Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
CRM Integration
Custom API Integrations
When Off-the-Shelf Isn't Enough.
When the built-in connectors are not enough, we build a direct connection between your tools (an API integration). It is secure, documented, and built around your exact tools, data, and business rules.
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Built for Your Stack
99.5%+
API Uptime Target
↓ 60%
Manual Reconciliation
40+
Custom API Projects
When Native & No-Code Tools Hit Their Limits
Limitations We Commonly See
- Native connectors don't support the fields or logic you need
- No-code tools can't handle complex transformations or high volume
- Rate limits, pagination, or auth models that require custom handling
- Need for bidirectional sync with conflict resolution
- Requirement for audit logs, retries, and enterprise-grade reliability
Our Approach
We build API integrations that are ready for real use: clear agreements on what data moves, secure sign-in, error handling, monitoring, and documentation. The result feels like a built-in connection but does exactly what your business needs.
How We Build Reliable Custom API Integrations
Architecture & Reliability
- Clear API Contracts: Well-defined request/response shapes, versioning, and backward compatibility strategy.
- Authentication & Authorization: OAuth 2.0, API keys, mTLS, or whatever the provider supports - implemented securely.
- Idempotency, Retries & Queuing: Safe retries, dead-letter handling, and background processing for high-volume or unreliable endpoints.
Observability & Maintainability
- Structured Logging & Metrics: Every call is logged with enough context to debug; key metrics are tracked.
- Monitoring & Alerting: Latency, error rates, and business-level signals trigger alerts before they become big problems.
- Documentation & Runbooks: Clear specs, example payloads, and operational procedures so your team can support it.
Our Custom API Integration Process
01
Requirements & API Discovery
Map the systems, endpoints, auth methods, rate limits, and exact data that needs to move in both directions.
02
Design & Contract Definition
Define request/response shapes, error handling, pagination, and idempotency strategy.
03
Implementation & Security
Build the integration code (or middleware), implement auth, validation, retries, and logging.
04
Testing & Edge Cases
Unit, integration, and end-to-end tests including rate limits, auth failures, and large payloads.
05
Deployment, Monitoring & Alerts
Deploy with observability, set up dashboards and alerts, and run production smoke tests.
06
Documentation & Handover
Deliver specs, runbooks, and training so your team can operate and extend the integration.
FAQ
Common questions
What to know before you get started.
When should we use a custom API integration instead of Zapier or native connectors?
When you need complex logic, high volume, specific error handling, strict SLAs, custom data transformations, or features that no-code tools don't support reliably. We evaluate during the audit and recommend the simplest tool that will actually work long-term.
How do you handle authentication for custom APIs?
We use whatever the provider supports securely: OAuth 2.0 (client credentials or authorization code), API keys with proper scoping, mTLS, or signed requests. Secrets are never hardcoded and are rotated according to policy.
How do you deal with rate limits and pagination?
We respect published limits, implement exponential backoff with jitter, and use queuing when bursts are expected. For pagination we handle cursor- or offset-based schemes cleanly and resume safely after interruptions.
What about error handling and retries?
We classify errors (transient vs permanent), retry only safe operations, use circuit breakers for unhealthy downstreams, and send alerts on persistent failures. Failed items are usually written to a dead-letter queue for manual review or replay.
How do you ensure data consistency across systems?
We design for idempotency using unique keys or checksums. For complex transactions we may use sagas or two-phase patterns. We also implement reconciliation jobs that detect and repair drift periodically.
Can you integrate with legacy or on-premise systems?
Yes. We have experience with older SOAP services, file-based exchanges, and on-prem systems exposed through secure gateways or VPNs. We choose the most reliable transport available.
How long does a custom API integration project take?
A focused, well-scoped integration is often live in 4-8 weeks. Larger programs involving multiple systems, complex business logic, and strict compliance can take 3-6+ months. We deliver in phases with working increments.
Do you provide ongoing support and maintenance?
Yes. Ongoing work is $500 USD a month, month to month, free to cancel with 1 month's notice. That covers monitoring, handling provider changes, adding new endpoints, performance tuning, and security updates. Custom integrations need care and feeding like any other production system.
How do you document custom integrations?
We deliver OpenAPI/Swagger specs where appropriate, clear data mapping docs, sequence diagrams for key flows, runbooks for common issues, and code-level comments. Documentation is treated as a first-class deliverable.
How do you test custom API integrations?
We use contract tests, integration tests against sandboxes, and end-to-end tests with realistic data. We also test failure modes (timeouts, 5xx, rate limits, malformed payloads) so behavior under stress is understood.
What about security and compliance for custom APIs?
We follow least-privilege access, use secure transport and storage for secrets, implement input validation and output encoding, and log only what is needed for debugging. We align with your security and compliance requirements from the start.
Can you help us build an internal API or improve an existing one?
Yes. We often design or refactor internal APIs that multiple systems consume. Good internal API design makes future integrations much faster and safer.
How do you handle version changes from third-party APIs?
We version our clients, pin to specific API versions where possible, and monitor deprecation notices. We build adapters so that changes in the provider have minimal blast radius on our code.
What monitoring and alerting do you set up?
We track request volume, latency (p50/p95/p99), error rates by type, and business-level signals (e.g., "leads synced in last 5 minutes"). Alerts fire on sustained degradation or error spikes.
How do we get started with custom integrations?
Book a free audit. We'll review the systems you need to connect, the data and logic required, and deliver a clear recommendation on approach (custom API, middleware, or hybrid) plus a prioritized roadmap.
Ready for integrations that do exactly what your business needs?
Get a free custom integration audit. We'll show you where off-the-shelf tools fall short and what a custom connection would look like.
Get My Free Custom Integration Audit arrow_forwardMarketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓