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I think the opposite.\",\n                    \"item\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fai-search\u002F\"\n                }\n            ]\n        },\n        {\n            \"@type\": \"WebPage\",\n            \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fai-search\u002F#webpage\",\n            \"url\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fai-search\u002F\",\n            \"name\": \"AI Search and websites: what changes for business visibility?\",\n            \"description\": \"AI Search is changing how customers discover and evaluate companies. See why website structure, content and SEO are becoming even more important.\",\n            \"inLanguage\": \"en\",\n            \"isPartOf\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002F#website\"\n            },\n            \"breadcrumb\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fai-search\u002F#breadcrumb\"\n            },\n            \"mainEntity\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fai-search\u002F#article\"\n            },\n            \"datePublished\": \"2026-10-28T11:44:08+00:00\",\n            \"dateModified\": \"2026-10-28T11:44:08+00:00\"\n        },\n        {\n            \"@type\": \"BlogPosting\",\n            \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fai-search\u002F#article\",\n            \"headline\": \"Does AI search make business websites less important? I think the opposite.\",\n            \"name\": \"Does AI search make business websites less important? I think the opposite.\",\n            \"description\": \"AI Search is changing how customers discover and evaluate companies. See why website structure, content and SEO are becoming even more important.\",\n            \"url\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fai-search\u002F\",\n            \"inLanguage\": \"en\",\n            \"mainEntityOfPage\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fai-search\u002F#webpage\"\n            },\n            \"author\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002F#organization\"\n            },\n            \"publisher\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002F#organization\"\n            },\n            \"image\": [\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F3931cab8-922d-44df-b2d5-ab5ee06527d2\u002Ftranslations\u002Fen\u002Fai-search.webp\"\n                },\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F41682908-8af1-49bb-9342-854204baf5dc\u002Ftranslations\u002Fen\u002Fmarie-haynes-statistika-horizontal.webp\"\n                },\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F9f0e09f7-9752-4c93-81b2-4a59ede1c65c\u002Ftranslations\u002Fen\u002Fseo-works-statistika-horizontal.webp\"\n                }\n            ],\n            \"articleSection\": [\n                \"SEO & AI\"\n            ],\n            \"keywords\": \"SEO & AI\",\n            \"articleBody\": \"By Kristīne Pudāne, Founder and Managing Director of Brandsite Lately, it has become almost impossible to ignore the calls to urgently optimise content for AI search, implement GEO, rethink SEO, create more video and change almost the entire existing marketing strategy. The changes are real, but for business owners it is becoming increasingly difficult to understand where they should actually invest their time and money. AI traffic is still small, but that is not the whole story Recently, SEO researcher Marie Haynes analysed 12 months of GA4 data from 100 websites with more than 145 million sessions. ChatGPT generated traffic equivalent to only 0.62% of Google organic traffic. On the websites where conversions were measured, ChatGPT visitors converted at a higher rate - 13.8% compared with Google's 3.02% - yet Google still generated 27 times more conversions than all LLM sources combined. It is a useful reminder that we should not abandon what works today simply because a new channel has appeared. But I find another question even more interesting. Can we fully measure AI's influence on a customer's decision? Can we fully measure AI's influence on a customer's decision? I increasingly use AI myself to find products, compare services and evaluate companies. But that does not mean I immediately click the recommended link and make a purchase. Quite often, I later return to Google, open several websites, read reviews, look at previous projects and only then make a decision. In analytics, that customer journey may look very different from what actually happened in my mind. That is why, in my opinion, AI referral traffic alone is not enough to understand AI's real role in the purchasing process. The SEO Works analysed 95 websites and found that organic search still generated 39 times more traffic than AI assistants. At the same time, Google AI Overviews traffic appears in analytics as regular organic traffic, meaning that part of AI's influence cannot currently be separated into its own channel. Where does AI get information about a company? There is another point that I think receives far too little attention. Where does AI get information about a company in the first place? For AI systems to understand what a company does, what experience it has and why it may be worth recommending, that information needs to exist somewhere in a clear, structured and credible form. Very often, that place is still the company's website - its service pages, project descriptions, expert content, data, reviews and concrete examples. That is why I certainly do not see AI Search or AI {SEO {\u002Fen\u002Fservices\u002Fseo-audit-optimization\u002F}}as something insignificant. Quite the opposite. I believe AI search raises the standard for a company's entire digital presence. AI search raises the standard for websites It is no longer enough for a {website{\u002Fen\u002Fservices\u002Fwebsite-development\u002F}} to simply look good and be optimised for a few Google keywords. Companies need to think even more carefully about website structure, service architecture, content, evidence of expertise and whether people, Google and AI systems can clearly understand what the company offers and why it can be trusted. This is where website strategy becomes even more important than before. If the structure is unclear, services are poorly explained, expertise is not demonstrated and useful information is missing, the problem is no longer only that a potential customer may not understand the company. Search engines and AI systems may struggle to understand it too. That means thinking about whether the website structure is clear enough, whether every important service has its own properly developed page, whether search engines and AI systems can understand what the company actually does, whether expertise is demonstrated through real projects and results, and whether the content answers the questions potential customers are genuinely asking. It also means looking at internal links, content freshness, clarity, structure and the quality of the information being published. This is not about creating content for an algorithm. It is about making the company easier to understand. AI SEO cannot simply be added to a finished website. AI may help a company enter a potential customer's field of view, but a recommendation alone is not enough. People still want to understand who you are, what you have done, what results you can demonstrate, how you think and whether they can trust you. They may discover a company through ChatGPT, an AI Overview or another AI assistant, but afterwards they can still visit Google, compare competitors, read reviews, check portfolios and return to the company's website before making a decision. That is where the website becomes even more important - not simply as a place to \\\"exist online\\\", but as the place that reinforces the customer's decision. At Brandsite, these changes are also making us review our processes, test new tools and work much more deeply with AI Search, AEO and content structure. But the more I explore this area, the more convinced I become that the goal is not to implement every new AI tool as quickly as possible. The more important question is how to connect AI Search with a strong website strategy, high-quality content and a real business objective. AI search does not reduce the importance of a strong website. It raises the standard for its strategy, structure and content. If your company is also trying to understand AI Search, SEO or how your website structure and content should adapt to the changing search landscape, get in touch with us or me personally. {Brandsite{\u002Fen\u002Fabout\u002F}} can help assess your current situation and identify which improvements will genuinely support your business. Marie Haynes - GEO is a distraction https:\u002F\u002Fwww.mariehaynes.com\u002Fgeo-is-a-distraction\u002F The SEO Works - AI referral traffic benchmark https:\u002F\u002Fwww.seoworks.co.uk\u002Fdownloads\u002Fai-referral-traffic-benchmark\u002F\",\n            \"wordCount\": 948,\n            \"timeRequired\": \"PT5M\",\n            \"datePublished\": \"2026-10-28T11:44:08+00:00\",\n            \"dateModified\": \"2026-10-28T11:44:08+00:00\"\n        }\n    ]\n}",{"hero":1352,"sections":1356},{"text":1353,"image":1354},"By Kristīne Pudāne, Founder and Managing Director of Brandsite\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>Lately, it has become almost impossible to ignore the calls to urgently optimise content for AI search, implement GEO, rethink SEO, create more video and change almost the entire existing marketing strategy. The changes are real, but for business owners it is becoming increasingly difficult to understand where they should actually invest their time and money.\u003C\u002Fp>",{"id":1316,"url":1355,"size":1335,"type":572,"width":1321,"height":1322,"filename":1320,"mime_type":318},"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F3931cab8-922d-44df-b2d5-ab5ee06527d2\u002Ftranslations\u002Fen\u002Fai-search.webp",[1357,1367,1375,1378,1381],{"text":1358,"image":1359,"heading_h2":1366},"\u003Cp>Recently, SEO researcher Marie Haynes analysed 12 months of GA4 data from 100 websites with more than 145 million sessions. ChatGPT generated traffic equivalent to only 0.62% of Google organic traffic. On the websites where conversions were measured, ChatGPT visitors converted at a higher rate - 13.8% compared with Google's 3.02% - yet Google still generated 27 times more conversions than all LLM sources combined.\u003C\u002Fp>\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>It is a useful reminder that we should not abandon what works today simply because a new channel has appeared. But I find another question even more interesting.\u003C\u002Fp>",{"id":1360,"url":1361,"size":1362,"type":572,"width":1363,"height":1364,"filename":1365,"mime_type":318},"41682908-8af1-49bb-9342-854204baf5dc","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F41682908-8af1-49bb-9342-854204baf5dc\u002Ftranslations\u002Fen\u002Fmarie-haynes-statistika-horizontal.webp",46366,1200,675,"marie-haynes-statistika-horizontal.webp","AI traffic is still small, but that is not the whole story",{"text":1368,"image":1369,"heading_h2":1374},"Can we fully measure AI's influence on a customer's decision?\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>I increasingly use AI myself to find products, compare services and evaluate companies. But that does not mean I immediately click the recommended link and make a purchase. Quite often, I later return to Google, open several websites, read reviews, look at previous projects and only then make a decision.\u003C\u002Fp>\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>In analytics, that customer journey may look very different from what actually happened in my mind. That is why, in my opinion, AI referral traffic alone is not enough to understand AI's real role in the purchasing process.\u003C\u002Fp>\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>The SEO Works analysed 95 websites and found that organic search still generated 39 times more traffic than AI assistants. At the same time, Google AI Overviews traffic appears in analytics as regular organic traffic, meaning that part of AI's influence cannot currently be separated into its own channel.\u003C\u002Fp>",{"id":1370,"url":1371,"size":1372,"type":572,"width":1363,"height":1364,"filename":1373,"mime_type":318},"9f0e09f7-9752-4c93-81b2-4a59ede1c65c","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F9f0e09f7-9752-4c93-81b2-4a59ede1c65c\u002Ftranslations\u002Fen\u002Fseo-works-statistika-horizontal.webp",39188,"seo-works-statistika-horizontal.webp","Can we fully measure AI's influence on a customer's decision?",{"text":1376,"image":199,"heading_h2":1377},"There is another point that I think receives far too little attention. Where does AI get information about a company in the first place?\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>For AI systems to understand what a company does, what experience it has and why it may be worth recommending, that information needs to exist somewhere in a clear, structured and credible form. Very often, that place is still the company's website - its service pages, project descriptions, expert content, data, reviews and concrete examples.\u003C\u002Fp>\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>That is why I certainly do not see AI Search or AI {SEO {\u002Fen\u002Fservices\u002Fseo-audit-optimization\u002F}}as something insignificant. Quite the opposite. I believe AI search raises the standard for a company's entire digital presence.\u003C\u002Fp>","Where does AI get information about a company?",{"text":1379,"image":199,"heading_h2":1380},"It is no longer enough for a {website{\u002Fen\u002Fservices\u002Fwebsite-development\u002F}} to simply look good and be optimised for a few Google keywords. Companies need to think even more carefully about website structure, service architecture, content, evidence of expertise and whether people, Google and AI systems can clearly understand what the company offers and why it can be trusted.\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>This is where website strategy becomes even more important than before. If the structure is unclear, services are poorly explained, expertise is not demonstrated and useful information is missing, the problem is no longer only that a potential customer may not understand the company. Search engines and AI systems may struggle to understand it too.\u003Cbr \u002F>\u003Cbr \u002F>That means thinking about whether the website structure is clear enough, whether every important service has its own properly developed page, whether search engines and AI systems can understand what the company actually does, whether expertise is demonstrated through real projects and results, and whether the content answers the questions potential customers are genuinely asking.\u003C\u002Fp>\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>It also means looking at internal links, content freshness, clarity, structure and the quality of the information being published. This is not about creating content for an algorithm. It is about making the company easier to understand.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>","AI search raises the standard for websites",{"text":1382,"image":199,"heading_h2":1383},"AI may help a company enter a potential customer's field of view, but a recommendation alone is not enough. People still want to understand who you are, what you have done, what results you can demonstrate, how you think and whether they can trust you.\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>They may discover a company through ChatGPT, an AI Overview or another AI assistant, but afterwards they can still visit Google, compare competitors, read reviews, check portfolios and return to the company's website before making a decision.\u003C\u002Fp>\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>That is where the website becomes even more important - not simply as a place to "exist online", but as the place that reinforces the customer's decision.\u003Cbr \u002F>At Brandsite, these changes are also making us review our processes, test new tools and work much more deeply with AI Search, AEO and content structure. But the more I explore this area, the more convinced I become that the goal is not to implement every new AI tool as quickly as possible.\u003Cbr \u002F>\u003Cbr \u002F>The more important question is how to connect AI Search with a strong website strategy, high-quality content and a real business objective.\u003C\u002Fp>\u003Cp>\u003Cb>AI search does not reduce the importance of a strong website. 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How to connect CRM, ERP, warehouse, accounting and your website while reducing manual data handling.\",\n            \"inLanguage\": \"en\",\n            \"isPartOf\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002F#website\"\n            },\n            \"breadcrumb\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fbusiness-systems-integration\u002F#breadcrumb\"\n            },\n            \"mainEntity\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fbusiness-systems-integration\u002F#article\"\n            },\n            \"datePublished\": \"2026-10-27T09:42:26+00:00\",\n            \"dateModified\": \"2026-10-27T09:42:26+00:00\"\n        },\n        {\n            \"@type\": \"BlogPosting\",\n            \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fbusiness-systems-integration\u002F#article\",\n            \"headline\": \"What Is Business Systems Integration and When Do You Need It?\",\n            \"name\": \"What Is Business Systems Integration and When Do You Need It?\",\n            \"description\": \"What is business systems integration? How to connect CRM, ERP, warehouse, accounting and your website while reducing manual data handling.\",\n            \"url\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fbusiness-systems-integration\u002F\",\n            \"inLanguage\": \"en\",\n            \"mainEntityOfPage\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fbusiness-systems-integration\u002F#webpage\"\n            },\n            \"author\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002F#organization\"\n            },\n            \"publisher\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002F#organization\"\n            },\n            \"image\": [\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F24bac95c-2c8c-4370-9b2e-d808b06e7549\u002Ftranslations\u002Fen\u002Fbusiness-systems-integration.webp\"\n                },\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F1f38b515-8c57-4564-8d85-6d72d69039a1\u002Ftranslations\u002Fen\u002Fcrm-and-erp-data-flow.webp\"\n                },\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F24b4a240-3f6e-4397-98ad-7f5bf71b4359\u002Fprocessed\u002Fsistemu-integracijas-process.webp\"\n                }\n            ],\n            \"articleSection\": [\n                \"Business\",\n                \"Solutions\"\n            ],\n            \"keywords\": \"Business, Solutions\",\n            \"articleBody\": \"Business systems integration means connecting two or more systems used by a company so that data and actions move between them automatically, instead of employees having to re-enter the same information in several places. For example, a website enquiry can automatically reach the CRM, an online store order can reach the ERP or warehouse system, and a payment or order status can be returned to another system the company uses. The goal of integration isn't to connect as many tools as possible. The goal is to create a clear data flow, reduce repetitive manual work and make it clear to the company where the main data lives, which system is responsible for it and what happens next after a specific event. In Brandsite {business systems integration{\u002Fen\u002Fservices\u002Fbusiness-systems-integrations\u002F}} projects, we start by understanding the company's process and data flow – not by choosing a specific API or technology. Which systems do companies connect most often? {Business systems integration{\u002Fen\u002Fservices\u002Fbusiness-systems-integrations\u002F}} can be very simple – for example, connecting a contact form to a CRM – or a much broader data flow between several company systems. System type What it manages Typical integration example Website \u002F e-commerce Enquiries, orders, customer actions A form sends an enquiry to the CRM or an order reaches the ERP CRM Leads, customers, deals, communication A new enquiry is registered and assigned to a salesperson ERP Orders, finance, inventory, processes An e-commerce order reaches the ERP for fulfilment Warehouse system Stock, reservations, product movement The online store receives current stock levels from the warehouse Accounting Invoices, payments, financial documents An order or payment status triggers the document flow Email marketing Segments, automation, communication A CRM status triggers a specific customer communication scenario These systems don't all have to be connected at the same time. Integration is justified when a specific data exchange solves a real business problem. When does business systems integration become necessary? At first, a company can work perfectly well with email, Excel, a CRM and a few separate tools. The problem usually appears as the company grows. The number of enquiries, customers or orders increases, and the team spends more and more time not on serving customers or selling, but on moving information between systems. Typical signs: the same customer or order is entered in several places; website form data is manually copied into the CRM; employees regularly transfer order information to the ERP; stock levels don't match across systems; invoices or documents are created manually; customer or order statuses have to be changed in several places; the sales team can't see which channel an enquiry came from; management has no clear overview of the process from customer enquiry to fulfilment. If manual work grows almost in proportion to the number of customers or orders, the company's process doesn't scale with the business. What problem does integration actually solve? Integration is often seen as a technical project, but from a business perspective it usually solves a few very practical problems. Repeated data entry An employee receives information in one system and then manually enters it into another. This takes time and creates a risk of errors. Different data in different systems If a product price, customer status or stock level is maintained in several places, the question arises: Which system can you trust? The process depends on a specific person If only one employee knows that after receiving an order you need to open three systems and carry out several steps, the company depends on a manual process. No shared overview of the process The customer enquiry is on the website, sales information in the CRM, fulfilment in the ERP and the invoice in accounting. Each system may work well on its own, but the company can't see the full path of the process. Integration starts with the process, not the API Systems can technically be connected using APIs, webhooks, data import and export, or custom-built middleware logic. But technology isn't the first question. First, you need to define the process itself. Question Example Which is the main data source? If the price is maintained in the ERP, the online store receives it from the ERP rather than keeping a second, independent price What triggers the action? Submitting a contact form creates a record in the CRM What data is passed on? Name, email, company, service, source What happens in case of an error? The error is logged and synchronisation can be retried Who can see the status? The responsible team can see whether the data was processed successfully If there are several independent versions of the same data, integration by itself won't solve the problem. First, you need to determine which system holds the current information and which system the data should be passed on to. Five common business systems integration scenarios A website enquiry reaches the CRM One of the simplest examples is connecting a contact form to a CRM. The enquiry no longer stays only in an email inbox. The CRM can automatically receive the customer's contact details, company, selected service, enquiry source or other data needed for the sales process. The enquiry can then be assigned to a specific salesperson or trigger the next action. An e-commerce order reaches the ERP The customer sees the online store, the product and the payment. On the company's side, a broader process begins after the order: order → warehouse → documents → picking → delivery → status Integration connects the purchase the customer sees with the company's internal fulfilment process. Read more on this topic in our article on {online store automation and integrations{\u002Fen\u002Fblog\u002Fonline-store-automation-integrations\u002F}}. Prices and stock levels are synchronised If a company has several warehouses, physical stores or different customer price groups, m...\",\n            \"wordCount\": 948,\n            \"timeRequired\": \"PT12M\",\n            \"datePublished\": \"2026-10-27T09:42:26+00:00\",\n            \"dateModified\": \"2026-10-27T09:42:26+00:00\"\n        }\n    ]\n}",{"hero":1797,"sections":1801},{"text":1798,"image":1799},"\u003Cp>\u003Cstrong>Business systems integration means connecting two or more systems used by a company so that data and actions move between them automatically, instead of employees having to re-enter the same information in several places.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>For example, a website enquiry can automatically reach the CRM, an online store order can reach the ERP or warehouse system, and a payment or order status can be returned to another system the company uses.\u003C\u002Fp>\u003Cp>The goal of integration isn't to connect as many tools as possible. The goal is to create a clear data flow, reduce repetitive manual work and make it clear to the company \u003Cstrong>where the main data lives, which system is responsible for it and what happens next after a specific event\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>In Brandsite {business systems integration{\u002Fen\u002Fservices\u002Fbusiness-systems-integrations\u002F}} projects, we start by understanding the company's process and data flow – not by choosing a specific API or technology.\u003C\u002Fp>",{"id":1550,"url":1800,"size":1568,"type":572,"width":1321,"height":1322,"filename":1554,"mime_type":318},"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F24bac95c-2c8c-4370-9b2e-d808b06e7549\u002Ftranslations\u002Fen\u002Fbusiness-systems-integration.webp",[1802,1805,1808,1811,1819,1822,1825,1828,1831,1834,1837,1845,1848,1851],{"text":1803,"image":199,"heading_h2":1804},"\u003Cp>{Business systems integration{\u002Fen\u002Fservices\u002Fbusiness-systems-integrations\u002F}} can be very simple – for example, connecting a contact form to a CRM – or a much broader data flow between several company systems.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>System type\u003C\u002Fth>\u003Cth>What it manages\u003C\u002Fth>\u003Cth>Typical integration example\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Website \u002F e-commerce\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Enquiries, orders, customer actions\u003C\u002Ftd>\u003Ctd>A form sends an enquiry to the CRM or an order reaches the ERP\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>CRM\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Leads, customers, deals, communication\u003C\u002Ftd>\u003Ctd>A new enquiry is registered and assigned to a salesperson\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>ERP\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Orders, finance, inventory, processes\u003C\u002Ftd>\u003Ctd>An e-commerce order reaches the ERP for fulfilment\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Warehouse system\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Stock, reservations, product movement\u003C\u002Ftd>\u003Ctd>The online store receives current stock levels from the warehouse\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Accounting\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Invoices, payments, financial documents\u003C\u002Ftd>\u003Ctd>An order or payment status triggers the document flow\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Email marketing\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Segments, automation, communication\u003C\u002Ftd>\u003Ctd>A CRM status triggers a specific customer communication scenario\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>These systems don't all have to be connected at the same time.\u003C\u002Fp>\u003Cp>Integration is justified when a specific data exchange solves a real business problem.\u003C\u002Fp>","Which systems do companies connect most often?",{"text":1806,"image":199,"heading_h2":1807},"\u003Cp>At first, a company can work perfectly well with email, Excel, a CRM and a few separate tools.\u003C\u002Fp>\u003Cp>The problem usually appears as the company grows.\u003C\u002Fp>\u003Cp>The number of enquiries, customers or orders increases, and the team spends more and more time not on serving customers or selling, but on moving information between systems.\u003C\u002Fp>\u003Cp>Typical signs:\u003C\u002Fp>\u003Cul>\u003Cli>the same customer or order is entered in several places;\u003C\u002Fli>\u003Cli>website form data is manually copied into the CRM;\u003C\u002Fli>\u003Cli>employees regularly transfer order information to the ERP;\u003C\u002Fli>\u003Cli>stock levels don't match across systems;\u003C\u002Fli>\u003Cli>invoices or documents are created manually;\u003C\u002Fli>\u003Cli>customer or order statuses have to be changed in several places;\u003C\u002Fli>\u003Cli>the sales team can't see which channel an enquiry came from;\u003C\u002Fli>\u003Cli>management has no clear overview of the process from customer enquiry to fulfilment.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>If manual work grows almost in proportion to the number of customers or orders, the company's process \u003Cstrong>doesn't scale with the business\u003C\u002Fstrong>.\u003C\u002Fp>","When does business systems integration become necessary?",{"text":1809,"image":199,"heading_h2":1810},"\u003Cp>Integration is often seen as a technical project, but from a business perspective it usually solves a few very practical problems.\u003C\u002Fp>\u003Ch3>Repeated data entry\u003C\u002Fh3>\u003Cp>An employee receives information in one system and then manually enters it into another.\u003C\u002Fp>\u003Cp>This takes time and creates a risk of errors.\u003C\u002Fp>\u003Ch3>Different data in different systems\u003C\u002Fh3>\u003Cp>If a product price, customer status or stock level is maintained in several places, the question arises:\u003C\u002Fp>\u003Cp>\u003Cstrong>Which system can you trust?\u003C\u002Fstrong>\u003C\u002Fp>\u003Ch3>The process depends on a specific person\u003C\u002Fh3>\u003Cp>If only one employee knows that after receiving an order you need to open three systems and carry out several steps, the company depends on a manual process.\u003C\u002Fp>\u003Ch3>No shared overview of the process\u003C\u002Fh3>\u003Cp>The customer enquiry is on the website, sales information in the CRM, fulfilment in the ERP and the invoice in accounting.\u003C\u002Fp>\u003Cp>Each system may work well on its own, but the company can't see the full path of the process.\u003C\u002Fp>","What problem does integration actually solve?",{"text":1812,"image":1813,"heading_h2":1818},"\u003Cp>Systems can technically be connected using APIs, webhooks, data import and export, or custom-built middleware logic.\u003C\u002Fp>\u003Cp>But technology isn't the first question.\u003C\u002Fp>\u003Cp>First, you need to define the process itself.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>Question\u003C\u002Fth>\u003Cth>Example\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Which is the main data source?\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>If the price is maintained in the ERP, the online store receives it from the ERP rather than keeping a second, independent price\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>What triggers the action?\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Submitting a contact form creates a record in the CRM\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>What data is passed on?\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Name, email, company, service, source\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>What happens in case of an error?\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>The error is logged and synchronisation can be retried\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Who can see the status?\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>The responsible team can see whether the data was processed successfully\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>If there are several independent versions of the same data, integration by itself won't solve the problem.\u003C\u002Fp>\u003Cp>First, you need to determine \u003Cstrong>which system holds the current information and which system the data should be passed on to\u003C\u002Fstrong>.\u003C\u002Fp>",{"id":1814,"url":1815,"size":1816,"type":572,"width":1321,"height":1322,"filename":1817,"mime_type":318},"1f38b515-8c57-4564-8d85-6d72d69039a1","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F1f38b515-8c57-4564-8d85-6d72d69039a1\u002Ftranslations\u002Fen\u002Fcrm-and-erp-data-flow.webp",200680,"crm-and-erp-data-flow.webp","Integration starts with the process, not the API",{"text":1820,"image":199,"heading_h2":1821},"\u003Ch3>A website enquiry reaches the CRM\u003C\u002Fh3>\u003Cp>One of the simplest examples is connecting a contact form to a CRM.\u003C\u002Fp>\u003Cp>The enquiry no longer stays only in an email inbox. The CRM can automatically receive the customer's contact details, company, selected service, enquiry source or other data needed for the sales process.\u003C\u002Fp>\u003Cp>The enquiry can then be assigned to a specific salesperson or trigger the next action.\u003C\u002Fp>\u003Ch3>An e-commerce order reaches the ERP\u003C\u002Fh3>\u003Cp>The customer sees the online store, the product and the payment.\u003C\u002Fp>\u003Cp>On the company's side, a broader process begins after the order:\u003C\u002Fp>\u003Cp>\u003Cstrong>order → warehouse → documents → picking → delivery → status\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>Integration connects the purchase the customer sees with the company's internal fulfilment process.\u003C\u002Fp>\u003Cp>Read more on this topic in our article on {online store automation and integrations{\u002Fen\u002Fblog\u002Fonline-store-automation-integrations\u002F}}.\u003C\u002Fp>\u003Ch3>Prices and stock levels are synchronised\u003C\u002Fh3>\u003Cp>If a company has several warehouses, physical stores or different customer price groups, maintaining data manually in the online store becomes an increasing risk.\u003C\u002Fp>\u003Cp>In this situation, it's especially important to determine:\u003C\u002Fp>\u003Cul>\u003Cli>where the price is maintained;\u003C\u002Fli>\u003Cli>where the current stock level is;\u003C\u002Fli>\u003Cli>in which direction data moves;\u003C\u002Fli>\u003Cli>how often it is updated.\u003C\u002Fli>\u003C\u002Ful>\u003Ch3>Accounting and document flow\u003C\u002Fh3>\u003Cp>Not every company needs automatic invoice generation.\u003C\u002Fp>\u003Cp>However, as the volume of repeat orders grows, the document flow can be linked to the order, payment or fulfilment status.\u003C\u002Fp>\u003Ch3>Customer communication is triggered by an event\u003C\u002Fh3>\u003Cp>A CRM status, purchase, enquiry or other customer action can trigger an email, a task for a salesperson, a customer segment or another communication scenario.\u003C\u002Fp>\u003Cp>What matters isn't automating as many actions as possible, but making sure each automation has a specific business purpose.\u003C\u002Fp>","Five common business systems integration scenarios",{"text":1823,"image":199,"heading_h2":1824},"\u003Cp>CRM and ERP integrations solve different parts of the process, although in many companies the two systems work together.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>Integration\u003C\u002Fth>\u003Cth>Main purpose\u003C\u002Fth>\u003Cth>Example\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>CRM integration\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Lead, customer, sales deal and communication data\u003C\u002Ftd>\u003Ctd>Website enquiry → CRM → salesperson\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>ERP integration\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Orders, inventory, documents, finance and fulfilment\u003C\u002Ftd>\u003Ctd>Online store → ERP → warehouse \u002F fulfilment\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>The value of a CRM integration usually starts with organising the sales process.\u003C\u002Fp>\u003Cp>ERP integration more often becomes essential when a customer's action on the website needs to start the company's internal fulfilment process.\u003C\u002Fp>\u003Cp>Read more:\u003C\u002Fp>\u003Cp>{What is a CRM system?{\u002Fen\u002Fblog\u002Fwhat-is-a-crm-system\u002F}}\u003C\u002Fp>\u003Cp>{What is an ERP system?{\u002Fen\u002Fblog\u002Fwhat-is-an-erp-system\u002F}}\u003C\u002Fp>","How do CRM and ERP integration differ?",{"text":1826,"image":199,"heading_h2":1827},"\u003Cp>Not every manual task is economically worth automating.\u003C\u002Fp>\u003Cp>If a company receives a few enquiries a month, the process is simple and the data already lives in one system, a custom integration may create more maintenance than value.\u003C\u002Fp>\u003Cp>Sometimes it's perfectly enough to have:\u003C\u002Fp>\u003Cul>\u003Cli>a better-structured contact form;\u003C\u002Fli>\u003Cli>automation within the CRM itself;\u003C\u002Fli>\u003Cli>a clearly responsible person;\u003C\u002Fli>\u003Cli>a periodic data import;\u003C\u002Fli>\u003Cli>a simpler ready-made connector.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>That's why the question shouldn't be:\u003C\u002Fp>\u003Cp>\u003Cstrong>"What else can we integrate?"\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>A better question is:\u003C\u002Fp>\u003Cp>\u003Cstrong>"At which point in the process will automation save enough time, reduce errors or provide better process visibility?"\u003C\u002Fstrong>\u003C\u002Fp>","When is integration not needed?",{"text":1829,"image":199,"heading_h2":1830},"\u003Cp>Not every integration requires custom development.\u003C\u002Fp>\u003Cp>A ready-made connector can be a good solution if both systems already support the fields and process the company needs.\u003C\u002Fp>\u003Cp>A custom integration is more often needed if:\u003C\u002Fp>\u003Cul>\u003Cli>there are non-standard data fields;\u003C\u002Fli>\u003Cli>specific business rules need to be implemented;\u003C\u002Fli>\u003Cli>data needs to be transformed between several systems;\u003C\u002Fli>\u003Cli>there are complex error scenarios;\u003C\u002Fli>\u003Cli>two-way synchronisation is required;\u003C\u002Fli>\u003Cli>the standard connector doesn't support the company's specific process.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>It's important to assess not only whether a ready-made connector exists, but also \u003Cstrong>whether it solves the required process without additional manual work\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>If the core of the project is already complex cross-system logic, a customer portal or a custom workflow, {web application development{\u002Fen\u002Fservices\u002Fweb-application-development\u002F}} may also be needed.\u003C\u002Fp>","Ready-made connector or custom integration?",{"text":1832,"image":199,"heading_h2":1833},"\u003Cp>Integration can mean completely different things in different projects.\u003C\u002Fp>\u003Cp>In the \u003Cstrong>Roofmaster\u003C\u002Fstrong> project, the website's enquiry flow was connected to Bitrix CRM.\u003C\u002Fp>\u003Cp>In the \u003Cstrong>Smart Interior\u003C\u002Fstrong> project, an external price calculation solution was integrated into the website.\u003C\u002Fp>\u003Cp>In the \u003Cstrong>Vedam\u003C\u002Fstrong> project, service bookings, e-commerce, a CRM and automated customer communication were combined so that several customer journeys work in one digital environment.\u003C\u002Fp>\u003Cp>Read more about this project in our article on {how to combine sales, rentals and CRM in one e-commerce system{\u002Fen\u002Fblog\u002Fecommerce-sales-rentals-crm\u002F}}.\u003C\u002Fp>\u003Cp>These examples show three different levels of integration:\u003C\u002Fp>\u003Cp>\u003Cstrong>a single data flow connection → integration of an external system → combining several business processes.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>What they have in common isn't a specific tool. What they have in common is that the website becomes part of the business process rather than an isolated information page.\u003C\u002Fp>","Real examples of business systems integration in Brandsite projects",{"text":1835,"image":199,"heading_h2":1836},"\u003Cp>In an integration, it isn't enough to make the data move technically.\u003C\u002Fp>\u003Cp>You also need to think about:\u003C\u002Fp>\u003Cul>\u003Cli>who has access;\u003C\u002Fli>\u003Cli>what data is passed on at all;\u003C\u002Fli>\u003Cli>where API keys and access credentials are stored;\u003C\u002Fli>\u003Cli>which users can change integration settings;\u003C\u002Fli>\u003Cli>where errors are logged;\u003C\u002Fli>\u003Cli>who is notified if synchronisation stops working.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>A good principle is \u003Cstrong>data minimisation\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>If the CRM sales process needs the customer's name, company, email, selected service and source, there's no need to automatically copy the entire data model of another system.\u003C\u002Fp>\u003Cp>This reduces both the security risk and the complexity of the integration itself.\u003C\u002Fp>","Security and data access in integrations",{"text":1838,"image":1839,"heading_h2":1844},"\u003Ch3>1. Analysis of the current process\u003C\u002Fh3>\u003Cp>First, find out which systems the company uses, where the data lives, who enters it, where manual work happens and where errors occur most often.\u003C\u002Fp>\u003Ch3>2. Defining the data flow\u003C\u002Fh3>\u003Cp>This determines:\u003C\u002Fp>\u003Cul>\u003Cli>the main data source;\u003C\u002Fli>\u003Cli>the fields to be passed on;\u003C\u002Fli>\u003Cli>the direction of data;\u003C\u002Fli>\u003Cli>action triggers;\u003C\u002Fli>\u003Cli>statuses;\u003C\u002Fli>\u003Cli>error scenarios.\u003C\u002Fli>\u003C\u002Ful>\u003Ch3>3. Checking technical capabilities\u003C\u002Fh3>\u003Cp>Before full development, you need to check whether the systems involved actually have an available API, webhook, data import or export and the necessary access rights.\u003C\u002Fp>\u003Cp>This is especially important for older or closed business systems.\u003C\u002Fp>\u003Ch3>4. 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The company's processes change too.\u003C\u002Fp>\u003Cp>That's why, in the long term, you need error logs, monitoring and a clear maintenance process.\u003C\u002Fp>",{"id":1840,"url":1841,"size":1842,"type":572,"width":1321,"height":1322,"filename":1843,"mime_type":318},"24b4a240-3f6e-4397-98ad-7f5bf71b4359","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F24b4a240-3f6e-4397-98ad-7f5bf71b4359\u002Fprocessed\u002Fsistemu-integracijas-process.webp",208698,"sistemu-integracijas-process.webp","How does a business systems integration project work?",{"text":1846,"image":199,"heading_h2":1847},"\u003Cp>You don't need to start with API documentation.\u003C\u002Fp>\u003Cp>Pick one real customer enquiry, order or other process and follow it from start to finish.\u003C\u002Fp>\u003Cp>Note down:\u003C\u002Fp>\u003Cul>\u003Cli>where the data is first created;\u003C\u002Fli>\u003Cli>where it is re-entered;\u003C\u002Fli>\u003Cli>where a person checks it;\u003C\u002Fli>\u003Cli>where statuses are changed;\u003C\u002Fli>\u003Cli>where duplicates appear;\u003C\u002Fli>\u003Cli>where errors occur most often;\u003C\u002Fli>\u003Cli>how much time these actions take.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>Then it becomes much easier to understand \u003Cstrong>which integration is worth building first\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>If you need a more practical explanation of connecting a website to a CRM or ERP, we'll continue this topic in a separate article, \u003Cstrong>"How to connect your website to a CRM or ERP and reduce manual work"\u003C\u002Fstrong>.\u003C\u002Fp>","Where to start if your company systems are not connected?",{"text":1849,"image":199,"heading_h2":1850},"\u003Ch3>What is business systems integration?\u003C\u002Fh3>\u003Cp>It's an automatic exchange of data or actions between two or more systems, such as a website, CRM, ERP, warehouse or accounting system.\u003C\u002Fp>\u003Ch3>Can any two systems be connected?\u003C\u002Fh3>\u003Cp>Often yes, if the systems have APIs, webhooks or data import and export options. The complexity depends on technical access, data structure and business rules.\u003C\u002Fp>\u003Ch3>When does systems integration pay off?\u003C\u002Fh3>\u003Cp>When repetitive manual work takes up enough time, creates errors or slows down the company's process. The value of an integration should be assessed by the time saved, data quality and process visibility – not just by the technical connection itself.\u003C\u002Fp>\u003Ch3>Do integrations need maintenance afterwards?\u003C\u002Fh3>\u003Cp>Yes. APIs, data fields, authentication requirements and business processes can change over time, so an integration needs to be monitored and maintained.\u003C\u002Fp>","Frequently asked questions",{"text":1852,"image":199,"heading_h2":1853},"\u003Cp>A company doesn't need business systems integration just because it uses several tools.\u003C\u002Fp>\u003Cp>It becomes valuable when \u003Cstrong>information regularly needs to move between these tools and people start acting as the connector between systems\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>If a single enquiry or order is copied, checked and entered into different systems several times, a good start is to follow one real process and identify where manual work can be reduced.\u003C\u002Fp>\u003Cp>Brandsite helps companies connect websites, CRM, ERP, e-commerce and other business systems into one unified data flow.\u003C\u002Fp>\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Ch3>\u003Cb>{Book a 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It isn't automatically the best choice for every project. If the core of the solution is complex business logic, a customer portal, specific user roles, non-standard transactions or intensive data processing, a custom web application or a Laravel solution may be a better fit. The main question isn't \\\"is WordPress good?\\\", but rather: Does WordPress match how the company will use this website day to day and how it will need to evolve over the next few years? In Brandsite {WordPress development{\u002Fen\u002Fservices\u002Fwordpress-development\u002F}} projects, we choose the CMS based on the company's content, marketing, SEO, integration and future development needs – not just because WordPress is a popular platform. When is WordPress a good choice for a business website? {WordPress{\u002Fen\u002Fservices\u002Fwordpress-development\u002F}} works best where a website isn't a digital brochure published once, but a regularly managed channel for content, marketing and customer acquisition. It's especially suitable if: the marketing team updates content regularly; you need several languages; SEO is an important customer acquisition channel; you regularly need to create new service, project or campaign pages; the website needs to connect to a CRM, email marketing or other tools; you plan to develop the solution in stages. The advantage of WordPress in such projects isn't just the ability to publish content. A properly built CMS structure lets the company's team manage a large part of day-to-day content themselves while keeping a consistent design and technical structure. Which business projects is WordPress especially suitable for? Company type Typical needs B2B company Service and industry pages, case studies, CRM integration, multiple languages Manufacturer \u002F exporter Product catalogue, technical information, market and language structure Service company Landing pages, SEO content, enquiry forms, conversion tracking, CRM The industry alone doesn't determine whether WordPress will be suitable. What matters more is what content needs to be managed, which processes need to be supported and how much control the company's team wants to keep over the website. WordPress is not the same as a ready-made theme One of the most common misconceptions is to think of WordPress as a ready-made design template. WordPress is a content management system. You can use it to build either a simple site with a ready-made theme or an individually structured company website with: custom templates; bespoke UX\u002FUI; content types; admin fields; reusable components; integrations; custom admin logic. In a custom WordPress project, the number of plugins used is not what matters most. What matters more is understanding which content types the company will manage, how new pages will be created, which fields will be editable and what the marketing team will be able to change without breaking the design system. Why is CMS structure as important as design? Good design solves what the visitor sees. A good CMS structure solves how the company's team works with the website after it goes live. If every new page has to be built from scratch or every day-to-day change requires a developer, the website becomes slow – not technically, but organisationally. In Brandsite WordPress projects, we plan the CMS structure together with: the page hierarchy; the content model; templates; languages; SEO structure; integrations; future development needs. For example, a service, a project, a team member and a blog post don't have to be four ordinary pages. They can be different content types with their own fields, categories, filters and links between them. The earlier this is planned, the lower the risk that, after a couple of years, the admin area turns into a random collection of blocks and plugins. WordPress and SEO: what should be planned before development? WordPress by itself doesn't guarantee good rankings on Google. SEO results are determined by the site's structure, content, technical implementation, speed, internal links, indexing and whether there is a suitable page for every important search intent. Before development, you need to plan both the SEO structure and the measurement foundation. SEO service and industry page hierarchy; URL structure; 301 redirects if an existing site is being rebuilt; H1–H3 heading logic; internal links; multilingual URLs and hreflang; image optimisation; structured data where justified. Measurement GA4; Google Tag Manager; Google Search Console; key conversion events. If SEO is part of the business goal, it's much easier to plan it before design and development than to try to adapt it to an already finished website structure. For more on our overall approach, see Brandsite's {website development{\u002Fen\u002Fservices\u002Fwebsite-development\u002F}} service. Can WordPress be connected to CRM, ERP and other tools? Yes. WordPress can be integrated with other business systems using ready-made modules, APIs, webhooks or a custom-built connection. However, the quality of an integration isn't determined by WordPress alone, but by how well the data flow is defined. For example, a website enquiry can be sent to the CRM together with the customer's contact details, the selected service and other data needed for the sales process. In an e-commerce project, an order can be passed to an ERP or warehouse system, while prices and stock levels are received back in the online store. If your WordPress project needs e-commerce, you should also consider {online store development{\u002Fen\u002Fservices\u002Fe-commerce-development\u002F}}. Read more about ERP, CRM and data flows in our article on {online store automation and integrations{\u002Fen\u002Fblog\u002Fonline-store-automation-integrations\u002F}}. When is WordPress not the right choice? WordPress is flexible, but there's no point in trying to ...\",\n            \"wordCount\": 929,\n            \"timeRequired\": \"PT11M\",\n            \"datePublished\": \"2026-10-27T08:38:02+00:00\",\n            \"dateModified\": \"2026-10-27T08:38:02+00:00\"\n        }\n    ]\n}",{"hero":1913,"sections":1917},{"text":1914,"image":1915},"\u003Cp>WordPress development is a good fit for a business if the website's content needs to change regularly and you need a convenient CMS, multiple languages, SEO growth and the option to add new sections or integrations in the future.\u003C\u002Fp>\u003Cp>It isn't automatically the best choice for every project. If the core of the solution is complex business logic, a customer portal, specific user roles, non-standard transactions or intensive data processing, a custom web application or a Laravel solution may be a better fit.\u003C\u002Fp>\u003Cp>The main question isn't "is WordPress good?", but rather:\u003C\u002Fp>\u003Cp>\u003Cstrong>Does WordPress match how the company will use this website day to day and how it will need to evolve over the next few years?\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>In Brandsite {WordPress development{\u002Fen\u002Fservices\u002Fwordpress-development\u002F}} projects, we choose the CMS based on the company's content, marketing, SEO, integration and future development needs – not just because WordPress is a popular platform.\u003C\u002Fp>",{"id":1607,"url":1916,"size":1625,"type":572,"width":1321,"height":1322,"filename":1611,"mime_type":318},"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002Fa67bf9af-981e-4b8a-90e4-6ca3c4a554c5\u002Ftranslations\u002Fen\u002Fwordpress-website-development.webp",[1918,1921,1924,1932,1935,1938,1946,1949,1952,1955,1958,1966,1969,1971],{"text":1919,"image":199,"heading_h2":1920},"\u003Cp>{WordPress{\u002Fen\u002Fservices\u002Fwordpress-development\u002F}} works best where a website isn't a digital brochure published once, but a regularly managed channel for content, marketing and customer acquisition.\u003C\u002Fp>\u003Cp>It's especially suitable if:\u003C\u002Fp>\u003Cul>\u003Cli>the marketing team updates content regularly;\u003C\u002Fli>\u003Cli>you need several languages;\u003C\u002Fli>\u003Cli>SEO is an important customer acquisition channel;\u003C\u002Fli>\u003Cli>you regularly need to create new service, project or campaign pages;\u003C\u002Fli>\u003Cli>the website needs to connect to a CRM, email marketing or other tools;\u003C\u002Fli>\u003Cli>you plan to develop the solution in stages.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>The advantage of WordPress in such projects isn't just the ability to publish content. A properly built CMS structure lets the company's team manage a large part of day-to-day content themselves while keeping a consistent design and technical structure.\u003C\u002Fp>\u003Ch3>Which business projects is WordPress especially suitable for?\u003C\u002Fh3>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>Company type\u003C\u002Fth>\u003Cth>Typical needs\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>B2B company\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Service and industry pages, case studies, CRM integration, multiple languages\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Manufacturer \u002F exporter\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Product catalogue, technical information, market and language structure\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Service company\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Landing pages, SEO content, enquiry forms, conversion tracking, CRM\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>The industry alone doesn't determine whether WordPress will be suitable. What matters more is what content needs to be managed, which processes need to be supported and how much control the company's team wants to keep over the website.\u003C\u002Fp>","When is WordPress a good choice for a business website?",{"text":1922,"image":199,"heading_h2":1923},"\u003Cp>One of the most common misconceptions is to think of WordPress as a ready-made design template.\u003C\u002Fp>\u003Cp>WordPress is a content management system. You can use it to build either a simple site with a ready-made theme or an individually structured company website with:\u003C\u002Fp>\u003Cul>\u003Cli>custom templates;\u003C\u002Fli>\u003Cli>bespoke UX\u002FUI;\u003C\u002Fli>\u003Cli>content types;\u003C\u002Fli>\u003Cli>admin fields;\u003C\u002Fli>\u003Cli>reusable components;\u003C\u002Fli>\u003Cli>integrations;\u003C\u002Fli>\u003Cli>custom admin logic.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>In a custom WordPress project, the number of plugins used is not what matters most.\u003C\u002Fp>\u003Cp>What matters more is understanding which content types the company will manage, how new pages will be created, which fields will be editable and what the marketing team will be able to change without breaking the design system.\u003C\u002Fp>","WordPress is not the same as a ready-made theme",{"text":1925,"image":1926,"heading_h2":1931},"\u003Cp>Good design solves what the visitor sees.\u003C\u002Fp>\u003Cp>A good CMS structure solves \u003Cstrong>how the company's team works with the website after it goes live\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>If every new page has to be built from scratch or every day-to-day change requires a developer, the website becomes slow – not technically, but organisationally.\u003C\u002Fp>\u003Cp>In Brandsite WordPress projects, we plan the CMS structure together with:\u003C\u002Fp>\u003Cul>\u003Cli>the page hierarchy;\u003C\u002Fli>\u003Cli>the content model;\u003C\u002Fli>\u003Cli>templates;\u003C\u002Fli>\u003Cli>languages;\u003C\u002Fli>\u003Cli>SEO structure;\u003C\u002Fli>\u003Cli>integrations;\u003C\u002Fli>\u003Cli>future development needs.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>For example, a service, a project, a team member and a blog post don't have to be four ordinary pages. They can be different content types with their own fields, categories, filters and links between them.\u003C\u002Fp>\u003Cp>The earlier this is planned, the lower the risk that, after a couple of years, the admin area turns into a random collection of blocks and plugins.\u003C\u002Fp>",{"id":1927,"url":1928,"size":1929,"type":572,"width":1321,"height":1322,"filename":1930,"mime_type":318},"0a0b1f11-dd63-4417-b952-0fd283cb224e","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F0a0b1f11-dd63-4417-b952-0fd283cb224e\u002Ftranslations\u002Fen\u002Fwordpress-cms-structure.webp",235372,"wordpress-cms-structure.webp","Why is CMS structure as important as design?",{"text":1933,"image":199,"heading_h2":1934},"\u003Cp>WordPress by itself doesn't guarantee good rankings on Google.\u003C\u002Fp>\u003Cp>SEO results are determined by the site's structure, content, technical implementation, speed, internal links, indexing and whether there is a suitable page for every important search intent.\u003C\u002Fp>\u003Cp>Before development, you need to plan both the \u003Cstrong>SEO structure\u003C\u002Fstrong> and the \u003Cstrong>measurement foundation\u003C\u002Fstrong>.\u003C\u002Fp>\u003Ch3>SEO\u003C\u002Fh3>\u003Cul>\u003Cli>service and industry page hierarchy;\u003C\u002Fli>\u003Cli>URL structure;\u003C\u002Fli>\u003Cli>301 redirects if an existing site is being rebuilt;\u003C\u002Fli>\u003Cli>H1–H3 heading logic;\u003C\u002Fli>\u003Cli>internal links;\u003C\u002Fli>\u003Cli>multilingual URLs and hreflang;\u003C\u002Fli>\u003Cli>image optimisation;\u003C\u002Fli>\u003Cli>structured data where justified.\u003C\u002Fli>\u003C\u002Ful>\u003Ch3>Measurement\u003C\u002Fh3>\u003Cul>\u003Cli>GA4;\u003C\u002Fli>\u003Cli>Google Tag Manager;\u003C\u002Fli>\u003Cli>Google Search Console;\u003C\u002Fli>\u003Cli>key conversion events.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>If SEO is part of the business goal, it's much easier to plan it before design and development than to try to adapt it to an already finished website structure.\u003C\u002Fp>\u003Cp>For more on our overall approach, see Brandsite's {website development{\u002Fen\u002Fservices\u002Fwebsite-development\u002F}} service.\u003C\u002Fp>","WordPress and SEO: what should be planned before development?",{"text":1936,"image":199,"heading_h2":1937},"\u003Cp>Yes. WordPress can be integrated with other business systems using ready-made modules, APIs, webhooks or a custom-built connection.\u003C\u002Fp>\u003Cp>However, \u003Cstrong>the quality of an integration isn't determined by WordPress alone, but by how well the data flow is defined\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>For example, a website enquiry can be sent to the CRM together with the customer's contact details, the selected service and other data needed for the sales process.\u003C\u002Fp>\u003Cp>In an e-commerce project, an order can be passed to an ERP or warehouse system, while prices and stock levels are received back in the online store.\u003C\u002Fp>\u003Cp>If your WordPress project needs e-commerce, you should also consider {online store development{\u002Fen\u002Fservices\u002Fe-commerce-development\u002F}}.\u003C\u002Fp>\u003Cp>Read more about ERP, CRM and data flows in our article on {online store automation and integrations{\u002Fen\u002Fblog\u002Fonline-store-automation-integrations\u002F}}.\u003C\u002Fp>","Can WordPress be connected to CRM, ERP and other tools?",{"text":1939,"image":1940,"heading_h2":1945},"\u003Cp>WordPress is flexible, but there's no point in trying to turn every digital system into a WordPress project.\u003C\u002Fp>\u003Cp>The most important boundary is often between \u003Cstrong>content management\u003C\u002Fstrong> and \u003Cstrong>executing specific business logic\u003C\u002Fstrong>.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>WordPress usually fits\u003C\u002Fth>\u003Cth>A custom solution usually fits\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>A corporate website\u003C\u002Ftd>\u003Ctd>A customer portal with complex roles\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>A multilingual company website\u003C\u002Ftd>\u003Ctd>An internal work system\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>An SEO and content marketing site\u003C\u002Ftd>\u003Ctd>A platform with specific business logic\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>A service or project catalogue\u003C\u002Ftd>\u003Ctd>Intensive data processing between systems\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>WooCommerce e-commerce\u003C\u002Ftd>\u003Ctd>A system with non-standard transactions or processes\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>\u003Cstrong>Technology shouldn't be chosen based on company size.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>A large company can successfully use WordPress if its main need is content management, marketing and integrations. On the other hand, a relatively small company may need a custom system if its business model relies on complex software logic.\u003C\u002Fp>\u003Cp>If the core of the project is a portal, specific user roles, complex workflows or custom data processing, you should consider {web application development{\u002Fen\u002Fservices\u002Fweb-application-development\u002F}} or {Laravel development{\u002Fen\u002Fservices\u002Flaravel-development\u002F}}.\u003C\u002Fp>",{"id":1941,"url":1942,"size":1943,"type":572,"width":1321,"height":1322,"filename":1944,"mime_type":318},"c557802d-c0ed-40e1-9905-d955b06be162","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002Fc557802d-c0ed-40e1-9905-d955b06be162\u002Ftranslations\u002Fen\u002Fwordpress-vs-custom-development.webp",228190,"wordpress-vs-custom-development.webp","When is WordPress not the right choice?",{"text":1947,"image":199,"heading_h2":1948},"\u003Cp>WordPress security isn't a single button or a single plugin.\u003C\u002Fp>\u003Cp>It's affected by:\u003C\u002Fp>\u003Cul>\u003Cli>hosting;\u003C\u002Fli>\u003Cli>user access;\u003C\u002Fli>\u003Cli>code;\u003C\u002Fli>\u003Cli>the quality of the plugins used;\u003C\u002Fli>\u003Cli>updates;\u003C\u002Fli>\u003Cli>backups;\u003C\u002Fli>\u003Cli>security monitoring.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>Before the project is handed over, the company should already know who will be responsible for updates, backups, hosting, security monitoring, performance and incidents.\u003C\u002Fp>\u003Cp>This is especially important for websites that are an active customer acquisition or sales channel.\u003C\u002Fp>","Security and maintenance: what should a company consider?",{"text":1950,"image":199,"heading_h2":1951},"\u003Ch3>The business is adapted to a ready-made theme\u003C\u002Fh3>\u003Cp>One of the most common mistakes is to choose a ready-made theme first and only then try to fit the company's structure into it.\u003C\u002Fp>\u003Cp>As a result, business needs start adapting to the template.\u003C\u002Fp>\u003Ch3>An uncontrolled number of plugins\u003C\u002Fh3>\u003Cp>A plugin by itself isn't a problem, but every additional plugin is also an additional dependency that has to be maintained, updated and tested together with the rest of the system.\u003C\u002Fp>\u003Ch3>Too much freedom in the admin\u003C\u002Fh3>\u003Cp>If an editor can change everything – fonts, spacing, colours and component structure – it may seem flexible at first.\u003C\u002Fp>\u003Cp>In the long run, the site loses visual consistency.\u003C\u002Fp>\u003Cp>A good CMS lets the team work freely with content, while the design system keeps the visual and structural rules in place.\u003C\u002Fp>\u003Ch3>Maintenance is left for later\u003C\u002Fh3>\u003Cp>Hosting, updates, backups, security and responsibility in case of incidents need to be planned during the project – not only when the first problem occurs.\u003C\u002Fp>","The most common mistakes in WordPress development",{"text":1953,"image":199,"heading_h2":1954},"\u003Cp>The price of a professional WordPress project isn't determined by WordPress licence costs.\u003C\u002Fp>\u003Cp>Costs are affected by:\u003C\u002Fp>\u003Cul>\u003Cli>the scope of discovery;\u003C\u002Fli>\u003Cli>UX\u002FUI design;\u003C\u002Fli>\u003Cli>content architecture;\u003C\u002Fli>\u003Cli>the number of languages;\u003C\u002Fli>\u003Cli>SEO requirements;\u003C\u002Fli>\u003Cli>content migration;\u003C\u002Fli>\u003Cli>integrations;\u003C\u002Fli>\u003Cli>custom functionality;\u003C\u002Fli>\u003Cli>testing.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>Brandsite corporate website projects start from approximately \u003Cstrong>EUR 5,000\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>The project timeline, in turn, is affected not only by the development scope, but also by content preparation, the number of languages, integrations, migration and the approval process.\u003C\u002Fp>\u003Cp>Read more about cost factors in the article {How much does website development cost in Latvia in 2026?{\u002Fen\u002Fblog\u002Fwebsite-development-cost-latvia-2026\u002F}}\u003C\u002Fp>","What affects the cost and timeline of WordPress website development?",{"text":1956,"image":199,"heading_h2":1957},"\u003Cp>The more key questions are clear before design starts, the fewer changes are needed mid-project.\u003C\u002Fp>\u003Cp>Before the project, it's worth preparing:\u003C\u002Fp>\u003Col>\u003Cli>\u003Cstrong>A list of existing content\u003C\u002Fstrong> – what should be kept, reworked or removed.\u003C\u002Fli>\u003Cli>\u003Cstrong>Main services and audiences\u003C\u002Fstrong> – who the site is for and what you want users to do.\u003C\u002Fli>\u003Cli>\u003Cstrong>Languages and markets\u003C\u002Fstrong> – in which countries and languages the site will operate.\u003C\u002Fli>\u003Cli>\u003Cstrong>CMS users\u003C\u002Fstrong> – who in the company will edit content and what permissions they need.\u003C\u002Fli>\u003Cli>\u003Cstrong>Integrations\u003C\u002Fstrong> – CRM, ERP, email, payments, calendars or other systems.\u003C\u002Fli>\u003Cli>\u003Cstrong>Analytics access\u003C\u002Fstrong> – GA4, GTM, Search Console and other measurement tools.\u003C\u002Fli>\u003Cli>\u003Cstrong>Future plans\u003C\u002Fstrong> – e-commerce, new languages, a product catalogue, a customer area or other features.\u003C\u002Fli>\u003C\u002Fol>\u003Cp>If an existing site is being rebuilt, a content and URL inventory should also be carried out before development and the necessary 301 redirects planned.\u003C\u002Fp>","What should a company prepare before a WordPress project?",{"text":1959,"image":1960,"heading_h2":1965},"\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>Stage\u003C\u002Fth>\u003Cth>What we do\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>1. Define\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Goals, audience, content, languages, integrations and management needs\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>2. Structure\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Page hierarchy, URLs, content model, templates and user journeys\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>3. Design\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Key views, components and responsive layouts\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>4. Develop\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>WordPress structure, forms, templates, integrations and functionality\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>5. Test\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Responsiveness, content, forms, translations, speed and key user journeys\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>6. Launch and grow\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>After launch, we maintain and expand the site according to business needs\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>",{"id":1961,"url":1962,"size":1963,"type":572,"width":1321,"height":1322,"filename":1964,"mime_type":318},"f7e99b7e-d3db-4e00-89b5-9c9492b54605","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002Ff7e99b7e-d3db-4e00-89b5-9c9492b54605\u002Fprocessed\u002Fwordpress-izstrades-process.webp",242826,"wordpress-izstrades-process.webp","What does the Brandsite WordPress development process look like?",{"text":1967,"image":199,"heading_h2":1968},"\u003Cp>Technology shouldn't be chosen based only on today's feature list.\u003C\u002Fp>\u003Cp>It's also worth discussing possible next steps:\u003C\u002Fp>\u003Cul>\u003Cli>new languages;\u003C\u002Fli>\u003Cli>new markets;\u003C\u002Fli>\u003Cli>e-commerce;\u003C\u002Fli>\u003Cli>CRM;\u003C\u002Fli>\u003Cli>a product catalogue;\u003C\u002Fli>\u003Cli>a larger volume of content;\u003C\u002Fli>\u003Cli>a customer area;\u003C\u002Fli>\u003Cli>team growth.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>Not all future features need to be developed straight away, but the architecture shouldn't make them unnecessarily complicated.\u003C\u002Fp>\u003Cp>If the next steps are mainly related to content, marketing, SEO and sensible integrations, WordPress often remains flexible enough.\u003C\u002Fp>\u003Cp>If it's already clear today that the project will become a transactional platform, an internal work system or a customer portal with complex roles, this boundary is worth discussing before choosing a CMS.\u003C\u002Fp>","How can you tell whether WordPress will still be suitable in three years?",{"text":1970,"image":199,"heading_h2":1850},"\u003Ch3>Is WordPress suitable for a large company?\u003C\u002Fh3>\u003Cp>Yes, if WordPress meets the company's content, SEO and integration requirements and the solution is properly architected. Company size by itself is not a reason to choose or not choose WordPress.\u003C\u002Fp>\u003Ch3>Is WordPress good for SEO?\u003C\u002Fh3>\u003Cp>WordPress offers extensive technical options for SEO work, but results are determined by the site's structure, content, technical implementation, speed and maintenance – not just the name of the CMS.\u003C\u002Fp>\u003Ch3>Can WordPress be connected to a CRM?\u003C\u002Fh3>\u003Cp>Yes. The integration can be built with a ready-made module, API, webhook or a custom connection, depending on the specific CRM and the required data flow.\u003C\u002Fp>\u003Ch3>How much does WordPress website development cost?\u003C\u002Fh3>\u003Cp>The price depends on the project scope, UX\u002FUI, content structure, number of languages, SEO requirements, integrations and custom functionality. Brandsite corporate website projects start from approximately EUR 5,000.\u003C\u002Fp>\u003Ch3>When is it better to choose a custom solution or Laravel?\u003C\u002Fh3>\u003Cp>When the core of the project is specific business logic, a customer portal, complex user roles, non-standard processes or intensive data flows, and content management is no longer the system's main task.\u003C\u002Fp>",{"text":1972,"image":199,"heading_h2":1973},"\u003Cp>WordPress isn't a "good" or "bad" solution in itself.\u003C\u002Fp>\u003Cp>\u003Cstrong>The right question is whether its architecture matches the company's content, marketing and business process needs.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>If the website's main job is content, customer acquisition, SEO, multilingual support, manageability and sensible integrations, WordPress is often a very logical choice.\u003C\u002Fp>\u003Cp>If the focus is on complex system logic, intensive data processing or non-standard user processes, a custom solution should be considered.\u003C\u002Fp>\u003Cp>Brandsite helps companies plan and develop WordPress websites where the CMS, UX\u002FUI, SEO, integrations and future development are treated as one coherent solution.\u003C\u002Fp>\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Ch3>\u003Cb>{Book a consultation{\u002Fen\u002Fcontacts\u002F}}\u003C\u002Fb>\u003C\u002Fh3>","When is WordPress the right solution for a business?",{"card_image":199,"hero_image":1975},{"id":1607,"type":149,"locale":22,"fallback":1976,"image":1977,"derivatives":1984},{"used":25,"locale":199},{"url":1610,"filename":1611,"alt":1612,"title":1612,"caption":1612,"width":1321,"height":1322,"derivatives":1978},{"card":1979,"mobile":1980,"original":1981,"tablet":1982,"thumb":1983},{"label":314,"target_width":315,"url":1615,"filename":1616,"mime_type":318,"width":315,"height":584,"size":1617},{"label":321,"target_width":322,"url":1619,"filename":1620,"mime_type":318,"width":322,"height":589,"size":1621},{"label":327,"target_width":199,"url":1623,"filename":1624,"mime_type":318,"width":1321,"height":1322,"size":1625},{"label":332,"target_width":333,"url":1627,"filename":1628,"mime_type":318,"width":333,"height":598,"size":1629},{"label":338,"target_width":339,"url":1631,"filename":1632,"mime_type":318,"width":339,"height":603,"size":1633},{"card":1985,"mobile":1986,"original":1987,"tablet":1988,"thumb":1989},{"label":314,"target_width":315,"url":1615,"filename":1616,"mime_type":318,"width":315,"height":584,"size":1617},{"label":321,"target_width":322,"url":1619,"filename":1620,"mime_type":318,"width":322,"height":589,"size":1621},{"label":327,"target_width":199,"url":1623,"filename":1624,"mime_type":318,"width":1321,"height":1322,"size":1625},{"label":332,"target_width":333,"url":1627,"filename":1628,"mime_type":318,"width":333,"height":598,"size":1629},{"label":338,"target_width":339,"url":1631,"filename":1632,"mime_type":318,"width":339,"height":603,"size":1633},{"id":1641,"locale":22,"fallback":1991,"route":1992,"title":1644,"summary":199,"body":199,"cta_label":199,"categories":1993,"taxonomies":1998,"read_time":2003,"published_date":2004,"seo":2005,"schema":2023,"content":2024,"media":2072,"is_featured":25,"sort_order":225,"published_at":1654},{"used":25,"locale":199},{"slug":350,"path":1643},[1994],{"id":1591,"title":1592,"slug":199,"route":1995,"fallback":1997},{"path":1594,"query":1996},{"category":1591},{"used":25,"locale":199},[1999],{"id":1591,"title":1592,"slug":199,"route":2000,"fallback":2002},{"path":1594,"query":2001},{"category":1591},{"used":25,"locale":199},{"minutes":1543,"label":1544},{"iso":1652,"display":1653},{"meta_title":2006,"meta_description":2007,"image":2008},"Business Website Creation: What to Plan Before Development?","Business website creation - how to plan structure, UX\u002FUI, SEO, calls to action, CRM integrations and the customer journey before design and 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Before development begins, it should be clear what the website needs to achieve, how a visitor will move towards an enquiry, and what happens to that enquiry inside the sales process. A professional website can become one of the company’s main customer acquisition channels, but only when structure, content, UX\u002FUI, SEO and the technical solution work towards the same business objective. That is why the first question should not be: “What design do we want?” A much more useful question is: “What does this website actually need to achieve for the business?” Where Should You Start When Creating a Business Website? Before the first design concepts are created, it is worth mapping three simple areas. Map What needs to be defined Offer map What does the company sell, which services are most important, who are they for, and which offers are the business priorities? Customer journey map Where does the visitor come from, what do they need to understand, what information are they looking for, and what should the next step be? Lead and data map What happens after a form submission, call or booking? Where does the data go and who in the company is responsible for the next step? These three maps often reveal much more than a discussion about colours, animations or platform choice. For example, a company may think it needs a new homepage, while the real issue turns out to be an unclear service structure, weak calls to action, or the fact that every enquiry lands in one inbox without a defined follow-up process. That is why professional {website development{\u002Fen\u002Fservices\u002Fwebsite-development\u002F}} starts with understanding the business and user needs, not only with the visual solution. How Should Services Be Structured So Both Customers and Search Engines Understand Them? One of the most common problems on business websites is a structure that reflects the company’s internal organisation rather than the customer’s needs. If a company offers five substantially different services but describes them all on one generic page, two problems appear. The customer has to work harder to understand whether the company offers the right solution. At the same time, search engines have less clarity about which specific search intent the page should satisfy. That is why each strategically important service should be evaluated as a potential standalone page with its own: customer problem and target audience; service explanation; benefits; process; examples or completed projects; frequently asked questions; call to action. The goal is not to create as many pages as possible. The goal is to build a structure where every important customer need has a clear place. SEO Starts Before Website Design SEO should not be added only after the design and development work has already been completed. Before UX\u002FUI design begins, it is worth understanding what services people search for, how they phrase those searches, which pages currently rank in Google, and how the content should be structured so each priority topic has a relevant destination page. This should then inform the sitemap, service hierarchy, URL structure and internal linking. If the website is already live, an {SEO audit and optimisation{\u002Fen\u002Fservices\u002Fseo-audit-optimization\u002F}} can help determine whether visibility is being limited by technical issues, content structure, site architecture, or a combination of factors. What Does This Mean for AI Search? AI-powered search systems can also interpret content more easily when each page has a clear topic and a specific purpose. That means creating pages where each core service is clearly defined, important questions are answered directly, essential information is not hidden only inside visual elements, and real project examples support theoretical claims. There is no need to write for an “AI algorithm”. The goal is to create content that a person, Google and an AI system can all understand clearly. How Should a Website Turn a Visitor Into an Enquiry? A visitor should not have to guess where to go or what to do next. A strong user journey answers a sequence of questions in the right order. Stage What is the visitor thinking? Website task First impression Am I in the right place? Make the offer and audience immediately clear Evaluation Can they solve my problem? Explain the service and approach Trust Why should I choose this company? Show expertise, projects and proof Decision What should I do next? Provide a clear call to action Enquiry How do I contact them? Provide an easy form, call, booking or consultation option After submission What happens next? Connect the enquiry to CRM, communication and the sales process A call to action does not have to be a generic “Contact us”. Depending on the business model, it could be “Book a consultation”, “Request a proposal”, “Book a demo”, “Calculate the price”, “Send project details”, or another specific action. The important point is that the visitor understands what will happen after they click. The Contact Form Is Not the End of the Sales Process Website conversion does not end when someone clicks “Submit”. The business needs to know where the enquiry goes, who is responsible for it, which channel generated it, and how it will be handled afterwards. In a simple setup, an email notification may be enough. In a more complex sales process, the website can be connected to CRM, analytics, email automation or other business systems. For example: Google → service page → form → CRM → responsible salesperson → follow-up communication The purpose of this kind of {business system development and integration{\u002Fen\u002Fservices\u002Fbusiness-systems-integrations\u002F}} is not to connect as many tools as possible. The goal is to reduce repeated manual data entry and make the lead journey traceable. This is particularly important for B2B companies, where the sales cycle rarely en...\",\n            \"wordCount\": 973,\n            \"timeRequired\": \"PT12M\",\n            \"datePublished\": \"2026-10-26T16:07:18+00:00\",\n            \"dateModified\": \"2026-10-26T18:18:30+00:00\"\n        }\n    ]\n}",{"hero":2025,"sections":2029},{"text":2026,"image":2027},"\u003Cp>A business website should start with the business goal, audience, service structure and customer journey, not with design or platform selection. Before development begins, it should be clear what the website needs to achieve, how a visitor will move towards an enquiry, and what happens to that enquiry inside the sales process.\u003C\u002Fp>\u003Cp>A professional website can become one of the company’s main customer acquisition channels, but only when structure, content, UX\u002FUI, SEO and the technical solution work towards the same business objective.\u003C\u002Fp>\u003Cp>That is why the first question should not be: “What design do we want?”\u003C\u002Fp>\u003Cp>\u003Cstrong>A much more useful question is: “What does this website actually need to achieve for the business?”\u003C\u002Fstrong>\u003C\u002Fp>",{"id":1656,"url":2028,"size":1674,"type":572,"width":1321,"height":1322,"filename":1660,"mime_type":318},"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002Fc7e0169d-abe5-4e4f-9830-1d15cb8b5c39\u002Ftranslations\u002Fen\u002Fbusiness-website-creation.webp",[2030,2033,2036,2039,2042,2045,2048,2051,2054,2057,2060,2063,2066,2069],{"text":2031,"image":199,"heading_h2":2032},"\u003Cp>Before the first design concepts are created, it is worth mapping three simple areas.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Map\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>What needs to be defined\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Offer map\u003C\u002Ftd>\u003Ctd>What does the company sell, which services are most important, who are they for, and which offers are the business priorities?\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Customer journey map\u003C\u002Ftd>\u003Ctd>Where does the visitor come from, what do they need to understand, what information are they looking for, and what should the next step be?\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Lead and data map\u003C\u002Ftd>\u003Ctd>What happens after a form submission, call or booking? Where does the data go and who in the company is responsible for the next step?\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>These three maps often reveal much more than a discussion about colours, animations or platform choice.\u003C\u002Fp>\u003Cp>For example, a company may think it needs a new homepage, while the real issue turns out to be an unclear service structure, weak calls to action, or the fact that every enquiry lands in one inbox without a defined follow-up process.\u003C\u002Fp>\u003Cp>That is why professional {website development{\u002Fen\u002Fservices\u002Fwebsite-development\u002F}} starts with understanding the business and user needs, not only with the visual solution.\u003C\u002Fp>","Where Should You Start When Creating a Business Website?",{"text":2034,"image":199,"heading_h2":2035},"\u003Cp>One of the most common problems on business websites is a structure that reflects the company’s internal organisation rather than the customer’s needs.\u003C\u002Fp>\u003Cp>If a company offers five substantially different services but describes them all on one generic page, two problems appear.\u003C\u002Fp>\u003Cp>The customer has to work harder to understand whether the company offers the right solution. At the same time, search engines have less clarity about which specific search intent the page should satisfy.\u003C\u002Fp>\u003Cp>That is why each strategically important service should be evaluated as a potential standalone page with its own:\u003C\u002Fp>\u003Cul>\u003Cli>customer problem and target audience;\u003C\u002Fli>\u003Cli>service explanation;\u003C\u002Fli>\u003Cli>benefits;\u003C\u002Fli>\u003Cli>process;\u003C\u002Fli>\u003Cli>examples or completed projects;\u003C\u002Fli>\u003Cli>frequently asked questions;\u003C\u002Fli>\u003Cli>call to action.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>The goal is not to create as many pages as possible. The goal is to build a structure where every important customer need has a clear place.\u003C\u002Fp>","How Should Services Be Structured So Both Customers and Search Engines Understand Them?",{"text":2037,"image":199,"heading_h2":2038},"\u003Cp>SEO should not be added only after the design and development work has already been completed.\u003C\u002Fp>\u003Cp>Before UX\u002FUI design begins, it is worth understanding what services people search for, how they phrase those searches, which pages currently rank in Google, and how the content should be structured so each priority topic has a relevant destination page.\u003C\u002Fp>\u003Cp>This should then inform the sitemap, service hierarchy, URL structure and internal linking.\u003C\u002Fp>\u003Cp>If the website is already live, an {SEO audit and optimisation{\u002Fen\u002Fservices\u002Fseo-audit-optimization\u002F}} can help determine whether visibility is being limited by technical issues, content structure, site architecture, or a combination of factors.\u003C\u002Fp>\u003Ch3>What Does This Mean for AI Search?\u003C\u002Fh3>\u003Cp>AI-powered search systems can also interpret content more easily when each page has a clear topic and a specific purpose.\u003C\u002Fp>\u003Cp>That means creating pages where each core service is clearly defined, important questions are answered directly, essential information is not hidden only inside visual elements, and real project examples support theoretical claims.\u003C\u002Fp>\u003Cp>There is no need to write for an “AI algorithm”. The goal is to create content that a person, Google and an AI system can all understand clearly.\u003C\u002Fp>","SEO Starts Before Website Design",{"text":2040,"image":199,"heading_h2":2041},"\u003Cp>A visitor should not have to guess where to go or what to do next. A strong user journey answers a sequence of questions in the right order.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Stage\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>What is the visitor thinking?\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Website task\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>First impression\u003C\u002Ftd>\u003Ctd>Am I in the right place?\u003C\u002Ftd>\u003Ctd>Make the offer and audience immediately clear\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Evaluation\u003C\u002Ftd>\u003Ctd>Can they solve my problem?\u003C\u002Ftd>\u003Ctd>Explain the service and approach\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Trust\u003C\u002Ftd>\u003Ctd>Why should I choose this company?\u003C\u002Ftd>\u003Ctd>Show expertise, projects and proof\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Decision\u003C\u002Ftd>\u003Ctd>What should I do next?\u003C\u002Ftd>\u003Ctd>Provide a clear call to action\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Enquiry\u003C\u002Ftd>\u003Ctd>How do I contact them?\u003C\u002Ftd>\u003Ctd>Provide an easy form, call, booking or consultation option\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>After submission\u003C\u002Ftd>\u003Ctd>What happens next?\u003C\u002Ftd>\u003Ctd>Connect the enquiry to CRM, communication and the sales process\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>A call to action does not have to be a generic “Contact us”.\u003C\u002Fp>\u003Cp>Depending on the business model, it could be “Book a consultation”, “Request a proposal”, “Book a demo”, “Calculate the price”, “Send project details”, or another specific action.\u003C\u002Fp>\u003Cp>The important point is that the visitor understands what will happen after they click.\u003C\u002Fp>","How Should a Website Turn a Visitor Into an Enquiry?",{"text":2043,"image":199,"heading_h2":2044},"\u003Cp>Website conversion does not end when someone clicks “Submit”.\u003C\u002Fp>\u003Cp>The business needs to know where the enquiry goes, who is responsible for it, which channel generated it, and how it will be handled afterwards.\u003C\u002Fp>\u003Cp>In a simple setup, an email notification may be enough. In a more complex sales process, the website can be connected to CRM, analytics, email automation or other business systems.\u003C\u002Fp>\u003Cp>\u003Cstrong>For example: Google → service page → form → CRM → responsible salesperson → follow-up communication\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>The purpose of this kind of {business system development and integration{\u002Fen\u002Fservices\u002Fbusiness-systems-integrations\u002F}} is not to connect as many tools as possible. The goal is to reduce repeated manual data entry and make the lead journey traceable.\u003C\u002Fp>\u003Cp>This is particularly important for B2B companies, where the sales cycle rarely ends with a single website visit.\u003C\u002Fp>","The Contact Form Is Not the End of the Sales Process",{"text":2046,"image":199,"heading_h2":2047},"\u003Cp>Not every problem requires a completely new website. Before rebuilding, it is worth identifying what in the current solution is actually preventing the business from reaching its goals.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Situation\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Often fixable without a rebuild\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Rebuild worth considering\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Unclear copy and offer\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Weak calls to action\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Missing dedicated service pages\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Fragmented information architecture\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Outdated technical foundation\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Poor mobile usability\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Required integrations cannot be implemented properly\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Company positioning has changed significantly\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>SEO structure cannot be developed effectively\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>\u003Cstrong>A useful starting question is: “What will the new website be able to do that the current one cannot?”\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>If there is no clear answer, improving the existing website may be the more sensible first step.\u003C\u002Fp>","When Should You Improve an Existing Website and When Should You Rebuild It?",{"text":2049,"image":199,"heading_h2":2050},"\u003Cp>Technology should follow the business requirements, not the other way around.\u003C\u002Fp>\u003Cp>WordPress can be a strong fit for a business website where content, SEO, multilingual structure, straightforward administration and independent content management by the marketing team are important.\u003C\u002Fp>\u003Cp>Custom development becomes more relevant when the website needs to behave more like a system, with specific business logic, user roles, complex data flows, a client portal or extensive integrations.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Requirement\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>WordPress is often suitable\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Custom development may be more suitable\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Corporate website\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Multilingual content\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>SEO and regular content publishing\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Marketing landing pages\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>CRM\u002FAPI integrations\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Client portal\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Complex user roles\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Specific business logic\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✓\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>The platform itself is not a strategy. The right choice is the one that supports the company’s current needs and gives the solution room to develop in the future.\u003C\u002Fp>","WordPress or Custom Development?",{"text":2052,"image":199,"heading_h2":2053},"\u003Cp>The cost depends on much more than the number of pages or the visual design.\u003C\u002Fp>\u003Cp>The scope of research, UX\u002FUI, content structure, languages, CMS requirements, SEO, animations, integrations, migration, custom functionality and technical architecture can all affect the budget.\u003C\u002Fp>\u003Cp>That is why two websites that look similar on the surface can represent very different levels of work.\u003C\u002Fp>\u003Cp>Brandsite corporate website projects start from EUR 5,000, while the final budget depends on project scope, UX\u002FUI, content structure, languages, SEO requirements, integrations and custom functionality.\u003C\u002Fp>\u003Cp>For a more detailed breakdown, see the Brandsite guide {“How Much Does Website Development Cost in 2026?”{\u002Fen\u002Fblog\u002Fwebsite-development-cost-latvia-2026\u002F}}.\u003C\u002Fp>","How Much Does a Business Website Cost?",{"text":2055,"image":199,"heading_h2":2056},"\u003Cp>A website is not finished just because the design looks right and every button can be clicked.\u003C\u002Fp>\u003Cp>Before publication, it should also be tested as a customer acquisition and measurement system.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Check\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>What to verify\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Mobile version\u003C\u002Ftd>\u003Ctd>Navigation, copy, forms, calls to action and key actions\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Forms\u003C\u002Ftd>\u003Ctd>Whether enquiries are sent and received correctly\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>CRM \u002F email\u003C\u002Ftd>\u003Ctd>Whether data reaches the correct system and responsible person\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Analytics\u003C\u002Ftd>\u003Ctd>GA4, GTM and key conversion events\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Search Console\u003C\u002Ftd>\u003Ctd>Property setup, sitemap and indexation monitoring\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>SEO\u003C\u002Ftd>\u003Ctd>Title, meta, canonical, robots, structure and internal links\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Redirects\u003C\u002Ftd>\u003Ctd>Old URLs redirect correctly to the new destinations\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Performance\u003C\u002Ftd>\u003Ctd>Core pages have been checked on mobile devices\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Languages\u003C\u002Ftd>\u003Ctd>Correct URLs and language relationships\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>CTA\u003C\u002Ftd>\u003Ctd>Every important page has a clear next step\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>This stage is especially important when a new website replaces an existing one. Incorrect URL changes or missing redirects can damage organic visibility that has already been built over time.\u003C\u002Fp>","What Should Be Checked Before Publishing a Website?",{"text":2058,"image":199,"heading_h2":2059},"\u003Cp>Publication is not the end of the project. It is the point when real data about how people use the website starts to become available.\u003C\u002Fp>\u003Cp>During the first weeks and months, it is worth analysing which pages attract organic traffic, which search queries bring users in, which pages generate enquiries, where visitors drop out, and whether calls to action work as expected.\u003C\u002Fp>\u003Cp>This data allows the business to make much more precise decisions about future SEO, content, UX and conversion improvements.\u003C\u002Fp>\u003Cp>A website should not be a static project that remains untouched for years. It should evolve together with the company’s offer, markets and customer behaviour.\u003C\u002Fp>","What Happens After the Website Is Published?",{"text":2061,"image":199,"heading_h2":2062},"\u003Cp>A website rebuild is not always primarily a visual project.\u003C\u002Fp>\u003Cp>In one Brandsite project, the Roofmaster website ecosystem was restructured for three Baltic markets and five language versions. SEO was planned together with the technical architecture, content hierarchy, URL structure and market-specific content.\u003C\u002Fp>\u003Cp>After the website restructuring and SEO work, the average organic position of priority keywords improved from around position 30 to the Top 5.\u003C\u002Fp>\u003Cp>The important point is not only the ranking improvement. The case shows how closely SEO performance can be connected to the way the website itself is structured.\u003C\u002Fp>\u003Cp>Read the full {Roofmaster website restructuring and SEO case study{\u002Fen\u002Fblog\u002Froofmaster-website-restructuring-seo-from-position-30-to-top-5\u002F}}.\u003C\u002Fp>","What Can the Right Website Structure Change?",{"text":2064,"image":199,"heading_h2":2065},"\u003Cp>The clearer the business context, the more accurately the structure, functionality, timeline and budget can be planned.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Question\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>What to prepare\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Business goal\u003C\u002Ftd>\u003Ctd>What the website needs to help the business achieve\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Audience\u003C\u002Ftd>\u003Ctd>Primary customer groups and markets\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Services\u003C\u002Ftd>\u003Ctd>Priority services and their hierarchy\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Conversion\u003C\u002Ftd>\u003Ctd>What action you want the visitor to take\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Content\u003C\u002Ftd>\u003Ctd>What already exists and what needs to be created\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>SEO\u003C\u002Ftd>\u003Ctd>Current keywords, rankings and strategically important pages\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Integrations\u003C\u002Ftd>\u003Ctd>CRM, ERP, booking, analytics or other tools\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Administration\u003C\u002Ftd>\u003Ctd>Who in the company will manage the content\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Existing website\u003C\u002Ftd>\u003Ctd>What should be retained, migrated or improved\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Future plans\u003C\u002Ftd>\u003Ctd>Languages, markets, features and possible future development\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>A good project brief does not have to be a 50-page technical specification.\u003C\u002Fp>\u003Cp>\u003Cstrong>It should help the development partner understand which business problem the solution needs to solve and what a successful outcome looks like.\u003C\u002Fstrong>\u003C\u002Fp>","What Should You Prepare Before Speaking to a Website Development Partner?",{"text":2067,"image":199,"heading_h2":2068},"\u003Ch3>Where should you start when creating a website?\u003C\u002Fh3>\u003Cp>Start with the business goal, audience, service structure and user journey. Before design begins, it should be clear what a visitor needs to understand and what action you want them to take.\u003C\u002Fp>\u003Ch3>Should SEO be planned before website design?\u003C\u002Fh3>\u003Cp>Yes. Service hierarchy, URL structure, page topics and internal links affect both design structure and technical development. Adding SEO only at the end often means reworking decisions that have already been implemented.\u003C\u002Fp>\u003Ch3>Does a website need CRM integration?\u003C\u002Fh3>\u003Cp>Not always. In a simple sales process, a correctly configured enquiry form may be enough. CRM integration becomes valuable when the company needs structured lead management, source tracking, status management and follow-up sales activity.\u003C\u002Fp>\u003Ch3>WordPress or custom website development?\u003C\u002Fh3>\u003Cp>It depends on the required functionality. WordPress is suitable for many corporate website and content projects. Custom development is more often needed when the solution requires specific business logic, user roles, portals or complex data flows.\u003C\u002Fp>\u003Ch3>When is it better to improve an existing website instead of rebuilding it?\u003C\u002Fh3>\u003Cp>If the technical foundation is sound and the main issues are content, calls to action, SEO or specific UX details, the existing solution can often be improved. A rebuild becomes more justified when the limitations are rooted in the architecture, technology or overall site structure.\u003C\u002Fp>\u003Ch3>How long does it take to create a business website?\u003C\u002Fh3>\u003Cp>The timeline depends on project scope, content readiness, number of languages, functionality and integrations. Brandsite corporate website projects are often completed in approximately 4-8 weeks, while more complex solutions require a longer development period.\u003C\u002Fp>\u003Ch3>What is included in business website development?\u003C\u002Fh3>\u003Cp>Business website development typically includes understanding the business goals and audience, planning the site structure, UX\u002FUI design, content and SEO architecture, technical development, analytics, testing and, where needed, CRM or other business system integrations.\u003C\u002Fp>","Frequently Asked Questions",{"text":2070,"image":199,"heading_h2":2071},"\u003Cp>A business does not simply need a “new website”.\u003C\u002Fp>\u003Cp>It needs a solution that helps customers understand the offer, find the right service, trust the company and take the next step.\u003C\u002Fp>\u003Cp>For the company team, the website should be manageable, measurable and connected to sales and marketing processes.\u003C\u002Fp>\u003Cp>\u003Cstrong>At Brandsite, website projects start with understanding the business goal, audience, structure and required functionality. Only then do we define the UX\u002FUI, technology and development approach.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cstrong>Planning a new website or trying to determine whether your current website needs to be rebuilt?\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>Let’s start not with the technology, but with the question: what does the solution actually need to achieve? From there, we can define the right structure, functionality and development approach.\u003C\u002Fp>\u003Cp>\u003Cstrong>Book a consultation\u003C\u002Fstrong>\u003C\u002Fp>","A Successful Website Starts With the Right Questions",{"card_image":199,"hero_image":2073},{"id":1656,"type":149,"locale":22,"fallback":2074,"image":2075,"derivatives":2082},{"used":25,"locale":199},{"url":1659,"filename":1660,"alt":1661,"title":1661,"caption":1661,"width":1321,"height":1322,"derivatives":2076},{"card":2077,"mobile":2078,"original":2079,"tablet":2080,"thumb":2081},{"label":314,"target_width":315,"url":1664,"filename":1665,"mime_type":318,"width":315,"height":584,"size":1666},{"label":321,"target_width":322,"url":1668,"filename":1669,"mime_type":318,"width":322,"height":589,"size":1670},{"label":327,"target_width":199,"url":1672,"filename":1673,"mime_type":318,"width":1321,"height":1322,"size":1674},{"label":332,"target_width":333,"url":1676,"filename":1677,"mime_type":318,"width":333,"height":598,"size":1678},{"label":338,"target_width":339,"url":1680,"filename":1681,"mime_type":318,"width":339,"height":603,"size":1682},{"card":2083,"mobile":2084,"original":2085,"tablet":2086,"thumb":2087},{"label":314,"target_width":315,"url":1664,"filename":1665,"mime_type":318,"width":315,"height":584,"size":1666},{"label":321,"target_width":322,"url":1668,"filename":1669,"mime_type":318,"width":322,"height":589,"size":1670},{"label":327,"target_width":199,"url":1672,"filename":1673,"mime_type":318,"width":1321,"height":1322,"size":1674},{"label":332,"target_width":333,"url":1676,"filename":1677,"mime_type":318,"width":333,"height":598,"size":1678},{"label":338,"target_width":339,"url":1680,"filename":1681,"mime_type":318,"width":339,"height":603,"size":1682},{"id":1690,"locale":22,"fallback":2089,"route":2090,"title":1694,"summary":199,"body":199,"cta_label":199,"categories":2091,"taxonomies":2100,"read_time":2109,"published_date":2110,"seo":2111,"schema":2129,"content":2130,"media":2187,"is_featured":25,"sort_order":225,"published_at":1712},{"used":25,"locale":199},{"slug":1692,"path":1693},[2092,2096],{"id":1697,"title":1249,"slug":199,"route":2093,"fallback":2095},{"path":1699,"query":2094},{"category":1697},{"used":25,"locale":199},{"id":1536,"title":1537,"slug":199,"route":2097,"fallback":2099},{"path":1539,"query":2098},{"category":1536},{"used":25,"locale":199},[2101,2105],{"id":1697,"title":1249,"slug":199,"route":2102,"fallback":2104},{"path":1699,"query":2103},{"category":1697},{"used":25,"locale":199},{"id":1536,"title":1537,"slug":199,"route":2106,"fallback":2108},{"path":1539,"query":2107},{"category":1536},{"used":25,"locale":199},{"minutes":1707,"label":1708},{"iso":1710,"display":1711},{"meta_title":2112,"meta_description":2113,"image":2114},"Online store automation: ERP, CRM and integrations","How to automate online store processes? ERP, CRM, warehouse, payment and delivery integrations, B2B e-commerce and practical examples.",{"id":1714,"type":149,"locale":22,"fallback":2115,"image":2116,"derivatives":2123},{"used":25,"locale":199},{"url":1717,"filename":1718,"alt":1719,"title":1719,"caption":1719,"width":1321,"height":1322,"derivatives":2117},{"card":2118,"mobile":2119,"original":2120,"tablet":2121,"thumb":2122},{"label":314,"target_width":315,"url":1722,"filename":1723,"mime_type":318,"width":315,"height":584,"size":1724},{"label":321,"target_width":322,"url":1726,"filename":1727,"mime_type":318,"width":322,"height":589,"size":1728},{"label":327,"target_width":199,"url":1730,"filename":1731,"mime_type":318,"width":1321,"height":1322,"size":1732},{"label":332,"target_width":333,"url":1734,"filename":1735,"mime_type":318,"width":333,"height":598,"size":1736},{"label":338,"target_width":339,"url":1738,"filename":1739,"mime_type":318,"width":339,"height":603,"size":1740},{"card":2124,"mobile":2125,"original":2126,"tablet":2127,"thumb":2128},{"label":314,"target_width":315,"url":1722,"filename":1723,"mime_type":318,"width":315,"height":584,"size":1724},{"label":321,"target_width":322,"url":1726,"filename":1727,"mime_type":318,"width":322,"height":589,"size":1728},{"label":327,"target_width":199,"url":1730,"filename":1731,"mime_type":318,"width":1321,"height":1322,"size":1732},{"label":332,"target_width":333,"url":1734,"filename":1735,"mime_type":318,"width":333,"height":598,"size":1736},{"label":338,"target_width":339,"url":1738,"filename":1739,"mime_type":318,"width":339,"height":603,"size":1740},"{\n 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ERP, CRM, warehouse, payment and delivery integrations, B2B e-commerce and practical examples.\",\n            \"inLanguage\": \"en\",\n            \"isPartOf\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002F#website\"\n            },\n            \"breadcrumb\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fonline-store-automation-integrations\u002F#breadcrumb\"\n            },\n            \"mainEntity\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fonline-store-automation-integrations\u002F#article\"\n            },\n            \"datePublished\": \"2026-10-22T15:36:53+00:00\",\n            \"dateModified\": \"2026-10-22T15:36:53+00:00\"\n        },\n        {\n            \"@type\": \"BlogPosting\",\n            \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fonline-store-automation-integrations\u002F#article\",\n            \"headline\": \"Online store automation: how to connect e-commerce with ERP, CRM and delivery?\",\n            \"name\": \"Online store automation: how to connect e-commerce with ERP, CRM and delivery?\",\n            \"description\": \"How to automate online store processes? ERP, CRM, warehouse, payment and delivery integrations, B2B e-commerce and practical examples.\",\n            \"url\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fonline-store-automation-integrations\u002F\",\n            \"inLanguage\": \"en\",\n            \"mainEntityOfPage\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002Fen\u002Fblog\u002Fonline-store-automation-integrations\u002F#webpage\"\n            },\n            \"author\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002F#organization\"\n            },\n            \"publisher\": {\n                \"@id\": \"https:\u002F\u002Fbrandsite.lv\u002F#organization\"\n            },\n            \"image\": [\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F9024c48b-75bc-491d-b246-dae8f8adf3f9\u002Ftranslations\u002Fen\u002Finterneta-veikala-erp-un-crm-integracijas.webp\"\n                },\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002Fc2d0dddd-fd48-4876-887b-64379d87d117\u002Ftranslations\u002Fen\u002Fecommerce-integrations.webp\"\n                },\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002Ff24faf5f-5702-4533-b6d7-245f0def07a1\u002Ftranslations\u002Fen\u002Fb2b-ecommerce-solution.webp\"\n                },\n                {\n                    \"@type\": \"ImageObject\",\n                    \"url\": \"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F7be8416a-a6fd-4026-8c7e-c04665a8da2e\u002Ftranslations\u002Fen\u002Ferp-and-crm.webp\"\n                }\n            ],\n            \"articleSection\": [\n                \"E-commerce\",\n                \"Solutions\"\n            ],\n            \"keywords\": \"E-commerce, Solutions\",\n            \"articleBody\": \"Online store automation means connecting your e-shop with ERP, CRM, warehouse, payment and delivery systems so that data moves between them automatically and your team doesn’t have to enter the same information again and again. An online store can successfully accept orders, but that doesn’t mean the company’s e-commerce process is efficient. If after every purchase someone on the team has to manually re-enter the order into the ERP or accounting system, check stock levels, create an invoice, prepare a shipping label or update customer data in the CRM, the problem is often not the online store itself. The problem is that the systems aren’t connected to each other. The goal of e-commerce automation is not to automate absolutely everything. What matters more is eliminating the manual tasks that repeat with every order and start slowing down business growth. That’s why {online store development{\u002Fen\u002Fservices\u002Fe-commerce-development\u002F}} should cover not only the storefront the customer sees, but also what happens to the order after the purchase. When does an online store need process automation? At first, many tasks can be done manually. With a few orders a day, an employee can check the warehouse, enter information into the accounting system and prepare the shipment. As the number of orders grows, the same process becomes an increasingly heavy workload. Typical signs include: the same order is entered into several systems; stock levels in the online store and the company system don’t match; invoices are prepared separately; delivery data is copied manually; customer data is entered into the CRM several times; product prices and descriptions have to be changed in several places; B2B customer prices are kept in separate spreadsheets; the team regularly has to check whether data matches across systems. If sales volume grows but every additional order proportionally increases manual work, the e-commerce process doesn’t scale with the business. Where does the most manual work occur in e-commerce? To understand what to automate, you don’t need to start with a list of technologies. A good first step is to follow one real order from product selection to delivery. For example: Product → cart → payment → order → warehouse → invoice → delivery → CRM → customer communication At each stage, ask three questions: Is data entered manually here? Does the same data already exist in another system? Is a person doing something at this stage that the system could do automatically? Places where data is repeatedly copied, checked or where statuses are changed manually are usually the first candidates for automation. What should you automate first in an online store? The priority shouldn’t be the number of integrations. Start with the tasks that repeat most often and create the biggest administrative workload or risk of errors. Product and price data synchronisation If the product name, price, SKU, stock level or other information is already maintained in the ERP or warehouse system, assess whether this data should reach the online store automatically. An important principle is to define the main source of data. The same data shouldn’t have to be maintained manually in several systems. For example, if the ERP is the main source of product stock, the online store should receive the current stock level from the ERP rather than keep a separate number. Passing orders to ERP or accounting Orders can be passed automatically to the company’s ERP, accounting or other business system. Depending on the company’s process, it can receive: customer information; ordered products; SKU; quantity; prices; VAT; delivery information; payment status. This reduces the need for repeated data entry. Payment statuses The online store must be able to understand what happened with a payment. Depending on the payment provider, one integration can offer bank payments, cards, Revolut, Apple Pay, Google Pay and other payment methods. What matters is not only the moment of payment itself. It also needs to be clear: what happens after a successful payment; what happens if a payment fails; how refunds are handled; at what point the order is passed on for fulfilment. Delivery automation A delivery integration can reduce manual work by passing the necessary order data to the carrier and automating part of the shipment preparation process. Depending on the solution, you can automate: parcel locker selection; address transfer; shipment creation; label generation; tracking information; order status. For example, in the Brandsite Addores project, an Omniva integration with automatic parcel locker label generation was implemented, reducing manual work in order processing. CRM and customer communication The goal of a CRM integration shouldn’t simply be to “connect the CRM”. First, define: what data needs to be sent; at which point in the process it should be sent; what the company’s team should do with this data next. Customer communication can also be automated, for example order confirmations, status changes or other messages required by the specific business process. {Business systems and integrations{\u002Fen\u002Fservices\u002Fbusiness-systems-integrations\u002F}} become especially important when the e-commerce process spans several company systems. Which systems are most often connected to an online store? The exact set of integrations will be different for every company. System type Examples What can be automated ERP \u002F accounting Directo, Visma Horizon, Business Central, Odoo Orders, products, prices, stock, documents CRM Bitrix24, Zoho CRM, HubSpot, Pipedrive, Salesforce Customer data, enquiries, segments, sales process Payments Montonio, MakeCommerce, Klix, Stripe, Paysera Payment statuses, payments, refunds Delivery Omniva, DPD, Venipak, Latvijas Pasts, DHL, UPS Parcel lockers, shipments, labels, statuses Product channels Salidzini.lv, KurPirkt.lv, 220.lv, Google Merchant Center, Meta Catalog Products, prices, stock Marketing and analytics GA4, GTM, Meta Pixel, Brev...\",\n            \"wordCount\": 932,\n            \"timeRequired\": \"PT10M\",\n            \"datePublished\": \"2026-10-22T15:36:53+00:00\",\n            \"dateModified\": \"2026-10-22T15:36:53+00:00\"\n        }\n    ]\n}",{"hero":2131,"sections":2136},{"text":2132,"image":2133},"\u003Cp>\u003Cstrong>Online store automation means connecting your e-shop with ERP, CRM, warehouse, payment and delivery systems so that data moves between them automatically and your team doesn’t have to enter the same information again and again.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>An online store can successfully accept orders, but that doesn’t mean the company’s e-commerce process is efficient.\u003C\u002Fp>\u003Cp>If after every purchase someone on the team has to manually re-enter the order into the ERP or accounting system, check stock levels, create an invoice, prepare a shipping label or update customer data in the CRM, the problem is often not the online store itself. The problem is that the systems aren’t connected to each other.\u003C\u002Fp>\u003Cp>The goal of e-commerce automation is not to automate absolutely everything. What matters more is eliminating the manual tasks that repeat with every order and start slowing down business growth.\u003C\u002Fp>\u003Cp>That’s why {online store development{\u002Fen\u002Fservices\u002Fe-commerce-development\u002F}} should cover not only the storefront the customer sees, but also what happens to the order after the purchase.\u003C\u002Fp>",{"id":1714,"url":2134,"size":1732,"type":572,"width":1321,"height":1322,"filename":2135,"mime_type":318},"https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F9024c48b-75bc-491d-b246-dae8f8adf3f9\u002Ftranslations\u002Fen\u002Finterneta-veikala-erp-un-crm-integracijas.webp","interneta-veikala-erp-un-crm-integracijas.webp",[2137,2140,2148,2151,2154,2162,2165,2173,2176,2179,2182,2184],{"text":2138,"image":199,"heading_h2":2139},"\u003Cp>At first, many tasks can be done manually.\u003C\u002Fp>\u003Cp>With a few orders a day, an employee can check the warehouse, enter information into the accounting system and prepare the shipment. As the number of orders grows, the same process becomes an increasingly heavy workload.\u003C\u002Fp>\u003Cp>Typical signs include:\u003C\u002Fp>\u003Cul>\u003Cli>the same order is entered into several systems;\u003C\u002Fli>\u003Cli>stock levels in the online store and the company system don’t match;\u003C\u002Fli>\u003Cli>invoices are prepared separately;\u003C\u002Fli>\u003Cli>delivery data is copied manually;\u003C\u002Fli>\u003Cli>customer data is entered into the CRM several times;\u003C\u002Fli>\u003Cli>product prices and descriptions have to be changed in several places;\u003C\u002Fli>\u003Cli>B2B customer prices are kept in separate spreadsheets;\u003C\u002Fli>\u003Cli>the team regularly has to check whether data matches across systems.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>If sales volume grows but every additional order proportionally increases manual work, \u003Cstrong>the e-commerce process doesn’t scale with the business\u003C\u002Fstrong>.\u003C\u002Fp>","When does an online store need process automation?",{"text":2141,"image":2142,"heading_h2":2147},"\u003Cp>To understand what to automate, you don’t need to start with a list of technologies.\u003C\u002Fp>\u003Cp>A good first step is to follow \u003Cstrong>one real order from product selection to delivery\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>For example:\u003C\u002Fp>\u003Cp>\u003Cstrong>Product → cart → payment → order → warehouse → invoice → delivery → CRM → customer communication\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>At each stage, ask three questions:\u003C\u002Fp>\u003Col>\u003Cli>Is data entered manually here?\u003C\u002Fli>\u003Cli>Does the same data already exist in another system?\u003C\u002Fli>\u003Cli>Is a person doing something at this stage that the system could do automatically?\u003C\u002Fli>\u003C\u002Fol>\u003Cp>Places where data is repeatedly copied, checked or where statuses are changed manually are usually the first candidates for automation.\u003C\u002Fp>",{"id":2143,"url":2144,"size":2145,"type":572,"width":1321,"height":1322,"filename":2146,"mime_type":318},"c2d0dddd-fd48-4876-887b-64379d87d117","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002Fc2d0dddd-fd48-4876-887b-64379d87d117\u002Ftranslations\u002Fen\u002Fecommerce-integrations.webp",148592,"ecommerce-integrations.webp","Where does the most manual work occur in e-commerce?",{"text":2149,"image":199,"heading_h2":2150},"\u003Cp>The priority shouldn’t be the number of integrations. Start with the tasks that repeat most often and create the biggest administrative workload or risk of errors.\u003C\u002Fp>\u003Ch3>Product and price data synchronisation\u003C\u002Fh3>\u003Cp>If the product name, price, SKU, stock level or other information is already maintained in the ERP or warehouse system, assess whether this data should reach the online store automatically.\u003C\u002Fp>\u003Cp>An important principle is to define \u003Cstrong>the main source of data\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>The same data shouldn’t have to be maintained manually in several systems.\u003C\u002Fp>\u003Cp>For example, if the ERP is the main source of product stock, the online store should receive the current stock level from the ERP rather than keep a separate number.\u003C\u002Fp>\u003Ch3>Passing orders to ERP or accounting\u003C\u002Fh3>\u003Cp>Orders can be passed automatically to the company’s ERP, accounting or other business system.\u003C\u002Fp>\u003Cp>Depending on the company’s process, it can receive:\u003C\u002Fp>\u003Cul>\u003Cli>customer information;\u003C\u002Fli>\u003Cli>ordered products;\u003C\u002Fli>\u003Cli>SKU;\u003C\u002Fli>\u003Cli>quantity;\u003C\u002Fli>\u003Cli>prices;\u003C\u002Fli>\u003Cli>VAT;\u003C\u002Fli>\u003Cli>delivery information;\u003C\u002Fli>\u003Cli>payment status.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>This reduces the need for repeated data entry.\u003C\u002Fp>\u003Ch3>Payment statuses\u003C\u002Fh3>\u003Cp>The online store must be able to understand what happened with a payment.\u003C\u002Fp>\u003Cp>Depending on the payment provider, one integration can offer bank payments, cards, Revolut, Apple Pay, Google Pay and other payment methods.\u003C\u002Fp>\u003Cp>What matters is not only the moment of payment itself.\u003C\u002Fp>\u003Cp>It also needs to be clear:\u003C\u002Fp>\u003Cul>\u003Cli>what happens after a successful payment;\u003C\u002Fli>\u003Cli>what happens if a payment fails;\u003C\u002Fli>\u003Cli>how refunds are handled;\u003C\u002Fli>\u003Cli>at what point the order is passed on for fulfilment.\u003C\u002Fli>\u003C\u002Ful>\u003Ch3>Delivery automation\u003C\u002Fh3>\u003Cp>A delivery integration can reduce manual work by passing the necessary order data to the carrier and automating part of the shipment preparation process.\u003C\u002Fp>\u003Cp>Depending on the solution, you can automate:\u003C\u002Fp>\u003Cul>\u003Cli>parcel locker selection;\u003C\u002Fli>\u003Cli>address transfer;\u003C\u002Fli>\u003Cli>shipment creation;\u003C\u002Fli>\u003Cli>label generation;\u003C\u002Fli>\u003Cli>tracking information;\u003C\u002Fli>\u003Cli>order status.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>For example, in the Brandsite Addores project, an Omniva integration with automatic parcel locker label generation was implemented, reducing manual work in order processing.\u003C\u002Fp>\u003Ch3>CRM and customer communication\u003C\u002Fh3>\u003Cp>The goal of a CRM integration shouldn’t simply be to “connect the CRM”.\u003C\u002Fp>\u003Cp>First, define:\u003C\u002Fp>\u003Cul>\u003Cli>what data needs to be sent;\u003C\u002Fli>\u003Cli>at which point in the process it should be sent;\u003C\u002Fli>\u003Cli>what the company’s team should do with this data next.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>Customer communication can also be automated, for example order confirmations, status changes or other messages required by the specific business process.\u003C\u002Fp>\u003Cp>{Business systems and integrations{\u002Fen\u002Fservices\u002Fbusiness-systems-integrations\u002F}} become especially important when the e-commerce process spans several company systems.\u003C\u002Fp>","What should you automate first in an online store?",{"text":2152,"image":199,"heading_h2":2153},"\u003Cp>The exact set of integrations will be different for every company.\u003C\u002Fp>\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>System type\u003C\u002Fth>\u003Cth>Examples\u003C\u002Fth>\u003Cth>What can be automated\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>ERP \u002F accounting\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Directo, Visma Horizon, Business Central, Odoo\u003C\u002Ftd>\u003Ctd>Orders, products, prices, stock, documents\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>CRM\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Bitrix24, Zoho CRM, HubSpot, Pipedrive, Salesforce\u003C\u002Ftd>\u003Ctd>Customer data, enquiries, segments, sales process\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Payments\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Montonio, MakeCommerce, Klix, Stripe, Paysera\u003C\u002Ftd>\u003Ctd>Payment statuses, payments, refunds\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Delivery\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Omniva, DPD, Venipak, Latvijas Pasts, DHL, UPS\u003C\u002Ftd>\u003Ctd>Parcel lockers, shipments, labels, statuses\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Product channels\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Salidzini.lv, KurPirkt.lv, 220.lv, Google Merchant Center, Meta Catalog\u003C\u002Ftd>\u003Ctd>Products, prices, stock\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Marketing and analytics\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>GA4, GTM, Meta Pixel, Brevo, Mailchimp\u003C\u002Ftd>\u003Ctd>Conversions, audiences, communication\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cp>This is not a list of systems that every online store must have.\u003C\u002Fp>\u003Cp>The most important thing is to understand \u003Cstrong>where the company’s data currently lives and where it needs to go automatically\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>Specific integration options depend on the chosen system’s API, data export and import capabilities, and the company’s business process.\u003C\u002Fp>","Which systems are most often connected to an online store?",{"text":2155,"image":2156,"heading_h2":2161},"\u003Cp>In many cases – yes.\u003C\u002Fp>\u003Cp>One e-commerce system can use customer groups, individual prices, volume discounts, different payment terms and other order processing logic.\u003C\u002Fp>\u003Cp>This makes it possible to manage B2C and B2B sales in one system while keeping a suitable buying process for each customer group.\u003C\u002Fp>",{"id":2157,"url":2158,"size":2159,"type":572,"width":1321,"height":1322,"filename":2160,"mime_type":318},"f24faf5f-5702-4533-b6d7-245f0def07a1","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002Ff24faf5f-5702-4533-b6d7-245f0def07a1\u002Ftranslations\u002Fen\u002Fb2b-ecommerce-solution.webp",100410,"b2b-ecommerce-solution.webp","Can B2C and B2B sales be combined in one online store?",{"text":2163,"image":199,"heading_h2":2164},"\u003Cp>Not every integrated online store needs custom development.\u003C\u002Fp>\u003Cp>Properly built {WooCommerce development{\u002Fen\u002Fservices\u002Fwoocommerce-development\u002F}} can also suit e-commerce with payment, delivery, ERP, CRM and other integrations, if the required business process can be implemented well within the platform.\u003C\u002Fp>\u003Cp>A custom solution becomes more justified when you need non-standard pricing logic, complex user roles, specific data flows, marketplace functionality or other processes that no longer fit well into a ready-made e-commerce platform.\u003C\u002Fp>\u003Cp>Such projects may also require {web application development{\u002Fen\u002Fservices\u002Fweb-application-development\u002F}}.\u003C\u002Fp>\u003Cp>The technology choice should be based on the required business process, not the other way around.\u003C\u002Fp>","WooCommerce or a custom e-commerce solution?",{"text":2166,"image":2167,"heading_h2":2172},"\u003Cp>A ready-made plugin is a good solution when it handles the required process well.\u003C\u002Fp>\u003Cp>However, integration becomes more complex when you need to synchronise, for example:\u003C\u002Fp>\u003Cul>\u003Cli>several warehouses;\u003C\u002Fli>\u003Cli>different customer price groups;\u003C\u002Fli>\u003Cli>individual B2B prices;\u003C\u002Fli>\u003Cli>specific order statuses;\u003C\u002Fli>\u003Cli>product data from several systems;\u003C\u002Fli>\u003Cli>complex delivery logic.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>In this case, it’s not enough to ask:\u003C\u002Fp>\u003Cp>\u003Cstrong>“Do the systems have an API?”\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>You also need to plan:\u003C\u002Fp>\u003Cul>\u003Cli>which system is the main source of data;\u003C\u002Fli>\u003Cli>in which direction data moves;\u003C\u002Fli>\u003Cli>how often synchronisation happens;\u003C\u002Fli>\u003Cli>what happens in case of an error;\u003C\u002Fli>\u003Cli>whether failed synchronisation is retried;\u003C\u002Fli>\u003Cli>how the team finds out that data wasn’t sent;\u003C\u002Fli>\u003Cli>how data duplication is prevented.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>If customer or order data is passed between systems, you also need to plan \u003Cstrong>access rights, secure storage of API keys and error logs\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>It is exactly these details that often determine whether an integration will be reliable day to day.\u003C\u002Fp>",{"id":2168,"url":2169,"size":2170,"type":572,"width":1321,"height":1322,"filename":2171,"mime_type":318},"7be8416a-a6fd-4026-8c7e-c04665a8da2e","https:\u002F\u002Fcms.brandsite.lv\u002Fstorage\u002Fmedia-assets\u002F7be8416a-a6fd-4026-8c7e-c04665a8da2e\u002Ftranslations\u002Fen\u002Ferp-and-crm.webp",115978,"erp-and-crm.webp","When do you need a custom API integration?",{"text":2174,"image":199,"heading_h2":2175},"\u003Cp>Automation can mean completely different things in different projects.\u003C\u002Fp>\u003Cp>In the \u003Cstrong>Addores\u003C\u002Fstrong> project, an Omniva integration helped automate the preparation of parcel locker shipping labels.\u003C\u002Fp>\u003Cp>In the \u003Cstrong>Bluetti\u003C\u002Fstrong> e-commerce project, XML product data feeds to Salidzini.lv, 220.lv and KurPirkt.lv were used.\u003C\u002Fp>\u003Cp>In the \u003Cstrong>Swim\u003C\u002Fstrong> project, multi-warehouse stock management was implemented for the Latvian and Estonian markets.\u003C\u002Fp>\u003Cp>In the \u003Cstrong>Vedam\u003C\u002Fstrong> project, product sales, moving box rentals and service bookings were combined in one digital environment, complemented by a CRM, Google API address input and automated customer communication.\u003C\u002Fp>\u003Cp>Read more about this solution in the Brandsite article on {how to combine sales, rentals and CRM in one e-commerce system{\u002Fen\u002Fblog\u002Fecommerce-sales-rentals-crm\u002F}}.\u003C\u002Fp>\u003Cp>These examples show that \u003Cstrong>e-commerce automation is not one specific feature\u003C\u002Fstrong>. It’s about organising a specific company’s process.\u003C\u002Fp>","E-commerce automation examples from Brandsite projects",{"text":2177,"image":199,"heading_h2":2178},"\u003Cp>Before technical development, it’s worth preparing answers to a few practical questions.\u003C\u002Fp>\u003Ch3>1. Where is product data currently stored?\u003C\u002Fh3>\u003Cp>In the ERP, the online store, an Excel file, with the supplier or in several places?\u003C\u002Fp>\u003Ch3>2. Which source is the main one?\u003C\u002Fh3>\u003Cp>If a price differs between two systems, which one should be trusted?\u003C\u002Fp>\u003Ch3>3. What happens after a new order?\u003C\u002Fh3>\u003Cp>Write down the process step by step until the customer receives the product.\u003C\u002Fp>\u003Ch3>4. Which tasks does the team do manually?\u003C\u002Fh3>\u003Cp>Pay special attention to re-entering data and repeated checks.\u003C\u002Fp>\u003Ch3>5. What exceptions tend to occur?\u003C\u002Fh3>\u003Cp>For example:\u003C\u002Fp>\u003Cul>\u003Cli>a payment fails;\u003C\u002Fli>\u003Cli>a product is no longer available;\u003C\u002Fli>\u003Cli>the ERP can’t be reached;\u003C\u002Fli>\u003Cli>the courier doesn’t return a status;\u003C\u002Fli>\u003Cli>customer data is incomplete.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>A good e-commerce process should be designed not only for the ideal scenario, but also for exceptions.\u003C\u002Fp>","How to prepare for an online store integration project?",{"text":2180,"image":199,"heading_h2":2181},"\u003Cp>Two visually similar online stores can have very different development scopes.\u003C\u002Fp>\u003Cp>A store with a product catalogue, payments and one delivery integration is technically different from a solution that needs to exchange data between ERP, CRM, several warehouses, B2B customer groups and external sales channels.\u003C\u002Fp>\u003Cp>Costs are affected by:\u003C\u002Fp>\u003Cul>\u003Cli>the number of systems to integrate;\u003C\u002Fli>\u003Cli>API quality and documentation;\u003C\u002Fli>\u003Cli>data volume;\u003C\u002Fli>\u003Cli>synchronisation frequency;\u003C\u002Fli>\u003Cli>non-standard business logic;\u003C\u002Fli>\u003Cli>error and exception handling;\u003C\u002Fli>\u003Cli>the scope of testing.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>Read more about overall project costs in our article on {online store development cost{\u002Fen\u002Fblog\u002Fecommerce-development-cost\u002F}}.\u003C\u002Fp>","What affects the cost of e-commerce automation and integrations?",{"text":2183,"image":199,"heading_h2":1850},"\u003Ch3>Can an online store be connected to an ERP?\u003C\u002Fh3>\u003Cp>Yes. Depending on the specific ERP and its technical capabilities, you can synchronise products, prices, stock, customer and order information, as well as other data the company needs.\u003C\u002Fp>\u003Ch3>Does an online store need a CRM integration?\u003C\u002Fh3>\u003Cp>Not always. A CRM integration is useful if online store customer or enquiry data is needed in sales, customer service or marketing processes.\u003C\u002Fp>\u003Ch3>Can WooCommerce be connected to an ERP and CRM?\u003C\u002Fh3>\u003Cp>In many cases – yes. The specific solution depends on the systems’ APIs, data structure and the business process.\u003C\u002Fp>\u003Ch3>Do all e-commerce tasks need to be automated?\u003C\u002Fh3>\u003Cp>No. The priority is tasks that repeat often, take a lot of time, create a risk of errors or delay order processing.\u003C\u002Fp>\u003Ch3>When is custom e-commerce development needed?\u003C\u002Fh3>\u003Cp>It becomes justified when the business process can’t be implemented well within a standard platform or the project requires complex pricing, user, data or marketplace logic.\u003C\u002Fp>",{"text":2185,"image":199,"heading_h2":2186},"\u003Cp>Start with the process that currently creates the most repetitive manual work.\u003C\u002Fp>\u003Cp>Identify:\u003C\u002Fp>\u003Cul>\u003Cli>where the main data is stored;\u003C\u002Fli>\u003Cli>which tasks repeat with every order;\u003C\u002Fli>\u003Cli>where data is entered more than once;\u003C\u002Fli>\u003Cli>where errors occur most often;\u003C\u002Fli>\u003Cli>which process will become a problem if the number of orders doubles.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>The quality of a stable e-commerce system is determined not only by whether a customer can make a purchase. It’s just as important \u003Cstrong>how efficiently the order then moves through sales, warehouse, accounting, delivery and customer communication\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>Brandsite helps companies develop e-commerce solutions and integrations that connect the customer’s buying journey with the company’s internal processes.\u003C\u002Fp>\u003Cp>\u003Cbr \u002F>\u003C\u002Fp>\u003Cp>\u003Cb>{Book a consultation{\u002Fen\u002Fcontacts\u002F}}\u003C\u002Fb>\u003C\u002Fp>","Where to start with e-commerce automation?",{"card_image":199,"hero_image":2188},{"id":1714,"type":149,"locale":22,"fallback":2189,"image":2190,"derivatives":2197},{"used":25,"locale":199},{"url":1717,"filename":1718,"alt":1719,"title":1719,"caption":1719,"width":1321,"height":1322,"derivatives":2191},{"card":2192,"mobile":2193,"original":2194,"tablet":2195,"thumb":2196},{"label":314,"target_width":315,"url":1722,"filename":1723,"mime_type":318,"width":315,"height":584,"size":1724},{"label":321,"target_width":322,"url":1726,"filename":1727,"mime_type":318,"width":322,"height":589,"size":1728},{"label":327,"target_width":199,"url":1730,"filename":1731,"mime_type":318,"width":1321,"height":1322,"size":1732},{"label":332,"target_width":333,"url":1734,"filename":1735,"mime_type":318,"width":333,"height":598,"size":1736},{"label":338,"target_width":339,"url":1738,"filename":1739,"mime_type":318,"width":339,"height":603,"size":1740},{"card":2198,"mobile":2199,"original":2200,"tablet":2201,"thumb":2202},{"label":314,"target_width":315,"url":1722,"filename":1723,"mime_type":318,"width":315,"height":584,"size":1724},{"label":321,"target_width":322,"url":1726,"filename":1727,"mime_type":318,"width":322,"height":589,"size":1728},{"label":327,"target_width":199,"url":1730,"filename":1731,"mime_type":318,"width":1321,"height":1322,"size":1732},{"label":332,"target_width":333,"url":1734,"filename":1735,"mime_type":318,"width":333,"height":598,"size":1736},{"label":338,"target_width":339,"url":1738,"filename":1739,"mime_type":318,"width":339,"height":603,"size":1740},1793189201548]