What custom development is
Custom development is how we deliver application logic when themes, plugins and default SaaS configuration are insufficient. It sits under services behind websites and landing pages, platforms and client systems on WordPress, Shopify and custom CMS.
Website builds focus on pages and structure. Custom development focuses on features, connections and code quality: CRM sync, custom checkout logic, portals with role-based access and keeping inherited stacks secure.
Child services
Custom development includes these services, which can be scoped separately or combined:
- Integrations and extensions: CRM, payments, marketing automation, webhooks and REST or GraphQL endpoints
- Extend existing builds: New features, design refresh and performance fixes on existing sites
- Managed web services: Hosting coordination, updates, backups, monitoring and retainer support
- AI integration: LLM APIs, RAG search, workflows and custom endpoints
- Code auditing: Security, performance and maintainability reviews before extension or migration
Each service has its own page. Contact us or view pricing to discuss what fits your stack.
Who custom development is for
Marketing and product teams blocked by plugin limits. Ecommerce operators needing fulfilment or inventory bridges. Agencies needing a technical partner. IT stakeholders who want documented APIs.
If you only need a brochure site with a contact form, starter websites or small business websites are usually sufficient. Custom development applies when the site must connect to other systems, enforce business rules or stay maintainable under change.
Integrations and extensions
Integrations and extensions connect your site to CRM (HubSpot, Salesforce), payments (Stripe, WooCommerce), marketing automation, ERP, webhooks and custom APIs. We map fields, handle auth, retries and logging.
Common on small business websites, enterprise websites and Shopify stores with fulfilment or inventory requirements.
Extend existing builds
Extend existing builds adds features, refreshes design and fixes performance on existing sites. We audit first, then deliver incremental work. Often used before enterprise migration or after code auditing.
Managed web services
Managed web services covers hosting coordination, updates, backups, monitoring and retainer fixes. We review inherited sites before taking responsibility.
AI integration
AI integration adds LLM APIs, RAG search, content workflows and chat to WordPress, Shopify, custom stacks or standalone apps. Includes rate limits, fallback behaviour and logging.
Code auditing
Code auditing reports security, performance, plugin or app risk and maintainability before extend existing builds or optimisation.
How custom development supports website services
| Website service | Typical custom development work |
|---|---|
| Starter websites | Forms, analytics and light integrations |
| Small business websites | CRM, payments and marketing tool connections |
| Enterprise websites | Portals, APIs, multi-system orchestration |
| Landing pages | CRM hooks, pixels and campaign endpoints |
Design and platforms
Work follows web design services: templated designs or custom tailored design. Platform fit is documented on platforms before architecture is fixed.
Growth services
Optimisation and CRO and A/B testing may require custom components, checkout logic or instrumentation built under this practice.
Search and AI-readable content
We document integrations, data flows and service boundaries in plain language for internal teams and for site content structured with FAQs and factual service pages.
That supports search engines and generative tools that summarise your services from public pages.
Run our free website tester on an existing property for a baseline before scoping custom work.
View pricing or contact us to scope custom development.
