Web Development, Martech & Integrations

What Web Development, Martech & Integrations Covers

Development work is about building the technical infrastructure that keeps campaigns running. Site and CMS builds in Laravel or WordPress, API integrations so your CRM, ad platforms, and tracking tools talk to each other, and performance fixes when your site is slow or breaking. This is for businesses whose site or marketing tool stack breaks campaigns, needs custom functionality, or has tools that don't connect without manual work.

This is not visual design. Design is about how pages look. Development is about making them work. This is also not analytics strategy. I can implement tracking systems, but if you need a measurement plan first, that's a separate analytics engagement.

Why SMBs Need Development and Integration Work

Most SMBs are running marketing on a stack of tools that don't talk to each other. Your CRM doesn't sync with Google Ads, so conversions get counted twice or not at all. Your site is slow, so paid traffic bounces before pages load. Your form submissions go to email instead of your CRM, and someone has to copy them over manually every week.

Your marketing team wants to launch campaigns, but the technical layer keeps breaking. Tracking stops working after a plugin update. Your site needs a custom landing page but your current CMS can't handle it. You hired a developer who built something once and disappeared, and now no one can fix it.

Where Development Usually Breaks

• Site or CMS is outdated. Built years ago, slow, hard to update, or doesn't work on mobile
• Marketing tools don't connect. CRM and ad platforms operate in silos with no data sync
• Tracking breaks after updates. Someone updated a plugin and Google Tag Manager stopped firing
• No custom functionality. Your business needs workflows the current site or CMS can't handle
• Performance is bad. Pages load slowly, especially on mobile, and bounce rate is high
• No documentation. Previous developer left, and no one knows how the site or integrations work

How I Approach Development Work

Four phases: audit the current technical setup, design the architecture and integrations, build and test in staging, then launch with documentation. Most engagements start with an audit because you need to know what's broken or missing before building anything.

Phase 1: Technical Audit & Requirements

Review your current site, hosting, and tool stack. What's slow? What's breaking? What tools need to connect? This phase includes a technical audit of the current site (performance, security, code quality), requirements gathering for what you need built or fixed, platform recommendations (Laravel vs WordPress, hosting options), and an integration feasibility check for APIs and tool connections.

Typical duration is one to two weeks. You'll get a written report with technical recommendations and a rough timeline.

Phase 2: Architecture & Planning

Based on the audit, I design the technical architecture. For site builds, that means database structure, content types, and how pages will be managed. For integrations, that means API mapping (what data moves where, when, and how), plus a hosting and deployment plan if you're migrating or launching something new.

The deliverable is a technical blueprint with milestones before any code is written.

Phase 3: Development & Integration

Build the site, CMS, or integrations in a staging environment. This includes custom Laravel or WordPress development, API integrations between your CRM, ad platforms, and tracking tools, tracking implementation in Google Tag Manager and GA4, and quality assurance testing before anything goes live.

Most builds take four to eight weeks depending on scope. Complex integrations or multi-step workflows can take longer. You'll get regular progress updates and staging links to review work in progress.

Phase 4: Launch & Handoff

Deploy to production, migrate DNS if needed, and hand off with documentation. That includes how to update content, manage the CMS, troubleshoot common issues, and when to call for help. Some clients want ongoing maintenance. Others take over completely after launch. Either way, I stay available for the first month post-launch to fix any issues that come up.

Where This Fits in Practice

A professional services firm had a WordPress site that was functional but slow. Pages took five to seven seconds to load on mobile. Their paid ads were wasting money because people bounced before the site loaded. I rebuilt the site in Laravel with a lightweight CMS, optimized images and scripts, and set up caching. Load time dropped to under two seconds. Bounce rate improved and cost per lead went down because more visitors stuck around.

A SaaS company needed HubSpot to sync with Google Ads so offline conversions (trials that turned into paid customers) would feed back into the ad platform for better optimization. Their ad account was optimizing for trial signups, but most trials never converted. I built a custom API integration that sent closed deals from HubSpot to Google Ads as conversions. After two months, the ad platform started optimizing for customers who actually paid, and cost per paid customer dropped.

Next Step

If your site is slow, your marketing tools don't connect, or you need custom functionality your current setup can't handle, start with a free assessment. I'll review your technical setup, identify what's broken or missing, and outline what it would take to fix or build. Get Free Assessment.