Website Automation
Wiring a website into the business it serves — CRM, payments, bookings, stock, email, support and reporting — so it captures, routes and follows up without anyone touching it.
The situation
The usual experience of buying a website is this: you pay, you receive something good-looking, it goes live, and then it sits there. Disconnected from the CRM. Not talking to stock. Enquiries landing in an inbox nobody triages on a Friday.
The cost is rarely a missing feature. It is the manual work that accumulates around the gap — someone retyping form submissions, someone chasing a quote that was never sent, someone assembling a report by hand every month because no system produces one.
Website automation closes that gap. The site stops being a brochure that happens to have a contact form, and becomes the front end of how the business actually runs.
How we do it
- 01
Map the current flow
Every point where information enters the business and every hand-off after it. Most of the opportunity is visible within a day.
- 02
Find the manual joins
The places a person is acting as glue between two systems. Those are the automations worth building; the rest is decoration.
- 03
Design the routing
What happens to an enquiry by type, value, geography and urgency — including what should escalate to a human immediately.
- 04
Build and instrument
Integrations with error handling, retries and an audit trail. An automation you cannot inspect is a liability, not an asset.
- 05
Prove it under load
Real submissions, real edge cases, deliberate failures. We break it on purpose before your customers do it by accident.
- 06
Hand over and improve
Documentation, access and training. Then measurement, because the first version is never the best version.
What you get
- Enquiry capture with conditional logic and qualification routing
- CRM integration with source and campaign attribution preserved
- Payment, booking, quote or application workflows
- Automated acknowledgement, follow-up and nurture sequences
- Stock, inventory or availability synchronisation
- Document and proposal generation from submitted data
- Reporting that assembles itself, with the numbers agreed up front
- Error monitoring, retry handling and an inspectable audit trail
Where this was the substance
Contemporary handcrafted furniture with a trade programme for interior designers and hospitality specifiers.
Design · eCommerce · Trade portalA brand built from nothing — name through to nurture. Identity, messaging, store, acquisition, email and automation delivered as one system rather than six suppliers.
Digital identity · Design · Brand storytelling · eCommerce · Automation · Paid media · Email · GrowthOur own venture — which is why we can publish how it is built, in detail no client NDA would allow.
AI & automation · Platform · DesignA two-sided marine platform we built and operate ourselves — crew profiles, employer credits, verified unlocks.
Platform · Automation · MarineRepositioned from financial advisor to retirement partner — competing on confidence rather than products — with a custom CRM behind every form on the site.
Digital identity · Brand storytelling · Design · Development · Automation · EmailA seaside guest house positioned where coastal luxury meets corporate stay, with booking handled properly.
Design · Development · AutomationAn internal ordering portal so every branch buys on-brand merchandise, fulfilled through our reseller network.
eCommerce · Trade portal · AutomationBranded merchandise ordering for a national network — clothing, gifting and display, controlled centrally.
eCommerce · Trade portal · AutomationStore and staff ordering for a national restaurant franchise, on one approved catalogue.
eCommerce · Trade portal · AutomationQuestions we get asked
What is website automation?
Website automation connects a website to the systems a business already runs on — CRM, payment, booking, inventory, email and reporting tools — so information captured on the site moves through the business without manual re-entry. It covers enquiry routing, follow-up sequences, document generation and automated reporting.
How is it different from a contact form?
A contact form collects information and stops. Automation decides what happens next: which person or team receives the enquiry based on type, value and geography; what acknowledgement the sender gets and when; what record is created in the CRM with attribution intact; and what follow-up runs if nobody replies.
Do we need to replace our existing systems?
Usually not. Most engagements integrate what is already in place rather than replacing it. Replacing a working CRM is expensive and rarely the actual problem — the problem is normally that nothing connects it to the website.
What does it cost?
Every project is quoted individually against scope, because the work depends entirely on how many systems are involved and how clean their interfaces are. We do not publish package pricing. We will give you an honest indication in the first conversation.
How long does it take?
A focused automation on an existing site is typically weeks rather than months. A new build with automation designed in from the start runs on the same timeline as the build itself, because the two are planned together instead of bolted together.
Is AI involved?
Only where it earns its place. Qualification, drafting and summarising benefit from it. Payments, routing and record-keeping should be deterministic — you want those provably correct, not probabilistically correct. We are explicit about which is which.
Tell us what is changing in the business.
If we are not the right partner for it, we will say so in the first conversation.