API Development: 5 Key Services To Integrate With Your Website

Andrew Whittaker

Feb 02, 2023

As the digital landscape evolves and expands, businesses are constantly seeking new ways to enhance their online presence and offer a seamless user experience. One of the most effective ways to achieve this is through custom API development, which allows for the integration of third-party services with your website.

So, what is an integration? According to Hubspot“integrations connect your software to third-party applications so they can share information with each other. They share data from one system to the next which provides you with more features and options while using your software.”

There are many benefits to custom API development, including increased functionality, improved efficiency, and enhanced user experience. With custom API development, you can integrate a range of third-party services into your website, such as social media, payment gateways, and shipping providers. This enables you to offer a wider range of services and features to your users, and streamline your operations by eliminating the need for manual data entry and other manual processes.

Benefits of Custom API Development

  • Increased Functionality: Custom API development allows you to enhance the functionality of your websiteor platform by integrating third-party services and features. This can include email marketing integration, payment gateway integration, shipping integration, and much more.
  • Improved Efficiency: By automating manual processes and eliminating the need for manual data entry, custom API development can greatly improve the efficiency of your website and your business as a whole. This can free up valuable time and resources, allowing you to focus on other areas of your business.
  • Enhanced User Experience: Custom API development can provide a more seamless and integrated user experience, allowing your users to access a wider range of services and features directly from your website. This can improve customer satisfaction and increase engagement with your brand.

Key Considerations for Custom API Development

When it comes to custom API development, there are several key considerations that you need to keep in mind to ensure the success of your project.

  • Security: Security is a critical aspect of custom API development, as it can involves the transfer of sensitive data between your website and external applications. It is important to work with a reliable and experienced custom API development company — such as ourselves — that has a strong focus on security to ensure that your data is protected at all times.
  • Scalability: As your business grows and evolves, your website may require additional features and services. It is important to choose a custom API development solution that is scalable, so that you can easily add new services and features as needed without having to completely overhaul your website.
  • Integration: Custom API development should seamlessly integrate with your existing website and business processes, without disrupting the user experience or causing downtime. It is important to choose a solution that is designed to integrate smoothly with your existing systems.
  • Support: API development can be an ongoing process, and it is important to choose a company that provides ongoing support and maintenance to ensure that your website continues to perform optimally.

Common Types of API Integrations

1. Payment and eCommerce


Need to take payments on your site? Whether it’s for products, services or subscriptions, Stripe is the ‘king’ of payment gateways. They handle all the complex tasks, security, and management for you (payment details, transactions, customer details, invoices) so you only have to worry about providing a great product and service.


Shopify started as a simple E-Commerce builder but it has developed into so much more than that today — read this article to really understand its power. Despite its size, scale, and power, it still works really well for any eCommerce needs, from simple to complex, including the ability to create a simple store and take payments. The great thing is that it integrates really easily with any CMS (Content Management System), so if you have an exisiting WordPress website you can literally ‘plug and play’ a Shopify store.

2. Analytics & user data

Google Analytics

This is probably the most common integration. In its simplest form, adding a small piece of code small piece of code on every page of your website allows you to have access to a wealth of information about your users’ behaviour, demographics, traffic source, and much more. It is also 100% free — like, completely free. We implement Google Analytics onto all of our website projects as standard.


Segment gives you an additional layer of customer information. It not only collects user events from your website but also provides a complete data toolkit you and your team. Segment can allow you to significantly improve your products, services, marketing and sales capabilities by analysing the data that really matters to your business. It is relatively sttraightforward to implement on your website, with a free tier plan also available for up to 1000 visitors a month.

3. Customer relationship management


One of the most well-known CRMs, and certainly not the cheapest, Hubspot is pretty much the most comprehensive. Marketing automation, sales pipeline management, full Content Management System capabilities — Hubspot is a swiss army knife of a platform and integrates with pretty much anything. We have a wealth of experience integrating with HubSpot, along with other popular CRM platforms such as Capsule, Salesforce and Pardot.


A direct competitor of Hubspot, ActiveCampaign’s strength lies in the ease of creating marketing automation. No technical knowledge is required and you can start creating workflows in a matter of seconds.

4. Lead generation


Originally a simple eDirect-Mail platform, MailChimp have evolved their offering into a much more thorough and comprehensive digital marketing suite. They allow you and your business to utilise the full power of inbound marketing and lead scoring, while making it easier to integrate with your website. There are other tools out there however, MailChimp is the platform we recommend to most of our clients.


Sendinblue is an all-in-one marketing platform, similar to MailChimp. It covers a host of areas such as Email campaigns, automations, CRM, Live Chat, and SMS communications with some great pricing options.

5. LiveChat

Facebook Chat plugin

This plugin allows you to integrate the Facebook Messenger experience directly into your website. With it being a familiar interface it will help put your customers at ease. There is also an ability to pre-program responses to ensure a seamless experience. Again, this is very easy to integrate and will allow you to reduce the time your customers, and potential customers, need to reach you.


Intercom is Live Chat on steroids. It does everything your average Live Chat plugin will do, and much more than that. Messenger, Customer Management, Customer Data, and it also integrates with endless other applications thanks to its robust API.

Choosing the Right Custom API Development Company

When it comes to API development, it is important to choose the right company for the job. The right company should have a strong track record of delivering high-quality solutions, and should have the expertise and experience to provide you with the best possible results.

When evaluating companies, look for one that has a strong focus on security, scalability, and integration, and that has a proven track record of delivering high-quality solutions. You should also look for a company that provides ongoing support and maintenance, and that is committed to helping you achieve your business goals through the development and implementation of API solutions.

Another important factor to consider is the company’s portfolio of work and their understanding of your industry and specific requirements. It is also a good idea to read customer reviews and testimonials, to get a better understanding of their level of expertise and customer satisfaction.

Ultimately, the right custom API development company should be a partner, not just a vendor. They should be dedicated to your success, and should work closely with you to understand your needs and goals, and develop solutions that meet your specific requirements.


Custom API development is an effective and efficient way to enhance the functionality and user experience of your website, and streamline your operations by integrating third-party services and features. However, it is important to choose the right partner, one that has a strong focus on security, scalability, integration, and support, and that is dedicated to helping you achieve your business goals.

If you are looking to integrate third-party services with your website, or enhance the functionality and user experience of your website, then custom API development may be the right solution for you. With the right partner, you can take your website to the next level, and stay ahead of the competition in the rapidly evolving digital landscape.

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