue
Auditing, documenting and hardening integrations left behind by previous developers.
Problems I Solve
Symptoms this engagement is built to fix
Leads sitting in a WordPress form plugin's entry list until someone remembers to check it.
Customer data entered three times — website, CRM, invoicing tool — with three different typos.
A Zapier chain that fails silently, and nobody notices until a customer complains.
Webhook endpoints with no authentication, accepting (and storing) whatever the internet sends them.
Integrations built by a previous developer with no documentation, that everyone is afraid to touch.
Manual exports and CSV imports standing between your website and any useful reporting.
Integration is engineering, not plugin shopping
The WordPress and Shopify ecosystems sell the idea that every connection is a plugin or a no-code zap away. Sometimes that's true and I'll tell you when it is — a well-configured form plugin with a native CRM add-on is the right answer for plenty of businesses. But the moment a workflow involves validation, conditional routing, retries on failure, or anything customer-facing, no-code chains become the fragile part of your business. I build integrations the way backend systems are supposed to be built: explicit contracts between systems, authentication on every endpoint, payload validation, failure logging with alerts, and idempotent handling so a retry never creates a duplicate customer.
Lead routing that treats enquiries like revenue
The highest-ROI integration for most service businesses is boring: get every form submission to the right person, instantly, with full context, and make failure loud instead of silent. I build form-to-CRM pipelines that validate and enrich the submission server-side (spam scoring, field normalisation, source/medium attribution), route by service line or geography, push to your CRM with the full UTM trail attached, send the confirmation email, post to your team channel, and log every step. If the CRM API is down, the lead is queued and retried — never lost. The same submission simultaneously feeds your analytics as a qualified-lead event, so marketing measurement and sales follow-up can never disagree about what happened.
API work across the platforms you already use
I integrate against the systems businesses actually run: HubSpot, Pipedrive, Zoho and Salesforce CRMs; Mailchimp, Brevo and ActiveCampaign for email; Stripe and WooCommerce for commerce events; Google Sheets and Airtable where a spreadsheet genuinely is the system of record; Calendly and booking tools; WhatsApp Business and SMS providers; and custom internal APIs. For Laravel applications I build first-class integrations with queued jobs, rate-limit handling and signed webhooks. For WordPress and Shopify I work at the hook and app level, and where a plugin genuinely solves the problem, I configure it properly instead of billing you to reinvent it.
Secure by default
Every integration that touches customer data is a security surface. Webhook receivers get signature verification and IP allow-lists where the provider supports them. API keys live in environment configuration, never in code or the database in plaintext. Payloads are validated before they touch your systems, personal data is minimised to what the destination actually needs, and every transfer is logged for auditability. For EU businesses, I map which processors receive what data so your privacy policy and records of processing reflect reality — the integrations are frequently where a GDPR gap actually lives.
What You Receive
Deliverables & expected outcomes
- Integration architecture map: systems, data flows, owners and failure modes
- Implemented integrations with validation, authentication and retry logic
- Failure logging and alerting so silent breakage is impossible
- Data minimisation and processor mapping for GDPR records
- Test evidence: happy path, failure path and retry behaviour
- Written documentation for every endpoint and workflow
Illustrative Engagement
A representative scenario
The problem
A multi-service trades business was losing an estimated fifth of its website enquiries: form entries lived in a plugin's admin panel, email notifications landed in spam, and a Zapier connection to the CRM had been silently failing for weeks.
The approach
We replaced the chain with a server-side pipeline: submissions validated and spam-scored, pushed directly to the CRM API with full UTM attribution, routed to the right regional team by postcode, confirmed to the customer by email and SMS, and queued with automatic retry on any API failure. Every step logged, with an alert to the team if any step fails.
The outcome
Zero lost enquiries in the following quarter, response time dropped from hours to minutes, and the business finally had a trustworthy source/medium report on which channels produced real leads.
Composite scenario based on typical engagements. Replace with a real, attributed case study once published.
My Process
A proven methodology for delivering exceptional results
Map the workflow
Document what should happen to every submission or event, including the failure cases nobody thinks about.
Build & harden
Implement with authentication, validation, queues and retries — using off-the-shelf tools only where they genuinely fit.
Test the failure paths
API down, duplicate delivery, malformed payloads — the integration is tested against what actually breaks in production.
Document & monitor
Logging, alerting and written documentation so the system is operable without me.
Why Choose Me?
With 7+ years of experience and a track record of delivering results, I bring expertise, reliability, and a results-driven approach to every project.
- No lead ever lost to a broken plugin chain or a spam folder
- One version of customer data across website, CRM and invoicing
- Attribution that survives the whole pipeline into your CRM
- Failure alerting instead of silent breakage
- Security and GDPR handled as part of the build, not afterthought
- Documentation that makes the system maintainable by anyone
Starting at
€297
Single-workflow integration (e.g. form-to-CRM with routing and alerts). Larger systems quoted per scope.
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Let's discuss your project and create a custom strategy for success.