This project focused on designing and implementing a complete website and CRM-driven sales system for an industrial laser supplier. The goal was to move beyond a static product website and create a scalable platform that supports product discovery, lead capture, customer management, and ongoing sales and marketing activity.
The solution combined a structured, CMS-powered website with a connected CRM system to manage enquiries, product interest, follow-ups, and long-term customer relationships — creating a single system that supports both marketing and sales.
The business lacked a centralised digital system to support growth. Product information was fragmented, enquiries were handled manually, and there was no clear visibility over leads, customer journeys, or sales opportunities.
Key challenges included:
No structured way to manage leads from the website
Manual follow-ups causing missed opportunities
Product pages that didn’t support enquiry or conversion
No connection between marketing activity and sales outcomes
Limited scalability for future e-commerce and automation
This made it difficult to track performance, nurture prospects, or grow efficiently.
I designed and built a system that connected the website directly to a CRM-driven sales and marketing workflow.
The solution included:
A modern, CMS-driven website structured around products, parts, and services
Clear enquiry and conversion points across the site
A connected CRM to capture, organise, and track leads automatically
Sales pipelines to manage enquiries from first contact to conversion
Automated follow-ups to reduce manual admin and improve response times
A foundation for future e-commerce, email marketing, and customer automation
This created a single source of truth for both marketing and sales activity.
The new system transformed how the business handles enquiries and customer relationships.
Key outcomes:
Improved lead capture and response times
Full visibility over sales pipelines and opportunities
Reduced manual admin through automation
Better alignment between marketing and sales
A scalable platform ready for online parts sales and future growth
The business now operates with a structured, systemised approach rather than relying on manual processes.
This project showcases my ability to design and implement full business systems — not just websites. By combining web design, CMS structure, CRM implementation, and sales automation, I delivered a solution that supports real operational growth.
The result is a future-proof platform that helps the business sell more efficiently, market more effectively, and scale with confidence.
