CRM fix
Integration: leads and pictures aligned
Faster site
PageSpeed and performance improved
Better filters
Browsing options restored
Own content
Self-managed content flow
About the Client
Renovation Angel is a US company that buys and resells luxury pre-owned kitchens. Its website supports the intake process, from initial seller inquiries through to the information the team needs to assess each kitchen. Their sales process depends on the CRM, so any missing lead information directly affects how the team can assess and quote a kitchen.
The Challenge
The site wasn’t properly maintained, the developer who built it had moved on, and the client had no clear picture of how the site had been built.
Growing list of problems:
- Inquiry photos were not reaching the team or CRM.
- The site was slow.
- Kitchen filters were broken.
- Some pages needed a redesign.
- Large parts of the content were hardcoded in PHP.
- The client could not safely edit much of the site without a developer.
Our Approach
We started by tracing the inquiry from the website through to the CRM instead of assuming the form itself was broken.
The CRM issue
We contacted the vendor behind the third-party CRM and confirmed that its system could not accept image attachments.
There was no form setting to change and no CRM configuration to fix. The limitation was on the other side of the integration.
New photo delivery flow
We created a custom solution that intercepts the images submitted with each inquiry and sends them separately by email.
The CRM still receives the lead information. The team also receives the seller’s photos, so they have the information needed to assess each inquiry.
Website speed
We optimized the site and improved its PageSpeed performance.
Broken filters
We diagnosed the broken filtering system and restored kitchen browsing.
Outdated pages
Pages that had aged badly were redesigned and brought up to date.
Hardcoded content
Where possible, we moved content out of PHP so the team could edit it themselves. Where content remained in code, we showed them exactly where and how to make changes safely.
The website logic
Because the client did not have a clear picture of how the site had been built, we worked through the existing code and integrations, then trained the team on the parts they manage day to day.
The Outcome and Value
Every inquiry now reaches the team with its photos delivered by email. That information no longer falls through the cracks or endangers the company’s bottom line.
The site is also faster, filters work as they should, and outdated pages have been redesigned, so the team can make routine content changes without relying on a developer and increasing the operational costs.
The end result: faster site and better rankings, proper CRM flow that protects the bottom line, and lower ongoing costs for managing the site.
Before and After
Metric
Before
After
Inquiry photos
Silently lost
Delivered by email
Content management
Hardcoded PHP
Self-managed by the team
Filters
Broken
Optimized and working
Site speed
Slow
Fully optimized
Tech and Tools
WordPress
Custom PHP
Third-party CRM
Services Provided
- WordPress troubleshooting
- CRM integration
- Custom WordPress features
- Speed optimization
- UX/UI design
- Maintenance & support
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