What Website Marketing Tools includes
Lead capture, AI chat, personalisation, CRM integration, CRO programme - and where it's the right call, the underlying website itself. Six interlocking capabilities, layered on what you have or built from scratch.
Lead capture system
Multi-step forms, progressive profiling, qualifying logic, and intelligent routing - so the right leads reach the right person, fast.
- Multi-step forms & progressive profiling
- Qualifying logic & lead scoring
- Conditional fields & routing rules
- Calendar-booking integration
- Spam & bot filtering
- GDPR-compliant consent
AI chat layer
Brand-trained conversational AI on the website that qualifies leads, books meetings, and supports customers 24/7 - integrated with your CRM.
- Brand-trained AI assistant
- Lead qualification & meeting booking
- Product Q&A from your knowledge base
- Human escalation paths
- WhatsApp / Messenger expansion
- Conversation analytics
Personalisation engine
Dynamic content by audience segment, source, returning-vs-new, and pipeline stage - without rebuilding the whole site.
- Source-based hero variants
- Returning-visitor messaging
- Industry / segment switching
- A/B testing infrastructure
- Geo-targeted content
- Account-based personalisation (ABM)
CRM integration
Bi-directional sync between the website and your CRM - clean lead routing, accurate attribution, and pipeline visibility from first touch.
- HubSpot / Salesforce / Pipedrive integration
- Bi-directional contact & deal sync
- UTM & source attribution tracking
- Lead routing & assignment rules
- Lifecycle-stage triggers
- Closed-loop reporting
Conversion rate optimisation (CRO)
Continuous experimentation: A/B tests, heatmaps, session recordings, and a CRO calendar that keeps the conversion line moving.
- A/B & multivariate testing
- Heatmap & session-recording setup
- Funnel diagnostics
- Quarterly CRO calendar
- Statistical-significance reporting
- Conversion benchmark tracking
Custom web development
When the existing site can't carry the tooling, we build the new one: Next.js / React, headless CMS, with performance baked in - ready for everything above. Search-infrastructure work routes to our growth practice.
- Next.js / React custom builds
- Headless CMS (Sanity, Contentful, Storyblok)
- Core Web Vitals & performance
- Semantic HTML & accessibility
- Responsive & accessibility-compliant
- Vercel / AWS deployment
How we deliver
Four phases - audit, tool architecture, implementation, optimisation - with a CRO calendar that keeps the conversion line moving quarter after quarter.
Conversion audit
Baseline current conversion performance, source-by-source. Funnel diagnostics, heatmap analysis, lead-quality review.
Tool architecture
Decide which marketing tools layer on the existing site versus what needs rebuilding. Map the integration architecture across CRM and analytics.
Implementation
Build the lead capture, AI chat, personalisation, and CRM integrations. Where needed, ship the underlying website itself on Next.js / React.
Optimisation
Continuous A/B testing, heatmap-driven iteration, and a CRO calendar that keeps lifting conversion against published benchmarks.
What makes us different
Most agencies want to sell you a new website. We start with the marketing tooling that turns your existing traffic into pipeline - usually 70% of the win without a rebuild. When a rebuild is genuinely the right call, we ship Next.js / React with conversion tools wired in from day one. Search-infrastructure work routes to our growth practice when needed.
Tools-first, rebuild-only-if-needed
Most agencies start with "you need a new website". We start with "what tooling can we layer onto what you have?" - usually 70% of the win comes without a rebuild.
Lead quality, not lead volume
A qualifying form delivers fewer, better leads. We measure qualified pipeline, not contact-form submissions, and tune accordingly.
Brand-trained AI chat
Not a generic widget. AI chat trained on your knowledge base that qualifies leads, books meetings, and reduces support load - integrated with your CRM.
Closed-loop attribution
UTM hygiene, CRM attribution, and pipeline reporting that connect channel spend to closed-won revenue. Marketing finally accountable to revenue, not sessions.
CRO as a programme, not a project
A quarterly CRO calendar with statistical-significance reporting. Conversion improvements compound over time rather than spiking once.
Performance baked in
Where we do build new sites, Core Web Vitals, semantic HTML, and accessibility are foundational - not bolted on at QA. Search and structured-data infrastructure routes to our growth practice when needed.
Creative Case Studies
Green Space - Custom Website
Green Space is a Latvian housing company building sustainable solid-wood homes with an 8-month build promise. Codnity Dev built the custom website: digital brochure plus interactive experience - 3D visualisations, day/night animations, model configurator, booking system.
Sefinance - Custom Website Development
Sefinance is one of Latvia's leading digital lenders, serving 500,000+ customers across consumer credit, refinancing, auto, and real estate loans. Codnity Dev built the custom website with API integrations including Open Banking and identification - SEO-focused for scale.
Andele Mandele - Platform Optimization
Andele Mandele runs one of Latvia's largest second-hand marketplaces - 275,000+ listings, busy mobile audience, busy payment flow. Codnity Dev refined the existing platform: UI/UX polished, payment infrastructure modernised, reliability raised - brand and structure intact.
Turn the traffic you already pay for into pipeline
Book a scoping call and we'll baseline your current source-by-source conversion, audit your lead capture and chat layer, and outline the smallest tooling change that moves the line - before any commitment.
- Current conversion baseline (source-by-source)
- Lead capture & qualification audit
- AI chat layer scoping
- CRM integration & attribution review
- Quarterly CRO programme outline
Website Marketing Tools FAQ
Everything you need to know before starting a web development project with Codnity Creative.