CRM Integration

Custom API Integrations
When Off-the-Shelf Isn't Enough.for the UK

Built for UK owner-led businesses competing in British search. 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.

Get a Free Custom Integration Audit arrow_forward
100%
Built for Your Stack
99.5%+
API Uptime Target
↓ 60%
Manual Reconciliation
40+
Custom API Projects

When Native & No-Code Tools Hit Their Limits in the UK

Limitations We Commonly See

  • Native connectors don't support the fields or logic you need in the UK
  • No-code tools can't handle complex transformations or high volume in the UK
  • Rate limits, pagination, or auth models that require custom handling in the UK
  • Need for bidirectional sync with conflict resolution in the UK
  • Requirement for audit logs, retries, and enterprise-grade reliability in the UK

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 in the UK.

How We Build Reliable Custom API Integrations

Architecture & Reliability

  • Clear API Contracts: Well-defined request/response shapes, versioning, and backward compatibility strategy in the UK.
  • Authentication & Authorization: OAuth 2.0, API keys, mTLS, or whatever the provider supports - implemented securely in the UK.
  • Idempotency, Retries & Queuing: Safe retries, dead-letter handling, and background processing for high-volume or unreliable endpoints in the UK.

Observability & Maintainability

  • Structured Logging & Metrics: Every call is logged with enough context to debug; key metrics are tracked in the UK.
  • Monitoring & Alerting: Latency, error rates, and business-level signals trigger alerts before they become big problems in the UK.
  • Documentation & Runbooks: Clear specs, example payloads, and operational procedures so your team can support it in the UK.

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 in the UK.

02

Design & Contract Definition

Define request/response shapes, error handling, pagination, and idempotency strategy in the UK.

03

Implementation & Security

Build the integration code (or middleware), implement auth, validation, retries, and logging in the UK.

04

Testing & Edge Cases

Unit, integration, and end-to-end tests including rate limits, auth failures, and large payloads in the UK.

05

Deployment, Monitoring & Alerts

Deploy with observability, set up dashboards and alerts, and run production smoke tests in the UK.

06

Documentation & Handover

Deliver specs, runbooks, and training so your team can operate and extend the integration in the UK.

FAQ

Common questions

Answers for businesses in the UK.

When should we use a custom API integration instead of Zapier or native connectors? expand_more
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 in the UK.
How do you handle authentication for custom APIs? expand_more
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 in the UK.
How do you deal with rate limits and pagination? expand_more
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 in the UK.
What about error handling and retries? expand_more
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 in the UK.
How do you ensure data consistency across systems? expand_more
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 in the UK.
Can you integrate with legacy or on-premise systems? expand_more
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 in the UK.
How long does a custom API integration project take? expand_more
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 in the UK.
Do you provide ongoing support and maintenance? expand_more
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? expand_more
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 in the UK.
How do you test custom API integrations? expand_more
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 behaviour under stress is understood in the UK.
What about security and compliance for custom APIs? expand_more
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 in the UK.
Can you help us build an internal API or improve an existing one? expand_more
Yes. We often design or refactor internal APIs that multiple systems consume. Good internal API design makes future integrations much faster and safer in the UK.
How do you handle version changes from third-party APIs? expand_more
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 in the UK.
What monitoring and alerting do you set up? expand_more
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 in the UK.
How do we get started with custom integrations? expand_more
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 prioritised roadmap in the UK.

Ready for integrations that do exactly what your business needs in the UK?

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 in the UK.

Get My Free Custom Integration Audit arrow_forward

Marketing 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 in the UK.

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 in the UK.

Get a Free Audit

What $500 a month covers

  • Pages

    Included

    Pages built around the searches your buyers actually type in the UK.

  • Search and ads

    Included

    Search and ads aimed at people ready to enquire in the UK.

  • Tracking

    Included

    Calls, forms and bookings tagged to the search, ad or page behind them in the UK.

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 in the UK.

Martin, Founder, strategy and audits in the UK

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 in the UK.

Yoana, Social and app development in the UK

Yoana

Social and app development

Shapes social strategy and builds practical app experiences that turn attention into action in the UK.

Mike, SEO in the UK

Mike

SEO

Owns technical, local and content SEO so the right buyers find you when demand is highest in the UK.

Robert, Paid media in the UK

Robert

Paid media

Plans and manages paid search and social campaigns around qualified leads in the UK.

Elmer, Analytics in the UK

Elmer

Analytics

Connects tracking, attribution and reporting so decisions are based on revenue-quality data in the UK.

Dino, Design in the UK

Dino

Design

Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences in the UK.

Certified and experienced

Certified where it matters. Accountable for the outcome in the UK.

Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010 in the UK.

Google AdsCertified
Google AnalyticsCertified
Google Tag ManagerCertified
Operating since 2010Proven experience