API integrations move structured business data between systems — orders, contacts, stock, invoices — with deterministic rules and audit trails. AI integrations add model calls for classification, drafting, or search, usually still persisting results through the same CRM or database pipes. Faraday scopes them separately so LLM costs and prompt governance do not blur operational sync. Many programmes need both: reliable HubSpot leads first, then {link:ai-integrations|AI enrichment} on those records. If you only need chat on marketing pages, {link:ai-chatbot-integration|AI chatbot integration} may suffice without a full integration backbone.
Technical
API & system integrations
Connect your site to CRM, ERP, payments and logistics with documented, maintainable integrations.
CRM, ERP, payments, accounting and shipping — connected reliably.
What you get
- Clear integration specs
- Webhooks and error handling
- Server-side secrets only
- Phased delivery
Who API and system integrations are for
API integrations from Faraday Web Services connect your website and applications to the systems that run sales and operations — CRM, ERP, accounting, payments, shipping, stock, support desks, and custom databases. Typical clients include B2B firms tired of retyping leads, WooCommerce and Shopify merchants syncing orders, training providers pushing enrolments into CRM, and teams launching portals on top of a custom website.
You are a strong fit when spreadsheets and manual exports cause errors, when marketing needs reliable lead routing, or when finance insists orders and invoices match without nightly CSV rituals. Integrations pair with hosting and DevOps for reliable queues and secrets management, and with security hardening so credentials and webhooks are not the weakest link.
If the primary goal is AI-assisted workflows rather than durable system pipes, start with AI integrations — we often deliver both, but scope them separately so maintainability stays clear. Simple contact-to-email flows may not need an integration project at all; multi-system sync with error handling does.
What we integrate and how we keep it reliable
We connect platforms your teams already use: HubSpot, Salesforce, Pipedrive, Zoho, Microsoft Dynamics, Xero, QuickBooks, Stripe, PayPal, Shippo, Royal Mail and EU carriers, Microsoft 365, Google Workspace, and bespoke REST or GraphQL APIs. Each engagement begins with a written data map — which object syncs which way, conflict rules, and what happens when an API is down.
Reliability matters more than a demo on launch day. Retries, idempotency keys, dead-letter queues, structured logging, and admin visibility prevent silent data loss. Performance-sensitive sync jobs are scheduled off the critical path so checkout and forms stay fast — coordinated with performance optimisation when batch jobs stress the server.
CRM, marketing automation, and lead flows
Form submissions, chat hand-offs, and quote requests should land in CRM with correct ownership, source attribution, and consent flags. We map UTM parameters, service interest, and language locale so sales teams in the UK and EU see context immediately. Duplicate detection and merge rules are agreed upfront — especially when landing pages and paid campaigns spike volume.
Bi-directional sync is scoped carefully: marketing may need status updates from CRM without granting the website permission to overwrite deal stages. Webhooks notify the site when records change; polling is a fallback with backoff. Where AI integrations enrich leads, outputs are written as structured fields humans can override.
Ecommerce, ERP, payments, and logistics
Orders, stock levels, tax codes, and shipment events cross systems with explicit error surfaces — failed payment capture or inventory mismatch should alert operations, not corrupt accounting. WooCommerce and e-commerce store setups often integrate to warehouses, 3PL APIs, or ERP endpoints with staged rollout: read-only sync first, then write paths after validation.
Payment gateways remain PCI-aware: card data stays with the provider; we integrate tokens and webhooks server-side. Shipping labels and tracking URLs sync back to customer emails and account areas. Heavy transformations run in background workers provisioned through DevOps rather than blocking the web request thread.
How we deliver API integrations
Projects run in phases with staging environments that mirror production credentials (sandbox keys) and webhook endpoints. Our process page describes how discovery, specification, build, and handover fit alongside design and SEO work — one accountable team instead of a patchwork of freelancers.
Discovery, specification, and phased delivery
Workshops capture systems, owners, and failure tolerance: is a five-minute delay acceptable for CRM leads? Must stock be real-time? We produce an integration specification — endpoints, payloads, schedules, monitoring, and rollback — reviewed by your IT or vendor before code starts. Phase one often ships the highest-value flow (for example quote-to-CRM); phase two adds ERP or accounting once field mapping is proven.
Build, test, monitor, and document
Server-side code only: secrets in environment variables, OAuth refresh handled centrally, webhook signatures verified. Automated tests cover happy paths and representative failures (429 rate limits, 500 errors, malformed payloads). Runbooks explain how to replay a stuck job, rotate a key, or pause sync during Black Friday. Documentation lives in your repo or knowledge base — not trapped in a vendor portal.
What influences pricing
Cost scales with number of systems, direction of sync, data transformation complexity, and quality of vendor APIs. A one-way HubSpot feed from three forms is smaller than bi-directional ERP with custom objects and historical migration. Legacy SOAP, on-prem databases, or consultants-gated sandboxes add time.
Ongoing support can continue under WordPress maintenance or a light retainer when vendors change APIs seasonally. Fixed-price phases are preferred once the specification is stable; time-and-materials may apply during discovery. Transparent quotes list assumptions — for example you obtain Salesforce sandbox access by a set date.
Request an estimate via our free quote form or contact page. Compare adjacent services in the services catalogue: AI integrations, WooCommerce setup, and security hardening.
Integrations for UK and European operations
Cross-border trade implies VAT rules, multi-currency displays, address formats, and carrier APIs that differ between UK, France, Belgium, and Switzerland. We configure integrations to respect market boundaries — separate price lists, tax codes, or CRM pipelines — without duplicating entire websites when international SEO already structures locales cleanly.
GDPR-aligned handling of personal data in transit and at rest is part of specification: retention, purpose limitation, and processor agreements where required. Bilingual requirements for error messages or operations dashboards are scoped explicitly. Background on Faraday: about page; policies: legal information.
Why businesses choose Faraday for integrations
Clients choose us when they want integrations they can audit and maintain — not Zapier chains nobody understands six months later. We are the same engineers who build custom WordPress, bespoke PHP, and hosted pipelines, so deployment and secrets management are consistent.
We say no when an integration should not exist: duplicate CRMs, unrealistic real-time ERP on shared hosting, or marketing’s request to paste API keys in GTM. Honest pushback saves budget for SEO audit or on-page work when traffic — not plumbing — is the bottleneck.
Operational ownership after go-live
Dashboards or daily digest emails show sync health; alerts fire before sales notices missing leads. Your team knows who approves field mapping changes and who rotates credentials quarterly — practices aligned with security hardening recommendations.
Integrations that scale with your roadmap
Plan integrations as products: versioned APIs, changelog monitoring, and regression tests when vendors update. New AI chat features should write to the same CRM objects as forms — one truth for sales. After a redesign, revalidate webhooks and OAuth redirect URLs before campaigns restart.
When you are ready to connect systems properly, start with a free quote. We will ask which flows hurt most today and propose a phased specification you can approve with IT and finance — usually within one business day for initial questions.
Frequently asked questions
In most cases yes, provided the vendor offers a documented API, webhooks, or a supported middleware you already license. We review rate limits, sandbox quality, and object models during discovery. Obscure on-prem systems may need a middleware layer or batch exports — we surface that early with cost implications. You retain vendor relationships; we implement against their contracts and escalation paths. Field mapping workshops include your sales or ops stakeholders so pipelines reflect how you actually work, not a generic template.
Credentials never ship to browsers or public repos. Server-side workers read secrets from environment variables or secret managers; webhook endpoints verify signatures and reject replayed payloads. Access to integration admin screens is role-based and logged. Data minimisation is applied — only fields required for the workflow sync, with retention aligned to your privacy notice. Practices align with our {link:security-hardening|security hardening} service: TLS, hardened hosting, 2FA on admin, and rotation procedures after staff changes. Staging uses separate sandbox keys so tests never write to production CRM. DPIAs or processor lists remain your legal responsibility; we implement technical measures your counsel requests and supply architecture diagrams for vendor reviews.
We design for failure: retries with exponential backoff, idempotent writes so duplicates do not appear after recovery, and dead-letter queues or alert emails when manual intervention is needed. Customer-facing flows degrade gracefully — forms still submit to a queue or send a fallback email rather than a white screen. Status dashboards show backlog depth. Runbooks document how to pause sync during vendor maintenance and replay safely. For checkout-critical paths, we avoid hard dependencies on slow third parties in the synchronous request.
We prefer maintainable custom code or your existing iPaaS when it is already governed — not an opaque chain of zaps nobody owns. Lightweight automations can stay on Make/Zapier if your team monitors them; high-volume or regulated flows belong in version-controlled application code with tests. We refactor fragile zaps into documented services when they become business-critical. The decision is pragmatic: speed to prototype versus long-term ownership. Hybrid approaches are common: iPaaS for marketing experiments, custom middleware for orders and CRM.
A single-direction CRM feed from standard forms might ship in two to four weeks after specification sign-off, assuming sandbox access and field decisions arrive on time. Multi-system ERP, historical migration, or bi-directional stock sync often spans multiple phases over months — not because coding is slow, but because data cleansing and UAT with operations take time. We publish a phase plan with demo checkpoints on staging. Delays usually trace to vendor sandbox delays or unresolved ownership of picklist values — we track those explicitly in project updates.
Yes. We audit logs, error rates, and code or zap configuration, then recommend repair versus rebuild with effort estimates for each path. Fragile integrations that poll every minute on shared hosting may need {link:hosting-devops|hosting upgrades} and background workers. We document findings before rewriting so stakeholders understand sunk cost versus risk reduction. Migrations include parallel running where possible — old and new sync briefly — to compare record counts before cutover. Post-launch monitoring catches edge cases previous authors missed, such as duplicate leads on retry or timezone mismatches on order timestamps. Handover includes a support window for tuning field maps after sales uses the CRM for a full week.
They should not when architected correctly. User-facing requests enqueue work or call fast APIs with tight timeouts; heavy processing runs asynchronously in workers provisioned through {link:hosting-devops|DevOps}. Poor implementations block page load waiting for CRM — we refactor those patterns first. Coordinate with {link:performance-optimisation|performance optimisation} if cron jobs or admin screens already strain the server. Caching and CDN rules stay aware of dynamic endpoints so authenticated areas are not cached incorrectly. The specification states performance budgets per flow — maximum acceptable delay on form submit, for example — so marketing and ops understand trade-offs before launch day traffic arrives.
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